Statistics of a simple email campaign

The statistics of a simple email campaign show how many recipients got the email, how many opened it, who clicked the links, who marked the email as spam and who unsubscribed. You find them in the campaign on the Statistics page in the left menu or with the Results button in the Emails overview. You see the first numbers within 5 minutes after sending and they refresh every 5 minutes.

What you find on the Statistics page

The page has five parts. From top to bottom:

1. General overview: the email subject line, the date and time of sending and the summary numbers Sent, Delivered, Undelivered, Opened Total, Opened Uniquely, Unopened, Clicks total, Clicks uniquely, SPAM Reports and Unsubscribed.
2. General overview in time: a chart of how the numbers grew after sending. You hide or show each line of the chart by clicking its caption below the chart.
3. Success rate of the email campaign: the same indicators as percentages, so you do not have to calculate them yourself.
4. Effectiveness of the email campaign: results by contact labels. For each label you see how many contacts you reached, how many clicked and their share.
5. Detailed overview: lists of recipients who opened the email, did not open it, clicked individual links, did not receive the email, marked it as spam or unsubscribed.

What each number counts is explained in the article What the terms in statistics mean.

How to read opens and clicks

Judge the success of a campaign by the unique numbers. Opened Uniquely and Clicks uniquely count each recipient only once, while the "total" numbers add up every open and every click.

Quanda recognizes automatic and robotic opens, for example from Apple Mail Privacy Protection, and leaves more than 80% of them out of the statistics. Open numbers are therefore fairly accurate. The strongest sign of interest is still a click, because it shows that the recipient took the next step. You see which links worked in the E-mail links overview part.

What to do with undelivered emails and unsubscribes

• Undelivered emails: you find the list of addresses the email could not be delivered to in the Detailed overview. The reasons are explained in the article Reasons for undelivered emails. Correct the wrong addresses. How to handle undeliverable contacts is described in the article Blacklisted contacts.
• SPAM Reports and Unsubscribed: watch them even when they are small. Higher numbers than usual mean the email went to the wrong group of people, came too soon after the previous one or the content was not what recipients expected.

How to use the results in your next campaign

• You can send a second wave to people who did not open or did not click through automation in a simple campaign.
• You select the contacts who reacted in your next campaign in the Advanced Filter by sent campaigns.
• You measure what people did on your website after the click in Google Analytics. The steps are in the article Tracking clicks with Google Analytics.

How to export the statistics

With the Statistics Export icon you download the whole statistics to Excel as an xlsx file. The data is split into sheets:

• Overview: the campaign name, email subject line, date and time of sending and the summary figures.
• Contact lists (opened, clicked, unsubscribed and more): for each contact the company, tags and date and time of the action. The opens sheet also has the number of opens and the device and browser, the click sheets the device and browser.
• Unsubscribes: the reason for unsubscribing for each contact and a summary of the reasons.
• Trend of opens and clicks: unique opens and clicks by day plus sent, delivered, undelivered and rejected emails, total opens, total clicks, logical clicks, unsubscribes and spam reports.
• Links: the link text, URL, whether it is a logical link, and the placement of the link in the email.

Shares (delivered, opened, clicks, unsubscribes, spam and shares by tags and links) are numbers with a percentage format in the file, and the average number of opens is a number in the “1.25x” format. Excel calculates with them right away, so you can easily combine the exports of several campaigns in one table and sort them by date of sending. It is useful for archiving and for comparing campaigns.

Older campaigns get archived. An archived campaign keeps the summary numbers and charts, but the recipient lists are no longer available.

Do you have questions? We will be happy to answer them. Just contact our customer support at +420 605 163 892, e-mail: support@onquanda.com.