Getting Started - Email reporting overview

Getting Started - Email reporting overview


Email reporting gives you information about the performance of your sent campaigns. You can use this information to do the following:

  • Identify trends in the performance of your campaigns
  • Make sure that your campaigns are performing as you expect them to
  • Spot weaknesses in the performance of your campaigns and take action to improve it

We organize your email reporting into the email dashboard and individual email reports. Both of these include statistics about who's received your campaigns (delivery) and what your recipients have done with them (engagement and interaction).

If more information is available for a statistic, a link to the full report appears when you mouse over it.

Email dashboard (Previously "Account Reports")

The Email dashboard tells the collective story of all of your campaigns by adding together all of their the statistics.

All statistics on the email dashboard are aggregated up until the previous day. The current day in which you're viewing account reports isn't aggregated. Therefore it doesn't include any real-time data, whereas campaign reports do.

Among other actions, you can do the following with your email dashboard:

Email reports (Previously "Campaign Reports")

An Email report tells the story of one particular campaign by displaying an instant overview of the key metrics.

All statistics in email reports update in real time.

Among other actions you can do the following with your email reports:

  • Filter the report by contacts, by split test variations, and by dynamic content variations
  • Print the 'Campaign report' overview by clicking Print report in the 'Report actions' dropdown
  • Export contacts in a metric's report
Program reports

Program reports help you keep track of and understand how your programs are performing. You can choose to see your program reports in two helpful view types: Table view and Chart view.


You can filter account reports on campaign tags by clicking on Filter: in the top corner of the screen. 

This enables you to select one or multiple campaign tags to filter on. Applying it will change your account reports to display only the data for campaigns assigned with the chosen tag or tags. This is useful when wanting to isolate statistics for types of campaigns, such as newsletters, product updates or campaigns that were part of a particular program, for instance.

Drilling down

To drill down further on a statistic, simply click on it. This will take you through to the appropriate section tab for account reports, in which the statistic is highlighted along the top and a bar chart is provided per day.

From here, you can:

  • toggle between graph types
  • select a metric to compare against
  • add a secondary axis to comparison graphs
  • view and page through campaign listings with statistics, sort on statistic columns, preview campaigns and drill down into a campaign's report overview

To return to the account reports overview, click on the Overview button at the top of the screen. 

Changing graph type

Use the toggle buttons to change between a bar graph and a line graph, depending upon your preferred view. 


Selecting a metric to compare against

At the top of the graph, a dropdown enables you to select any other metric from the 'Engagement', comparison_metric_dropdown.png

'Interaction' or 'Delivery' categories to compare against.

This enables you to isolate, analyze and come to understand the relationships between different metric pairings across your account. 

The graph will update with the comparison metric plotted on it, and both metrics are highlighted in the campaigns list below the graph. If you've selected a metric selected that isn't part of the section's normal metrics, this will be added as a column to the campaigns list.

Adding a secondary axis to your comparison graph

Add a secondary axis to your comparison graph by clicking on the icon next to the graph type toggle:

It's useful to add a secondary vertical axis to your graph in cases when your graph is comparing a high statistic against a much lower statistic. Your two statistics will be charted against separately scaled axes for a more meaningful comparison, rather than against one axis that uses the same scale. This will provide a much better visual representation too. 

Account reports overview statistics

The account reports overview shows top level statistics for each of the below aspects and their key metrics:

For Engagement:

Unique opens

The number of emails tracked as being opened for the first time by a recipient (i.e. only recorded once for each email).

Email opens

The total number of opens for all emails (records all opens per email). 

Forwards to a friend

The number of recipients who passed your campaigns on to a colleague or a friend using the 'Forward to a friend' link. You can use our 'Forward to a friend' function to insert this type of link into your campaigns.

Estimated forwards

The number of times your campaigns were forwarded based on the system registering an open in a different email client and IP address to the original recipient of the campaign.

Social shares

The total number of views generated by your campaigns when posted on social networking sites. Our social networking function can be used to insert this type of link in your campaign.

For Interaction:

Unique clicks

The unique number of users who clicked links in your campaigns.

Total clicks

The total number of link clicks in your campaigns. This would include users who had clicked a link more than once. 

Page views

If you have used our page tracking code then this shows the total number of page views generated on your website, as recipients click through from your campaigns.


If you have used our ROI code then this is the total number of transactional events resulting from a click through, such as the purchasing of a product.


The number of replies you have had in response to your campaigns. This is when a recipient has used their email client reply button to send you an email and you have selected 'webmail' or 'forward and webmail' as the reply action when creating your campaign settings.

For Delivery:

Emails sent

The total numbers of email sent.

Soft bounced

The number of temporarily undeliverable email addresses. Generally this is because of 'out of office' or 'mailbox full' replies.

Hard bounced

The number of permanently undeliverable email addresses. This is because they are incorrect or no longer in use.


The number of recipients who have asked to be removed from your address book(s). This also includes those recipients who have reached their bounce threshold (as set under Contacts > Suppressed contacts > Bounce thresholds) and those who have used Hotmail/MSN, AOL and Yahoo 'This is junk' functions. These addresses are automatically removed from your address book(s) so that they cannot be mailed in the future. This would apply even if these email addresses were included in a future upload to the same or different address books. They would be automatically excluded from the upload. The Suppressed contacts option under Contacts provides a list of all addresses removed.

ISP complaints

The number of ISP complaints that have been registered against you by your recipients.

For Contacts:

New contacts

The number of new contacts you've acquired over the date range.

Total contacts

The total number of contacts in your account.

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