Email marketing effectively reaches and engages leads, but campaign success depends on understanding performance metrics and making improvements.

Brevo provides comprehensive email reports with metrics to measure audience engagement and optimize future content. These reports track who opened and clicked, subscriber locations, and link click activity!

Good to know

• By default, we include Apple Mail Privacy Protection and bot activities in your campaign statistics. You can exclude these to show only real-human interactions for more accurate engagement data. To learn more, check our dedicated article About Apple Mail Privacy Protection (MPP) and bot activity in Brevo.
• Since email statistics can vary greatly across industries, benchmark your performance against industry standards for accurate assessment. To learn more, check our dedicated article on Running a successful email campaign.
• Cross-reference metrics to gain complete email analysis and inform future communications.
• Deactivate open, click, and link tracking using the anonymous email tracking option. To learn more, check our dedicated article Can I anonymize the tracking of opens and clicks for my email campaigns?.

➡️ Access your email campaign report

After sending an email campaign, access its report to check how it performed:

1. Go to Marketing > Emails.
2. Next to the name of the email campaign for which you want to access the report:
   1. For Sent campaigns, click the report icon.
   2. For Suspended, Running, or Archived campaigns, click More action > Report.
      

👁️ Overview of your email campaign report

Your email campaign report is composed of different parts, tabs, and sections: 

• Your email campaign details, at the top of the report.
• An Overview tab with key results and information on your email campaign. 
• Tabs for each metric in the Overview tab with more precise and in-depth data.
  (Deliverability, Opens, Clicks, Conversions, Revenue, Unsubscribes)

Details of your email campaign

At the top of your email campaign report, you will find all the details on the email campaign concerned by this report, such as: 

1. Campaign preview. Click the image to open a full-page preview of your email campaign. 
2. Campaign name, ID, and delivery date and time.
3. Subject line, From email address, and Reply to email address.
4. Share and Export report buttons. From there, you will be able to send your email report to anyone or obtain a CSV or PDF version of it. You will also have the possibility to individually export some specific sections of your email campaign report. To learn more, check our dedicated section Share and export your email campaign report in this article. 

Overview of your campaign's performance and settings

Below your email campaign details, you will find tabs for each key metric of your email campaign report. The Overview tab is opened by default and concisely summarizes your email campaign’s performance.

1. Campaign performance 
   Gathers key metrics such as delivery rates, open rates, and click-through rates. It allows you to identify at a glance your campaign's performance. Click Details next to the metric for which you want to obtain more precise and in-depth data.
   ➡️ To learn more, check our dedicated section Understand and analyze your email campaign report in this article.
   
2. A/B testing details
   
   ❗️ Important

   The A/B testing details section is only visible if you choose to create two versions of your email campaign with the A/B test option.
   Results of your A/B test email campaign, showing both versions and the winner. View detailed metrics in each tab with test phase results for both versions and post-test results for the winner.
3. Campaign audience
   Gathers all the segments and lists of contacts, as well as the conditions you have set as recipients of your email campaign. 
4. Timeline
   Chronological list of all actions performed on the email campaign from its creation to its edits and sending. 

🔍 Understand and analyze your email campaign report

Explore the different tabs of your email report to obtain more precise and in-depth data on each of the metrics presented in the Overview tab. Check our dedicated sections to learn how to understand and analyze each tab's data:

In each tab, if you see the following icons next to a data item or section, you can: 

• View contacts
  Access the preset segment of contacts concerned by this specific metric, powered by our segmentation tool. For example, view the contacts who opened your campaigns, or those who have unsubscribed after receiving this specific campaign. This will allow you to perform actions on these segments to better target your audience for your future communications.
• Export
  Receive a CSV version of a specific section of your email campaign report on your account email. For example, you can download the reasons for soft bounces section from the Deliverability tab or the list of countries from where your email was opened from the Opens tab.

📬 Deliverability

The Deliverability tab details the success rate of your email delivery and highlights any issues encountered in sending and receiving your email campaign.

In this tab, you will find the key metrics to help you analyze the deliverability of your email:

• Sent to - Contacts to whom your email campaign was sent.
• Delivered - Contacts that received your email campaign either in their inbox or in the spam folder.
• Delivery rate - Percentage of emails that successfully reach your recipients' inboxes. 
• In processing - Number of emails that are deferred, queued, or undergoing internal analysis due to a technical issue. 
• Skipped - Only visible if you have enabled external feeds. Emails that were not sent because of an issue that occurred during the sending of your email campaign that contains an external feed. You can check the reason for this skip in the Reasons for section.
• Soft bounces - Contacts who did not receive your email campaign for temporary reasons. You can check the reasons for soft bounces in the Reasons for section. 

Below those metrics, you will also find different sections: 

• A/B test sending details
  If you sent an A/B test email campaign, you will find each version's number of recipients and delivery rate. 
• Reasons for bounces or skips
  List of reasons for bounces or skips, as well as the number and percentage of recipients impacted by those reasons. Click the soft bounce drop-down to select the type of bounce or skip for which you want to see the reasons. 
• Deliverability breakdown by lists or domains
  Check the deliverability rate by your recipients' domain or contact list, as well as the number of contacts reached, or those that generated a bounce. Click the Lists drop-down to select the filter criteria for your results (Lists or Domains).

❓How can I analyze the Deliverability tab data to improve my marketing strategy? 

Regularly monitor deliverability metrics to maintain clean lists and improve sender reputation. Consider your company's delivery trends for benchmarking as metrics vary by industry.

If your deliverability falls under 90%, take action immediately to improve future campaigns and prevent account suspension.

• Monitor your soft bounce rate and identify causes:
  Click   View under the Soft bounces metric to check affected contacts and reasons. If necessary, make changes to your campaign and resend it. 
• Analyze delivery rates by domains or lists to identify problems:
  • Domain analysis reveals how inbox providers view your reputation. Low Google or Yahoo delivery may indicate non-compliance with their requirements for email senders.
  • Poor delivery for specific lists suggests you should clean your contact lists of invalid or unengaged contacts. 

➡️ To maximize the chances of your emails reaching your recipient's inbox, check our dedicated article Getting started with Email deliverability.

🚪Opens

The Opens tab provides insights into how recipients engage with your email over time and per country, device, or domain, for example.

In this tab, you will find the key metrics to help you analyze the opens of your email:

• Opens - Total number of individual recipients who opened your email at least once. It is counted as 1 even when it is opened multiple times by the same recipient. This number includes Apple MPP and bot opens by default.
• Open rate - Percentage of recipients who opened the email out of your total number of recipients. This number includes Apple MPP and bot opens by default. 
• Total opens - Total number of times your email campaigns have been opened, including multiple opens by the same recipient. This number includes Apple MPP and bot opens by default.
• Apple MPP opens - Total number of times your email campaigns have been opened automatically by Apple MPP. To learn more about the impact of Apple MPP on your email report metrics, check our dedicated article About Apple Mail Privacy Protection (MPP) and bot activity in Brevo.

Below those metrics, you will also find different sections:

• A/B test open rate
  If you sent an A/B test email campaign, you will find the number of trackable opens and open rate for each version. 
• Opens by hour 
  Check the times at which your email was opened within 24 hours of being sent. You can either check these times on a chart or in a table. 
• Distribution
  Check the number of trackable opens for each country where your email was sent. You can either check the number of opens per country in a map or table. 
• Opens breakdown
  Check the number of opens and open rate by your recipients' contact list, domain, device, or browser. Click the Lists drop-down to select the filter criteria for your results (Lists,  Domains, Devices, or Browsers).

❓How can I analyze the Opens tab data to improve my marketing strategy? 

What is a good open rate?

Compare your open rate to industry standards (20-30%) to evaluate success. The open rate shows how well your subject line and preheader text perform. Track weekly to identify trends.

Sending at the best time

Timing affects open rates significantly. Check Opens by hour to see if recipients open emails promptly after delivery. Adjust sending times as needed or use our Send at best time option for optimal delivery.

High open rate does not mean high engagement

High open rates don't guarantee content engagement. Compare with metrics like delivered emails and Click-Through-Rate (CTR) for better insights. Monitor Opens per country, lists, domains, devices, or browsers. High opens but low clicks may indicate appealing subject lines but irrelevant content or display issues. Test your email campaign and ensure they're mobile-optimized and compatible with dark mode.

🖱️ Clicks

The Clicks tab shows how well the content of your email engages the recipients and prompts them to take action by clicking on links or CTAs.

In this tab, you will find the key metrics to help you analyze the clicks of your email:

• Click-through rate (CTR) - Percentage of recipients who clicked on at least one link in your email campaign. This number includes bots by default. 
• Total clicks - Total number of clicks on the links in the email. For example, if a recipient clicks on a link in the email 3 times, it will be counted as 3 clicks. This number includes bots by default. 
• Clicks - Unique number of clicks on the links in the email. For example, if a recipient clicks on a link in the email 3 times, it will be counted as 1 unique click on that link. This number includes bots by default. 
• Click-to-open rate (CTOR) - Number of clicks divided by the number of opens. Number of contacts who clicked a link in your email campaign is related to the total number of contacts who opened your email campaign. This number includes bots by default. 

Below those metrics, you will also find different sections:

• A/B test click rate
  If you sent an A/B test email campaign, you will find each version's number of clicks and click rate. 
• Clicks by hour 
  Check the times at which your email was clicked within 24 hours of being sent. You can either check these times on a chart or in a table. Check Compare to opens to display the number of opens along with the number of clicks over time. 
• Distribution
  Check the number of clicks for each country where your email was sent. You can either check the number of clicks per country in a map or table. Hover over the countries on the map to check how many links were clicked in each country. The darker the country is, the more clicks it registered.  
• Clicks heatmap
  From a preview of your email campaign, visualize at a glance the links that registered the fewest or most clicks. The areas with the most clicks are red. You can view which links registered the most clicks from the heatmap, but you can also see more details for each link from the table view. 
• Clicks breakdown
  Check the number of clicks and click rate by your recipients' contact list, domain, device, or browser. Click the Lists drop-down to select the filter criteria for your results (Lists,  Domains, Devices, or Browsers).

❓How can I analyze the Clicks tab data to improve my marketing strategy? 

What is a good click rate?

Your Click-Through-Rate (CTR) and Click-to-Open-Rate (CTOR) measure content and Calls-to-Actions (CTA) effectiveness. A CTR of 2-5%+ indicates engaging content that drives action.

Discover the most clicked areas of your email

Our heatmap highlights engaging links and CTAs, helping you strategically place content to improve performance. A low CTR suggests content needs improvement, despite good subject lines.

Learn more about your clickers

Check the Clicks breakdown by lists to identify engaged contacts for future campaigns. Use relevant subject lines for this segment.

Monitor the Clicks breakdown by devices, browsers, and domains to ensure proper display everywhere. For mobile-heavy audiences, consider mobile optimization or dark mode. We recommend testing your email campaign across all platforms.

➡️ To maximize recipient engagement, deliver personalized, relevant, and valuable content to nurture engaged recipients and maintain a profitable contact database.

🔁 Conversions

The Conversions tab provides information about the conversions generated by your email campaign. A conversion is a desired action that you want your recipients to perform when receiving your campaign, such as purchasing a product, signing up for a trial, or downloading an ebook, for example.

In this tab, you will find the key metrics to help you analyze the conversions of your email:

• Total conversions - Number of conversions generated by your email campaign.
• Total value - Total revenue generated by your email campaign.
• Conversions per delivered email - Number of conversions generated by your email campaign relative to the total number of email campaigns delivered.
• Value per delivered email - Total revenue generated by your email campaign relative to the total number of email campaigns delivered.
• Average value 
• Last conversion 

Below those metrics, you will also find the List of conversions with their respective conversion rate and value. 

❓How can I analyze the Conversions tab data to improve my marketing strategy? 

Compare your conversions with the ones from your other campaigns by looking at the number of conversions recorded and total revenue generated. This will allow you to see which email campaigns are bringing in the highest revenue or the most paying customers.

💰 Revenue

The Revenue tab tracks the financial return generated by this email campaign for your e-commerce website. 

In this tab, you will find the key metrics to help you analyze the revenue of your email:

• Revenue - Total revenue generated by your email campaign.
• Average cart - Average amount of your recipients' basket after they clicked a product or link in this email campaign.
• Orders and Order rate - Number and percentage of orders registered after your recipients' clicked a product or link in this email campaign.
• First-time buyers - Number of contacts who bought an item for the first time on your website after clicking a product or link in this email campaign. 

Below those metrics, you will also find the List of products ordered from a link in this email campaign with their respective order rate and revenue.

❓How can I analyze the Revenue tab data to improve my marketing strategy? 

Calculate Return On Investment (ROI) by comparing email campaign cost to revenue generated. A positive ROI indicates success.

Study email campaigns with the most first-time buyers and apply their features to abandoned cart or welcome emails. High revenue with few first-time buyers may indicate a stronger appeal to loyal customers.

Consider sending follow-up emails to target recipients who clicked on a product from your email campaign but did not buy it. 

➡️ To go further into the analysis of your e-commerce revenue, check our dedicated article Analyze your revenue with our eCommerce dashboard.

🚫 Unsubscribes

The Unsubscribes tab helps you understand the reasons behind unsubscribes and assess overall contact lists and segments' health. 

In this tab, you will find the key metrics to help you analyze the unsubscribes of your email:

• Unsubscribes and Unsubscribe rate - Number and percentage of recipients who unsubscribe from your marketing email communications after receiving this email campaign.
  ❗️ Important

  An unsubscribe rate (%) above 1% can lead to an account or email campaign suspension. 
• Spam complaints and Spam complaint rate - Number and percentage of users who marked your email campaign as spam in their inbox after receiving this email campaign. A high complaint rate can affect your sender reputation and email deliverability.
  
  ❗️ Important

  A complaint rate (%) above 0,2% can lead to an account or email campaign suspension. 

Below those metrics, you will also find different sections: 

• Unsubscribe reasons
  Unsubscribe pages contain an optional survey your recipients can fill in after unsubscribing to let you know why they chose to unsubscribe from your communications. This feedback helps you identify trends, refine your email strategy, and take action to improve retention.
• A/B test unsubscribe details
  If you sent an A/B test email campaign, you will find each version's number rate of recipients that unsubscribe. 
• Unsubscribe breakdown
  Check the unsubscribe rate by your recipients' domain or contact list, as well as the percentage of recipients that reported your email as spam. Click the Lists drop-down to select the filter criteria for your results (Lists or Domains).

❓How can I analyze the Unsubscribes tab data to improve my marketing strategy? 

Maintain unsubscribe rate under 1% and complaint rate under 0.2% to avoid account suspension. Monitor these metrics regularly and clean your contact list of inactive recipients.

High unsubscribe or complaint rates often indicate segmentation issues or irrelevant content.

Analyze unsubscribe reasons to gain insights into recipient dissatisfaction and improve retention. Use this feedback to refine your email strategy.

Examining unsubscribes by lists or domains helps identify content issues or email client compatibility problems. Understanding which email clients your recipients use is essential for proper display. Test your email campaign across all platforms and ensure they're mobile-friendly and dark mode compatible.

📄 Share and export your email campaign report

Brevo allows you to share your email report with anyone or obtain it in CSV or PDF version to share or print. Access your email campaign report to be able to share or export it: 

⏭️ What's next?

• Understand the statistics of your email campaigns
• Best practices for email deliverability
• Brevo Glossary
• Send to new contacts, resume, duplicate, and archive email campaigns
• Overview of the Dashboard

🤔 Have a question?

If you have a question, feel free to contact our support team by creating a ticket from your account. If you don't have an account yet, you can contact us here.

If you’re looking for help with a project using Brevo, we can match you with the right certified Brevo Agency partner.