Email marketing is an effective strategy for reaching and engaging leads. However, launching an email campaign is just the first step, as the true value comes from understanding how your email campaigns performed and how to improve them.

For each email campaign, Brevo offers a comprehensive email report that provides relevant metrics to help you understand your audience engagement and optimize your content for future communications. Using Brevo's email campaign reports, you can track everything from who opened and clicked your campaigns, to where the subscriber lives and which links they clicked on! 

Good to know

• Since email statistics can vary greatly across industries due to factors like target audience, relevance of content, and email frequency, it's important to benchmark your email performance against industry-specific standards for accurate assessment. To learn more, check our dedicated article on Running a successful email campaign.
• You can 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?.
• Brevo automatically excludes bot interactions from email campaign performance reports, ensuring only genuine human engagements are counted. This advanced filtering may result in lower open and click rates compared to other analytics tools. However, it provides accurate and reliable insights into real recipient interactions, helping you make informed decisions and improve marketing strategies based on real human behavior. 
• Ensure you cross-reference all your metrics results to get a complete analysis of your email report and make informed decisions for your future communications. 

➡️ Access your email campaign report

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

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

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.
   Details on the two versions you tested during the A/B test email campaign and which one was considered the winning version. You can access more details for each metric on your A/B testing in their respective tab. You will find the results for each version during the test phase, and the results for the winning version after the test phase.
   Monitor the results of your A/B test to use your winning version characteristics in your future campaigns and optimize them.
3. Campaign audience
   Gathers all the segments and lists of contacts, as well as 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 the 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 to - Contacts that received your email campaign either in their inbox or in the spam folder.
• Deliverability rate - Percentage of emails that successfully reach your recipients' inbox. 
• 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 bounce - Contacts who did not receive your email campaign for temporary reasons. You can check the reasons for soft bounces in the Reasons for section. 
• Hard bounce - Contacts who did not receive your email campaign for permanent reasons. To prevent further issues, we automatically blocklist those contacts from your account. You can check the reasons for hard bounces in the Reasons for section. 
  
  ❗️ Important

  A hard bounce rate (%) above 2% can lead to an account or email campaign suspension. To avoid a suspension, ensure you regularly clean your contact list.

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 skip
  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
  Check the deliverability rate by your recipients' domain or contact list, as well as the number of contacts reached, or 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? 

Monitor your deliverability metrics regularly to maintain clean contact lists and enhance your sender reputation. Delivery may vary by industry and company, so you should consider your company's delivery trends for accurate benchmarks. 

However, if your deliverability falls under 90%, you should immediately take action to improve it for your future campaigns and avoid an account suspension:

• Monitor your bounce rates and understand their cause:
  • Soft bounces: Click   View under the Soft bounces metric to check which contacts generated soft bounces and the reasons for them. If necessary, make changes to your campaign and resend it. 
  • Hard bounces: We automatically blocklist contacts who generated a hard bounce to prevent further issues, maintain healthy contact lists, and protect your sender's reputation.
• Track delivery rates and bounces by domains or lists to spot delivery issues:
  • Looking at deliverability by domain can shed light on how inbox providers view your sender reputation. For example, low delivery rates with Google or Yahoo domains can indicate non-compliance with their new requirements for email senders.
  • Low delivery rates for specific contact lists may indicate that you need to clean your contact lists to remove 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:

• Trackable open rate and Trackable opens - Percentage and number of emails opened by recipients who haven't enabled email privacy features such as Mail Privacy Protection. 
• Total opens - Total number of email opens. For example, if a recipient opens an email 3 times, this will be counted as 3 opens.
• Average time to open - Average time from email delivery to opening.
• Untrackable contacts - Contacts who have enabled email privacy features such as Mail Privacy Protection on their email client. Those recipients' interactions with your emails cannot be tracked. We cannot retrieve their location or see if and when they've opened your email. .
• Last open 

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?

To evaluate your email campaign's success, compare your open rate to industry standards, usually between 20-30%. The open rate reflects how effective your subject line and preheader text are in encouraging recipients to open your email. Track your open rates weekly to spot any patterns or trends over time. 

Sending at the best time

Also, consider the timing of your email: sending it at the right time can greatly affect open rates. Check the Opens by hour section to see if your email is opened soon after being sent. This will help determine if your timing is right and if not, you may need to adjust when you send your emails. You can also use our Send at best time option to ensure your emails are sent when recipients are most likely to open them.

High open rate does not mean high engagement

However, high open rates don't necessarily mean overall engagement with your email content. Cross-reference other metrics like the number of delivered emails and Click-Through-Rate (CTR) to understand recipient interaction better. Monitor the Opens per country, lists, domains, devices, or browsers. For example, if you have a high open rate for certain domains, browsers, or devices but low click rates, it may indicate that while your subject line and preview text are appealing, your content isn't relevant or doesn't display correctly. We recommend testing your email campaign to ensure it displays properly on all devices, browsers, or email clients. Also, make sure your email is optimized for mobile devices and the dark mode setting. 

🖱️ 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. 
• 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.
• Unique 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.
• 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 related to the total number of contacts who opened your email campaign. 
• Average time to click - Average time from when the email is opened to when its links are clicked.
• Last click

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 how effective your content and Calls-to-Actions (CTA) are. A CTR of 2-5% or higher indicates engaging content that drives action and boosts conversions.

Discover the most clicked areas of your email

Our heatmap highlights the most engaging links and CTAs, helping you strategically place content to improve your CTOR and email performance. Identify the most clicked links to understand what content or offers are appealing. A low CTR suggests that your email content needs improvement, even if the subject line is good. 

Learn more about your clickers

Check the Clicks breakdown by lists to see which contacts are more likely to engage with your content and target them in future campaigns. Use relevant subject lines for this specific segment for effective marketing. 

Monitor the Clicks breakdown by devices, browsers, and domains to ensure your campaign displays properly everywhere. This helps identify and fix email client, browser, or device-specific issues and shows which ones your recipients are using most. If many contacts read your emails on mobile devices, consider optimizing your content for mobile or the dark mode setting. We also recommend testing your email campaign to ensure it displays correctly on all devices, browsers, and email clients. 

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 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 basket - 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 your Return On Investment (ROI) by comparing the cost of your email campaign to the revenue generated. A positive ROI indicates a successful campaign. 

Look at the email campaigns that generated the most first-time buyers to use their characteristics in your future abandoned carts or welcome emails. However, if you register an important revenue for this campaign but with a small number of first-time buyers, it could mean that this type of email campaign engages your loyal customers more than first-time ones.

You could consider sending follow-up emails to target recipients who clicked 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 unsubscription rate (%) above 1% can lead to an account or email campaign suspension. 
• Spam complaints and Spam complaints 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: 

• A/B test unsbscribe 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 a 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? 

Always keep your unsubscribe rate under 1% and complaint rate under 0.2% to prevent account suspension. Regularly monitor these rates to measure recipients' satisfaction and content relevance. Frequently clean your contact list of inactive recipients to maintain engagement.

High unsubscribe or complaint rates may signal issues like segmentation errors or irrelevant content.

Analyzing unsubscribes by lists or domains can help identify specific content or email client compatibility problems. For instance, a high unsubscribe rate for a particular list may indicate disinterest in the content. Knowing which email clients your recipients use is crucial, as different clients render emails differently and may require design adjustments. We highly recommend testing your email campaign to ensure it displays correctly on all devices, browsers, and email clients. Additionally, make sure your email is optimized for mobile devices and dark mode. 

📄 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 expert partner.