Understanding and analyzing the statistics of your email campaigns is crucial, as they provide valuable insight into your contacts' behavior and preferences. By leveraging these insights, you can craft more effective and targeted email campaigns in the future.
This article is about general campaigns; if you want more information about a specific campaign, you can check our dedicated article Access, analyze, and export your email campaign report.
Good to know
- By default, we include Apple Mail Privacy Protection opens in your email campaign statistics and reports. However, you can choose to exclude them to only show data based on real-human interactions for a more accurate view of your recipients' engagement. To learn more, check our dedicated article About Apple Mail Privacy Protection in Brevo.
- Since email statistics can vary greatly across industries because of 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 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?.
Access the statistics and reports of your email campaigns
To view statistics for a specific period or the detailed report of a campaign:
- Go to Campaigns > Statistics.
- Select the timeframe you would like to review and click Show Statistics.
The Statistics page provides some key performance metrics about your email and SMS campaigns for the selected period.
➡️ To learn more, check our next section Understand the statistics of your email campaigns. - To view the detailed report of a specific email campaign, go to the Email Campaigns section at the bottom of the page and click Report next to the campaign you want to review.
➡️ To learn more, check our article Understand the export and report of your email campaigns.
Understand the statistics of your email campaigns
The Statistics page provides some key performance metrics about your email and SMS campaigns for the selected period:
| Statistic | Description |
|---|---|
| Sent | Total number of email and SMS campaigns sent. |
| Recipients | Total number of contacts who received your email and SMS campaigns. |
| Opens | Total number of individual recipients who opened your email at least once. This number includes Apple MPP opens by default. |
| Clicks | Total number of contacts who clicked a link within your email campaigns at least once. |
| Unsubscribes | Total number of contacts who unsubscribed from your email campaigns. |
| Replies | Total number of contacts who replied to your SMS campaigns. |
| Soft + Hard Bounces |
The number of email and SMS campaigns that couldn't be delivered due to temporary or permanent issues. ➡️ To learn more, check our dedicated article What is a soft bounce and a hard bounce in email?. |
| Open Rate |
Percentage of recipients who opened the email out of your total number of recipients. This number includes Apple MPP opens by default. |
| Opens (under Details) |
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 opens by default. |
|
Total opens (under Details) |
Total number of times your email campaigns have been opened, including multiple opens by the same recipient. This number includes Apple MPP opens by default. |
| Apple MPP opens (under Details) |
Total number of times your email campaigns have been opened automatiocally by Apple MPP. To learn more on the impact of Apple MPP on your email report metrics, check our dedicated article About Apple Mail Privacy Protection in Brevo. |
| Click Rate |
The number of clicks relative to the total number of email campaigns delivered. |
| Unsubscription Rate |
The number of unsubscriptions relative to the total number of email campaigns delivered. |
Export your email campaigns statistics
Export your email campaign statistics from a defined period of time:
- Go to Campaigns > Statistics.
- Select the period of time for which you want to export your statistics.
- Click Show Statistics.
- Click Export (.csv file).
- Optional: To export the statistics for a specific email campaign, click Report next to the campain name. From there you will be able to export the full email campaign report or only a specific section of the report. To learn more, check our dedicated article Access, analyze, and export your email campaign report.
All the statistics of the email campaigns corresponding to the chosen period of time are automatically exported as a csv file.
⏭️ What's next?
- Access, analyze, and export your email campaign report
- Running a successful email campaign
- Statistics Glossary
- Overview of the Dashboard
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