Understand the statistics and reports of your email campaigns

Understanding and analyzing the statistics and reports of your email campaigns is crucial as they provide valuable insights into the behavior and preferences of your contacts. By leveraging these insights, you can craft more effective and targeted email campaigns in the future.

Good to know

  • 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:

  1. Go to Campaigns > Statistics.
  2. 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.
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  3. 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 next section Understand the report of your email campaign.
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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:

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Statistic Description
Total Sent The number of email and SMS campaigns sent.
Total Recipients The number of contacts who received your email and SMS campaigns.
Total Opened The number of contacts who opened your email campaigns at least once.
Total Clicked The number of contacts who clicked a link within your email campaigns at least once.
Total Unsubscribed The number of contacts who unsubscribed from your email campaigns.
Total Replied The number of contacts who replied to your SMS campaigns.
Total 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

The number of openings relative to the total number of email campaigns delivered.

With Apple's Mail Privacy Protection release, tracking the open rate of your campaigns is more difficult as contacts can enable a setting that prevents knowing if they've opened your campaigns. Therefore, Brevo can only provide an estimated open rate.

Trackable open rate  (under Details)

The number of openings from contacts who haven't enabled Apple's Mail Privacy Protection on their email client relative to the total number of email campaigns delivered.

Trackable opens (under Details)

The number of contacts who haven't enabled Apple's Mail Privacy Protection on their email client and who opened your email campaigns at least once.

Estimated opens (under Details)

The total number of delivered email campaigns multiplied by the trackable open rate.

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.

Understand the report of your email campaign

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You can access the report of an email campaign by clicking Report at the bottom of the Statistics page. We'll walk you through the various tabs and sections available in a report thta includes:

📝 Summary 🕒 Timeline 📈 Opens & Clicks 🔗 Clicked Links

From the Summary tab, you can quickly view key statistics and the delivery status of your email campaign:

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Campaign details

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On the left-side, you'll find your email campaign's details: 

  1. Subject line
  2. From email address
  3. Reply-to email address
  4. Contact lists and segments the campaign was sent to
  5. Delivery date
  6. Campaign ID
  7. Campaign preview

Conversions

This section provides information about the conversions generated by your email campaign. You can create a conversion from the Conversions page.

➡️ To learn more, check our dedicated article Set up conversions to measure your email marketing ROI.

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Statistic Description

Total Conversions

The number of conversions generated by your email campaign.

Total Revenue The total revenue generated by your email campaign.
Conversions per delivered The number of conversions generated by your email campaign relative to the total number of email campaigns delivered.
Revenue per delivered The total revenue generated by your email campaign relative to the total number of email campaigns delivered.
Average value Average value generated by each conversion.

Statistics

The main section provides comprehensive statistics primarily about email opens and clicks:

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Statistic Description
Estimated Opened

The total number of delivered email campaigns multiplied by the trackable open rate.

The trackable open rate is the number of openings from contacts who haven't enabled Apple's Mail Privacy Protection on their email client relative to the total number of email campaigns delivered.

Clicked The number of contacts who clicked on a link within your email campaign at least once.
Unsubscribed

The number of contacts who unsubscribed from your email campaign.

❗️ Important
An unsubscription rate (%) above 1% can lead to an account or email campaign suspension
Trackable Open Rate The number of openings from contacts who haven't enabled Apple's Mail Privacy Protection on their email client relative to the total number of email campaigns delivered.
Trackable Opens The number of openings from contacts who haven't enabled Apple's Mail Privacy Protection on their email client.
Total Opens The total number of times your email campaign has been opened, including multiple opens by the same contact.
Average Time to Open Average time between the delivery of the email campaign and when a contact opened it.
Number of complaints The number of contacts who marked your email campaign as spam.
❗️ Important
A complaint rate (%) above 0,2% can lead to an account or email campaign suspension
Last Opened The most recent time a contact opened your email campaign.
Click-to-Open Rate The 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 The average time between the delivery of the email campaign and when a contact clicked a link within the email campaign.
Untrackable contacts The number of contacts who have enabled Apple's Privacy Protection on their email client.
Click rate The number of contacts who clicked a link within your email campaign at least once compared to the number of delivered email campaigns. 
Unique clicks The total number of contacts who have clicked on any link within your email campaign.
Total clicks The total number of times a link within your email campaign has been clicked, including multiple clicks by the same contact.
Last clicked The most recent time a contact clicked a link within your email campaign.
Total conversions

The number of conversions generated by your email campaign.

➡️ To learn more, check our dedicated article Set up conversions to measure your email marketing ROI.

💡 Good to know
You can access the lists of contacts who performed each action by clicking the Estimated opened, Clicked, Unsubscribed, Trackable opens, and Unique Clicks results.

Sending status

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This section gives you information about the delivery status of your email campaign:

Statistic Description
Recipients The number of contacts you sent your email campaign to.
Delivered The contacts who actually received your email campaign, either in inbox or in the spam folder.
Soft Bounced

Temporary delivery failure (e.g., the contact's server is unavailable or their inbox is full). Your future email campaigns will still be sent to these contacts. 

➡️ To learn more, check our dedicated article What is a soft bounce and a hard bounce in email?.

Hard Bounced

Permanent delivery failure (e.g., non-existent or blocked email address). These contacts will be automatically blocklisted and will no longer be sent your email campaigns. 

➡️ To learn more, check our dedicated article What is a soft bounce and a hard bounce in email?.

❗️ Important
A hard bounce rate (%) above 2% can lead to an account or email campaign suspension
Processing

In some instances, the email campaign delivery process may take up to 36 hours. For example, if an email does not reach the receiving server, we retry to sent the email for up to 36 hours. During this time, you could see emails marked as Processing.

After 36 hours, email statuses are updated to Delivered or Bounced.

💡 Good to know
You can access the lists of contacts who performed each action by clicking the Recipients, Delivered, Soft Bounced, and Hard Bounced results.

List and domain metrics

💡 Good to know
Domain metrics are available on Business and Enterprise plans.

At the bottom of the page, you can see statistics filtered by list or domain. Viewing results by domain names is particularly interesting to confirm that your email campaigns are being delivered well to all domains, such as Gmail or Hotmail.

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If you see that your email campaigns are not being delivered to a specific domain, this could mean that an Internet Service Provider (ISP) has blocklisted your IP address or domain name.

➡️ To learn more, check our dedicated article Why is my IP address or domain name blocklisted?.

Share the report of your email campaign

The three buttons located in the upper right corner of your page allow you to export the report of your email campaign:

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  1. Print the report of your email campaign.
  2. Send an email with the report of your email campaign attached as a PDF file.
  3. Export the report as a PDF or Excel file. The file will be immediately emailed to the address associated with your account.

⏭️ What's next?

🤔 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.

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