How to use the email campaigns trend report

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Learn how to find the email campaigns trend report and what is included in it. This report allows you to track how your campaigns are performing in the aggregate, which provides a big-picture view of how your clicks, open rates, and recipients change over time. 

Locate the email campaigns trend report

  1. Navigate to the Campaigns tab
  2. Click Options > View Email Trends.

Metrics included in the report

These are the metrics you’ll see in the report for each campaign:

  • Total Sends: the number of recipients you’ve sent to plus any bounces.
  • ​​​Opens: the unique number of opens for a campaign.
  • Open Rate: the unique number of opens divided by the number of delivered emails.
  • Clicks: the unique number of clicks you’ve received for a campaign.
  • Click Rate: the unique number of clicks divided by the number of delivered emails.
  • Spam Rate: the unique number of spam complaints divided by the total number of delivered emails.
  • Bounce Rate: the unique number of bounced emails divided by the total number of delivered emails.
  • Conversion Rate (Revenue or Placed Order Rate): the number of conversions attributed to a campaign divided by the number of recipients, as long as you’re not using a custom integration that doesn’t have a placed order event.
  • Conversion Value (Revenue or Placed Order Value): the sum of the conversions attributed to a campaign, as long as you’re not using a custom integration that doesn’t have a placed order event.

With the release of iOS15, macOS Monterey, iPadOS 15, and WatchOS 8, Apple Mail Privacy Protection (MPP) changed the way that we receive open rate data on your emails by prefetching our tracking pixel. With this change, it’s important to understand that open rates will be inflated.

To see if your opens are affected, we suggest creating a custom report that includes an MPP property. You can also identify these opens in your individual subscriber segments.

For complete information on MPP opens, visit our iOS 15: How to Prepare for Apple’s Changes guide.

Report filtering

You can filter the report based on a list or segment, email domain (Gmail, Yahoo, etc.), and the number of campaigns (last 5, 20, or 50 campaigns).

List filtering allows you to track the progress of a specific list or segment. For example, you may want to compare a segment of recent purchasers to your main subscriber list. This filter is designed to make it easy to compare the performance of lists or segments that you send to regularly.

Filter campaigns by the list they were sent to

Analyzing trends by email domain will give you a sense of which domain your most active subscribers are using.

Filter campaign results by recipient domain

Lastly, you can look at how your past 5, 20, or 50 campaigns have performed. Please note that this metric is the number of campaigns, not days.

Adjust the number of results that display

You can also click Open Rate, Click Rate, etc. to show or hide graphs.

A graph showing only open rates

Open and click rates

Open, click, and conversion rates are graphed separately, which allows you to view them alone or in relation to one another. When you hover over a point on the Open and Click Rates graph, you’ll see the total number of recipients, open rate, click rate, and conversion rate for a particular campaign. You’ll also see the send date and time.

You can use this chart to see how differences in your campaigns impact open, click, and conversion rates. For example:

  • Test sending on certain days of the week — e.g., do campaigns sent on Mondays have higher open rates than those sent on Wednesdays?
  • Test subject line or email content — e.g., do certain types of emails have higher open or click rates than others?
  • See how a specific email domain is performing over time — e.g., are Gmail open rates going up? Does this differ from Yahoo open rates?
  • Analyze and compare the performance of specific lists — e.g., are newsletters sent to a weekly recipient list more successful than a daily one?
  • Test send times — e.g., do campaigns sent in the morning have higher open rates than those sent in the afternoon?

Total opens, clicks, and recipients

When you hover over a point on the Total Opens, Clicks, and Recipients graph, you will see the total number of recipients, opens, clicks, and conversion value. Total recipients are on the right axis, while total opens, clicks, and conversions are on the left axis. You will also see the send date and time, along with the list or segment the campaign was sent to if your list is filtered to All. This view allows you to see how your list is growing over time, as well as how your open, click, and conversion rates are changing.

A graph showing total opens

If you have your List filter set to All you will see all different lists displayed based on who you sent a campaign to.
  • See how open, click, and conversion numbers grow with your list size.
  • See which campaigns are the most lucrative by looking at your conversion value.

Spam and bounce rates

When you hover over a point on the Spam and Bounce Rates graph, you will see the total number of recipients, the spam complaint rate, and the bounce rate. The axis on the left corresponds with the bounce rate, while the axis on the right corresponds with the spam rate. These numbers should be very low and will give you insight into the quality of your list. Your spam rate should be lower than 0.1% and your bounce rate should be lower than 2%.

You’ll also see the date and time the campaign was sent.

A graph of spam and bounce rates

  • View this report on a per-list basis to see which lists may need cleaning.
  • Identify problematic campaigns and reassess the content you’re sending.

Additional resources

 

 

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