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Email Campaigns: How to Leverage Email Analytics
Authored by:
on 3/9/2023 1:34:00 PM


After an email has been sent, it is always important to check the email analytics to view how well the email performed. By viewing this information, you can gain knowledge on what works and what does not when it comes to sending emails. The most important data to look at is the delivery rate, the conversion rate, the opt-outs, and the actual audience size.


  • -While the following is informational, we recommend reviewing an email initiative within your account to evaluate the results.  

Instructions: How to access email initiative analytics

Step 1: Following an email send, view this information by navigating to the Campaigns App > Create & Publish > Initiatives > search for the initiative to be viewed
Step 2: The data will be displayed in the listing screen as can be seen below. 

Note: By navigating over any of the percentage values, you can expose reporting details. All values in blue will allow the user to click through to evaluate specific data points. 
Step 3:  Hovering over the delivery data, you will be able to view a more in-depth view of the success/ fail rate of the initiative. As you can see with the initiative below, there was a 99.32% delivery rate with 436 success, 3 fails, and 13 bounces.
Step 4: By clicking on the number next to fail, you will be able to view the contacts that the initiative failed to send to.
Step 5: You will be navigated to the Send Failure screen and see the contacts and the reason for failure.
-You then have the option to blacklist, deactivate, or delete the contacts.

Step 6: Similar to failed emails, click on the number next to bounce to view these contacts.
Step 7: The next piece of data that can be viewed on this screen is the conversion rate. Hover over the conversion rate data and you will be able to gain a more in-depth view of the data.

Step 8: Opt-outs will allow you to quickly view all users who had opted out at the contact level and/or the individual email address. 

FAQ & Further Reading

Q. How can I further understand the reason an email failed?
A. We provide a comprehensive article covering the reason codes returned from Email Service Providers (ESPs) that will assist you in understanding why an email may not have been successfully delivered to your donor. Please click here to learn more about evaluating email failure results
Q. What are the definitions of each data element?
A. See table below for further detail
Data Element Represents How it is calculated
Audience Represents total sized successfully delivered Total source less: invalid data, duplicates, opt-outs, blacklisted emails
Delivery % Percentage of audience size, total delivery rate (used as denominator for subsequent rates) Total audience less: failed and bounced emails
Views % Percentage of unique users who viewed email Total View Audience divided by Delivery % Success Value
Opt-Outs Percentage of users who opted-out as a result of the email initiative Opt-Out divided by Delivery % Success Value
Complaints Percentage of users who reported the email as spam via their email service provider (ESP) Complaints divided by Delivery % Success Value
Click Through Percentage of unique users who clicked within the email Unique clicks divided by Delivery % Success Value
Page Views Percentage of unique users who navigated to a web page
Conversion Percentage of delivery audience who took financial action Unique users divided by Delivery % Success Value

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