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Email Campaigns: How to Leverage Email Analytics
Authored by:
on 6/14/2023 10:42:00 AM


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 this article will provide detailed assessment on an individual initiative, there are additional reports available through the Reports & Analytics Campaign section which can provide a user with a higher level overall email delivery performance.


  1. -While the following is informational, we recommend reviewing an email initiative within your account to evaluate the results.  
  2. The following article provides user guidance on individual initiative analytics. Additional reports are available through the Reports & Analytics App > Campaigns. Reports such as Email Deliverability will provide a higher level email performance dashboard. While more detailed reporting and trends on send failures, mail bounces, spam complaints, and email list health. 

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. 
      1. Analytics presented on the left represent data sets in creating and launching of the email initiative - this includes the unique identifier, the audience, sending dates and status.
        1. The Audience detail can demonstrate to the user the number of initial audience segment and those who were suppressed due to opt out, duplicates, deceased, inactive contacts, blacklisted counts. These are important elements when determining the variance from the initial audience source count vs. the final deliverable audience count. 
      2. Analytics presented on the right represent data points following the email delivery to email service providers. This can include delivery rates, views, clicks, and conversions (financial engagement). Hovering over each percentage will expose additional data points with available click through for contact details and analysis.

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. 

Taking Action on Initiative Analytics

As a bulk sender, list management and cleansing is an important aspect to ensuring successful delivery to email inboxes. CharityEngine offers several reporting tools to assist users with analysis and information to take action on email sending practices. Below are a few examples of reports and suggested actions.

To access the portfolio of reporting, navigate to the Reports & Analytics App > Campaigns section for these and more...

Audience/List Management

  1. Audience: Review contacts across various email status (via quick filter). This is a great report for audience list cleansing activities. Easily sort for invalid contact records, duplicates, deceased records, inactive records. As a bulk sending, cleansing sending lists will provide the user with improved audience member counts. Note, CharityEngine will complete cleansing at each initiated email send to ensure the sender is in compliance with CAN-SPAM Act requirements, including suppression of sends to blacklisted emails, spam complaint opt outs, and individual opt out requests.
  2. Recipients: Review individual initiatives to see an audience itemized view of engagement and actions.
  3. List Unsubscribe: Review users who have unsubscribed. While CharityEngine will suppress, the sending organization should also consider cleansing lists and removal of unsubscribed users. Doing so will provide the user with a more accurate listing of audience counts.
  4. Spam Complaints: Evaluate where users reported to their ESP that the email was spam. These can have negative impact to a bulk sender's reputation. Industry rates should remain under 0.01%. If a bulk sender is exceeding these rates, please evaluate sending practices. Evaluate target audience and creative/subject content which may be triggering the audience to report the email as spam.
  5. Outbound Messages: Quickly assess total initiative sends by month - determining if users may be experience email fatigue which may result in higher spam complaints or email opt out.

Email Engagement

  1. Landing Pages & Links: Evaluate how audience members are interacting within one or more initiatives. Data can provide users with insights on where and what frequency in which audience members click on embedded links.
  2. Email Message Heat Map: (Note: located under Email section) This provides the user with a visual representation of a selected email to see where users are clicking and navigating most frequently.
  3. Initiative Actions: View a listing of individual audience actions to evaluate views, conversions, click throughs

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 is calculated by reducing the initial audience size less the following cleansing activities: invalid data, duplicates, deceased contacts, inactive contact records, user 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

Q: Can I see the analytics of other types of initiatives?
A: You will be ale to see the analytics of all types of initiatives, however you will only be able to see the view, open, and success rates of emails and SMS messages.

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