Email campaign statistics

Every campaign you send has its own statistics: who it reached, who opened it and what they clicked.

Go to Marketing → Campaigns and open the campaign. Once it has been sent, the sidebar shows 3 extra tabs: Recipients, Opens and clicks and Statistics.

Recipients

One row per contact the campaign went to, with the delivery status of their email. You can filter on status, and export the list with Export. Once the export is ready, download it under Data → Exports.

The statuses:

Created: the email is ready but hasn't gone out yet.
Processed: the email was received and queued for delivery.
Sent: the email was sent.
Delivered: the email reached the recipient's inbox or spam folder.
Deferred (retrying): the receiving server temporarily refused the email, and delivery is still being retried.
Bounced: the email couldn't be delivered, for example because the address doesn't exist or the inbox is full.
Dropped: the email wasn't sent, because the address was blocked before sending, for example because it bounced or was reported as spam before, or isn't valid.
Spam report: the recipient marked the email as spam.
Failed to send: the email couldn't be sent to this contact.

Opens and clicks

How often the email was opened and its links were clicked.

Statistics

An overview of how the campaign did:

Delivery rate: the share of recipients the email was delivered to. It also shows how many weren't sent because they were blocked before sending.
Open rate: the share of delivered emails that were opened. Read it as an indication, not an exact count. See How reliable opens are below.
Click rate: the share of opened emails in which a link was clicked. Because it's measured against opened emails, not all delivered emails, it's usually higher than you might expect.
Deliveries: a chart of delivery outcomes.
Bounce reasons: why emails failed to deliver.
Top clicked links: the links with the most clicks. Open All clicked links to see every link with its clicks and its share of all clicks.
Opens and clicks over the first 24 hours after the campaign was sent.

How reliable opens are

An open is counted when the email loads a tiny, invisible image that's part of it. Many inboxes handle that image differently from how a person reads, often to protect the reader's privacy. So opens are never exact, and they're off in both directions:

Real opens that aren't counted. Some inboxes, such as Outlook and many company mailboxes, don't load images until the reader allows it, and some contacts switch images off altogether. When they read your email without loading its images, we never hear about it, and they count as not opened.
Opens that never happened. Apple Mail's Mail Privacy Protection loads every email in the background as soon as it arrives, so nobody can tell whether it was read. Contacts who use it count as opened, even if they never looked at your email.

Every email tool runs into this, because it's how the inboxes work. A click is a much more reliable sign that a contact read your email, because it takes a person clicking a link.

Keep this in mind when you send a campaign again to the contacts who didn't open it. That group includes contacts who did read it, and it leaves out Apple Mail users who didn't. See A list of contacts who didn't open a campaign in Creating a contact list.

If many emails bounce or are dropped, see Bounces and spam reports: why a contact stopped receiving your emails, and what to do.