Successful email campaigns go beyond just hitting ‘send’—they require a solid understanding of the numbers and strategic adjustments to drive data-informed decisions.
Campaign reporting should deliver in-depth insights and analysis for marketers, creatives, developers, and stakeholders to enable them to improve on identified successes and learn from past performance.
This email campaign report provides insights to help you interpret the results from Email #001
Questions, suggestions or takeaways to share? Email sender@tryandreply.email
TOPIC
The Reality of Reporting
HYPOTHESIS
By sharing the details of a recent reporting glitch and emphasizing the importance of examining data, I expect to see higher engagement driven by curiosity.
OUTCOME
Reporting isn’t instant (yet), but interest in email reporting for this experiment is still being tested. The call-to-action to view the report was placed lower in the email, offering insight into readers’ engagement with the content and their willingness to take action.
Campaign Details
EMAIL GOALS
- Inform: Topic selection is based on a reporting glitch identified when looking at the KPIs of the Welcome Journey.
- Educate: Provide background on how the reporting discrepancy was identified and share best practices when it comes to looking at the data.
- Engage: Encourage the subscriber to look at the report for this email.
- Collect data: Gather real-time engagement metrics to identify subscriber interest when it comes to reporting on a single campaign.
METHODS & METRICS
Email-specific:
- Short Subject Line: Limit subject line to 4-5 words with punctuation for clarity. Measure: Opens
- Encourage Replies: Prompt subscribers to respond to encourage two-way interaction. Measure: Replies
- Relevant Imagery, Alt Tags & Emojis: Use of animation, static images, and emojis to support the content and message. Measure: Clicks on the static image
- Single Clear Call-to-Action (CTA): Include one focused call-to-action to identify and invite readers to view the report. Even though there is no specific test, the relevance of the call to action to the content itself serves as the test. Measure: Clicks
- Automation Logic: Anyone who clicked on “Click Here” for the reporting is sent a follow up message with the link to this report and tagged with “001 Report”.
Engagement KPIs
REPORT RANGE: November 14, 2025 – November 25, 2024
% OF SUBSCRIBERS WITH A FIRST NAME
100%
Percentage of subscribers who provided their FIRST NAME at signup for personalization efforts
TOTAL # OF SUBSCRIBERS
25
# of subscribers who are in progress + combined with those completed the Welcome Journey
TOTAL # OF ACTIVE SUBSCRIBERS
21
# of subscribers who were included in this send and whose engagement will be reflected in this report.
Total Sends
21
# of emails sent
Delivered
21
# of recipients who didn’t hard or soft bounce on this campaign
Delivery Rate
100%
# of Sends / # Delivered x 100
Open Rate
62%
Percentage of successfully delivered emails that were opened. About Open Rate
# Unique Opens / # Delivered x 100
Total Opens
29
Total # of times the email was opened by recipients. This count includes multiple opens from individual recipients and email clients. About Apple Mail Privacy Protection (MPP)
Unique Opens
13
# of recipients who opened the email campaign
Abuse Reports
0
# of Recipients who reported this email as spam. Recipients who report an email as spam are automatically unsubscribed. Industry-standard is 1 complaint for every 1,000 emails sent.
Abuse Report Rate
0%
The percentage of emails that recipients mark as spam. Industry-standard is less than 0.1%.
# of abuse complaints / # of successfully delivered emails
Total Clicks
7
Total # of times tracked links were clicked. This count includes multiple clicks from individual recipients. About Clicks
Unique Clicks
4
The number of recipients who clicked any tracked link.
Click Rate
19%
The percentage of delivered emails that registered at least one click. About Click Rate
# Clicked / # Delivered x 100
Clicks per Unique Opens
30%
The percentage of recipients who opened the email campaign and then clicked a link.
# Clicked / # Opened x 100
Bounce Rate
0%
# Bounced / # Delivered x 100
Unsubscribed
0
# of recipients who unsubscribed from the campaign
Unsubscribe Rate
0%
# Unsubscribed / # Delivered x 100
Total Replies
1
Combined # of Direct Replies from all four emails, excluding autoresponders
Reply Rate
4%
# of Replies / # Delivered x 100
Forward to a Friend
0
# of times the email was forwarded via the link in the footer. This does not account for the recipient using the forward function in their email program.
Forwarded Opens
0
# of times the email was opened by someone who was forwarded the email using the forward to a friend link in the email footer.
Click Performance
Email #001
Delivered: Thursday, November 14, 2024 at 5:15 AM MT
Subject Line: Is 150% open rate possible?
Preview Text: n/a
Sends
21
Open rate
62%
Click rate
19%
Replies
1
| Email #4 URLs | Total clicks | Unique clicks |
|---|---|---|
| Click here (report link) | 5 (71.4%) | 4 (80.0%) |
| Email #4 (link) | 2 (28.6%) | 1 (20.0%) |
| Stealth Link (to identify potential false-positive clicks) | 0 (0.0%) | 0 (0.0%) |
Mailchimp. powers this experiment. Information about Mailchimp’s Metrics can be viewed here.
Relevant Insights
CAMPAIGN INSIGHTS
- Subscriber feedback shows that the call-to-action was misleading, as the recipient expected to see the report upon clicking. This was partly a workflow test to gauge interest and build a segmented list for sending the report when ready. While I’m working to automate reporting, some steps are still manual—team of one here!
INDUSTRY INSIGHTS
- For a styled text link to be effective, consider two things: 1) the text should be a different color from the primary copy and 2) it should be underlined. This will help subscribers recognize it as a clickable element to help them take action. (Litmus)
Qualitative Feedback
I clicked on the report link and was disappointed the report wasn’t instant!
Questions, suggestions or takeaways to share? Email sender@tryandreply.email