About Email Reports

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If tracking is enabled in your email, we'll collect and analyze data on clicks, opens, social activity, purchases, and other interactions after you send. You can view this information in your email report.

In this article, you'll learn how to view and understand email reports.

Things to know

Here are some things you should know.

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View a report

To view a report for an individual email, follow these steps.

  1. Click Campaigns.
  2. If you have more than one audience, click the Audience drop-down and choose the one you want to work with.
  3. Find the email you want to work with and click View Report.

About your report

When you open your report, you’ll see an overview of your results as well as additional tabs and menus with more details about specific email activity.

Overview

The Overview provides a summary of email performance: who received the email, when they opened it, what links they clicked, how many successful deliveries were made, and other information.

Here’s what you’ll see in your overview.

  • Recipients The number of contacts the email was sent to.
  • Audience Which audience the recipients belong to.
  • Subject The subject line of your email.
  • Status The date and time the email completed sending from Mailchimp servers.
  • Bot filtering on This shows if you’ve enabled bot filtering for email opens (Apple MPP) and email bot clicks.
  • Orders The number of orders made from your email.
  • Average order revenue The average amount of revenue from each order made from your email.
  • Total gross sales The total revenue amount including taxes and shipping.
  • Total revenue The total order minus shipping fees and taxes.
  • Click performance This section includes a list of the URLs that were clicked the most in the email, as well as a link to your Click Map.
  • Campaign benchmarking How your email performance compares to that of your peers. Learn more about campaign benchmarking.
  • Open rate The percentage of successfully delivered emails that registered as an open. We also show the average open rate for your audience. If your report includes benchmarking, this information will appear there instead.
  • Click rate The percentage of successfully delivered emails that registered a click. We also show the average click rate for your audience. If your report includes benchmarking, this information will appear there instead.
  • Opened The number of recipients who opened this email any number of times.
  • Clicked The number of recipients who clicked any tracked link any number of times in this email.
  • Bounced The number of recipients who registered as a hard or soft bounce.
  • Unsubscribed The number of recipients who opted out of your emails using the unsubscribe link in this email.
  • Total opens The total number of times the email was opened by recipients. This count includes multiple opens from individual recipients.
  • Successful deliveries The number of recipients who didn't hard or soft bounce on this email.
  • Clicks per unique opens The percentage of recipients who registered as an open who also clicked a link in your email.
  • Total clicks The total number of times tracked links were clicked by recipients. This count includes multiple clicks from individual recipients.
  • Forwarded The number of times the email was forwarded using the Forward to a Friend form. This stat considers forwards only through the Forward to a Friend form and is not able to detect when a recipient uses the forwarding function in their email program.
  • Forwarded opens The number of times the email was opened by someone who was forwarded the email using a Forward to a Friend form.
  • Abuse reports The number of recipients who reported your email as spam. Contacts who report an email as spam are automatically unsubscribed from your emails.
  • Last opened The most recent instance of a recipient opening the email.
  • Last clicked The most recent instance of a recipient clicking a tracked link in the email.
  • 24-hour performance A graph detailing recipient opens and clicks for the first 24 hours after the email was sent.
  • Subscribers with most opens The recipients who opened the email the most times.
  • Social performance Provides a bird's-eye view of how well your email is doing across different social media outlets.
  • Top locations Uses geolocation to display where in the world your recipients are opening your emails.

Activity

The Activity menu lets you drill down further into email results. Choose one of the Activity menu options to view or export a segment of recipients who interacted with your email in a specific way, such as opened, clicked, bounced, or unsubscribed.

Click performance

The Click Performance tab gives you a better idea of how well each tracked URL performed in the email. You'll find a list of the tracked URLs from your email and the number of total and unique clicks for each one.

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If you're viewing the report for a regular email, RSS email, or classic automation, click View Click Map to see a visual representation of how each link performed. To learn more, check out About Click Maps.

Social

The Social tab reveals who liked your email on Facebook, a list of the top influencers and referrers for the email, and a map of clicks from across the globe. Before we can add Facebook stats to your email reports, you need to integrate your account with Facebook.

E-commerce

The E-commerce tab provides a breakdown of each recipient’s purchases, so you can quickly identify who bought what after opening your email. If your email includes products from multiple connected stores, you can filter the purchase data by each store.

About Email Reports - 图2

Learn more about purchase data in email reports.

Inbox

The Inbox tab opens your Mailchimp Inbox, so you can view and respond to replies from your contacts. To learn more about this feature, check out Set Up Your Mailchimp Inbox.

Troubleshooting reports

If your email results seem incorrect, here are some things to keep in mind.

  • Emails can sometimes take a while to send and be received by all the internet service providers (ISPs) and incoming servers.
  • Open tracking and click tracking must be turned on for those stats to populate.
  • For an open to be tracked, the recipient needs to enable image viewing in their own email account or click a tracked link in the email.
  • Bot activity can falsely inflate open and click metrics. To learn more about bot activity and how to exclude it from your reports, check out About Bot Activity and Bot Filtering.
  • If the majority of your recipients are at the same domain, it's possible the domain admin may be quarantining the message in their incoming spam filter.
  • Do you have any abuse complaints? When someone reports your email as spam, they are automatically unsubscribed.
  • The unsubscribe confirmation email includes a link to sign back up. When someone uses this link to re-subscribe, we don’t count the unsubscribe in your email report.
  • Some email programs may cause the unsubscribe link to send recipients to the unsubscribe form, instead of unsubscribing them automatically. These unsubscribes are not counted in your email report.

Soft vs. Hard Bounces

When an email is rejected by an email server, it's called a bounce. Learn about the different types of bounces and how to abide by spam laws.

Use Open Tracking in Emails

Open tracking lets you see if your contacts have opened your sent email campaigns. Learn how we track opens and how to view open results.

Use Click Tracking in Emails

Use Mailchimp's click tracking to see who clicked links in your emails. Learn more about how recipients interact with your emails.