Email Analytics

Email Analytics provides an account-wide view of email performance across all campaigns. It helps you understand deliverability, engagement, and patterns like the best time/day to send, audience device/email client breakdowns, geographic distribution, and bounce-rate anomalies.

How to access Email Analytics

1. In the left-hand menu, click Reports

2. You’ll land on Campaign Overview

3. Click the Email Analytics tab (next to Campaign Overview)

What you’ll see in Email Analytics

1) Summary metrics (top cards)

These cards summarize performance across all campaigns:

Metric	Description
Total Delivered	Total emails successfully delivered and the number of unique recipients.
Unique Opens	Number of distinct recipients who opened at least once, plus the open rate.
Unique Clicks	Number of distinct recipients who clicked at least once, plus the click rate.
Unique Replies	The total number of unique recipients who replied to an email. The percentage shows the overall reply rate.
Unsubscribes	Total unsubscribe events.
Spam Complaints	Total spam complaint events (if supported by the sending/tracking system).
Countries Reached	Number of countries detected from tracking/location signals.
Bot Open %	Portion of opens flagged as automated (security scanners, link prefetching, etc.).

Tip: If Spam Complaints are elevated, address deliverability first before optimizing opens/clicks.

2) Best Time to Send (UTC)

A chart showing which hour(s) tend to produce the highest open rates, displayed in UTC.

Use this to:

• Choose sending windows that historically perform best

• Compare performance across time blocks (morning vs afternoon vs evening)

Note: This chart is in UTC. If your team operates in a different timezone, convert the peak hours accordingly.

3) Best Day to Send

A chart showing which day(s) of the week produce the best open rates.

Use this to:

• Identify the strongest day to schedule key outreach

• Avoid days that consistently underperform

4) Email Client Types

Breakdown of what email clients recipients use to open emails, such as:

• Browser-based opens

• Mobile clients

• Unknown/other

This is useful for:

• Understanding where your audience reads email most often

• Diagnosing tracking differences (some clients block or limit tracking)

5) Device Breakdown

Shows devices used to open emails, typically:

• Desktop

• Mobile

• Unknown

Use this to:

• Validate whether your campaigns should be optimized primarily for mobile or desktop

• Inform content layout and CTA placement (mobile-first vs desktop-first)

6) Daily Activity (All Time)

A time-series chart showing activity trends over time, commonly including:

• Delivered

• Opened

• Failed

Use this to:

• Spot spikes and dips in sending volume

• See whether engagement rises when volume rises

• Identify days with unusually high failures

7) Geographic Breakdown

Displays where recipients are opening from (country distribution).

This helps with:

• Segmenting by region

• Scheduling sends by geography/timezone

• Understanding where your engaged audience is concentrated

Note: Geography depends on available tracking signals and can be incomplete due to VPNs, privacy features, or security tooling.

8) Bounce Rate Spikes

A highlighted section that flags campaigns/subjects with abnormally high bounce rates, typically including:

• Subject / campaign

• Delivered

• Failures

• Bounce rate

• First sent date

Use this to quickly investigate deliverability issues such as:

• Poor list quality (invalid addresses)

• Domain blocks or reputation issues

• Misconfigured sender/domain authentication (where applicable)

Recommended actions:

• Review the recipient list source for those sends

• Validate sender/domain settings and suppression lists

• Consider pausing high-bounce sequences until resolved

9) All Campaign Performance

A table summarizing per-subject (or per-campaign) metrics such as:

• Delivered

• Opens

• Clicks

• Failures

• Unsubs

• Open %

• Bounce %

Use this to:

• Compare performance across campaigns/subjects at a glance

• Identify top-performing and underperforming outreach patterns

• Prioritize which subject lines or sequences to iterate on

How to use Email Analytics to improve performance

Improve deliverability first

If Bounce Rate Spikes or Spam Complaints are high:

• Clean your lists (remove invalid/old contacts)

• Review sending patterns and audience targeting

• Investigate domain-specific issues via failures and domain patterns (if available elsewhere)

Improve engagement (opens & clicks)

If delivered is healthy but opens/clicks are low:

• Use Best Time to Send and Best Day to Send to choose better send windows

• Test subject lines and first lines

• Ensure CTAs are clear and early, especially if mobile dominates the Device Breakdown

Interpret “Bot Open %” carefully

If Bot Open % is high:

• Treat opens as directional, not definitive

• Use clicks (and downstream conversions) as stronger intent signals

FAQ

Is Email Analytics mission-specific? No. Email Analytics aggregates performance across all campaigns for the account.

Why is “Best Time to Send” shown in UTC? To provide a consistent reference timezone across reporting. Convert peak hours into your local timezone for scheduling.

Why might country/device/client data be incomplete? Some email clients and security tools limit tracking or mask location/device details (privacy features, VPNs, scanners).