Audience: devices, providers and countries
Who your readers are, worked out from clicks.
Analytics → Audience shows what your readers use and where they are — useful for deciding how hard to work on mobile layout, and which provider might be filtering you.
It's computed from clicks
Not from opens, on purpose
Apple Mail fetches images through its own servers, and Gmail proxies images too — so device and location taken from an open are substantially fiction. A click comes from the actual person on their actual device.
The trade is coverage: only clickers appear, so these charts describe your engaged audience rather than everyone. The page shows how many clicks carry usable data so you can judge the sample.
Devices and clients
Mobile, desktop or tablet, and which mail client. The practical consequences:
- Mostly mobile? Single-column layouts, big tap targets, short subject lines — and always read your test on a phone.
- Much Outlook? Be conservative with layout. Outlook ignores several things other clients handle, so test there before anything fancy.
Automated fetchers are identified separately rather than being counted as people.
Mailbox providers
A breakdown by where your contacts’ addresses live — Gmail, Microsoft, Apple, Yahoo, and business domains — with delivery and click rates for each.
This is a genuine deliverability tool. If one provider’s click rate is markedly worse than the rest, your mail is probably being filtered there rather than being less interesting to those people. That’s a specific, fixable signal.
Unlike the device charts, this covers everyone you mailed — it’s derived from the address, not from a click.
Where people are
A world map shaded by clicks, with a United States view when there is state-level data.
We do not store IP addresses to do this. The country is resolved at the moment a click arrives and only the country code is kept; the address is discarded immediately. Location is inherently approximate — VPNs, corporate networks and mobile carriers all misplace people, and state level more so than country.
Engagement distribution
A bar splitting your whole audience into active, cooling, dormant, never engaged, and never sent to. It describes right now rather than a date range, because recency is relative to today.
Each band can be turned into a targetable segment with the engagement rules — which is what makes it actionable rather than merely interesting.
Common issues
Device and country are empty
You need clicks, and enough of them. New accounts see this until a campaign gets real engagement.
Coverage is lower than my click count
Clicks recorded before this data was collected carry neither field, and some clients reveal nothing useful. The caveat on the page says how many are usable.
Countries look wrong
Corporate VPNs commonly place people in whichever country the company routes traffic through. Treat geography as a rough shape.
FAQs
Do you store my contacts' IP addresses?+
Not for analytics — the country is resolved and the address thrown away. The single exception is a consent record, where the IP is the evidence.
Can I segment by device or country?+
Not directly. These are click-derived and partial, so a segment built on them would silently exclude everyone who hasn’t clicked.