Read a campaign report
What each number means, and which ones to trust.
Every sent campaign has a report. It leads with clicks rather than opens, deliberately — open rate is inflated industry-wide, and a click is someone actually choosing to act.
The funnel
| Stage | Means |
|---|---|
| Sent | Handed to the mail system |
| Delivered | Accepted by the receiving server |
| Opened | Reported as opened — treat as indicative |
| Clicked | Someone clicked a link. The number to trust |
Rates are calculated over delivered, not sent — anything that bounced never had a chance to be opened, and including it understates your real performance.
“Delivered” means accepted, not read and not necessarily in the inbox rather than the spam folder. No platform can see the difference; anyone claiming otherwise is guessing.
Unique vs total
Unique counts people; total counts events. One person clicking three links produces one unique click and three total.
Use unique to judge the campaign — it answers “how many people acted”. Total is useful for comparing which links pulled hardest.
Which links were clicked
A table of every link with its share of clicks, and a click map that overlays counts on the email itself — the fastest way to see that your main call to action was beaten by a link in the footer.
Top clickers lists the individuals who clicked most. Useful for sales follow-up and for building a segment of genuinely interested people.
The numbers that signal trouble
- Bounces — broken down by kind. Hard bounces suppress themselves.
- Complaints — watch this one hardest. Even a handful on a small send is worth investigating.
- Unsubscribes — normal and healthy. A spike suggests a mismatch between what you sent and what people expected.
Ask Penny to read it for you
The AI summary gives a plain-English readout that leads with clicks and flags what’s worth attention. It sees only aggregate counts and your own links — never who opened or clicked.
Common issues
Everything is zero
Results take minutes, not seconds. Test sends are never tracked — there’s no recipient record to attach results to.
Opens are far higher than clicks
Normal everywhere. Apple Mail opens messages on the recipient’s behalf, which inflates opens and not clicks.
Delivered is lower than sent
The difference is bounces. A big gap on a first send to an old list is the classic pattern.
Clicks with no corresponding open
Entirely possible — open tracking needs images to load, and plenty of people click without that ever happening.
FAQs
What's a good click rate?+
It depends enormously on your industry and list. Compare against yourself first, then against benchmarks for a sense of the field.
Can I export this?+
Yes — CSV, from the report. More on exports.
How long are results kept?+
Indefinitely. Old campaigns keep their reports.