Reading Campaign Stats
Understand opens, clicks, bounces, and unsubscribes
Reading Campaign Stats
After you send a campaign in Mailnaptic, the platform collects detailed engagement data so you can measure performance. This guide explains every metric available on the campaign detail page and how to interpret them.
Accessing campaign statistics
- Navigate to Campaigns in the sidebar.
- Click on a sent campaign to open its detail page.
- The statistics summary is displayed at the top, with more detailed breakdowns available in tabs below.
Core metrics
Sent
The total number of emails that were accepted by receiving mail servers. This is your total send volume for the campaign, excluding any contacts skipped due to frequency capping or suppression.
Opens
The number of recipients who opened your email. Mailnaptic tracks opens using a tiny invisible tracking pixel embedded in the email. The open rate is calculated as opens divided by sent emails.
Note: Open tracking has limitations. Apple Mail Privacy Protection and some email clients pre-load images, which can inflate open counts. Conversely, recipients who block images will not register as opens. Use open rates as a directional metric rather than an exact count.
Clicks
The number of recipients who clicked at least one link in your email. Mailnaptic rewrites links to pass through a tracking redirect, which records the click before sending the recipient to the destination URL. The click rate is calculated as unique clicks divided by sent emails.
The click-to-open rate (CTOR) is clicks divided by opens, and measures how compelling your email content was to those who opened it.
Bounces
The number of emails that could not be delivered. The campaign detail shows both hard bounces (permanent failures) and soft bounces (temporary failures). See the Understanding Bounces article for more detail.
Unsubscribes
The number of recipients who unsubscribed after receiving this campaign. A high unsubscribe rate (above 0.5%) may indicate content relevance issues, audience mismatch, or sending too frequently.
Complaints
The number of recipients who marked your email as spam. This is the most critical metric for deliverability. Keep your complaint rate below 0.1%.
Benchmark comparison
Mailnaptic compares your campaign's performance against your own organization's historical averages from the last 6 months. The benchmark comparison shows whether your open rate, click rate, and other metrics are above or below your typical performance.
Device breakdown
The campaign detail includes a device breakdown showing what percentage of opens came from desktop, mobile, and tablet devices. Use this data to optimize your email design for the most common devices your audience uses.
A/B test results
If your campaign used A/B testing, the statistics page shows the performance of each variant alongside the winner. Metrics for each variant are displayed independently so you can compare subject lines, content, or send times.
Tips for interpreting stats
- Compare metrics across multiple campaigns rather than evaluating a single send in isolation.
- Focus on click rate as your primary engagement metric, as it is more reliable than open rate.
- A declining open rate over time may indicate inbox placement issues or audience fatigue.
- A high open rate with a low click rate suggests your subject line is effective but the email content or call-to-action needs improvement.
- Track unsubscribe rates per campaign to identify which content types drive list churn.