Reading your analytics

The Analytics page under Measure gives you a campaign-by-campaign and sequence-by-sequence view of how your sends are performing.

The metrics

Metric	What it counts	Healthy benchmark (B2B SaaS)
Sent	The number of emails dispatched to inboxes.	—
Delivered	Sent minus hard bounces.	98% of sent
Open rate	Unique opens / delivered.	25–40%
Click rate	Unique clicks on any link / delivered.	2–5%
Click-to-open rate	Unique clicks / unique opens. Useful — tells you whether the content delivered on the subject's promise.	8–20%
Unsubscribe rate	Unsubscribes / delivered.	< 0.5%
Bounce rate	Hard + soft bounces / sent. Hard bounces are emails that don't exist; soft bounces are temporary.	< 2%
Spam complaint rate	Complaints / delivered. This is the dangerous one — keep below 0.1% or your sending reputation suffers.	< 0.1%

Where to find what

• Per campaign — open the campaign detail page. Full breakdown plus per-A/B-variant if you tested.
• Per sequence — open the sequence detail page. Per-step opens / clicks / replies show where in the journey contacts drop off.
• Per contact — open the contact's profile. Their full engagement history with every campaign and sequence they've been in.

What open rate doesn't tell you (any more)

Open rates used to be a clean metric. Apple's Mail Privacy Protection (rolled out 2021) pre-fetches images for Apple Mail users, which registers as an "open" whether the user looked at the email or not. The result: Apple Mail opens are inflated.

Real-world impact: if most of your audience uses Apple Mail (consumers, designers, journalists), your open rate is inflated by 10–30%. If most of your audience uses Outlook or Gmail web (enterprise), open rates are mostly real.

Click rate is now the more reliable signal of interest. A growing open rate with a falling click rate usually means more Apple Mail readers, not more engaged ones.

What spam complaint rate tells you (very loudly)

If your spam complaint rate goes above 0.1%, mailbox providers (Gmail, Yahoo, Outlook) start throttling your sends. Above 0.3% they may quarantine you entirely.

If you see complaints rising:

• Audit your most recent campaign. Were the recipients ones who consented to that kind of content?
• Tighten your opt-in. Move single opt-in forms to double opt-in if you haven't.
• Suppress old / inactive segments. Cold leads complaining is the most common cause.
• Make unsubscribe more visible. A clear unsubscribe link converts a complaint into an unsubscribe — better for everyone.

Period selector

The analytics page defaults to "last 30 days". Switch to 7 days for a closer look at a recent campaign, or to "all time" to compare across the lifetime of the account.