Understanding Campaign & Automation email reports

Overview

Campaign and automation emails automatically generate reports showing the email's performance, including what time of day received the most opens and which links got the most clicks. Regularly reviewing email reports can help direct your marketing strategy toward what works. Read on to learn about the data available in reports for campaign and automation emails

In this guide

• Access email reports
• Email settings
• Available email report data
  • Audience groups
  • Engagement
  • Behavior
  • Automation history
  • Revenue
  • Tracking
  • Email providers & devices
• Export email report data

Access email reports

Campaigns

Click the Campaigns icon, then the View icon next to any completed campaign

Automations

Click into any  email node in an automation, then click View Report.

Automation email nodes that have sent 0 emails will not display the View Report button.

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Email settings

You can find information about your automation or campaign email's settings in the right hand sidebar of the report:

Campaign Settings

• Campaign Name - The name you entered when creating your email
• Creation Date - The date the email was created
• Advanced - Displays any advanced settings you selected
• To - Displays which type of audience selector was used (list, tag, and/or segment)
• Send to - Displays the lists, tags, or segments the email was sent to
• Don't send to - Displays the lists, tags, or segments the email was NOT sent to
• Sending Behavior - Displays whether smart sending was enabled or disabled for the email

Schedule (campaigns only)

• Timezone - The timezone you selected when scheduling the email
• Scheduled - The date and time the email was scheduled for
• Started - The date and time sending began
• Completion Date - The date and time sending finished

Content

• Preview Email - Click to see the email
• Sender Profile - The sender profile you selected for the email
• Subject - The email's subject line
• Preheader - The email's preheader

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Available email report data

Audience groups

The tabs across the top of the email report represent behavior-based groups of your email's audience. You can click on each tab to see a paginated list of contacts in each group and export it to CSV.

• Overview - The main email report page
• Scheduled - Contacts who are scheduled to receive the campaign (if there are more contacts in this tab than expected, check your campaign's timing settings)
• Sent - Contacts who were sent the email
• Opened - Contacts who opened the email at least once
• Clicked - Contacts who clicked the email at least once
• Didn't Open - Contacts who did not open the email
• Skipped - Contacts who were not sent the email or SMS message because they reached their smart sending limit or were in SMS quiet hours when the SMS campaign was sent
• Bounced - Contacts whose email addresses bounced
• Blocked - Contacts whose inboxes were blocked from receiving the email
• Suppression - Contacts who were suppressed
• Unsubscribed - Contacts who clicked unsubscribe in the email
• Spam - Contacts who clicked the spam button for the email
• Events - Contacts who browsed at least one website page after clicking the tracking link
• Conversions - Contacts who placed an order that was attributed to the email

Engagement

The engagement section displays data on contact engagement with your message.

• Delivered shows the total number of emails that were delivered to the recipient's inbox and the percentage of deliveries that were successful
• Opens shows the counts and rates of total and unique opens
• Clicks shows the counts and rates of total and unique clicks
• Attributed Revenue shows the amount of revenue attributed to clicks from the email (revenue is attributed to purchases made within five days of a click)
• Deliverability shows the counts and rates of recipients unsubscribing, clicking spam, and bouncing from the email

Behavior

Behavior is a campaign-only metric that shows the times of day with the best and worst open rates for the campaign.

Automation History

The Automation History section is an automation specific metric that shows how many times the email has been sent in a given reporting period (change the dropdown for other reporting period options) and the email's click and open rate over time.

Hover over the lines in the chart to see data labels.

Revenue

Revenue shows the total amount of revenue generated from orders attributed to the campaign, the number of attributed orders in the last 7 days, average revenue per order, revenue per email or SMS message, and total number of contacts who made purchases.

See How Sendlane attributes revenue to email and SMS for detailed information on how your attribution settings determine how revenue is attributed to messages.

Tracking

The tracking section shows:

• Tracking Summary - Total and unique clicks on tracking links in the message
• Website Summary - Total and unique website views captured by Beacon

Email Providers & Devices

The email providers & devices section breaks down contact activity by email provider and device type.

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Export email report data

Drill down into your email report by exporting activity data for any group of contacts! 

The following fields are included in every email report export:

• subscriber_id: the contact's unique identifier
• email: the contact's email address
• name: the contact's first and last name
• date: the date the contact was sent your campaign
• views_count: the count of times the contact viewed your campaign
• clicks_count: the count of times the contact clicked a link in your campaign
• bounces_count: the count of times the contact's email addressed bounced
• suppression_count: whether the contact's email address was Suppressed or not. This field should always be 0 (not Suppressed) or 1 (Suppressed).

Click one of the following tabs to export activity data > Export as CSV > Select any additional fields to export > Export

• Scheduled: Contacts whose time zones may have prevented them from receiving the campaign so far
• Sent: Contacts the campaign was Sent to
• Opened: Contacts who opened the campaign
• Clicked: Contacts who clicked on at least one link in the campaign
• Didn't Open: Contacts who did not open the campaign
• Bounced: Contacts whose email addresses bounced
• Suppression: Contacts whose email addresses were Suppressed
• Unsubscribed: Contacts who unsubscribed from the List via the campaign
• Spam: Contacts who marked the campaign as spam
• Events: Contacts who triggered an Event from the campaign

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Troubleshooting

Why are unique opens higher than the sent number in my automation report?

Because automations are constantly sending emails, the automation report represents the latest snapshot of email data. This can sometimes mean that you see more unique opens than sent emails when contacts open an older email sent from the automation.