Read campaign results

A campaign's report tells you whether the send actually worked — and, more usefully, what to change before the next one. This article walks through each metric on the summary report, roughly the order you should look at them, and the specific action each number points you toward.

#Where to find the report

Open the campaign from Marketing > Emails > Campaigns once it's sent (results start populating within minutes and continue updating as recipients interact with the email over the following days). The summary page shows account-wide totals for the send; a more detailed click-performance view breaks down engagement link by link.

#Delivered

What it is: The percentage of sent emails that actually reached a recipient's inbox, out of everyone you sent to.

What to look for: A healthy delivery rate is 90% or higher. If yours is noticeably lower, the problem is usually your sending setup or your list quality, not the email content — check your sending domain configuration and look for a spike in bounces (below) before touching your subject line or design.

#Opened

What it is: The percentage of delivered recipients who opened the email at least once.

What to look for: Open rate mostly reflects your subject line, sender name, and send time — the things a recipient sees before they've opened anything. If open rate is weak, that's what to test first: a more specific or more personalized subject line (a first-name merge tag is an easy lever), a more recognizable sender name, or a different send time.

Note: Open tracking relies on a small tracking pixel loading, which some mail clients block by default. Treat open rate as directionally useful for comparing your own campaigns over time, not as a perfectly precise count.

#Clicked

What it is: The percentage of delivered recipients who clicked at least one link in the email.

What to look for: Click rate reflects whether the body of the email actually convinced someone to act — your offer, your copy, and how clear your call-to-action button or link is. If opens are healthy but clicks are low, the subject line did its job and the body didn't; tighten the copy, make the main call to action more prominent, and consider whether there are too many competing links pulling attention away from the one action you actually want.

The click-performance breakdown shows engagement per individual link, which is worth checking when an email has more than one — it tells you which specific offer or button people actually cared about, not just whether they clicked something.

#Bounces (soft and hard)

What they are: A soft bounce is a temporary delivery failure — a full inbox, a momentary server issue — that may succeed if retried. A hard bounce is permanent — the address doesn't exist, or the domain is invalid or blocking you outright.

What to look for: Keep your hard bounce rate under about 2%. A rising hard bounce rate usually means your contact list has stale or mistyped addresses accumulating, and it actively damages your sender reputation with mailbox providers going forward — a bad list doesn't just fail quietly, it makes your next campaign's delivery worse too. Clean your list periodically: remove or suppress addresses that have hard-bounced repeatedly rather than sending to them again.

#Unsubscribed

What it is: The percentage of recipients who opted out of future emails from this send.

What to look for: Under about 1% is typical for a normal send. A spike well above that usually points to one of two things: the email went to people who didn't expect it (a list targeting problem) or the content didn't match what recipients signed up for (a relevance or frequency problem). Either way, treat a high unsubscribe rate as a signal to revisit who's on the list and how often you're emailing them — not just this one email's content.

#Spam reports

What it is: Recipients who marked the email as spam rather than unsubscribing normally.

What to look for: This should be close to zero. Spam reports hurt your sender reputation more than unsubscribes do, since they signal a problem to the recipient's mail provider directly rather than just to you. Persistent spam complaints usually mean either your list includes people who never actually opted in, or your content is triggering spam filters — heavy use of promotional language, excessive links, or image-only emails with little real text can all contribute.

#Reading the report as a whole

Work through the metrics roughly in this order, since each one narrows down where the problem (if there is one) actually lives:

1. Delivered low → fix your sending setup and list quality first; nothing else matters until email is actually arriving.
2. Opened low, delivered fine → fix the subject line, sender name, or send time.
3. Clicked low, opened fine → fix the body copy and the call to action.
4. Bounces, unsubscribes, or spam reports elevated → fix your list hygiene and targeting before your next send, regardless of how the other numbers look.

#What "done" looks like

After every campaign, you should be able to state one specific thing you'd change next time — a subject line to test, a segment to exclude, a call to action to make more prominent — based on the numbers, not a guess. Campaigns you never review teach you nothing; campaigns you review consistently compound into real improvement over a handful of sends.

#Related articles

• Email campaigns overview
• Create and send an email campaign

#Frequently asked questions

#How soon after sending will I see accurate results?

Opens and clicks continue to trickle in for days after a send as recipients get to their inbox, so early numbers understate the final total. Bounce and delivery data settle much faster, usually within the first hour or so.

#Why does my open rate look higher than I'd expect for a small or highly engaged list?

Very small or highly engaged lists (existing customers, for example) legitimately open at much higher rates than cold prospect lists — that's a normal difference in audience quality, not a tracking issue. Compare a campaign's performance against your own past sends to a similar audience rather than against generic industry benchmarks.

#Should I resend a campaign to people who didn't open it?

This can work, done carefully — a resend with a different subject line to just the non-openers, after waiting a few days, is a common tactic. Avoid doing this on every campaign, though: too-frequent resends to unengaged contacts tend to raise unsubscribe and spam-report rates rather than recover much additional opens.