Email Campaign Analytics: A Comprehensive Guide

Understanding your email campaign performance is crucial for improving future marketing efforts. Here's a complete breakdown of key metrics and how to interpret them:

Accessing Campaign Analytics

1. Navigate to Email Marketing dashboard
2. Click "Sent" for blast campaigns or "Automations" for automated campaigns
3. Select your campaign to view detailed metrics

Key Performance Indicators (KPIs)

Delivered Rate

• Shows number of successfully delivered emails
• Helps assess mailing list quality
• Campaigns sent in phases for large lists
• Low rates may indicate fake email addresses

Opened Rate

• Target: 20% or higher
• May be inaccurate due to:
  • Email provider privacy policies
  • Image loading settings
  • Apple Mail Privacy Protection inflation

Clicked Rate

• Measures link engagement
• Excludes unsubscribe links and "Powered by" links
• Counts unique clicks per subscriber
• Corporate email scanning may inflate rates

Unsubscribe Rate

• Tracks both manual unsubscribes and spam reports
• Access detailed unsubscribe data in campaign charts

Tracking Sales and Traffic

Visitor Sources

1. Access Analytics in main menu
2. Select Visitor Sources
3. Navigate to Email > Squarespace Campaigns
4. View revenue data (e-commerce subscribers only)

Important Considerations:

• Sales may take hours to appear in analytics
• Disabled cookies prevent tracking
• Only direct campaign clicks count
• Browser view clicks aren't recorded
• Permalinks aren't tracked

Optimization Tips

A/B Testing Strategy:

1. Split mailing list in half
2. Create two versions with single variable change
3. Send each version to different groups
4. Compare performance metrics
5. Apply insights to future campaigns

Note: Cookie settings affect tracking accuracy. Ensure cookies are enabled for complete analytics data.

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