Track Email Campaign Analytics: Assess and Monitor Performance Metrics
Email campaign analytics help you monitor and improve your newsletter performance. Here's a comprehensive guide to understanding your campaign metrics:
Key Performance Indicators (KPIs)
Delivered Rate
- Shows how many subscribers received your campaign
- Includes emails sent to spam folders
- Lower rates may indicate fake email addresses
- Campaigns are sent in waves, so numbers may take time to finalize
Open Rate
- Measures how many subscribers opened your email
- 20% or higher is considered healthy
- Note: May be unreliable due to:
- Email provider privacy policies
- Image loading settings
- Apple Mail Privacy Protection inflating numbers
Click Rate
- Tracks subscribers who clicked any link
- Includes social icons and text links
- Excludes unsubscribe and administrative links
- Measures content engagement effectiveness
- Note: Corporate email scanning may inflate numbers
Unsubscribe Rate
- Shows who left your mailing list
- Includes both unsubscribe clicks and spam reports
Bar chart showing sales data
Traffic and Sales Analysis
Tracking Website Traffic
- Monitor visitor sources in analytics
- Review campaign-generated revenue (Commerce plans)
- Access through: Analytics > Traffic Sources > Email > Squarespace Campaigns
Important Considerations
- Sales data takes a few hours to appear
- Disabled cookies prevent tracking
- Direct URL entries aren't tracked as campaign traffic
Improving Campaign Performance
A/B Testing Tips
- Split your subscriber list
- Test different subject lines
- Create identical content with one variable
- Compare performance metrics
- Use insights for future campaigns
Analytics Accuracy
- Cookie settings affect tracking
- View-in-browser clicks count as opens
- Permalink clicks aren't tracked
- Browser version link clicks aren't recorded
This data helps optimize future campaigns for better engagement and conversion rates.
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