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What became of a campaign

2 min read · By Stefan Köhn

After sending comes the report: how many recipients, how many delivered, skipped or failed, and, if you switched it on, how many opened and clicked.

Six numbers

Recipients, Delivered, Skipped, Failed, Opened, Clicked. Skipped means something came up between scheduling and sending, an unsubscribe for instance. Failed means the sending itself did not work.

Six numbers and a sentence below them. Skipped is not failed: there was an unsubscribe or no address at all.
Six numbers and a sentence below them. Skipped is not failed: there was an unsubscribe or no address at all.

Opens are off by default

They are counted through a tracking pixel, and that is data collection at the recipient's end. The switch is therefore off until you turn it on, and you only turn it on when your consent covers it. In any case the number is blunt: many mailboxes do not load images.

Clicks run through a counting hop

With counting switched on, addresses in the text are routed through an intermediate step. The unsubscribe link is not: it has to work even for someone who refuses counting, and it must not appear as a click.

Every delivery also appears on the record

The report says how the set fared. The history of a single record says what that one person got. Together they answer the question that actually comes up in conversation: did they get the mail or not?

Step by step

  1. In the campaign list, choose Report.
  2. Read the six numbers.
  3. For a single recipient, open the record and look at the history.

Why is the open rate so low?

Because many mailboxes do not load images, so the tracking pixel is never fetched. The number is a lower bound, not a measurement.

Why are clicks not counted?

The switch is probably off. Without it the addresses stay unchanged in the text and nobody learns who clicked.

What does skipped mean?

The recipient was on the list but got nothing, because something changed between scheduling and sending. The most common case is an unsubscribe in between.

Can I export the report?

The numbers are on the page. If you need the recipients as a file, export the records with the same filter, see Export.

How long does the report stay?

As long as you set under Retention for campaigns. A campaign and its delivery rows belong to one area.