Campaigns
By Maildesk Team ·
Understand Your Campaign Analytics
What Recipients, Delivered, Opened, Clicked, and Bounced actually mean — and how to act on them.
Once a campaign sends, its analytics page tells you how it performed. Open any completed campaign from the Campaigns list to see it.
Prerequisite: Open and click tracking only work if your tracking subdomain is configured and verified. If your Opened and Clicked numbers are stuck at zero, check the Click & Open Tracking section in your domain settings.
The five headline numbers
| Metric | What it means |
|---|---|
| Recipients | How many subscribers the campaign was sent to |
| Delivered | How many emails were accepted by the recipient’s mail server |
| Opened | How many recipients opened the email at least once |
| Clicked | How many clicked at least one link |
| Bounced | How many emails could not be delivered |
How to read them
- Delivered vs Recipients — this gap is your bounce problem. A healthy list delivers to 97%+ of recipients. Lots of bounces usually means stale addresses; they often accumulate from old imported lists.
- Opened — for most lists, 30–45% is solid. Low opens point at your subject line or send time. Note that opens are measured by a tracking pixel, so subscribers whose mail clients block images aren’t counted — treat opens as a trend indicator, not an absolute truth.
- Clicked — 2–5% of delivered is typical for newsletters. Low clicks with good opens mean the content or call-to-action didn’t land.
- Bounced — subscribers who hard-bounce are marked permanently and won’t be emailed again, protecting your sender reputation.
Digging deeper
Below the headline tiles you’ll find:
- Campaign Opens chart — opens over time. Most engagement happens in the first 24 hours; a long tail suggests your content gets shared or revisited.
- Recipient Activity — a per-subscriber table showing exactly who opened and clicked. Great for spotting your most engaged readers (future
viptag candidates). - Campaign Summary and Email Preview — what was sent, to whom, and how it looked.
Export your data
Click the export option on the analytics page to download a CSV of recipient-level engagement — useful for deeper analysis in a spreadsheet or for syncing engagement data into other tools.
Turning numbers into improvements
- Low opens → test a different subject style on your next send, and try a different send time.
- Low clicks → one clear call-to-action beats five competing links.
- Rising bounces → stop importing old lists and let double opt-in do its job.
- Consistently engaged readers → tag them and send them your best stuff first.
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