Understanding your campaign stats

After you send a campaign, open its Stats page to see how it did. Here’s what each number means, in plain English.

The main numbers

Sent: how many people the email went to.

Opens: how many people opened your email. A healthy open rate is often 20–40%, but it varies a lot by industry. Don’t chase a perfect number; watch your own trend over time.

Clicks: how many people clicked a link inside. This is the strongest sign people care about what you sent.

Bounces: emails that couldn’t be delivered. A few is normal. A lot is a warning sign. See Why emails bounce.

Complaints: people who marked your email as spam. You want this as close to zero as possible. Even a small number can hurt your inbox placement.

Unsubscribes: people who opted out. A few unsubscribes per send is completely normal and actually healthy; it keeps your list made of people who want to be there.

What to actually pay attention to

Don’t obsess over a single send. Watch the trends:

• Clicks going up = your content is landing. 🎉
• Bounces or complaints creeping up = slow down and check your list quality. These are the numbers that protect (or hurt) your ability to reach the inbox.

Why opens aren’t perfect

Open tracking isn’t 100% exact. Some email apps (like Apple Mail) hide whether a message was truly opened, so your real open rate may be a bit higher than shown. Clicks are the more reliable signal of real interest.

Drilling in

You can see the timeline of activity and the individual events (who opened, who clicked) right on the stats page, and export the data if you want to dig deeper.