Read email analytics: opens, clicks and what they can't tell you
Last reviewed
How each number is measured, why opens are approximate, and how to use the per-recipient results under Campaigns.
AI Email → Performance shows sent, delivered, failed, opens, clicks and unsubscribes, with the open rate and click rate, for the workspace overall and for each email, plus a daily trend. The Sent tab holds every batch with a result per recipient.
How each number is measured
- Delivered and failed: whether your mailbox accepted and sent each message, or returned an error or bounce for it.
- Opens: a tiny tracking image is added to each email; when a mail client displays the message and loads the image, the open is counted.
- Clicks: links in the email pass through a tracking address that records the click and sends the reader on to the destination.
- Unsubscribes: the unsubscribe link at the bottom of the email and the one-click unsubscribe in the mail client both count here.
What they cannot tell you
- Whether a message landed in spam. The receiving mailbox never reports that to the sender; a message that was delivered may still sit in a spam folder unread. Use the deliverability check before sending to reduce the causes.
- Exactly who read it. Opens are undercounted when a client blocks images, which many do by default, and overcounted when a client such as Apple Mail loads images in advance for privacy. Treat opens as a trend, clicks as the firmer signal.
- Delivered means accepted by the mailbox provider, not seen by a person.
Compare emails against each other rather than against an ideal: an offer that gets twice the click rate of your last one is doing something right, whatever its absolute number. A rising unsubscribe rate usually means the audience was too broad or the emails too frequent.
Open any past campaign under Campaigns to see each recipient's result and send it again — to everyone, or only to the ones that failed once you have corrected their addresses.