Reports & logs
Every send is measured. Campaign reports show opens, clicks, bounces, and unsubscribes in real time, with link-level detail and per-recipient logs — so you can see exactly what worked and act on it.
Headline metrics
- Opens — how many recipients opened the email, and your open rate.
- Clicks — total and unique clicks, and your click-through rate.
- Bounces — addresses that couldn't receive the message, split by hard and soft bounces.
- Unsubscribes & complaints — opt-outs and spam reports, which help you protect list health.
Link and engagement detail
Drill into which links got the most clicks to learn what your audience actually cared about. This link-level breakdown is invaluable for deciding what to feature next time and where to place your primary call to action.
Engagement timing
The campaign report shows how quickly recipients act, not just whether they do: average and median time-to-open and time-to-click, measured from each recipient's own delivery moment (repeat opens don't skew it — only the first event per person counts). Fast engagement means your send time is landing well; long medians suggest your audience reads on their own schedule and a different send window may be worth testing.
Devices & email clients
The same report breaks opens and clicks down by device class (desktop, mobile, tablet) and email client (Gmail, Apple Mail, Outlook, and so on). If most of your audience reads on mobile, single-column layouts and larger tap targets pay off immediately; a heavy Outlook share argues for conservative HTML. Very large campaigns are sampled from the most recent events — the distribution is statistically identical and the panel says so when sampling applied.
Campaign totals at a glance
The campaigns list itself carries an aggregate strip — total sends, delivered, open, click, and unsubscribe rates across exactly the campaigns your current search and filters show. Filter to "last quarter's newsletters" and the strip becomes a mini-report for that slice, no spreadsheet required.
The activity feed
For a live, account-wide view there's the Activity page: every send, open, click, bounce, complaint, and unsubscribe in one chronological stream. Filter by event type, campaign, subscriber email, or date range, and keep scrolling — it paginates as far back as your history goes. It's the fastest way to answer "what just happened?" during and after a send.
Per-recipient logs
Beyond the aggregate numbers, you can see activity at the individual level — who opened, who clicked, and what bounced. These logs are useful for troubleshooting deliverability questions and for building re-engagement segments from people who did (or didn't) engage.
Ask about performance
You don't have to dig through the numbers yourself. The "Ask about performance" panel — on the dashboard and at the bottom of every campaign report — is a chat that answers plain-language questions like "Which recent campaign had the best open rate?" or "What should I do to reduce bounces?". Answers are grounded exclusively in your own aggregated stats: the account summary, your most recent campaigns, daily event trends, and your sender reputation score. If something isn't in that data, it says so instead of guessing.
Two privacy guarantees are built in: the assistant never sees individual subscribers or email addresses (only aggregate counts and rates), and it can't run queries of its own — it reads the same precomputed numbers the reports show. Questions use AI credits like any other AI feature.
Why people unsubscribed
When someone unsubscribes through the web flow, the confirmation page asks one optional question: why? Four choices (too many emails, content not relevant, never signed up, other) plus an optional comment — answering is never required, and the unsubscribe itself completes first regardless. The answers roll up into a "Why people unsubscribed" card on the campaign report (and on each list's overview, covering the last 90 days) with counts per reason and the most recent comments. It turns a raw unsubscribe rate into something you can act on: "too many emails" argues for frequency controls or a digest, "not relevant" for tighter segmentation. One-click unsubscribes from mail clients are untouched — they complete instantly with no questions asked, exactly as the standard requires.
Deliverability signals
Bounces, complaints, and unsubscribes aren't just metrics — they're inputs to your sender reputation. EmailFlow AI processes bounces and complaints automatically and suppresses problem addresses, but watching these trends helps you keep lists clean and maintain strong deliverability over time.
Your sender reputation score
The dashboard distills those signals into a single sender reputation score (0–100) over your last 30 days of sending. Hard bounces, spam complaints, and soft bounces each subtract from 100 — complaints weigh heaviest, because mailbox providers treat them that way (a 0.1% complaint rate alone moves you from Good to At risk) — while above-median open rates earn a small bonus. The score is banded Excellent / Good / At risk / Poor, and each verified sending domain shows its own score chip so you can spot a struggling domain before it drags the account down. New accounts see "Not enough data" until roughly a hundred sends are on record — small samples make rates meaningless.
Turn results into your next send
Use what you learn to sharpen the next campaign: refine your segments, iterate on subject lines, and feed winning ideas into your automations. For optimizing a single send, pair reports with A/B testing.
Metrics worth watching over time
- Open rate — a read on subject-line and sender appeal.
- Click-through rate — how compelling your content and calls to action are.
- Bounce rate — a signal of list health; rising bounces mean it's time to clean up.
- Unsubscribe and complaint rates — early warnings of fatigue or irrelevance.
Frequently asked questions
Why is my open rate approximate? Opens rely on a tracking pixel that some inboxes block or pre-fetch, so treat opens as a trend rather than an exact count. Clicks are a more reliable engagement signal.
How do I improve weak numbers? Tighten your targeting, test subject lines, and feed winning ideas into your automations.