Learn how to use and understand the data you see in your Email dashboard.
The Email dashboard shows you an account-wide visual overview of how your campaigns perform. It aggregates your email-related account data, providing a quick and easy way to access and review it. You can then use this data to understand your account's performance, identify trends, and leverage information.
The Email dashboard's significance and usefulness will rapidly increase over time as you send more emails and build up more data for analysis.
Before you start
Things you need to know:
- This is account-wide reporting.
For individual campaign reports, check out the article Email reports.
- The Email dashboard provides data from March 18, 2015, onwards.
- Data is not real-time. The current day in which you're viewing the Email dashboard isn't aggregated, as all statistics are aggregated up until the previous day.
- For reporting for your transactional email, check out the article Using transactional email.
- The Email dashboard can't be exported, however, you can export an individual email report as a CSV file.
To learn more about exporting data from campaigns, check out Export data from campaigns.
View the Email dashboard
Select Analytics in the left hand navigation menu to access your Email dashboard.
If you have access to Cross-account analytics, selecting Analytics will take you to the cross-account analytics dashboard. To view the Email dashboard, select Channel analytics > Reports: Email.
To learn how to view reports for a specific campaign, check out the article Email reports.
Email dashboard overview
The overview is divided into five sections. The first four sections provide key statistics and graphs, plus indications of increases or decreases in the figures against a comparable earlier date range. Detailed reports are available for Engagement, Interactions, and Delivery data.
Default date range: the last seven days. This doesn't include data for the current day.
|Section (metric)||Description||Detailed report|
|Engagement data||The effectiveness of your campaigns.||✔️|
|Interaction data||What recipients did after opening your campaigns.||✔️|
|Delivery data||The reach of your campaigns, and why campaigns weren't delivered.||✔️|
|Contacts data||The growth of your contacts.|
|Marketing preferences popularity||A breakdown of your marketing preferences by popularity, as they stand at the current time. Maximum: 25 preferences. Filter or date range functions on the Email dashboard won't affect this data.|
View detailed report
The engagement, interaction and delivery sections have a more detailed report available — containing more metric comparison and more graph functionality. To view this report, select the section’s header.
To find out what each metric means in more detail, read the Email dashboard overview statistics section.
Change the date range
To change the date range, select Date range.
You can select a predefined date range of the last seven days or the last 30 days. Alternatively, you can set a custom date range.
Whatever date range you select, the comparison statistics are for the same time period immediately before your selected date range. For example, the last seven days compared against the seven previous days.
March 18, 2015
As Email dashboard reporting data only starts as of March 18, 2015, you won't be able to select dates prior to this. Attempting to pick a date that's any earlier will result in your selection automatically switching to 18th March 2015.
To filter the Email dashboard on campaign tags, select Filter. You can choose one or multiple campaign tags to filter on.
Applying the filter changes your Email dashboard to display only the data for campaigns assigned with the chosen tag or tags. This is useful when you want to isolate statistics for types of campaigns, such as newsletters, product updates or campaigns that were part of a particular program.
To drill down further, select the statistic you want to view detailed info for. This takes you through to the appropriate section tab for the Email dashboard, in which the statistic is highlighted along the top, and a bar chart is provided per day.
From here, you can:
- toggle between graph types
- select a metric to compare against
- add a secondary axis to comparison graphs
- view a page through campaign listings with statistics, sort on statistic columns, preview campaigns and drill down into an individual campaign's report overview (positioned at the foot of the report)
To return to the Email dashboard overview, select Overview at the top of the screen.
Changing graph type
Select the toggle to switch between a bar graph and a line graph.
Select a metric to compare against
At the top of the graph, expand the Select a metric drop-down menu to choose another metric from the Engagement, Interaction or Delivery categories to compare against.
This lets you isolate, analyse, and understand the relationships between different metric pairings across your account.
The graph updates with the comparison metric plotted on it, and both metrics are highlighted in the campaigns list below the graph. If you've selected a metric that isn't part of the section's normal metrics, this is added as a column to the campaigns list.
Add a secondary axis to your comparison graph
To add a secondary axis to your comparison graph, select the secondary axis icon next to the graph type toggle.
It's useful to add a secondary vertical axis to your graph in cases when your graph is comparing a high statistic against a much lower statistic. Your two statistics are charted against separately scaled axes for a more meaningful comparison, rather than against one axis that uses the same scale. This provides a better visual representation.
Email dashboard overview statistics
The Email dashboard overview shows top-level statistics for each of the below aspects and their key metrics:
- Unique opens
The number of emails tracked as being opened for the first time by a recipient — only recorded once for each email.
- Email opens
The total number of opens for all your emails - records all opens by each contact for each email.
- Social shares
The total number of views generated by your campaigns when posted on social networking sites. Our social networking function can be used to insert this type of link in your campaign.
- Unique clicks
The unique number of recipients who've clicked links in your campaigns.
- Total clicks
The total number of link clicks in your campaigns. This includes recipients who've clicked a link more than once.
- Page views
If you've used our page tracking code, then this shows the total number of page views generated on your website, as recipients click through from your campaigns.
The total revenue generated within the chosen date range.
To learn how revenue attribution works, check out the article Revenue attribution.
The number of replies you've had in response to your campaigns. This is when a recipient has used their email client reply button to send you an email.
- Emails sent
The total number of emails sent.
- Soft bounced
The number of temporarily undeliverable email addresses. Generally, this is because of 'mailbox full' replies.
- Hard bounced
The number of permanently undeliverable email addresses. This is because they're incorrect or no longer in use.
The number of recipients who've asked to be removed from your address book(s). This also includes those recipients who've reached their bounce threshold (as set under Contacts > Suppressed contacts > Bounce settings). These addresses are automatically removed from your address book(s) so they can't be mailed in the future. This would apply even if these email addresses were included in future uploading to the same or different address books. They'd be automatically excluded from the upload. Contacts > Suppressed contacts provides a list of all addresses removed.
- ISP complaints
The number of ISP complaints that have been registered against you by your recipients.
- New contacts
The number of new contacts you've acquired over the date range.
- Total contacts
The total number of contacts in your account.