Newsletter statistics in Mailrelay: what each report measures and how to use it
Opens, clicks, unsubscribes and bounces for every campaign: where to find them, what they mean and how to use them to improve your next sends.
Sending a newsletter is only half the job. The other half is looking at the results: who opened it, which links they clicked and why someone unsubscribed. With that data, every send turns out better than the last.
In this guide you’ll see where to find your newsletter statistics in Mailrelay and what each report tells you, using the tool’s current screens.
Where to find your sending statistics
Go to Reports > Sent campaigns. You’ll see a list of all your campaigns with their key figures: sent emails, impressions, clicks, status, bounces and unsubscribes.
At the top there’s a search box to filter by subject, status, sender or dates. Use the gear icon to choose which columns to show and in what order. You can also add others, such as Delivered or Reported as spam.
From this list you can export the data to CSV, share a campaign’s report through a link (password-protected if you like) and compare several campaigns.
Overview of a campaign’s statistics
Click a campaign’s subject or the magnifying glass icon to open its statistics. The first tab, Overview, sums up the results in four blocks:
Summary. Sent, delivered and bounced emails, each with its percentage.
Subscriber engagement. Unique impressions, unique clicks and unsubscribes, plus total impressions and total clicks, spam reports and forwarded emails.
Real-time Activity. The latest opens and clicks, with their time.
Activity Map. Where the interactions took place.
If you want a refresher on what each metric means, check out our post on email marketing metrics.
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Detailed statistics, tab by tab
Sent emails. The status of each email: Processed, Delivered, Bounced or Soft bounced. Next to each bounce you’ll see its category and an explanation of the reason. It helps you spot addresses you should clean up.
Impressions. Who opened the campaign, when, and from which city, browser and operating system. Tick Unique to see a single open per subscriber. It’s the basis of the open rate.
Clicks. Who clicked and on which link. Inside you’ll find two very useful views: the clicks map and URL performance.
Unsubscribed. Who unsubscribed and why: didn’t sign up, no interest, spam or other. A counter shows you the most common reason.
Forwarded. Who forwarded your email to someone else using the forward-to-a-friend link.
More. The campaign’s event log, the campaign preview and the PDF report download.
The clicks map: which links work
The clicks map shows your newsletter with a green label next to each link: the number of clicks and their percentage of the total. At a glance you can tell which buttons and sections draw the most attention.
Use it to decide the order of your content: if the first block gets almost all the clicks, that’s where the most important content should go. To measure the ratio of clicks to sends, check out our post on CTR.
Compare campaigns
Tick the box next to several campaigns in the list and click Compare. You’ll see their statistics side by side, with percentages and the day of the week each one was sent.
It’s the quickest way to answer questions like “does Tuesday or Thursday work better?” or “which subject line got the most opens?”.
Find out what works in every send
Clicks map, comparisons and PDF reports included in Mailrelay’s free account.
Download the PDF report
In the More > Download PDF tab you get a report with the campaign details, the performance summary and the top clicked links. It’s handy for presenting the statistics to your team or a client.
How to use these statistics to improve
Low opens. Try different subject lines and check your sender. An A/B test will tell you what works best.
Lots of opens but few clicks. The content isn’t convincing or the button isn’t visible. Check the clicks map.
High bounces. Clean your list and check where those contacts come from.
Higher than usual unsubscribes. Look at the most common reason and at how often you send. Check out our post on the unsubscribe rate.
You’ll find every option explained in the Sent campaigns help article in the Mailrelay knowledge base. If you want to know how tracking works under the hood, read our post on email tracking.
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Frequently asked questions
These are the most common questions about your newsletter statistics in Mailrelay.
Where can I see a newsletter’s statistics in Mailrelay?
In Reports > Sent campaigns. Click the campaign’s subject to see the full report.
What’s the difference between impressions and unique impressions?
Impressions count every open. Unique impressions count one per subscriber, even if they open the email several times.
Can I find out which link got the most clicks?
Yes. The clicks map and the URL performance report show the clicks on each link.
Can I share the statistics with my client?
Yes. You can generate a link to the report, password-protected if you like, or download the report as a PDF.
How do I compare two campaigns?
Tick their boxes in the sent campaigns list and click Compare.
Jose Argudo
CMO at Mailrelay. Writes about email marketing, copywriting, and conversion for SMBs and entrepreneurs.