Analytics & Reporting

Analytics Overview

MailPilot provides comprehensive analytics to help you understand how your campaigns and workflows are performing. All metrics are tracked in real-time and available immediately after sending.

Campaign Analytics

View detailed performance data for every campaign you send.

Accessing Campaign Analytics

1. Navigate to Campaigns in the sidebar
2. Click on any sent campaign
3. The analytics dashboard will open

Key Metrics

Campaign analytics include the following metrics:

Delivery Rate

Percentage of emails successfully delivered to recipient inboxes.

• Formula: (Delivered / Total Recipients) × 100
• Good rate: 98%+
• Low rate causes: Invalid emails, full inboxes, blacklisted sender

Bounce Rate

Percentage of emails that couldn't be delivered.

• Hard Bounces: Permanent failures (invalid email, domain doesn't exist)
• Soft Bounces: Temporary failures (full inbox, server down)
• Good rate: Under 2%
• Action: Remove hard bounces from your list immediately

Open Rate

Percentage of delivered emails that were opened.

• Formula: (Unique Opens / Delivered) × 100
• Industry average: 20-25%
• What affects it: Subject line, from name, send time, list quality

Click Rate

Percentage of delivered emails where recipient clicked at least one link.

• Formula: (Unique Clicks / Delivered) × 100
• Industry average: 2-5%
• What affects it: Email content, CTA clarity, offer relevance

Click-to-Open Rate (CTOR)

Of those who opened, what percentage clicked?

• Formula: (Unique Clicks / Unique Opens) × 100
• Good rate: 10-15%
• What it measures: Email content effectiveness (not subject line)

Unsubscribe Rate

Percentage of recipients who unsubscribed after receiving the email.

• Formula: (Unsubscribes / Delivered) × 100
• Good rate: Under 0.5%
• High rate causes: Sending too frequently, irrelevant content, misleading subject line

Link Tracking

See which links in your email were clicked and how many times.

Link Performance

In the campaign analytics, scroll to the Link Clicks section to see:

• All links in your email
• Number of unique clicks per link
• Total clicks per link (including repeat clicks)
• Click percentage (what portion of total clicks this link received)

Click Maps

Some analytics views show a visual heat map of your email with click counts overlaid on each link. This makes it easy to see which CTAs performed best.

Who Clicked What

Click on any link to see a list of subscribers who clicked it, including:

• Subscriber name and email
• When they clicked
• How many times they clicked
• Their location (if available)

Subscriber Engagement

Track individual subscriber activity and engagement level.

Subscriber Activity Timeline

For any subscriber, view their complete email activity:

1. Go to Subscribers
2. Click on a subscriber's email address
3. View their Activity tab

You'll see:

• All campaigns they received
• Which ones they opened and when
• Which links they clicked
• Workflows they entered
• Forms they submitted
• Tags added/removed

Engagement Scoring

MailPilot automatically calculates an engagement score for each subscriber based on:

• Recent open rate
• Recent click rate
• Frequency of engagement
• Recency of last interaction

Subscribers are classified as:

• Highly Engaged: Opens/clicks frequently
• Moderately Engaged: Opens occasionally
• Low Engagement: Rarely opens
• Inactive: No activity in 90+ days

Segmenting by Engagement

Use engagement data to create targeted segments:

• Send exclusive content to highly engaged subscribers
• Send re-engagement campaigns to inactive subscribers
• Reduce sending frequency for low-engagement subscribers

A/B Test Results

When you run A/B test campaigns, MailPilot provides detailed comparison analytics.

Test Performance

In the A/B test campaign analytics, you'll see:

• Test Configuration: What you tested, sample size, duration
• Version A Performance: Open rate, click rate, unsubscribe rate
• Version B Performance: Same metrics for comparison
• Winner: Which version won and by what margin
• Statistical Significance: How confident you can be in the results

Interpreting Results

For reliable A/B test results:

• Winner should outperform by at least 10%
• Test sample should be at least 1,000 subscribers
• Statistical confidence should be 90%+
• Test only one variable at a time

Time-Based Analytics

Understand when your subscribers are most engaged.

Best Time to Send

MailPilot analyzes your historical campaign data to show:

• Which days of the week have the highest open rates
• Which times of day get the most clicks
• Engagement patterns specific to your audience

Open and Click Timing

For each campaign, see a timeline showing:

• When opens occurred (first hour, first day, first week)
• When clicks happened
• Peak engagement times

Most opens happen within the first 24 hours, so if your campaign underperforms in the first day, it's unlikely to recover.

Geographic Data

See where your subscribers are located and which regions engage most.

Location Tracking

When a subscriber opens an email or clicks a link, MailPilot logs their approximate location based on IP address:

• Country
• State/Region
• City (approximate)

Geographic Reports

Campaign analytics show:

• Top countries by engagement
• Open rates by region
• Click rates by location
• Map visualization of subscriber distribution

Use this data to:

• Send time-zone appropriate emails
• Create location-specific campaigns
• Identify untapped geographic markets

Device & Client Data

See which devices and email clients your subscribers use.

Device Breakdown

• Desktop: Opens on desktop/laptop computers
• Mobile: Opens on smartphones
• Tablet: Opens on tablets

If 60%+ of your opens are on mobile, prioritize mobile-responsive design and larger tap targets.

Email Client Breakdown

See which email clients subscribers use:

• Gmail (web, mobile app)
• Apple Mail (iPhone, iPad, Mac)
• Outlook (desktop, web)
• Yahoo Mail
• Others

Test your emails in the most popular clients to ensure proper rendering.

Exporting Analytics Data

Export your analytics data for further analysis or reporting.

Export Options

1. Open any campaign or workflow analytics page
2. Click Export
3. Choose format:
   • CSV: Opens in Excel, good for custom analysis
   • PDF: Print-friendly report for presentations
4. Select date range (optional)
5. Click Download

What's Included

Exports include:

• All key metrics (open rate, click rate, etc.)
• Subscriber-level data (who opened, who clicked)
• Link performance
• Time-based data
• Geographic data

Workflow Analytics

Track performance of your automated workflows.

Workflow Dashboard

For each workflow, see:

• Active Subscribers: Currently in the workflow
• Total Entered: All-time entries
• Completed: Finished the entire workflow
• Emails Sent: Total emails across all workflow steps
• Average Open Rate: Across all workflow emails
• Average Click Rate: Across all workflow emails

Node-Level Analytics

Click on any email node in your workflow to see performance for that specific email:

• How many subscribers reached this step
• Open and click rates for this email
• Link performance
• Time spent in previous wait steps

Conversion Funnel

Workflows show a funnel view of subscriber progression:

• How many entered at the trigger
• Drop-off at each step
• Completion rate
• Where subscribers exit

Identify bottlenecks and optimize underperforming steps.

Industry Benchmarks

Compare your performance against industry averages.

General Email Marketing Benchmarks

• Average Open Rate: 20-25%
• Average Click Rate: 2-5%
• Average Click-to-Open Rate: 10-15%
• Average Unsubscribe Rate: 0.1-0.5%
• Average Bounce Rate: 0.5-2%

By Industry

Performance varies by industry. Higher benchmarks in:

• Media & Publishing (high engagement, loyal readers)
• Non-profits (passionate supporters)
• E-commerce (product interest)

Lower benchmarks in:

• Real Estate (less frequent need)
• B2B Tech (inbox overload)
• Retail (high competition)

Improving Your Metrics

Strategies to improve each key metric:

Improving Open Rates

• Write compelling subject lines (curiosity, urgency, personalization)
• Optimize send times based on your analytics
• Use recognizable from name and email
• Maintain good sender reputation (low bounce/spam rates)
• Clean your list regularly (remove inactive subscribers)
• Segment for relevance

Improving Click Rates

• Use clear, action-oriented CTAs
• Make buttons prominent and easy to tap on mobile
• Create compelling offers and content
• Reduce friction (fewer steps to conversion)
• Use urgency and scarcity tactics appropriately
• Include multiple links to the same destination

Reducing Unsubscribes

• Set proper expectations at signup (frequency, content type)
• Don't send too frequently
• Provide value in every email
• Allow subscribers to adjust email frequency
• Segment to ensure relevance
• Honor preferences and don't bait-and-switch content