Key metrics
- Delivered — How many emails successfully reached inboxes
- Opens — How many people opened your email. Note: some email clients block open tracking, so actual opens may be higher
- Clicks — How many people clicked a link in your email
- Bounce rate — The percentage of emails that couldn’t be delivered (see our article on bounces)
- Click-to-open rate — Of the people who opened your email, how many also clicked a link
What’s a good open rate?
Industry average is around 20–25% for email marketing. If you’re consistently above 25%, you’re doing great. Below 15% might mean your subject lines need work or your list needs cleaning.
What’s a good click rate?
A 2–5% click rate is typical. Higher rates usually come from well-targeted sends with clear calls to action.
Revenue attribution
If you’ve connected Shopify, you’ll also see revenue attributed to each campaign — the total value of orders placed by people who received the email within your attribution window.