Email Deliverability Analytics Dashboard
Email Deliverability Analytics Dashboard
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The Email Deliverability Analytics dashboard provides a detailed view of how your campaigns and flows are performing in terms of deliverability. Using this dashboard, you can monitor your deliverability health, identify trends, and track how your actions impact performance.
In this article, you’ll learn how to use this dashboard to make informed data-driven decisions.
Accessing the dashboard
The Email Deliverability Analytics dashboard is located in your Yotpo Email main menu under Analytics. The dashboard comprises two sections: Key metrics and Delivery overview.
Filtering data
You can use the dashboard’s date filter to choose the timeframe or the exact dates you want to view. By default, the data for the selected dates will be compared to the previous timeframe of the same length. For example, if you select Yesterday (July 1, 2024), you’ll see a comparison between the data for July 1, 2024 and the data for June 30, 2024. The rate of change between the periods is measured in percentage points and is displayed next to each metric.
Key metrics
You’ll find a summary of your deliverability performance by metric in the Key metrics section. It also includes a chart displaying performance over time. You can see the available metrics in the table below.
Please note:
Your key metrics data is updated every 3 hours.
Metric | Description |
|---|---|
Open rate | The percentage of unique opens out of all delivered emails |
Click rate | The percentage of unique clicks out of all delivered emails |
Unsubscribe rate | The percentage of recipients who unsubscribed out of all delivered emails |
Soft bounce rate | The percentage of soft-bounced emails out of all sent emails. Emails are considered soft-bounced when they reach the recipient’s email server but are rejected temporarily if the recipient’s mailbox is full. After 4 consecutive soft bounces, emails to the recipient will be suppressed. This will happen only if the reason for bouncing is not server or domain-related. |
Hard bounce rate | The percentage of hard-bounced emails out of all sent emails. Emails are considered hard-bounced when they are rejected permanently, for example, when the email address is invalid. Hard bounces will be suppressed on all future sending attempts. |
Spam report rate | The percentage of recipients who mark your email message as spam out of all delivered emails |
To learn more about bounced emails, see About Bounced and Skipped Emails.
Deliverability performance badges
In the top right corner next to each metric, you'll see a colored badge indicating the health of the specific data point based on industry standards:
Healthy: Everything is working well
Room for improvement: You can get better results. In this case, a banner will appear above the section advising you to refer to our best practices guide
Needs attention: The performance is not good, and a banner will appear above the section advising you to refer to our email deliverability guide
Collecting data: There isn't enough data to measure health accurately. In this case, check back in 24 hours.
In the table, you’ll find the reference values used to assess performance health.
Metric/Benchmark tag | Healthy | Room for improvement | Needs attention |
|---|---|---|---|
Open rate | > 30% | 20% - 30% | < 20% |
Click rate | > 1.5% | 0.9% - 1.5% | < 0.9% |
Unsubscribe rate | < 0.3% | 0.3% - 1% | > 1% |
Soft bounce rate | < 2% | 2% - 5% | > 5% |
Hard bounce rate | < 1% | 1% - 2% | > 2% |
Spam report rate | < 0.05% | 0.05% - 0.1% | > 0.1% |
Tip:
To learn how to boost your email deliverability performance, see Improving the Health of Your Deliverability Metrics.
Performance over time
In the Performance over time chart, you can select a metric and view the data segmented by day, week, or month. This can help you identify trends over different periods, allowing for more precise analysis and better decision-making.
By default, the chart shows the data for the top 5 inbox service providers (ISPs), meaning the ISPs to which you send the most emails. A dashed line in the chart indicates the healthy benchmark for the selected metric. When you hover over a data point, you’ll see a summary including the ISP’s name, the date, and the metric's rate for that ISP.
Please note:
Each chart in the dashboard includes an Inbox Service Providers filter. You can use it to show or hide specific ISPs from the chart. The legend below the chart is dynamic and reflects your selection in the filter.
Delivery overview
In the Delivery overview section, you’ll find:
Delivery rate: Shows the delivery rate and the total number of emails delivered for the selected period, as well as the rate of change. The delivery rate is calculated as (Delivered emails / Total number of emails sent)*100.
Bounce rate: Shows the bounce rate, the total number of bounced emails, and the percentage rate change compared to the previous period. The bounce rate is calculated as (Bounced emails / Total number of emails sent)*100.
Delivery breakdown: The chart displays the delivery breakdown, meaning the rates for delivered and bounced emails, per ISP. Hover over a column to see a summary of the data for each ISP.
Bounce categories: The chart displays a breakdown of the bounce reasons per ISP. Hover over an ISP to see the data, beginning with the bounce category responsible for the highest number of bounced emails. The categories are listed in the legend below the chart.
Bounce categories
Bounce categories are used to classify the reasons why emails fail to be delivered, helping you identify and address specific issues that impact deliverability and overall email performance. Below, you’ll find a description of the most common categories, along with actionable steps you can take to reduce bounces in the future.
Invalid address
This is a hard bounce, indicating that you attempted to send a message to an address that does not exist. The contact might have used an address that no longer exists, made a typo, or provided a false address. We recommend maintaining a clean and consent-based list. Consider using an email validation integration such as Kickbox or AtData. Consider implementing a sunset flow that will remove unengaged subscribers before their addresses become invalid.
Technical
This is a soft bounce indicating a technical issue related to authentication or DNS. Make sure your dedicated sending domain and DMARC are properly configured and verify that your sender “from” address can receive emails.
Connection failure
This is a soft bounce, indicating a technical issue connecting to the recipient's mailbox or server. This is a problem with the recipient's mailbox and is outside of your control. We recommend excluding recent soft bounces from your campaigns.
Content
This is a soft bounce, indicating that ISPs have detected content in the email message that seems suspicious or malicious. To avoid this, make sure your email content is engaging, mobile-friendly, and doesn’t have too many images. Also, avoid using link shorteners like bit.ly and follow the email content best practices.
Reputation
This is a soft bounce, indicating that ISPs determine that your brand has a low sending reputation. Make sure you have properly warmed up your domain. Maintain a clean and consent-based list. Only send to recently engaged contacts. Monitor and improve your deliverability metrics.
Frequency/Volume
This is a soft bounce, indicating the ISP cannot process the number of messages being sent because of the large volume. Make sure you have properly warmed up your domain. If you are increasing your sending volume, you must do so gradually.
Mailbox unavailable
This is a soft bounce, indicating that a mailbox cannot be reached. This may occur for various reasons, such as a full mailbox or a misconfigured mailbox. We recommend excluding recent soft bounces from your campaigns.
Unclassified
This is a soft bounce, which means the inbox service provider returned a message that is not yet classified and is not attributed to any specific issue listed in the categories above.
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