Understanding Email Deliverability Analytics
Free, Growth, Prime, Powerhouse, Enterprise
Shopify, Shopify Plus
Deliverability measures the rate at which your emails reach your recipients’ inboxes or promotions folders rather than being delivered to spam. It is composed of a couple of important metrics that show how your subscribers interact with your emails. This article will walk you through finding and understanding your email deliverability data in the Yotpo SMS & Email analytics.
Before you start
To get a good grasp on the information given on the Campaign Analytics page, we recommend reading our Guide to Email Deliverability.
Finding your email campaign analytics
Each email campaign has a dedicated analytics page where you can track its overall performance, along with its delivery and deliverability insights. There are two ways you can reach it:
From your email campaigns
- In your Yotpo SMS & Email main menu, go to Campaigns > My Campaigns.
- Find the campaign you want to analyze.
- Click the three-dot menu and select Analytics.
From your analytics page
- In your Yotpo SMS & Email main menu, go to Analytics > Campaign Analytics.
- Find the campaign you want to analyze, and click View.
Understanding your data
The analytics page of each email campaign is divided into 4 sections - Campaign performance, Delivery performance, Deliverability insights, and Delivery breakdown. This article will focus on the last 3 sections directly reflecting your email deliverability.
The Delivery performance will inform you whether or not your emails reach your subscribers’ mailbox successfully. You’ll see 4 data points:
- Sent messages: The total number of email messages you sent from that campaign.
- Delivered successfully: The percentage and the total number of successfully delivered emails from all sent messages.
- Failed: The percentage and the total number of messages that failed.
- Skipped: The percentage and the total number of messages that were skipped from all messages.
This section will give you a much deeper insight into the deliverability performance of your campaign and will alert you if you need to turn your attention to a specific metric to prevent any future deliverability issues. You'll see 6 data points:
- Click-through rate: The percentage and the total number of unique clicks on your email out of all delivered.
- Soft bounce rate: The percentage and the total number of soft-bounced emails out of all sent. They have reached the recipient’s email server but are rejected temporarily. For example, when the mailbox is full.
- Hard bounce rate: The percentage and the total number of hard-bounced emails out of all sent. For example, when the email address is invalid.
- Unsubscribe rate: The percentage and the total number of recipients who unsubscribed out of all delivered emails.
- Open rate: The percentage and the total number of unique opens out of all delivered emails.
- Spam report rate: The percentage rate subscribers mark your email message as spam and the total spam reports out of all delivered emails.
In the top right corner of each data point, you'll notice 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, and a banner will appear above the section advising you to refer to our best practices guide.
- Needs attention: Whenever a data point has this badge, the performance is not good, and a banner will appear above the section advising you to refer to our email deliverability guide.
- Collecting data: The email campaign was recently sent, and there isn't enough data to accurately measure the health. In this case, check back in 24 hours.
Here is the table based on which we calculate the performance health of each metric.
|Healthy||Room for improvement||Needs attention|
|Click-through rate||> 2%||2% - 1%||< 1%|
|Open rate||> 30%||20% - 30%||< 20%|
|Unsubscribe rate||< 0.3%||0.3% - 1%||> 1%|
|Soft bounce rate||< 2%||1% - 2%||> 2%|
|Hard bounce rate||< 1%||1% - 2%||> 2%|
|Spam report rate||< 0.08%||0.08% - 0.2%||> 0.2%|
This last section is composed of detailed lists of subscribers, orders, lists, or segments corresponding to different data points. Each list is divided into columns containing relevant information for each subscriber, order, list, or segment.