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Summary metrics
Every sent campaign shows the following key performance indicators:| Metric | What it measures | Target benchmark |
|---|---|---|
| Delivered | Emails accepted by recipient servers | 90%+ |
| Opened | Unique contacts who opened the email | 20–40% |
| Clicked | Unique contacts who clicked any link | 2–5% |
| Converted | Contacts who completed a desired action (purchase, signup) | Varies |
| Soft bounce | Temporary delivery failure (full inbox, server down) | Below 3% |
| Hard bounce | Permanent delivery failure (invalid address) | Below 2% |
| Unsubscribed | Contacts who clicked the unsubscribe link | Below 1% |
| Spam complaints | Contacts who marked the email as spam | Below 0.08% |
| Skipped | Contacts not sent to because they were marked Do Not Disturb | — |
Metric calculations
- Delivered rate = (Delivered ÷ Total Sent) × 100
- Open rate = (Unique Opens ÷ Delivered) × 100
- Click rate = (Unique Clicks ÷ Delivered) × 100
- Unsubscribe rate = (Unsubscribed ÷ Delivered) × 100
Open tracking uses a 1×1 pixel image embedded in each email. When a recipient’s email client loads images, the open is recorded. Image blocking (common in some corporate environments) means some opens will not be tracked — actual open rates are typically higher than reported.
Engagement analysis chart
The engagement chart displays three trend lines over the campaign’s sending window:- Green — delivered emails
- Blue — opens over time
- Orange — clicks over time
Revenue and conversion tracking
When conversion tracking is enabled, the campaign statistics include:- Revenue — total revenue attributed to contacts who received this email
- Orders — number of orders placed by email recipients
- RPR (Revenue per Recipient) — revenue divided by total recipients, a measure of campaign efficiency
- Top revenue-generating emails — a ranked list of the five campaigns generating the most revenue, filterable by open rate or click rate
Click performance report
The click performance report breaks down link engagement at the individual URL level. To view click performance:- Go to Marketing > Emails > Campaigns
- Find the sent campaign and click the three-dot menu
- Select Statistics, then click the Click Performance tab
- Total clicks (including multiple clicks from one contact)
- Unique clicks (one per contact)
- Click-through rate for that specific link
Enabling click tracking
Click tracking must be enabled to populate the click performance report. For all campaigns (account default):- Go to Marketing > Emails > Campaigns and click the gear icon
- Navigate to Tracking and enable Click performance tracking
- Click Save
Contact-level details
Click the Details tab inside a campaign’s statistics to see which individual contacts fall into each status. Tabs include:- Delivered — contacts who received the email
- Opened — contacts who opened it
- Clicked — contacts who clicked a link
- Ordered — contacts who placed an order
- Replied — contacts who replied to the email
- Bounced — contacts whose delivery failed
- Complained — contacts who marked it as spam
- Unsubscribed — contacts who opted out
- Skipped — contacts who were excluded due to DND
- Failed — contacts where sending failed at the SMTP level
Performance analysis trends
The Performance Analysis section shows trends over time for:- Emails sent
- Bounce rate
- Unsubscribe rate
- Spam complaints
Statistics across campaign types
Statistics are tracked separately for three campaign types:Email campaigns
Broadcast campaigns sent from Marketing > Emails > Campaigns
Workflow campaigns
Emails sent through workflow automation steps
Bulk action campaigns
Emails sent via bulk actions from the Contacts view
Statistics availability by email service
Full statistics — including bounce classification, spam complaints, and unsubscribe tracking — are available when using the platform’s native email sending (LC Email / dedicated domain) or Mailgun. Other SMTP providers may support only basic tracking such as opens and clicks.Resend to unopened contacts
After reviewing open rates, you can follow up with contacts who did not open the campaign:- Find the sent campaign in the Campaigns list
- Click the three-dot menu and select Resend to Unopened
- Optionally update the subject line for the resend
- Choose a new send time
Frequently asked questions
How long does it take for statistics to update?
How long does it take for statistics to update?
Delivery stats are near real-time. Opens and clicks may take a few minutes to register depending on recipient activity and your email service provider. Spam complaints can take up to 24 hours to appear, depending on the feedback loop from the recipient’s email client.
Why is my open rate higher than expected?
Why is my open rate higher than expected?
Some email clients — particularly Apple Mail with Mail Privacy Protection enabled — pre-load tracking pixels when an email is received, triggering an open event even if the recipient never reads the email. This inflates open rates for audiences using Apple Mail.
Can I see who specifically opened or clicked?
Can I see who specifically opened or clicked?
Yes. Open the campaign statistics and click the Details tab. The Opened tab lists every contact who registered an open, and the Clicked tab lists contacts who clicked at least one link.
What does Skipped mean?
What does Skipped mean?
Skipped contacts were in the send list but were not sent the email because their email DND setting was on at the time of sending. This includes contacts who previously unsubscribed.
How do I export analytics data?
How do I export analytics data?
In the campaign statistics Details tab, click the Export button in any sub-tab (Delivered, Opened, Clicked, etc.) to download a CSV of the contacts in that category.
What is a good open rate?
What is a good open rate?
Average open rates vary by industry but typically fall between 20–40%. Subject line quality, sender recognition, send time, and list freshness are the biggest drivers. Monitor your rate over time rather than comparing to a single benchmark.