Email campaigns analytics

Track your email campaign results over time, including delivery rate, open rate, influenced sales, and more.

🏷️ Email campaigns analytics are unlocked with the Marketing add-on.

Choose your analytics timeframe

By default, analytics display your lifetime results in Marsello. To view results for a specific timeframe, use the date picker.

You can also choose how data is displayed on the graphs by selecting Daily, Weekly, or Monthly.

📝 Note: Analytics update approximately every 8 hours. Marsello only reports data collected after you connected your account, so historical data from before you connected your account is not included.

Email campaigns analytics explained

The Email campaigns dashboard helps you understand how your email campaigns are performing so you can improve future campaigns.

Statistic definitions

📝 Note: All statistics are measured against the selected timeframe.

Campaign sends: Total number of email campaigns sent.
Email sends: Total number of emails sent, including bounces, for email campaigns sent during the selected date range.
Delivery rate: The percentage of emails that reached inboxes, for campaigns sent during the selected date range. Delivery rate = Deliveries ÷ sends.
Open rate: The percentage of delivered emails that were opened, based on campaigns sent during the selected date range. Open rate = Unique opens per day ÷ emails delivered.
📝 Note: Apple Mail Privacy Protection (MPP) changes how email open data is recorded for customers who have enabled this setting and are using the Apple Mail app. This can inflate open rates for the portion of your customers using Apple Mail. Click rate and sales aren't affected and continue to be a strong measure of performance.
Clicks (previously Unique clicks): The number of customers who clicked a link in a campaign email, for campaigns sent during the selected date range. Each customer is counted once per day they click.
Click rate: The percentage of customers who opened a campaign email and then clicked a link, for campaigns sent during the selected date range. Click rate = clicks ÷ opens.
Influenced sales (previously Email campaigns revenue): Sales where an email campaign was opened or clicked within 10 days before the purchase, or its discount code was used at checkout.
Last-influenced sales (previously Last touch revenue): Sales where an email campaign was the last marketing touchpoint the customer opened or clicked within 10 days before making a purchase, or its discount code was used at checkout.
Influenced orders (previously New orders generated): The number of orders placed where an email campaign was opened or clicked within 10 days before the purchase, or its discount code was used at checkout.
Last-influenced orders (previously Last touch orders): The number of orders placed where an email campaign was the last marketing touchpoint the customer opened or clicked within 10 days before making a purchase, or its discount code was used at checkout.

📝 Note: Sales are displayed in your local currency. The $ symbol is used to represent a monetary value.

Key takeaways from graphs

Graph 1: Campaign engagement

This graph shows how customers engage with email campaigns over time, including emails sent, delivered, opened, and clicked.

Ideally, the Sent and Delivered lines should remain close together. Strong engagement is reflected by the Opened line remaining close to Delivered, and the Clicked line remaining close to Opened

📝 Note: Customers can complete multiple actions, so they may appear across multiple lines on the graph.

💡Tip:

Improve delivery rates by sending emails from your own custom email domain.
Improve open rates by testing different subject lines, days, and send times.
Improve click rates by using clear calls to action and clickable content.

Graph 2: Influenced sales and orders

This graph tracks orders and sales where a campaign email was opened or clicked within 10 days before the purchase, or its discount code was used at checkout. You can view this by day, week, or month.

Use this graph to compare campaign performance and identify which time periods or campaigns generated the most sales.

💡Tip: If one campaign performed better than another, review the campaign content, offer, subject line, and audience. You can use those learnings when creating your next email campaign.

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