Marketing analytics

The Analytics tab shows detailed performance metrics for all your email campaigns. Track opens, clicks, purchases, and revenue in one place.

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Accessing analytics

Go to Marketing → Analytics.

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Key metrics

At the top, you'll see overall performance indicators:

Metric	Description
Sent emails	Total number of emails sent
Open rate	Percentage of emails opened
Click rate	Percentage of emails with link clicks
Buy rate	Percentage of recipients who purchased
Earnings	Total revenue generated from email campaigns
Bounce rate	Percentage of emails that failed to be delivered
Complaint rate	Percentage of recipients who marked it as spam
Opt outs	Number of people who unsubscribed

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How to read your metrics

Understanding what each metric tells you — and what to do about it.

Sent emails

What it tells you: How many emails were successfully delivered.

Healthy sign: Close to 100% of your intended recipients.

If it's low: Check the "Delivery issue" column in the recipients table. Common causes:

• Invalid email addresses → Clean your contact list
• Bounced emails → Remove non-existent addresses
• Spam blocks → Verify your sender email has proper SPF/DKIM/DMARC

Open rate

What it tells you: How compelling your subject line is and whether your emails reach the inbox (not spam).

What it measures: Out of every email sent, how many were opened at least once. Each recipient counts only once regardless of how many times they re-open the email — additional opens are tracked in the activity timeline but do not affect this rate.

Rate	Interpretation	Action
Below 10%	Poor. Emails may be going to spam, or subject lines aren't working	Test different subject lines. Verify sender email. Check if you're sending to cold lists
10-20%	Average for cold contacts	Acceptable for first contact. Improve subject lines for better results
20-30%	Good for event marketing	Your subject lines are working. Keep testing variations
Above 30%	Excellent	Your audience is engaged. Maintain this quality

Quick wins to improve open rate:

• Use the recipient's name in the subject
• Create urgency ("Last 48 hours", "Only 10 spots left")
• Be specific about the benefit ("50% off your next show")
• Avoid spam triggers (ALL CAPS, excessive punctuation!!!)

Click rate

What it tells you: How relevant and compelling your email content is.

What it measures: Out of every email sent, how many had at least one link clicked. A recipient counts only once even if they clicked multiple links or the same link several times. To see how many clicks each individual link received, use the Top Links leaderboard.

Rate	Interpretation	Action
Below 2%	Poor. Content doesn't motivate action	Improve your call-to-action. Make buttons more visible. Reduce text, increase clarity
2-5%	Average	Good baseline. Test different button text and placement
5-10%	Good	Your offer resonates with the audience
Above 10%	Excellent	Strong offer-audience fit. Replicate this approach

Quick wins to improve click rate:

• Use one clear call-to-action (not multiple competing links)
• Make buttons large and visible
• Put the main CTA above the fold (visible without scrolling)
• Match the email content to the subject line promise

New: Click the Click rate card to see which specific links perform best. The Top Links leaderboard shows exactly which URLs drive the most engagement.

Buy rate (Conversion)

What it tells you: How effective your entire funnel is — from email to purchase.

What it measures: Out of every email sent, how many resulted in at least one confirmed purchase. Cancelled, refunded, and failed orders are excluded. One recipient can generate more than one attributed purchase (e.g., they bought tickets to two different events) and each counts separately.

Rate	Interpretation	Action
Below 1%	Friction somewhere in the funnel	Check if landing page matches email promise. Review checkout flow. Consider a better discount
1-3%	Average for promotional emails	Decent performance. Test stronger offers
3-5%	Good	Your offer and audience are well-matched
Above 5%	Excellent	Strong product-market fit. Scale this campaign

If clicks are high but purchases are low:

• The landing page doesn't match expectations
• The event/tickets aren't appealing enough
• Price is too high (try a better discount)
• Checkout process has friction

Earnings

What it tells you: The actual revenue generated from email campaigns.

How to use it:

• Compare earnings vs. the effort/time spent on campaigns
• Calculate revenue per email sent = Earnings ÷ Sent emails
• Track which campaign types generate the most revenue

Benchmark: A successful campaign should generate at least $0.10-$0.50 per email sent. High-engagement lists can see $1+ per email.

Bounce rate

What it tells you: The percentage of sent emails that could not be delivered to the recipient's inbox.

What it measures: Out of every email sent, how many could not be delivered. Each recipient counts only once regardless of how many delivery retries occurred.

Rate	Interpretation	Action
Below 2%	Healthy	Normal for active lists
2-5%	Watch closely	Clean invalid addresses from your contact list
Above 5%	Warning sign	Your list quality is poor. Remove undeliverable addresses immediately
Above 10%	Critical	You risk being blocked by email providers. Audit your entire contact list

Types of bounces tracked:

• Hard bounce (Permanent) — The email address doesn't exist or the domain is invalid. These addresses are automatically blocked from receiving future emails across the entire platform to protect deliverability.
• Soft bounce (Transient) — Temporary issues like a full inbox or a temporary server problem. After 3 soft bounces within 30 days, the address is automatically suppressed.

Complaint rate

What it tells you: The percentage of recipients who marked your email as spam.

What it measures: Out of every email sent, how many were marked as spam by the recipient. The complaint is recorded when AWS SES forwards that feedback to the platform. Each recipient counts only once.

Rate	Interpretation	Action
Below 0.1%	Healthy	Industry standard. Keep it up
0.1-0.3%	Watch closely	Review your content relevance and targeting
Above 0.3%	Warning sign	AWS SES may throttle or suspend sending. Improve segmentation immediately
Above 0.5%	Critical	High risk of being blacklisted. Stop campaigns and audit your list

Important: When a recipient marks your email as spam, they are automatically suppressed from receiving future emails from your brand. This protects your sender reputation.

To keep complaint rates low:

• Only send to contacts who opted in
• Set clear expectations at sign-up
• Make unsubscribe easy and visible
• Send relevant content that matches what they signed up for

Opt outs (Unsubscribes)

What it tells you: Whether you're sending too frequently, irrelevant content, or to the wrong audience.

What it measures: Unlike the other metrics, Opt outs is an absolute count, not a percentage. It shows how many unique recipients clicked the unsubscribe link — across all campaigns, or within the selected campaign if a filter is active.

Rate	Interpretation	Action
Below 0.5%	Healthy	Normal churn, nothing to worry about
0.5-1%	Watch closely	Review your sending frequency and content relevance
Above 1%	Warning sign	You're either sending too often or content isn't relevant. Segment better
Above 2%	Critical	Stop and review your entire strategy. You're damaging your list

To reduce opt-outs:

• Send less frequently (quality over quantity)
• Segment your audience better (send relevant content only)
• Match expectations set at signup

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The email marketing funnel

Understanding how metrics relate to each other:

Sent → Delivered → Opened → Clicked → Purchased
         ↓              (parallel signals)
  Bounced / Complained

Drop-off analysis:

Stage	Problem sign	Likely cause
Sent → Delivered low	Many emails not delivered	Bad email list, spam issues
Delivered → Opened low	Few opens	Poor subject line, wrong timing
Opened → Clicked low	Read but didn't click	Weak content or CTA
Clicked → Purchased low	Clicked but didn't buy	Landing page issue, price, checkout friction
High bounce rate	Invalid addresses	Stale list, imported without verification
High complaint rate	Marked as spam	Irrelevant content, unexpected emails

Focus your optimization efforts on the biggest drop-off point in your funnel.

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Top Links leaderboard

Click the Click rate metric card (when a campaign is selected and has clicks) to see which links perform best.

What you'll see

The Top Links drawer displays a visual leaderboard showing:

Information	Description
Rank	Position in the leaderboard (#1, #2, #3...)
URL	The full destination link (hover to see complete URL)
Total clicks	How many times this link was clicked across all recipients
Unique clicks	How many different recipients clicked this link
Progress bar	Visual representation of click volume relative to other links

How to use it

Identify winning CTAs:

• The #1 link is your best-performing call-to-action
• Compare similar links to see which copy or placement works better
• Multiple clicks on the same link indicates strong interest

Optimize future campaigns:

• Replicate the messaging and placement of top-performing links
• Remove or improve poorly performing links
• A/B test variations of your best links to improve further

Understand audience intent:

• Early-bird pricing links → Price-sensitive audience
• Event details links → Information seekers who need more context
• Direct ticket purchase links → Ready-to-buy audience

Tip: If you have multiple links to the same event, the one with more clicks has better button text, placement, or surrounding content.

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Recipient activity timeline

Click any recipient row in the table to see their complete journey from email sent to purchase (if any).

What's shown

The timeline displays all actions chronologically (newest first):

Event	Description
Email sent	When the email was delivered to their inbox
Email opened	Every time they opened the email (not just the first)
Link clicked	Each link they clicked with the full URL
Purchase completed	Full purchase details including what was bought and revenue

The drawer header also shows status badges if the email bounced or was marked as spam, along with the delivery summary:

Delivery event	Description
Arrived in inbox	Email was successfully delivered
Did not reach inbox	Email bounced — shown with the bounce reason (e.g., "Permanent: General")
Email bounced back	Timestamp of when the bounce was recorded
Marked as spam	Timestamp of when the complaint was reported

Purchase details

When a recipient makes a purchase, the timeline shows:

• Event name — Which event they bought tickets for
• Event date — When the event happens
• Ticket quantity — How many tickets they purchased
• Net earnings — Revenue generated (after platform fees)
• Purchase timestamp — When they completed checkout

How to use it

Identify high-intent recipients:

• Multiple opens + multiple clicks but no purchase → They're interested but need a push (try remarketing with urgency or discount)
• Single open → immediate purchase → Highly engaged, perfect for future promotions
• Many clicks on different links → Exploring options, might need more information or comparison

Spot conversion patterns:

• Quick converters (opened once, clicked once, bought) → Your message is crystal clear
• Slow converters (multiple opens over days, then bought) → Building trust or waiting for the right time
• Non-converters with high activity → Price objection or external blockers

Create targeted follow-ups:

• Clicked specific event links → Cross-sell similar events
• Multiple opens, no clicks → CTA not clear enough, follow up with simpler message
• Clicked but didn't buy → Remarketing sequence with testimonials or discount

Note: Email opens within 60 seconds of each other aren't logged separately (prevents duplicate tracking from pixel reloads). Clicks on the same URL within 5 seconds aren't logged separately (prevents accidental double-clicks).

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Recipients table

Below the metrics, a detailed table shows individual recipient data.

Search and filter

• Search — Find recipients by email address
• Campaign filter — View recipients from a specific campaign

Table columns

Column	Description
Email	Recipient's email address. Shows "Unsubscribed" chip if opted out.
Campaign	Name of the email campaign
Opened	✓ or ✗
Clicked	✓ or ✗
Purchased	✓ or ✗
Status	Current delivery status chip (see below)

Status chip values:

Status	Color	Meaning
Marked as spam	Yellow	Recipient reported the email as spam
Not delivered	Red	Email bounced and was not delivered
Clicked link	Blue	Recipient clicked at least one link
Opened	Cyan	Recipient opened the email
Delivered	Green	Email reached the inbox but wasn't opened
Sent	Grey	Email was sent but delivery not yet confirmed

Suppressed contacts: Recipients whose email address has been globally suppressed (due to a hard bounce) or suppressed for your brand (due to a complaint) will still appear in the table. However, their row is not clickable — the system has blocked future sends to protect your deliverability. Opted-out contacts work the same way.

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Creating segments from analytics

Use the analytics table to create targeted segments for future campaigns.

How to create a segment

1. Use the checkbox column to select recipients
2. Filter first to find specific groups (e.g., everyone who clicked)
3. As you select, a floating menu appears at the bottom
4. Click Create segment from the menu
5. Name your segment

Segment ideas

Filter by	Segment purpose
Opened = ✓	Engaged audience for follow-ups
Clicked = ✓	High-interest leads
Purchased = ✗, Clicked = ✓	Almost converted, need a push
Opened = ✗	Re-engagement campaign with new subject

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Related articles

1. Email campaigns — Create and send campaigns
2. Segments — Manage audience segments