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Email Analytics: Understanding Mailchimp Reports

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Tracking and studying email analytics is of utmost important to understand customer behavior and send out successful campaigns that work well. The task of studying email analytics could seem daunting if it has to be done manually. In this technological era, there’s always a solution available.

Creating emails, sending out successful campaigns and observing analytics can be done with the help of many tools available online. Mailchimp is one such tool, rather an Email Service Provider (ESP) that helps us create and send campaigns. It also does most of the cumbersome work by itself, that if done manually can always have high risk of errors or require many employees altogether; for example: including the unsubscribe link always, honoring unsubscribes punctually, removing bounces immediately and more. It also generates campaign reports that make it easy to understand analytics of your campaigns and on the basis of which you can work on how to improve your emails (based on subject line, content, strategy) and get higher click-throughs and conversions.

Basic Email Analytics On Mailchimp Reports

Mailchimp shows campaign-specific analytics reports. On any campaign’s report it shows the overview including that includes:

Campaign Name: Name of your email campaign.

Recipients: Number of subscribers who receive the email in their inbox.

List Name: Shows the list and segment you sent the campaign to.

It also shows the subject line of your email, date of delivery and options to view, download, print and share the email.

Open Rate: The Open Rate of your emails. Open Rate is defined as the number of recipients who opened the email out of the total number of subscribers on your list. It also shows the number of clicks below.

Below that you can see the Industry Average and your list’s average. It means that the average open rate in the particular industry (Media and Publishing) is 16.4% and the list average (performance of the list) is higher i.e. 18.8%.

Click Rate: Click-through-rate (CTR) is the number of subscribers who clicked on your links out of the total number of subscribers on your list. It is calculated when a recipient opens your email and clicks on the links (which can be call-to-actions). It also shows the number of clicks. The click rate also shows an industry average and the average performance of your list.

Mailchimp Reports Overview 1

Mailchimp Reports Overview

The industry average is shown depending on the type of subject line and content that is being used by the particular industry. If your list average is above the industry, it definitely is good. If it’s lower than that, there’s scope for improvement.

Numbers of opened, clicked, bounced and unsubscribed are further displayed in blocks. Clicking on each of the numbers take you to the details like the list of subscribers who opened your emails, or type of bounce (hard bounce or soft bounce). In case of an email bouncing, Mailchimp cleans the bounce i.e. it removes the email address from the list to avoid spam and spam traps.

Successful deliveries: Number of emails delivered and the percentage.

Total opens: This shows the total number of times the emails have been opened. If one recipient opens an email twice and another recipient opens the email thrice the total count becomes 5.

It also displays last opened, forwarded, total clicks, last clicks and abuse reports. Clicking on the number displayed against these will take us to the details.

Mailchimp Reports Overview

Mailchimp Reports Overview

24-hour performance shows the statistics when users opened their emails. Looking at it you can infer the time when the recipients opened the emails and also understand the best time to send further campaigns. If an email reaches the inbox a few minutes before when subscribers are actually checking their emails, the probability of them reading it becomes very high since the email is right at the top. If the email is sent too early it may get ignored among the emails that land in the subscriber’s inbox later from other senders. If it’s too late to reach the inbox, chances are that the subscriber never reads them. A general time can be noted and further campaigns can be sent at the noted time.

Mailchimp Reports Overview

Mailchimp Reports Overview

Further down you can see the top links clicked, see the subscribers with most opens, the social performance, and top locations by opens.

Clicking on subscriber’s email, you can also track subscriber engagement by checking the number of times she opens the mails and clicks the links, shares on social media or forwards your email to a friend with Mailchimp’s forward button.

Mailchimp Reports Subscriber Engagement

Mailchimp Reports Subscriber Engagement

You can analyse from the unsubscribes whether the target audience you are reaching is accurate or not. You can check their profiles and know if they are the ones who would be interested in your emails. If not, you need to target a more specific audience. In case the audience is correct and they’re still not opening or taking the call-to-actions (which are generally click-throughs in an email), you need to re-design and re-strategize your email campaigns by understanding their minds, likes and dislikes.

You can also track the number of signups that take place through Mailchimp signup forms on social media and your website (if you’re using them to get more signups).

Activity: Shows subscriber activities on the emails like sent to, opened, clicked, not opened, bounced, unsubscribed and complained.

Links: It shows details of links clicked.

Social: It is to see the Facebook and Twitter activity reports when you use social share buttons in your email.

Conversations: It is to track conversations with subscribers. It comes with paid accounts only.

Other Reports:

Analytics360 report is to track traffic with Google Analytics (if you’ve enabled it on your website).

eCommerce360 report is to track sales with eCommerce360.

Image Credits: mailchimp

  • Email-Marketing


  • There are 2 comments


    • 2 years ago

      Hrucha Mehta   /   Reply

      Nice and crisp article. I have used MailChimp and it does the job quite well, so to speak.
      In fact, the kind of help it gives even for making the email campaign is fantastic.

      • 2 years ago

        Pallavi Tulsian   /   Reply

        Thank you very much Hrucha. I hope you like further posts on the blog.

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