About the Email Dashboard

If tracking is enabled on your emails, we'll collect and analyze data on clicks, opens, social activity, purchases, and other interactions. The email dashboard shows you big picture results as well as the details you need to quickly see how emails are performing. Use the data to optimize your email strategy, discover ideas for future email campaigns, or take action to correct negative trends.

In this article, you’ll learn how the email dashboard works and what information it includes.

Things to know

Here are some things you should know about the email dashboard.

• This feature is available for users with a Standard plan or higher. For more information about what features are included with each plan, check out our pricing page.
• Open and click tracking must be turned on in an email campaign for those statistics to populate in a report.
• The report date range is based on your account’s local timezone.
• The email dashboard may take a few hours to update after sending an email campaign.

View the email dashboard

To view the dashboard for email campaigns and metrics, follow these steps.

1. Click Analytics, then click Email.
2. Click the Audience drop-down and choose the audience you want to use for your dashboard.
3. Click the Date range drop-down to open the time frame options.
   
4. Click Date range from the second drop-down to select a time frame, or use Start date and End date to choose a custom date range.
   
5. Click Apply.
6. Click the Comparison drop-down to compare your data with the previous period or audience averages.

Nice job! We'll display data for the sent emails that match your criteria.

About your email dashboard

The email dashboard opens up on the Performance tab. Key metrics appear first in the customizable Monitor Performance section. In the Replicate successful emails section, use content suggestions to improve top performing emails and send the emails again. Use the graph in the Track conversions section to see how recipients are interacting with your emails. Use the graph in the Performance over time section to see how a single metric performs over the time period you select.

On the Email comparison tab, compare how email campaigns performed for certain metrics. In the Detailed email performance section, click Custom reports to further visualize your data, or export the table as a CSV file.

Performance

The Performance tab gives you an overview of marketing email statistics. All statistics include a percentage that shows the difference in data compared to the previous period or audience averages.

Monitor performance

The Monitor performance section displays key metrics and includes the percentage of change for each. Click the Edit link to select the metrics that are important to you.

You can choose any of these metrics:

• Emails sent
  The number of emails that were sent.
• Opened
  The number of recipients who opened the email campaign.
• Total opens
  The number of times an email was opened.
• Clicked
  The number of recipients who clicked any tracked link.
• Unsubscribed
  The number of recipients who unsubscribed from an email campaign.
• Open rate
  Percentage of total recipients (successful deliveries) who opened the email campaign.
• Click rate
  Percentage of delivered emails that registered at least one click.
• Clicks per unique opens
  Percentage of recipients who opened the email campaign and then clicked a link.
• Unsubscribe rate
  Percentage of recipients who opened the email campaign and unsubscribed.
• Revenue (for connected stores)
  The dollar amount made on an order after it's placed, minus taxes and shipping fees.
• Orders (for connected stores)
  The total number of orders placed. This total doesn't exclude refunded or canceled orders.
• Average order revenue (for connected stores)
  The average dollar amount of revenue generated from each order, minus taxes and shipping fees.
• Order rate (for connected stores)
  The percentage of delivered emails that resulted in an order being placed.

Review and replicate your most successful emails

Mailchimp makes it easy to edit and resend your top-performing emails to the audience you select. Top performance is determined by the highest order rate if you have a connected store, or by the highest click rate if you don’t have a connected store.

To review Content suggestions before replicating an email, click the Content suggestions button for the email you want to work with. This will open the Content Optimizer. The number on the button tells you how many suggestions are available.

To resend an email, follow these steps.

1. From the Email dashboard, click Replicate for the email you want to work with.
2. In the email editor, edit the email name, recipients, from address, subject line, or content. You can also schedule a send time.
3. Click Preview to see how your email looks on desktop or mobile devices.
4. When you're ready to resend your email, add or edit Send Time.
5. Choose Send now, then click Save.
6. Click Send Now.

Track conversions

Use the Track conversions graph to quickly see how many recipients are taking action on your emails. The percentages between the columns show how many contacts engage with your email by open and click rates. If you don’t have a connected store, you’ll see the click rate and quality score.

If you have a connected store, the graph also shows how many successful email deliveries convert into orders placed. You’ll also see the average revenue per recipient and the average order revenue.

Performance over time

Use the Performance over time graph to see how emails perform over time for a single metric.

Click the Metric drop-down to choose any of these metrics.

• Open rate
• Click rate
• Clicks per unique opens
• Unsubscribe rate

For each metric, we’ll show you the Email count (the number of individual emails) and Emails sent (the number of emails you've sent to subscribed contacts).

Email comparison

The Email comparison tab shows how a metric performed for specific emails. You’ll also see a clickable table that gives you details for each email in the graph.

Compare emails over time graph

The Compare emails over time graph shows how specific emails perform for a metric.

To customize the graph, click the Metric drop-down and choose any of these.

• Click rate
• Recipients
• Open rate
• Revenue

Detailed email performance

The Detailed email performance table lists the details for emails sent during your selected time frame. Use the table to easily compare the performance of multiple emails.



Click any column name to sort the data in ascending or descending order.

• Click Custom reports to get more information about each email. For more information, check out our Create a Custom Report article.
  
• Click Export to download the table as a CSV file.