About Email Campaign Reports

Mailchimp's campaign reports analyze clicks, opens, subscribers' social activity, e-commerce data, and more.

In this article, you'll learn where to find your campaign reports and about our reporting statistics.

Before You Start

View Campaign Reports

To view a report for an individual email campaign, follow these steps.

  1. Navigate to the Reports page.
  2. Click View Report next to the campaign you want to work with.

Overview Statistics

When you open your report, you'll navigate to the Overview page, which contains general campaign data like clicks, opens, and total revenue from the campaign.
Image: a screenshot of a campaign report overview

  • Recipients
    Number of contacts the campaign was sent to.
  • Delivered
    Date and time the campaign completed sending from Mailchimp servers.
  • Open rate
    Percentage of successfully delivered campaigns that registered as an open.
  • Click rate
    Percentage of successfully delivered campaigns that registered a click.
  • List average for opens and clicks
    Average percentage of opens or clicks on previous campaigns sent to this audience.
  • Industry average for opens and clicks
    Average percentage of opens or clicks for campaigns in the selected industry set for your account.
  • Opened
    Number of recipients that opened this campaign any number of times.
  • Clicked
    Number of recipients that clicked any tracked link any number of times in this campaign.
  • Bounced
    Number of recipients that registered as a hard or soft bounce.
  • Unsubscribed
    Number of contacts who opted out of your emails using the unsubscribe link in this campaign.
  • Total opens
    Total number of times the campaign was opened by recipients. This count includes multiple opens from individual recipients.
  • Successful deliveries
    The number of recipients that didn't hard or soft bounce on this campaign.
  • Clicks per unique opens
    Percentage of recipients that registered as an open who also clicked a link in your campaign.
  • Total clicks
    Total number of times tracked links were clicked by recipients. This count includes multiple clicks from individual recipients
  • Forwarded
    Number of times the campaign was forwarded using the Forward to a Friend form. This stat considers forwards only through the Forward to a Friend form and is not able to detect when a subscriber uses the forwarding function in their email program.
  • Forward opens
    Number of times the campaign was opened by someone who was forwarded the campaign using a Forward to a Friend form.
  • Abuse reports
    Number of recipients that reported your email as spam. Contacts who report a campaign as spam are automatically unsubscribed from your emails.
  • Last opened
    The most recent instance of a recipient opening the campaign.
  • Last clicked
    The most recent instance of a recipient clicking a tracked link in the campaign.
  • 24-hour performance
    A graph detailing subscriber activity (opens and clicks) for the first 24 hours after the campaign was sent.
  • Top links clicked
    The URLs that were clicked the most in the campaign.
  • Subscribers with most opens
    Subscribers that opened the campaign the most times.
  • Social performance
    Provides a bird's eye view of how well your campaign is doing across different social media outlets. When your campaign generates Facebook or campaign URL activity, we'll link to the stats on the report Overview. Click the links to view more detailed information about the social activity for your campaign.
  • Top locations
    Displays where in the world your subscribers are opening your campaigns. We use geolocation tracking to collect your subscribers' location information and the name of the country subscribers are from.

View Campaign Result Tabs

Each additional tab of your report shows valuable data about how your campaign performed.
Image: a screenshot of the tabs on a campaign reports page.

  • Overview
    The report Overview provides an at-a-glance look at how well a campaign performed: who received the campaign, when they opened it, what links they clicked, how many successful deliveries were made, and other information.
  • Activity
    The Activity menu lets you drill down further into campaign results. Choose one of the Activity menu options to view or export a segment of recipients that interacted with your campaign in a specific way such as opened or did not open, click performance, bounced, and others.

    Activity can also be used to send targeted campaigns to specific portions of your audience using Mailchimp's powerful segmenting options.
  • Links
    The Links tab gives you a better idea of how well each tracked URL performed in the campaign. You'll find a list of the tracked URLs from your campaign and the number of total and unique clicks for each one. If you're viewing the report for a Regular, RSS, Automation, or A/B Testing Campaign, we also populate a click map to give you a visual representation of how each link performed.
  • Social
    The Social tab reveals who liked your campaign on Facebook, a list of the top influencers and referrers for the campaign, and a map of clicks from across the globe. Before we can add Facebook stats to your campaign reports, you need to integrate your account with Facebook.
  • E-commerce reports
    The E-Commerce tab provides a breakdown of each subscriber's purchases, so you can quickly identify which customers make a purchase and what they buy after they open your campaign. If your campaign includes products from multiple connected stores, you can filter the purchase data by each store.
  • Conversations
    The Conversations tab shows replies to your campaign when conversation tracking is enabled. Conversation tracking offers more flexibility than a standard reply-to email address, and allows other account users to receive email notifications when a subscriber replies to your campaign.
  • Analytics360
    The Analytics360 tab displays Analytics 360 data when applicable, and integration statistics from services like Eventbrite or SurveyMonkey. We also show a breakdown of the top email domains for your subscribers under the Email domain performance chart.
  • Inbox Preview, A/B Testing, and Time Warp
    These results are available from the report Overview if you've used those features for your campaign. Just click the headings to see the results for those in your campaign report.

Troubleshooting Reports

My Campaign Results Aren't Right

If you find that your campaign results don't appear to be correct, here are some things to keep in mind.

  • Open and click tracking must be turned on for those stats to populate.
  • Emails can sometimes take a while to send and be received by all the ISPs and incoming servers.
  • Campaign designs and subject lines should be created and written to encourage opens. For an open to be tracked, the recipient needs to enable image viewing in their own email account or click a tracked link in the campaign.
  • Is the majority or are all of your recipients in your audience at the same domain? It's possible the domain admin may be quarantining the message in their incoming spam filter.

My Campaign Results Seem Skewed

If the unsubscribes seem incorrect for this campaign, these are a few things to check for.

  • Do you have any abuse complaints? When someone reports your email as spam, they are automatically unsubscribed and would count toward your opt-out or unsub total.
  • They may have used the link on the unsubscribe confirmation email to sign back up. In this case, we would not note them as an unsubscribe on that particular campaign.
  • The unsubscribe link may not have worked for that particular recipient due to some setting in their email program, in which case they'd be taken to the unsubscribe form, which would only show that unsubscribe when viewing the unsubscribes for the audience.

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