Reading your reports

A campaign doesn't end when it goes out: it ends when you learn from it. Every send in arrobaMail generates a detailed statistical report and, a week later, an AI analysis that interprets the numbers and suggests what to improve. This guide teaches you to read all of that without getting lost: what each metric means, where to look first, and, above all, what to do with what you see.

The rule that holds for the whole guide: the numbers aren't a grade, they're a compass. They're not there to praise you or scold you, just to tell you what to adjust next time.

The dashboard at a glance

This is what a campaign report looks like: the main metrics at the top, the conversion funnel in the middle, and the AI reading at the bottom.

You reach a campaign's statistics from Campaigns › [your campaign] › Statistics. You'll find several tabs — Summary, Opens, Clicks, Rejected, Devices, AI Analysis, and more — but almost everything important is in the Summary. Let's go through it.

Delivery metrics: did it arrive?

The first thing is knowing whether your emails reached their destination:

• Processed: how many subscribers were attempted in total.
• Delivered: how many emails the recipient's server accepted. Ideally above 95%. If it's lower, there's a list or reputation issue.
• Rejected (bounces): the ones that couldn't be delivered. They can be temporary (retried automatically) or permanent (the address doesn't exist → gets blocked).
• Complaints: the ones who marked your email as spam. This number needs to be minimal (ideally below 0.1%); every complaint hits your reputation hard.

Engagement metrics: were they interested?

If it arrived, next comes how your audience reacted:

• Unique opens: how many distinct people opened it. As an industry reference, it usually sits between 15% and 25% — but as we'll see, what matters is comparing yourself to yourself.
• Open Rate: unique opens over delivered.
• Clicks and CTR (click-through rate): clicks over delivered. Reference: 2% to 5%.
• CTOR (click-to-open rate): clicks over opens. Measures how good your content was for those who did open it.
• Unsubscribes: acceptable below 0.5%; sound the alarm if it passes 2%.

Tip: don't look at metrics in isolation, look at the relationship between them. High opens but low clicks = the subject line promised something the content didn't deliver. Low opens = a subject line or reputation problem. Each combination tells a different story.

The conversion funnel (and Direct Leads)

The funnel shows how the group shrinks at each step of the journey:

Subscribers → Sent → Delivered → Opens → Clicks → Direct Leads

The big drop-off is almost always in one of two places: between Delivered and Opens (subject line or reputation issue) or between Opens and Clicks (content or call-to-action issue). arrobaMail flags where the biggest loss is happening and suggests what to optimize.

The last step — Direct Leads — is a metric unique to arrobaMail that's worth understanding. It identifies clicks to direct contact channels: WhatsApp, Telegram, phone, mailto, and scheduling platforms like Calendly. Why separate them out? Because a click on WhatsApp isn't the same as a click on a blog post: the first one is a hot prospect who wants to contact you right now. Direct Leads let you tell general interest apart from real conversion intent.

In fact, every click gets grouped automatically into three categories: Direct Leads (direct contact), Social media (Instagram, Facebook, YouTube, etc.), and Website (the rest of your own links).

Where your readers are

The Devices tab shows you how and where your campaign was opened: country and city, device type (computer, tablet, mobile), operating system, and email client. It's the foundation for a lot of design and segmentation decisions.

Important: if most of your opens come from mobile and your email doesn't look good on a small screen, you're leaving money on the table. Always check the device breakdown after your first big send.

AI Insights: automatic analysis with Amanda

Seven days after the send — the time it takes for a representative amount of opens and clicks to accumulate — arrobaMail offers you an AI analysis that reads all the data and returns a structured report. It's not a dump of numbers: it's an interpretation with concrete recommendations. It includes:

• An overall score (0–100) that sums up the campaign's health.
• An executive summary: the diagnosis in a few lines, in plain language.
• Four evaluated dimensions — Deliverability, Engagement, Content Quality, and List Quality — each with its rating (Good, Fair, Needs Attention).
• Trends detected by comparing against previous campaigns.
• Prioritized recommendations (High, Medium, Low), each with the benefit you can expect.

And the best part: the analysis isn't static, you can discuss it. There's a chat to ask specific questions and get answers based on your own data. For example:

• "Why was my click rate low on this campaign?"
• "Why wasn't this particular email delivered?"
• "Which segment of my audience is the most valuable?"

It's the same logic as Amanda IA applied to your results: it helps you understand what happened and decide the next step.

Tools to act on the campaign

Reading is good, but the value is in acting. Every campaign has a menu of ready-to-use tools:

• Download PDF: a clean executive report, ready to present to a client or to your management.
• Download subscriber log (Excel): the activity detail per person — opens, clicks, bounces, unsubscribes.
• Resend to non-openers: send the same campaign, with a different subject line, only to those who didn't open it. A simple way to boost opens.
• Clean up: remove addresses that bounced from your lists, with one click. Hygiene that protects your reputation.
• Use as template: reuse the email from a campaign that worked.

The reading that actually matters

We'll close with the most important idea, and we repeat it because it's the one most often misunderstood: compare your campaigns against yourself, not against someone else's benchmarks.

Picture a campaign with 1,000 sent, 950 delivered, 380 opens, and 12 real conversions: that's 1.2% conversion over sent. Is that good? It depends on your industry and your history. E-commerce usually runs 0.5–1%; a well-targeted B2B service can reach 2–5%. Industry references are useful as a guide, but the real north star is your own progress: did this campaign open more than the last one? Did bounces go down? Did Direct Leads go up? That's the question that improves your marketing campaign after campaign.

To see the full power of reports with examples, there's the statistics page. And if you want the AI to build your next campaign from what you learned, continue with Amanda IA.