You send out your campaigns, you look at the open and click-through rates, and deep down you’re never quite sure if those numbers tell the real story. It’s a legitimate question. A high open rate can mask click bots. A low click-through rate doesn’t necessarily mean that your message was bad, perhaps that your mailing was filtered at a particular ISP. Without detailed statistics, it’s impossible to know what’s working, what’s blocking, or where to focus your efforts for the next campaign.
Ediware displays the results of each campaign, broken down by e-mail provider, type of reaction and link clicked. What worked, what stalled, what needs to be adjusted for the next mailing: everything is visible. Indicators to act on, not numbers to see.
The results of your mailings are available as soon as routing begins. No need to wait for a consolidated report the next morning. The platform displays in real time the progress of the mailing and the first returns: emails delivered, opens, clicks, bounces.
For each campaign, you’ll find all the emailing KPIs:
– Success rate: the percentage of emails actually accepted by recipient servers
– Open rate: the proportion of recipients who opened the message
– Click rate: the percentage of clicks on the links contained in the email
– Reactivity rate: the click/open ratio, which measures the quality of engagement once the email has been opened
– Unsubscribe rate: a direct indicator of the perceived relevance of your message to recipients
– NPAI: hard bounces and soft bounces, clearly distinguished in the results
– Spam complaints: reports sent back by ISP feedback loops.
This data is available at campaign level, as well as aggregated over time. In concrete terms, each indicator informs a decision: the reactivity rate tells you whether your content is engaging those who open it, the unsubscribe rate alerts you to commercial pressure, and the NPAI detail tells you whether it’s time to clean up a segment of your base. This isn’t data for data’s sake, it’s what allows you to adjust targeting, frequency or message from one campaign to the next.
Everyone looks at open rates. But few people realize how misleading this indicator can be. Between false opens generated by Apple Mail Privacy Protection, click bots deployed by certain corporate security filters, and blocked images that prevent counting, the figure displayed doesn’t always correspond to reality.
Ediware displays the opening rate, of course. But the platform also provides additional indicators to put this figure into perspective: reactivity rate, unique clicks, and details by recipient domain to identify anomalies. An open rate of 90% on a given domain is probably a robot. Knowing this completely changes the analysis.
The platform goes one step further with a filter dedicated to automated interactions. The principle is based on two mechanisms: a temporal filter which excludes any interaction occurring within 6 seconds of reception (no human clicks that quickly), and an identification filter which recognizes the IPs and hostnames of listed robots. Recalculation runs every hour for the first 24 hours, with metrics refined over time. Filtering can be activated on a campaign-by-campaign basis from the performance monitoring panel, but it’s optional and your raw data remains intact. Only the display is modified.
The subject is covered in detail in our guide to filtering automated clicks and opens, and in our blog post dedicated to click bots.
This is probably the most useful feature for marketers who send in volume. Instead of an overall success rate, Ediware breaks down the results by email provider: Gmail, Microsoft, Orange, Yahoo, Free, and all the others. You can immediately see whether a problem is global or localized to an ISP.
A concrete example: your campaign shows 85% deliverability. Correct on the surface. But the breakdown shows 98% for Gmail, 95% for Orange, and 45% for Microsoft. Without this breakdown, you can’t detect the problem. With it, you know exactly where to investigate and what adjustments to make.
In addition to overall rates, the platform provides details of clicks per link. You know which button, image or text has generated the most engagement. For those who place several calls to action in the same email, this information directly guides the design of subsequent campaigns.
Statistics from an isolated campaign don’t tell us much. It’s the comparison over time that’s valuable. Ediware keeps a complete history of your mailings. You can compare performance from one campaign to the next, identify trends and measure the concrete effect of your optimizations.
Did you change the subject of your message? Compare the open rate with the previous campaign. Repositioned your call-to-action button? Look at the evolution of the click rate. These are simple comparisons, but they’re based on data that’s immediately accessible in the emailing platform, with no need for export or spreadsheets.
Managing your campaigns on a daily basis is one thing. Reporting to management or justifying the next quarter’s emailing budget is quite another. Data from each campaign can be exported in CSV format for use in Excel, Google Sheets or integrated into your existing dashboards. You build your reports with the platform’s actual figures, not with estimates.
No limit on the number of exports or historical depth. Need to show the evolution over 12 months? The data is there.
The first results appear as soon as routing starts. As soon as routing starts, the first openings and clicks go up.
Two complementary approaches. A breakdown by recipient domain enables anomalies to be spotted: a click rate of 100% on a domain is almost always a robot. In parallel, a dedicated filtering system combines a time threshold of 6 seconds and a blacklist of known bot IPs. This filtering is activated on a campaign-by-campaign basis, leaving your raw data unaffected.
Yes, each campaign displays results broken down by recipient ISP: Gmail, Microsoft, Orange, Yahoo, Free, and others. You see the completion rate, opens, clicks and bounces for each provider individually.
The click rate relates the number of clickers to the total number of recipients. The reactivity rate relates the number of clickers to the number of openers only. The reactivity rate is often more relevant in B-to-B as it measures content quality independently of message subject performance.
Data can be exported in CSV format: results per campaign, details of clicks per link, list of openers, clickers and unsubscribers. You can then transfer them to Excel, Google Sheets or any other reporting tool.
The platform makes a clear distinction between hard bounces, i.e. addresses that no longer exist, and soft bounces, i.e. a full box or a server that is temporarily unresponsive. Hard bounces are automatically removed from your lists. Your reputation as a sender is protected – you don’t have to do a thing.
Complaints reported through the feedback loops of the main ISPs appear in the statistics for each campaign. The number of recipients who have reported your e-mail as spam is displayed for each campaign. If this figure rises, it’s a signal to review targeting or content.
The complete history of your campaigns is stored indefinitely. Your past mailings can be consulted and compared, even those from two or three years ago.
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