Statistics and reporting: drive your email campaigns with data
Broken down by mailbox provider, by type of reaction, by link clicked, in real time.
You send your campaigns, you look at the open and click rates, and deep down you are never quite sure those figures tell the real story. The question is legitimate. A high open rate can hide clicking robots. A low click rate does not necessarily mean your message was bad, perhaps your send was filtered at one specific ISP.
Every campaign, every indicator, in real time
The results of your sends are available as soon as routing begins. No need to wait for a consolidated report the next morning. The platform shows the progress of the send in real time along with the first returns: emails delivered, opens, clicks, bounces.
For each campaign, you find the full set of emailing KPIs.
This data is available at campaign level, but also aggregated over a period. In practice, each indicator informs a decision: the click-to-open rate tells you whether your content engages those who open, the unsubscribe rate warns you about commercial pressure, the bounce detail tells you whether it is time to clean a segment of your database. This is not data for data's sake, it is what lets you adjust the targeting, the frequency or the message from one campaign to the next.
The indicators
- Delivery ratethe percentage of emails actually accepted by the recipient servers
- Open ratethe proportion of recipients who opened the message
- Click ratethe percentage of clicks on the links contained in the email
- Click-to-open ratethe clicks/openers ratio, which measures the quality of engagement once the email is opened
- Unsubscribe ratea direct indicator of the relevance perceived by your recipients
- Bounceshard bounces and soft bounces, clearly distinguished in the results
- Spam complaintsthe reports fed back by the ISPs' feedback loops
Statistics that reflect reality, not robots
Everyone looks at open rates. But few people know how misleading that indicator can be. Between the false opens generated by Apple Mail Privacy Protection, the clicking robots deployed by some corporate security filters, and blocked images that prevent counting, the figure displayed does not always match reality.
Ediware shows the open rate, of course. But the platform also provides the complementary indicators that let you put that figure in perspective: click-to-open rate, unique clicks, and detail by recipient domain to identify anomalies. A 90% open rate on one specific domain is probably a robot. And knowing that changes the analysis completely.
The platform goes further with filtering dedicated to automated interactions. The principle rests on two mechanisms: a time filter that discards any interaction occurring within 6 seconds of reception (no human clicks that fast), and an identification filter that recognises the IPs and hostnames of listed robots. The recalculation runs every hour during the first 24 hours, and the metrics get sharper over time. The filtering is enabled campaign by campaign from the performance panel, it is optional and your raw data stays intact. Only the display changes.
The subject is covered in detail in our guide to filtering automated clicks and opens and in our blog article dedicated to clicking robots.
The features
- 6 secondstime filter: any faster interaction is discarded
- Listed IPs and hostnamesidentification filter for known robots
- Recalculation every hourduring the first 24 hours
Detail by recipient ISP: knowing exactly where it gets through and where it is blocked
This is probably the most useful feature for marketing managers who send at volume. Instead of a global delivery rate, Ediware breaks the results down by mailbox provider: Gmail, Microsoft, Orange, Yahoo, Free, and all the others. You see immediately whether a problem is global or localised at one ISP.
Click map and detail by link
Beyond the overall rates, the platform provides the detail of clicks by link. You know which button, which image, which text generated the most engagement. For those who place several calls to action in a single email, this information directly guides the design of the next campaigns.
A concrete example
Without that breakdown, you do not spot the problem. With it, you know exactly where to investigate and what to adjust.
Compare your campaigns with each other to make progress
The statistics of a single campaign do not say much. It is the comparison over time that has value. Ediware keeps the complete history of your sends. You can compare performance from one campaign to another, identify trends, and measure the concrete effect of your optimisations.
Changed the subject line of your message? Compare the open rate with the previous campaign. Repositioned your call-to-action button? Look at how the click rate has moved. These are simple comparisons, but they rest on data available immediately in the emailing platform, with no export and no spreadsheet.
The features
- Complete historyevery one of your sends is kept by the platform
- No export, no spreadsheetthe data is available immediately in the platform
Prove the return on investment of your campaigns
Driving your campaigns day to day is one thing. Reporting to your management or justifying next quarter's emailing budget is another.
The data for each campaign can be exported in CSV to be used in Excel, Google Sheets or fed into your existing dashboards. You build your reports with the platform's real figures, not with estimates.
No limit on the number of exports or on the depth of history. Need to show 12 months of trend? The data is there.
The features
- CSV exportused in Excel, Google Sheets or your existing dashboards
- No limitationneither on the number of exports nor on the depth of history
- 12 monthsthe trend is there when you need to show it
Talk to an expert What worked, what got blocked, what to adjust for the next send: everything is visible
Frequently asked questions about email campaign statistics
Are the statistics available in real time?
The first results come back as soon as routing starts. As soon as routing begins, the first opens and clicks come in.
How do you tell real clicks from clicking robots?
Two complementary approaches. The detail by recipient domain lets you spot anomalies: a 100% click rate on one domain is almost always a robot. In parallel, a dedicated filtering system combines a 6-second time threshold and a blacklist of known robot IPs. This filtering is enabled campaign by campaign, and your raw data is not touched.
Do the statistics include the detail by mailbox provider?
Yes. Each campaign shows the results broken down by recipient ISP: Gmail, Microsoft, Orange, Yahoo, Free, and the others. You see the delivery rate, opens, clicks and bounces for each provider individually.
What is the difference between click rate and click-to-open rate?
The click rate relates the number of clickers to all recipients. The click-to-open rate relates the number of clickers to the openers only. The click-to-open rate is often more relevant in B-to-B because it measures the quality of the content independently of how well the subject line performed.
Can the statistical data be exported?
The data can be exported in CSV: results per campaign, detail of clicks per link, list of openers, clickers and unsubscribers. You can use them in Excel, Google Sheets or any other reporting tool.
Are hard bounces and soft bounces distinguished?
The platform does distinguish hard bounces, that is addresses that no longer exist, from soft bounces, a full mailbox or a server temporarily not responding. Hard bounces are removed from your lists automatically. Your sender reputation is protected, you have nothing to do.
Are spam complaints visible in the statistics?
Complaints fed back by the main ISPs' feedback loops appear in the statistics of each campaign. The number of recipients who reported your email as spam is shown for every campaign. If that figure rises, it is a signal to review the targeting or the content.
How long are the statistics kept?
The complete history of your campaigns is kept with no time limit. Your past sends remain viewable and comparable with each other, even those from two or three years ago.
Indicators you can act on, not figures you merely observe
Without detailed statistics, it is impossible to know what works, what is blocked, or where to concentrate your effort for the next campaign.