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Track campaign performance
Where to find a sent campaign report in MailMachine, what each metric means, and how to see individual contact activity.
Every sent campaign comes with a performance report. Knowing where to find it and how to read it is what turns a one-off send into an improving series. This guide shows you where the numbers live and what each one means.
Find your campaign's report
- Click Campaigns.
- Click the campaign you want to evaluate.
- The performance page opens, with your campaign's metrics laid out.
The metrics you'll see
Open rate - the percentage of people who opened the email. You'll lift it by being a recognisable sender, writing a clear subject line, and using a good preheader.
Click rate - the percentage who clicked a link. Make your message easy to scan and give readers one clear call to action.
Unsubscribe rate - people who clicked the unsubscribe link and removed themselves. Always keep that link easy to find; an unsubscribe is far better for your reputation than a spam complaint.
Delivery rate - the split between delivered and bounced emails.
Bounces - emails that couldn't be delivered. See Bounces, complaints and unsubscribes for what the different types mean.
Spam complaints - recipients who marked your email as spam. This number feeds directly into your sender reputation and should never exceed 0.25%.
See individual contact activity
You can drill down to see exactly who did what:
- On the campaign report, select the Contact Activity tab.
- From here you can see which contacts opened, clicked, or marked the email as spam, and who unsubscribed or bounced.
That per-contact view is genuinely useful for follow-up - you can build a segment of everyone who clicked, for instance, and send them something more targeted.
Troubleshooting
Statistics aren't updating - allow 2-4 hours for data to fully populate, and check the campaign shows "Sent" rather than "Sending". A browser refresh or a different browser can help.
Open rates look abnormally low - check whether your emails are landing in spam, review your authentication (SPF, DKIM, DMARC), and make sure your subject lines aren't tripping spam filters.
Contact activity is missing - tracking needs to be enabled, and some recipients block images or tracking (common on corporate and B2B mail), which limits what can be recorded.
If the numbers genuinely don't add up, open a support ticket.