Email campaign analytics help improve future performance by providing key metrics and insights. Here's how to understand and analyze your email campaigns:

Accessing Campaign Analytics

Open the email campaign or automated email dashboard and select [Sent] Click any campaign to view detailed performance data View key performance indicators (KPIs) graphically

Key Performance Metrics

Delivery Rate:

• Shows how many subscribers received the campaign
• Indicates mailing list quality
• Low rates may suggest invalid email addresses
• Large lists send incrementally over several minutes

Open Rate:

• Shows how many subscribers opened the email
• Healthy rate is over 20%
• May be affected by:
  • Email provider privacy policies
  • Image loading settings
  • Apple Mail Privacy Protection

Click Rate:

• Measures subscribers clicking campaign links
• Indicates content engagement
• Excludes unsubscribe and system links
• May be inflated by corporate email security scans

Unsubscribe Rate:

• Tracks subscribers who:
  • Clicked unsubscribe link
  • Marked campaign as spam

Advanced Analytics

Traffic Sources:

• View visitor origins in site analytics
• Track revenue from campaigns (Commerce plans)
• Access through Analytics > Traffic Sources > Email > Squarespace Email Campaigns

A/B Testing Tips:

• Split mailing list in half
• Create two versions with one variable
• Compare performance metrics
• Use insights for future campaigns

Tracking Considerations:

• In-browser views count as one open and click
• Permalink clicks aren't tracked
• Sales may take hours to appear
• Disabled cookies prevent tracking
• Manual URL entry isn't tracked to campaigns

This comprehensive analysis helps optimize future campaigns by understanding subscriber engagement and identifying areas for improvement.

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