Reading your email metrics

The Metrics page is the overview across everything you send.

What is on it

• Daily Email Volume — how much you sent over the window.
• Top Campaigns — your best performers, with Sent, Open and Click for each. Empty windows show "No campaigns sent in this window."
• Automations — Active flows, how many contacts are Enrolled, plus Flow open rate and Flow click rate.
• Shopify Events — store activity, when a store is connected.

Per-campaign numbers also appear in the Sent / Opened column on the Campaigns page.

Which number to care about

Click rate. It is the one that reflects whether people acted, and it is the one that survives the measurement problems described in Why open rates are unreliable.

Open rate is still useful for comparing two of your own campaigns sent to similar audiences in similar conditions. It is close to meaningless as an absolute figure.

Comparing like with like

A campaign to a small engaged segment will out-perform one to your whole list, every time. That does not make the segment better — it makes the comparison wrong.

When comparing, hold the audience roughly constant and change one thing: the subject line, the send time, the offer.

If the numbers look low

Check delivery before blaming the content. If a campaign reached far fewer people than the audience holds, the rate is being calculated over a smaller base than you think — see Why fewer people received the campaign.

Next: open Metrics and start with Top Campaigns, comparing click rather than open.