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The Quick Guide to Mailchimp Analytics

Posted on: September 25, 2018 By: Kayla Brown

Whether you’re simply looking into creating your own Mailchimp account, or you have already sent out your first Mailchimp email and are stuck trying to analyze the performance data – this quick guide is for you.

For those of you who may not know, MailChimp is the world’s largest marketing automation platform. It’s like a second brain that helps millions of customers—from small businesses, to big online retailers—find their audience, engage their customers, and build their brand. Whether you need to sell your products, share some big news, or tell a story, Mailchimp’s campaign builder makes it easy to create an email marketing campaign that best suits your message.

If you’re looking for assistance on setting up your account or any other Mailchimp features, watch our CNSG Partner MailChimp 101 Training to get started. If you want to browse the awesome features of Mailchimp, review their Email Marketing Field Guide.

The Quick Guide to Mailchimp Analytics

 

Recipients
Number of subscribers the campaign was sent to.

Delivered
Date and time the campaign completed sending from MailChimp servers.

Open Rate
Percentage of successfully delivered campaigns that registered as an open. Open Rate = Opened Emails/Emails Delivered. Wondering how your stats compare to others in the same industry? Check out this Average Email Campaign Stats of MailChimp Customers by Industry.

Click Rate
Percentage of successfully delivered campaigns that registered at least one click. Click Rate = Link Clicks/Emails Delivered.

List average for opens and clicks
Average percentage of opens or clicks on previous campaigns sent to this list.

Industry average for opens and clicks
Average percentage of opens or clicks for campaigns in the selected industry set for your account.

Opened
Number of recipients that opened this campaign any number of times.

Clicked
Number of recipients that clicked any tracked link any number of times in this campaign.

Bounced
Number of recipients that registered as a hard or soft bounce. Soft bounces are recognized by the email server, but are returned to the sender because the mailbox is either full or temporarily unavailable. Learn more about Bounces here.

Unsubscribed
Number of subscribers that opted out of your list using the unsubscribe link in this campaign.

Total Opens
Total number of times the campaign was opened by recipients. This count includes multiple opens from individual recipients.

Successful Deliveries
The number of recipients that didn’t hard or soft bounce on this campaign.

Clicks per unique opens
Percentage of recipients that registered as an open who also clicked a link in your campaign.

Unique Clicks
Unique Clicks are the number of times that a link in your email was clicked by individual Subscribers. The repeated clicks on links (when a user clicks on a link several times) are not considered.

Total Clicks
Total number of times tracked links were clicked by recipients. This count includes multiple clicks from individual recipients.

Forwarded
Number of times the campaign was forwarded using the Forward to a Friend form. This stat considers forwards only through the Forward to a Friend form and is not able to detect when a subscriber uses the forwarding function in their email program.

Forward Opens
Number of times the campaign was opened by someone who was forwarded the campaign using a Forward to a Friend form.

Abuse Reports
Number of recipients that reported your email as spam. Subscribers that report a campaign as spam are automatically unsubscribed from your list.

Last Opened
The most recent instance of a recipient opening the campaign.

Last Clicked
The most recent instance of a recipient clicking a tracked link in the campaign.

24-Hour Performance
A graph detailing subscriber activity (opens and clicks) for the first 24 hours after the campaign was sent.

Top Links Clicked
The URLs that were clicked the most in the campaign.

Subscribers with most opens
Subscribers that opened the campaign the most times.

Social Performance
Provides a bird’s eye view of how well your campaign is doing across different social media outlets. When your campaign generates Facebook or campaign URL activity, we’ll link to the stats on the report Overview. Click the links to view more detailed information about the social activity for your campaign.

Top Locations
Displays where in the world your subscribers are opening your campaigns. We use geolocation tracking to collect your subscribers’ location information and the name of the country subscribers are from.

 

We hope you are able to bookmark this page, and reference it when necessary! Be sure to reach out to the CNSG Marketing Team for marketing assistance!



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