Read email analytics: opens, clicks and what they can't tell you
Last reviewed
How each number is measured, why opens are approximate, and how to use the per-recipient results on the Sent tab.
AI Email → Analytics shows sent, delivered, failed, opens, clicks and unsubscribes, with the open rate and click rate, for the workspace overall and for each email, plus a daily trend. The Sent tab holds every batch with a result per recipient.
How each number is measured
- Delivered and failed: whether your mailbox accepted and sent each message, or returned an error or bounce for it.
- Opens: a tiny tracking image is added to each email; when a mail client displays the message and loads the image, the open is counted.
- Clicks: links in the email pass through a tracking address that records the click and sends the reader on to the destination.
- Unsubscribes: the unsubscribe link at the bottom of the email and the one-click unsubscribe in the mail client both count here.
What they cannot tell you
- Whether a message landed in spam. The receiving mailbox never reports that to the sender; a message that was delivered may still sit in a spam folder unread. Use the deliverability check before sending to reduce the causes.
- Exactly who read it. Opens are undercounted when a client blocks images, which many do by default, and overcounted when a client such as Apple Mail loads images in advance for privacy. Treat opens as a trend, clicks as the firmer signal.
- Delivered means accepted by the mailbox provider, not seen by a person.
Compare emails against each other rather than against an ideal: an offer that gets twice the click rate of your last one is doing something right, whatever its absolute number. A rising unsubscribe rate usually means the audience was too broad or the emails too frequent.
Open any past email on the Sent tab to see each recipient's result and send it again — to everyone, or only to the ones that failed once you have corrected their addresses.