Campaign performance, Sales, and Device reports

Campaign reports are your main source of information when it comes to monitoring how well your campaigns are doing. The good thing is that you need to do nothing to know the rates - you will find detailed reports of every campaign you run with Omnisend. Just go to Reports tab and select the campaign of which results you want to check. 

Based on your subscribers' reaction to the campaign, we calculate these rates: opens, clicks, sales, unsubscribes, hard bounces and marked as spam emails. We also monitor the devices your subscribers use and the 24-hour performance of your campaign after it was sent.


Open rate
of your campaign shows how many recipients of the particular campaign have opened your email. In our reports, the open rate is expressed as a percentage, but if you hover the mouse over the % rate, you will see the natural number of the subscribers who have opened your email. Only the first email “open” by the same person is tracked.

How does Omnisend track “opens”?

We place the tracking pixel in the email. Since the subscriber opens the email, the pixel loads and gives us a signal of “opens”. This way of tracking “opens” can happen if the subscriber hasn’t turned off the option of loading images. However, if he/she has turned on the option not to show the images and receives only plain text emails, the HTML version with the tracking pixel loads immediately after he/she clicks on the link in the email.

Open rate mostly depends on sender’s name, subject line and preheader. Learn how to improve your open rates with better subject lines on our email marketing blog.

Click rate of your campaign indicates the proportion of subscribers who have clicked on any of the links included in your email. Moreover, we add UTM parameter to every single link so you could see the traffic from your email campaign in the Google Analytics account.

All the clicks can be seen in the click map in your campaign report. It counts the unique (unique clicks on the different links) as well as total clicks (all the clicks, including multiple ones).

Sales graph indicates the number of sales generated by a campaign and the number of orders placed. In e-commerce, sales are the main indicator of the success of email marketing campaigns. Omnisend tracks sales from each newsletter and shows it next to opens and clicks, so that you can get a full view of the results.

Removed refers to the emails that are sent back because of permanent reasons, marked as spam or unsubscribed emails.

Unsubscribed is a bad stat. It shows a number of those recipients who decided to opt-out from your emails. The lower this rate is, the better. The average unsubscribe rate for e-commerce is 0.2%.

Reported spam. This metric means that some of your subscribers have complained and treated your email as spam. An average rate of such reports in e-commerce is 0.03%. A spam rate greater than 0.3% of all recipients can result in the account being marked as spamming and getting it locked or terminated. Learn more about good and bad email marketing statistics.

Bounced emails. In this report only hard bounced emails are included. If the emails to the same subscriber are soft bounced three times in a row, our system counts it as a hard bounce and does not send any emails to this address anymore. The average bounce rate for e-commerce is 0.3%. A bounce rate greater than 4% indicates a stale subscribers list and can damage your sender's reputation with no possibility to regain it. 

There is also a device report. It shows on which devices recipients opened and clicked your newsletter: mobile, tablet, or desktop computer. 

Monitor your reports and keep on improving!

Have any additional questions? Feel free to contact us at support@omnisend.com.

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