Reading Email Campaign Stats
Every sent campaign in Nuvi has a stats panel that tells you how it performed. Knowing what each number means — and what it doesn't — helps you make better decisions about your next email.
Where to Find the Numbers
Open Email Marketing, switch to the Campaigns tab, and click any campaign with a green Sent badge. The stats panel appears at the top of the detail page.
The Five Core Metrics
- Sent — How many subscribers the campaign was delivered to. This is your starting denominator.
- Opened — How many recipients opened the email, with a percentage (the open rate). Tracked through a tiny invisible image embedded in every email.
- Clicked — How many recipients clicked at least one link, with the click rate. Every link in your campaign is rewritten so the click is recorded before the recipient is forwarded to the destination.
- Bounced — How many emails the receiving server rejected, with the bounce rate. High bounces mean dirty data or sender-reputation problems.
- Unsubscribed — How many recipients opted out via the link in the email.
What's a "Good" Number?
Benchmarks vary by industry, but rough rules of thumb for e-commerce are:
- Open rate: 20-30% is healthy. Below 15% suggests subject-line or list-quality issues.
- Click rate: 2-5% is normal. Higher means your content matched the subject line's promise.
- Bounce rate: Under 2%. Anything higher and you should clean your list before sending again.
- Unsubscribe rate: Under 0.5% per send. Spikes usually mean you sent something off-brand or to the wrong segment.
What to Focus On
Look at the click rate and the click-to-open rate (clicks divided by opens). These tell you whether the people who opened actually engaged. A great open rate with no clicks usually means the subject line oversold what was inside.
What to Ignore
Open rates have become a noisy metric since Apple's Mail Privacy Protection pre-loads images on a lot of devices, which can inflate opens. Treat opens as a directional signal, not an exact count. Focus on clicks, replies, and conversions instead — those reflect real human action.
Comparing Campaigns Over Time
The campaigns list shows the sent count and open/click counts for each campaign at a glance. Look at the trend across your last several sends rather than obsessing over a single email — patterns matter more than any one campaign's headline number.