What are campaign analytics?
Campaign analytics display recipient behaviour and engagement after a campaign has been sent.
These metrics help measure:
Campaign reach
Engagement level
Delivery quality
Audience interest
Call-to-action performance
The information updates automatically once the campaign has been delivered.
Access campaign analytics
Go to:
Campaigns → Campaigns
Select a sent campaign and open the:
Summary
section.
From here you can review metrics, charts and engagement information.
Main available metrics
Unique opens
Show how many unique recipients opened the email.
This metric helps evaluate:
Subject line effectiveness
Initial audience interest
Sending timing
A healthy open rate usually indicates:
Engaging subject lines
Good domain reputation
Relevant audiences
Unique clicks
Show how many users clicked at least one link in the email.
This metric helps measure:
Genuine interest in the content
Call-to-action performance
Campaign commercial effectiveness
Unsubscribes
Show how many recipients requested to stop receiving communications.
A high unsubscribe rate may indicate:
Irrelevant content
Excessive campaign frequency
Poor audience segmentation
Bounces
Bounces represent emails that could not be successfully delivered.
This may happen because of:
Invalid email addresses
Non-existent mailboxes
Recipient server issues
Poor domain reputation
Keeping bounce rates low helps improve future deliverability.
Engagement funnel
Marketing Campaigns includes a visual engagement funnel.
The standard flow is:
Sent → Delivered → Opened → Clicked
This funnel helps identify possible issues within the communication process.
From sent to delivered
A significant drop may indicate:
Deliverability problems
Invalid email addresses
Domain blocking
Poor sending reputation
From delivered to opened
This helps evaluate:
Subject line quality
Sending timing
Initial recipient interest
From opened to clicked
This helps analyse:
Content quality
Clarity of calls to action
Genuine campaign engagement
Link performance
The link performance section shows which links received the highest number of clicks within the email.
This helps identify:
Most interesting products
Best-performing content
Most effective CTAs
Audience interests
Performance over time
Analytics also help visualise when users interact with campaigns.
This helps identify:
Peak engagement times
Best sending periods
Response speed after delivery
These insights help optimise future campaigns.
Delivery health
The delivery health chart compares:
Delivered emails
Bounced emails
A high bounce rate may indicate:
Outdated databases
Reputation issues
Invalid addresses
How to use analytics in Sage Sales Management
Analytics help teams:
Improve future campaigns
Adjust audience segmentation
Identify more engaged audiences
Detect higher-performing content
Prioritise commercial follow-ups
Sales teams can also use this information to prepare more contextual conversations with customers.
Best practices
To achieve better results:
Review metrics after every campaign
Analyse opens and clicks together
Monitor bounce rates regularly
Adjust campaign timing
Test different subject lines and CTAs
Keep contact lists updated
Common issues
Open rates appear too low
Check that:
The subject line is relevant
The domain is verified
Emails are not being delivered to spam
There are too many bounces
This may happen if:
Invalid email addresses exist
The database is outdated
The domain reputation is poor
Click rates are low
Review:
Email content
Calls to action
Design quality
Recipient segmentation
Recommendations for marketing and sales teams
Campaign analytics help teams:
Better understand customer behaviour
Create more relevant campaigns
Improve communication quality
Detect sales opportunities
Increase sales follow-up effectiveness
Related articles
How to verify your domain for email campaigns
Configure a sender identity for email campaigns
Manage subscribers and marketing status
Create and manage email templates
Create and send an email campaign
Filter records based on campaign behaviour