What are campaign analytics?
Campaign analytics show how recipients interact with your email campaigns after they have been sent.
These metrics help you measure:
Campaign reach
Engagement levels
Delivery quality
Recipient interest
Call-to-action performance
Campaign data is updated automatically after the campaign has been sent.
Access campaign metrics
Go to:
Campaigns → Campaigns
Select a sent campaign and open the:
Summary
From this section, you can view metrics, charts and engagement data.
Key metrics available
Unique opens
Unique opens
Unique opens show how many individual recipients opened the email.
This metric helps you evaluate:
Subject line effectiveness
Initial recipient interest
Send timing
A strong open rate generally indicates:
Engaging subject lines
Good domain reputation
A relevant audience
Unique clicks
Unique clicks
Unique clicks show how many recipients clicked at least one link in the email.
This metric helps measure:
Genuine interest in the content
Call-to-action performance
Overall campaign effectiveness
Unsubscribes
Unsubscribes
Unsubscribes show how many recipients chose to stop receiving marketing communications.
A high unsubscribe rate may indicate:
Irrelevant content
Excessive email frequency
Poor audience segmentation
Bounces
Bounces
Bounces represent emails that could not be delivered successfully.
This may occur because of:
Invalid email addresses
Non-existent mailboxes
Recipient server issues
Poor domain reputation
Keeping bounce rates low helps improve future deliverability.
Engagement funnel
Engagement funnel
Email Campaigns includes a visual engagement funnel.
The typical journey is:
Sent → Delivered → Opened → Clicked
This funnel helps identify potential issues throughout the communication process.
From Sent to Delivered | From Delivered to Opened | From Opened to Clicked |
A significant drop may indicate:
| This stage helps evaluate:
| This stage helps analyse:
|
Performance over time
Performance over time
Analytics also show when recipients interact with your campaigns over time.
This helps identify:
Peak engagement periods
The best times to send campaigns
How quickly recipients engage after delivery
These insights can help optimise future campaigns.
ink performance
ink performance
The Link performance section shows which links received the most clicks within the email.
This helps identify:
The most popular products
The highest-performing content
The most effective calls to action
Your audience’s genuine interests
Delivery health
Delivery health
The Delivery health chart compares:
Delivered emails
Bounced emails
A high bounce rate may indicate:
Outdated contact databases
Domain reputation issues
Invalid email addresses
Using campaign metrics in Sage Sales Management
Campaign analytics help you:
Improve future campaigns
Refine audience segmentation
Identify your most engaged audiences
Discover your highest-performing content
Prioritise sales follow-up activities
Sales teams can also use these insights to prepare more personalised and contextual follow-up conversations.
Best practices
To achieve the best results:
Review campaign metrics after every campaign.
Analyse opens and clicks together.
Monitor bounce rates regularly.
Optimise your sending schedule.
Test different subject lines and calls to action.
Keep your contact lists up to date.
Common issues
Open rates appear too low
Check that:
Your subject line is relevant.
Your sending domain has been verified.
Your emails are not being delivered to spam folders.
There are too many bounces
This may happen if:
Your database contains invalid email addresses.
Your contact database is out of date.
Your sending domain has a poor reputation.
Click rates are low
Review:
The email content.
Your calls to action.
The email design.
Recipient segmentation.
Recommendations for marketing and sales
Campaign metrics help you:
Better understand customer behaviour.
Create more relevant campaigns.
Improve the quality of your communications.
Identify new sales opportunities.
Increase the effectiveness of sales follow-up.