What doesn't get measured can't be improved. Welcome Back's analytics module allows you to monitor your email performance to understand what content resonates best with your audience.
The General Dashboard
When you enter the Analytics section within the email module, you'll see a general dashboard with time filters (last 7 days, last month, total). Here you can monitor key health metrics for your account:
Emails sent: Total volume of distributed messages
Open Rate: The percentage of customers who opened your email. It's the main indicator that your subject line was attractive
Clicks: How many users clicked on buttons or links within the email
Unsubscribes: How many people have decided to stop receiving your communications
Understanding Dashboard Charts:
Conversion Funnel
This horizontal bar chart shows where you're losing your audience in the process:
Sent: Total emails that left your platform
Delivered: Emails that successfully reached inboxes (undelivered emails are "bounces")
Opened: Customers who opened the email (shown in orange to highlight the drop-off)
Clicks: Users who clicked on any link or button
This funnel helps you identify at which stage you lose the most audience and where you need to improve.
Campaign Performance Matrix
This scatter plot compares the performance of all your campaigns:
X-axis (horizontal): Open Rate - how attractive the subject line was
Y-axis (vertical): Click Rate - how effective the content was
Bubble size: Volume of emails sent in that campaign
How to interpret it:
Campaigns in the upper right corner = Total success! (high opens and clicks)
Campaigns in the lower left corner = Need urgent improvement
Large bubbles with low performance = Significant optimization opportunity
Deliverability Summary
This circular chart shows the overall delivery health:
Green: Percentage of successfully delivered emails
Gray: Percentage of bounced or undelivered emails
A healthy delivery percentage should be above 95%. If it's below that, it could indicate problems with your contact list (invalid or inactive emails).
Campaign-Level Analytics
For deeper analysis, you can view the individual performance of each send:
Go to the Campaigns section
Click on a sent campaign
A specific report will be generated where you'll see:
Bounced emails (not delivered)
The specific effectiveness of that design and subject line compared to your average
A preview of the sent email to remember the context
Tips to Improve Your Metrics
If you notice your numbers are low, consider these tips:
To improve Open Rate:
Focus on the email subject line. It should be clear, attractive, and generate curiosity
Test different styles: questions, urgency, personalization, or clear benefits
Avoid words that trigger spam filters like "FREE", "URGENT", or excessive capitalization
To improve Clicks:
Use clear and specific calls to action (e.g., "Reserve your table" instead of "Click here")
Place buttons in strategic positions within the email
Ensure the email content is relevant to the segment
To improve Deliverability (avoid Spam):
Include text blocks in your design. If you send only images, spam filters are more likely to flag you
Maintain a balanced ratio between text and images
Avoid suspicious shortened links
Interpret Your Results
Industry benchmarks:
Healthy open rate: 15-25%
Healthy click rate: 2-5%
Acceptable unsubscribe rate: <0.5%
If your metrics are below these ranges, it's time to adjust your strategy. If they're above, you're on the right track!