Tracking email campaign analytics

Review the performance of sent newsletters to help improve future campaigns.

After sending email campaigns, use our built-in analytics tools to see how they perform.

• The Email Campaigns dashboard shows an overview of each campaign's performance indicators, such as clicks and subscribes.
• The traffic sources panel in your site’s analytics shows where visitors are coming from. If your website is on a Commerce plan (Basic or Advanced), this includes detailed sales information, such as revenue generated by each campaign.

Note: Marketing strategy falls outside of the scope of Squarespace support. Because email providers use complex algorithms for their filters, and because everyone's marketing needs are unique, we're unable to provide specific advice to customers.

Tip: Register for our Engage Your Audience with Email Campaigns webinar where we’ll walk you through how to use Email Campaigns, Squarespace’s built-in email marketing tool, to grow and engage your audience. You’ll learn how to build mailing lists, create and send campaigns, and measure campaign performance with our analytics tools. 

Review the analytics for a campaign

You can view analytics to track how any campaign performed, including those sent during an Email Campaigns trial. To see how your campaigns performed:

1. In the Email Campaigns dashboard, click Sent to view blast campaigns, or click Automations to view automated campaigns.
2. Click the campaign.
3. Scroll down to the graph.

Here, you can see the connected mailing lists, the number of emails sent, and these key performance indicators, or KPIs:

• Delivered - The number of subscribers who received your campaign. This number includes campaigns sent to spam folders.
• Opened - The number of subscribers who opened your campaign.
• Clicked - The number of subscribers who clicked any link in your campaign.
• Unsubscribed - The number of subscribers who clicked the Unsubscribe link to leave the mailing list.

Blast campaigns

Here's an example of the analytics for a blast campaign.

• Click any row in the table below to see email address details for that KPI.

Automated campaigns

Here's an example of the analytics for an automated campaign.

• Use the date and KPI filters to choose what data the graph displays.
• Click any row in the table below to see email address details for that KPI.
• To learn more about automation unsubscribes, visit Sending automated campaigns.

Delivered

The delivered rate shows the number of addresses that received your campaign. It's a good way to assess the quality of your mailing list. If you have a low delivery rate, you may have had some fake email addresses on your list. To help keep your list clean, Squarespace automatically removes any email address that bounces.

• We send campaigns to your subscribers in waves, especially with large mailing lists. This means it takes a few minutes for your campaign to be sent to all subscribers. If you're seeing a number less than 100%, wait a few minutes and then refresh the page.
• The delivered rate doesn't distinguish between whether your campaign goes to a subscriber's main inbox or somewhere else, like a spam folder. To get a better sense of that, compare the delivered number with the opened number.

Opened

The opened number shows how many subscribers opened your campaign. As a general rule, an open rate of 20% or more is considered healthy.

Open rates aren't always accurate, because:

• Different email providers have different privacy policies, which may result in unreliable open rates.
• To get the open rate, we add an invisible image to your campaigns, and track how often the image is loaded. If an email provider doesn't load your campaign's images, that open won't be tracked.
• Campaigns sent to users with the Apple Mail Privacy Protection feature enabled are always reported as opened, even if they're not, which can falsely inflate your open rates.

Because open rates aren't a reliable metric, especially after the Apple Mail Privacy Protection release, we recommend also looking at your delivered, unsubscribed, and clicked rates to get a holistic understanding of your subscriber engagement. However, comparing open rates from one campaign to the next can help you evaluate how elements like your subject lines and preview text are performing in each campaign.

Tip: To encourage subscriber engagement, review our Email campaigns best practices.

Clicked

The clicked number tells you the number of subscribers who clicked any link in your campaign. It's a useful way to assess how compelling your campaign content is. If you're seeing high opened rates but low clicked rates, consider if there's a better way to present your message.

• Clicked rates include most links in your campaign, including social icons and text links. Clicked rates exclude unsubscribe, powered by Squarespace, email address, and phone number links.
• Clicked rates count the number of subscribers who clicked at least one link, even if that subscriber clicked more than one link.
• To just see the number of subscribers who clicked through to your site, check your traffic sources panel.

Review mailing list analytics

To see a mailing list's growth over time: 

1. In the Email Campaigns dashboard, click Mailing Lists.
2. Click a mailing list. 

At the top of the page, a chart displays the lists's total subscriber growth, organic growth, and unsubscribed rates over time. Click the drop-down menus to customize the chart's date range and granularity.

Below the chart, you can view individual subscribers and see the addresses that have been removed from the mailing list.

Total subscribers

In the mailing list growth chart, total subscribers represents the number of individual addresses subscribed to the list.

Organic growth

In the mailing list growth chart, organic growth represents the number of subscribers who joined the mailing list through a newsletter block, promotional pop-up, custom checkout form, or cover page.

Unsubscribed

There are two ways to see who's unsubscribed or been removed from your lists:

By campaign

In the Sent tab, open any sent email, and click the Unsubscribed row in the table below the graph to see which email addresses left the mailing lists after this campaign.

The unsubscribed numbers includes subscribers who:

• Clicked the unsubscribe link.
• Marked your campaign as spam.

By mailing list

In the Mailing List tab, click the mailing list, then use the drop-down menu to select Unsubscribed or Cleaned. 

The unsubscribed number includes subscribers who:

• Clicked the unsubscribe link.
• Marked your campaign as spam.
• Were cleaned or manually removed from your mailing list.

For more help, visit Email campaign unsubscribes.

Traffic sources

The traffic sources panel in your site’s analytics shows where visitors are coming from. If your website is on a Commerce Basic or Commerce Advanced plan, you can see detailed sales information in your site's analytics, such as revenue generated by each campaign.

1. In the Home menu, click Analytics.
2. Click Traffic Sources.
3. Click the arrow next to Email.
4. Click the arrow next to Squarespace Campaigns.

To learn more, visit Traffic sources analytics.

View-in-browser and permalinks

When someone clicks a view-in-browser link:

• It's counted as an open and a click.
• If subscribers click links while on the browser version, those clicks aren't tracked.

Permalinks aren't tracked in analytics.

Tip: If your Email Campaigns plan ends or expires, the links will continue to work as long as the domain is active.

Sales aren't appearing in traffic sources

There are a couple reasons why this may be happening:

• It takes a few hours for a sale to appear in your traffic sources panel. If you know a sale just went through, wait a few hours and refresh the panel.
• If you've disabled cookies, the visit and purchase won't appear.
• If a visitor doesn't click a link in your campaign to get to your site (for example, if they type your URL into their browser), this won't be tracked as part of your campaign.

A/B testing

To see what content works best for your subscribers, consider running an A/B test. This is a test where you send two slightly different versions of the same campaign to see which version performs better.

For example, you could:

1. Create two mailing lists, each containing half your subscribers.
2. Create two drafts that are identical, but have different subject lines.
3. Send one draft to the first mailing list, and the other draft to the second one.

If one version performs better, you'll have new insights into the kind of subject lines your subscribers find most compelling.

Analytics and cookies

If you've disabled cookies on your site, this will prevent your visitors' actions from appearing in your analytics. For example, if a visitor clicks through from your campaign but doesn't click Continue on your cookie banner, their visit won't be tracked.