Accessing Email Metrics
After sending an email, click on it from your Emails list to view the post-send page. You’ll see three tabs:- Details - Metrics overview, opens chart, and link clicks
- Recipients - Full list of recipients with their delivery status
- Content - Preview of the email as it was sent
When Metrics Update
Email metrics are refreshed every 5 minutes.- When you first send an email, you may see dashes (—) or “Calculating…” - that’s normal
- Give it a few minutes for recipients to open, click, or respond
- The Last updated timestamp shows when metrics were last refreshed
Overview Metrics
The Details tab shows four key metrics at a glance:Open Rate
The percentage of recipients who opened the email.- Green (> 25%): Excellent engagement
- Yellow (15-25%): Average engagement
- Red (< 15%): Below average
Open rates can be inflated or blocked by privacy features (like Apple Mail Privacy Protection). Use this as a general indicator, not an exact count.
Unsubscribe Rate
The percentage of recipients who clicked unsubscribe or updated their preferences.- Green (< 0.2%): Healthy
- Yellow (0.2-0.5%): Monitor closely
- Red (> 0.5%): Review your content and targeting
Bounce Rate
The percentage of emails that could not be delivered.- Green (< 0.5%): Normal
- Yellow (0.5-1%): Some list hygiene needed
- Red (> 1%): Clean your email list
Complaint Rate
The percentage of recipients who reported your email as spam.- Green (< 0.01%): Excellent
- Yellow (0.01-0.05%): Acceptable
- Red (> 0.05%): Serious concern - review your practices
Opens Over Time Chart
For emails sent after September 29, 2025, you’ll see an Opens Over Time chart showing how opens accumulated after sending. This helps you understand:- How quickly recipients engage with your emails
- Peak engagement times
- The “long tail” of opens over days/weeks
Link Click Tracking
The Link Clicks section shows:- Total clicks across all links in the email
- A breakdown table with:
- Each unique link URL
- Number of clicks for that link
- Percentage of total clicks
Who Clicked What
Click on any link in the table to see which recipients clicked that specific link. This modal shows:- Recipient name
- Email address
- Click timestamp
Recipients Tab
The Recipients tab shows a searchable, filterable table of all recipients. You can:- Search by name or email
- Filter by delivery status
- Export recipients to CSV (sent to your email)
Recipient Statuses
| Status | Description |
|---|---|
| Delivered | Email successfully delivered to recipient’s inbox |
| Opened | Recipient opened the email |
| Clicked | Recipient clicked a link in the email |
| Bounced | Email could not be delivered (invalid address, full inbox, etc.) |
| Complained | Recipient marked the email as spam |
| Unsubscribed | Recipient unsubscribed after receiving |
| Pending | Email is still in the sending queue |
| Did Not Send | Email was skipped (subscription status, sending limit, etc.) |
Filtering by Status
Click on any of the four metric cards (Open Rate, Unsubscribe Rate, etc.) to automatically filter the Recipients tab to show only recipients with that status.Exporting Recipients
Click the Export button on the Recipients tab to download a CSV of all recipients. The export includes:- Name
- Email address
- Delivery status
- Timestamps
Understanding Your Metrics
What’s a Good Open Rate?
Email open rates vary by industry, but for churches:- 25%+ is excellent
- 15-25% is average
- Below 15% may indicate deliverability issues or content that doesn’t resonate
Improving Your Metrics
- Subject lines - Clear, compelling subjects improve open rates
- Send timing - Test different days/times to find when your audience engages
- List hygiene - Remove bounced emails and inactive subscribers
- Relevant content - Send targeted emails using categories and lists
- Consistent sending - Regular emails maintain engagement
If you have questions about interpreting your stats or want help improving performance, reach out to support@flowforth.co.