# Email Reports

Email analytics in Netmera helps you understand how your campaigns perform from send to delivery, engagement, and conversion. On this page, you’ll find a high-level guide to all the key email metrics such as **Sent**, **Delivered**, **Bounced**, **Opened**, **Clicked**, and **Unsubscribed**, as well as how detailed **bounce reasons** are exposed across the platform.

Use this page together with:

* The main [Email](https://user.netmera.com/netmera-user-guide/omnichannel-engagement/email) page for campaign creation & sending
* **Analytics** modules like Event Insight and Segments for behavior‑based analysis

### Where You Can See Email Analytics

You can analyze email performance from several areas in Netmera:

* **Reports > Campaigns > Email Reports**\
  See campaign‑level metrics such as Target Audience, Sent/Successful Deliveries, Opens, Clicks, Bounces, Unsubscribes, Conversions, Revenue, and URL‑level click performance.
* **Analytics > Event Insight**\
  Explore event‑level data for events such as Email Sent, Email Delivered, Email Open, Email Click, Email Bounce, Email Unsubscribe, and drill down by dimensions like Bounce Type, Bounce Reason, and Bounce Detail.
* **User Details**\
  Inspect a single user’s email activity, including bounces, error codes, and error messages when applicable.
* **Behavior Segments**\
  Build segments using email events (for example, Email Open, Email Click, Email Bounce) and attributes like Bounce Type and Bounce Reason.

### Core Delivery Metrics

These metrics describe the **sending and delivery** stage of your emails.

<figure><img src="https://1642824329-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FX6uilbEAw42gqsudlclY%2Fuploads%2Fs2zIGszJQzYx6iraBLWs%2FScreenshot%202025-12-18%20at%2017.31.06.png?alt=media&#x26;token=c87a8d8c-c457-4550-9456-6212bed72ca4" alt=""><figcaption></figcaption></figure>

#### Target Audience

The **target audience** is the total number of recipients that your campaign was **intended** to reach. It reflects the size of the segment or list you selected when scheduling the campaign.

#### Delivered

* **Delivered** shows how many emails were **actually delivered to recipients’ inboxes** (i.e., excludes bounces).
* This is the main denominator for calculating **open rate** and **click‑through rate (CTR)**.

A high delivery rate indicates good list quality and healthy sending infrastructure.

#### Bounced (Soft vs Hard)

**Bounced** represents the number of emails that could **not** be successfully delivered.

* **Hard bounce** – Permanent issue (for example: invalid or non‑existent email address). These addresses usually should be cleaned from your list.
* **Soft bounce** – Temporary issue (for example: mailbox full, temporary server problem). These may succeed on a later attempt.

High bounce rates may indicate poor list quality or deliverability issues. Detailed **Bounce Reason** and **Bounce Detail** fields (explained later on this page) help you understand the exact cause.

#### Opened / Opens

Shows how many times your email was **opened**.

* **Total Opens** – Counts **all** opens, including multiple opens by the same recipient.
* **Unique Opens** – Counts **distinct recipients** who opened the email at least once.

These metrics reflect how effective your **subject line, sender name, and send time** are at attracting attention.

#### Open Rate

The **open rate** is the percentage of successfully delivered emails that were opened:

```
Open Rate = (Opens / Successful Deliveries) × 100
```

This helps you evaluate whether your campaign is getting initial engagement.

#### Clicked / Clicks

Tracks how many times recipients **clicked links** in your email.

* **Total Clicks** – Counts every click on any link (multiple clicks per user are included).
* **Unique Clicks** – Counts each user only once per URL.

#### Click‑Through Rate (CTR)

The **click‑through rate** measures the percentage of delivered emails that generated at least one click:

```
CTR = (Total Clicks / Successful Deliveries) × 100
```

CTR shows how well your **content and CTAs** turn impressions into actions.

#### Click‑to‑Open Rate (CTOR)

The **click‑to‑open rate** focuses only on people who opened your email:

```
CTOR = (Total Clicks / Total Opens) × 100
```

CTOR is a strong indicator of how relevant and engaging the **in‑email content** is for users who already showed interest by opening.

#### Unsubscribed

Counts how many recipients **opted out** after receiving your email.

A high unsubscribe rate can signal problems such as:

* Irrelevant content
* Too frequent sends
* Misaligned expectations at the time of subscription

### Conversion & Revenue Metrics

If you configure **conversion events** and send **revenue data** to Netmera, email analytics can also show:

* **Conversions** – How many times a specified conversion event (for example, purchase, signup) occurred after the email.
* **Revenue** – The total revenue value aggregated from those conversion events.

To use these metrics, make sure you:

1. Define a **Conversion Event** while creating your email campaign (see the "Step 2: What" page under Email sending steps).
2. Send revenue data with your conversion events according to the Developer Guide.

### Advanced: Email Bounce Reasons in Event Insight, User Details & Segments

As a marketer or campaign manager, you want to clearly understand **which users experience soft vs. hard bounces and why**, so that you can:

* Clean and maintain a healthy email list
* Adjust sending strategies (for example, retry vs. suppress)
* Build precise segments based on bounce behavior

The hard bounce and soft bounce reasons returned from the email provider are now exposed directly in the Netmera panel.

Bounce information is available in three key areas:

1. **Event Insight**
2. **User Details**
3. **Behavior Segments (Email Bounce event)**

This gives marketers full visibility into *why* emails are bouncing and enables more advanced targeting and list management.

#### 1. Event Insight: Bounce Reason & Bounce Detail

In **Event Insight**, when you analyze the **Email Bounce** event and select a **Bounce Type**, you can now also break down your data by:

* **Bounce Reason**
* **Bounce Detail**

For example, you can drill down as:

`External ID` → `Bounce Type` → `Bounce Reason`

This allows you to:

* See how many bounces come from **invalid addresses**, **mailbox full**, **domain issues**, etc.
* Compare **soft vs. hard bounces** by reason.
* Identify technical or list-quality problems faster.

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#### 2. User Details: Error Code & Error Message

On the **User Details** page, when a user experiences a **hard** or **soft** bounce on their email address, you now see:

* **Error Code** – the technical code returned by the email provider
* **Error Message** – the human-readable description of why the email bounced

This makes it easy to:

* Diagnose issues for a specific user (for example, "mailbox full" or "user unknown")
* Decide whether you should **clean** the email, **retry later**, or **suppress** the user

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#### 3. Behavior Segments: Email Bounce Attributes

In **Behavior Segments**, when you use the **Email Bounce** event, you can now use **bounce-related attributes** as filters.

Typical use cases include:

* Create a segment of users who had a **hard bounce** due to **invalid or non-existent address**, and exclude them from future campaigns.
* Create a segment of users with **soft bounces** (for example, "mailbox full" or temporary failures) and design a **re‑engagement or clean‑up strategy**.

By adding bounce reasons into Event Insight, User Details, and Segments, Netmera gives marketers the data they need to:

* Understand *why* emails fail
* Optimize deliverability and sender reputation
* Build smarter, bounce-aware targeting strategies.

<figure><img src="https://1642824329-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FX6uilbEAw42gqsudlclY%2Fuploads%2FDes8xE7wGKXGYoo7gnTu%2Fimage.png?alt=media&#x26;token=62643799-819b-48d7-b1db-bbae3695d0f1" alt="" width="563"><figcaption></figcaption></figure>