Your Email Sequence's Analytics page is a great resource with valuable data.
In this article, we'll go over the meanings of the numbers provided on this page.
To go to the Analytics page for any Email Sequence, go to Email sequences under Automation in the navigation and click the relevant Email Sequence. Then, click the Analytics tab at the top of the screen:
You'll be directed to the Analytics page:
The Analytics page is divided into two sections:
The global analytics data for all emails in the Sequence, and
The analytics data for each email in the Sequence.
We'll go over each section in more detail below.
Global analytics
Active subscribers
This is the number of subscribers currently in this Email Sequence and receiving its emails per each email's schedule.
NOTE: Download a CSV file of the Email Sequence's active subscribers by going to the Recipients tab.
Completed
This is the number of subscribers who have been added to this Email Sequence via a Visual Automation and who have received all of the Sequence's emails.
Once subscribers are marked as "Completed" for an Email Sequence, they generally won't receive further emails from it. This is even if you subsequently add new emails to the end of the Email Sequence.
To have subscribers marked as "Completed" receive new emails you add to the end of that Email Sequence, set up the Sequence to be evergreen.
NOTE: The "Completed" status applies only to subscribers added to the Email Sequence via a Visual Automation. If a subscriber had been added to the Email Sequence manually or via a Rule, they will still be considered "active" on the Email Sequence even after reaching the end of it. They won't receive the "Completed" status.
Instead, the subscriber will continue to receive any emails you subsequently add to the end of the Email Sequence. This is as long as these new emails come after the last email they received from the Sequence, because subscribers will never "jump" backward in Email Sequences).
Unsubscribed
This is the number of subscribers who unsubscribed from an email in this Email Sequence.
Subscribers who leave this Email Sequence due to other reasons, like unsubscribing from an email in a different Email Sequence, will be marked as "Didn't complete" instead.
Didn't complete
This is the number of subscribers who left this Sequence before receiving all of its emails, for one of the following reasons:
They unsubscribed from your list via another email sent from your Kit account (like a Broadcast or an email in a different Sequence)
They were deleted or otherwise removed from your Kit account
Subscribers who leave this Email Sequence as a result of unsubscribing from one of its emails will be marked as "Unsubscribed" instead.
Open rate
The average open rate for all emails in this Email Sequence.
Click rate
The average click rate for all emails in this Email Sequence.
Ad earnings
The net Newsletter Sponsorships revenue you've earned from all emails in this Sequence (after our 23.5% commission).
Emails overview
The Sequence email's subject line and send schedule.
Sends
The number of subscribers this Sequence email has been sent to.
Open rate
This Sequence email's open rate. It is calculated using this formula:
Open rate = Number of opens of this email / Total number of sends of this email x 100
Click rate
This Sequence email's click rate. It is calculated using this formula:
Click rate = Number of sends of this email with at least one link click / Total number of sends of this email x 100
NOTE: Even if a subscriber clicked multiple links in the email, that email will still be counted only once for click rate calculation purposes.
Unsubscribers
The number of subscribers who unsubscribed from your list via this Sequence email.
View individual subscriber actions
Click any Sequence email on the Analytics page to access more stats for that email:
The default view is Engagement Overview, where you can see the Sequence email's number of sends, open rate, click rate, and unsubscribes, the number of subscribers who clicked each link in the email, and the email's poll results if you had added a poll to it.
Click Content in the right sidebar to review your email content.
Separately, click Recipients, Opens, Clicks, and Unsubscribes in the right sidebar to see which subscribers took action to fall under each category.
On the Clicks page, you can identify the subscribers who clicked each link by clicking the number of subscribers (as shown below):
NOTE: While there is no time limit on how long we'll track email data, we no longer update email data for emails sent before Aug 1, 2023.