Key Email Metrics Explained

Open Rate

The percentage of delivered emails that were opened. Calculated as (unique opens / delivered) × 100.

Good benchmark: 20–30% for most industries. Note: Apple Mail Privacy Protection (MPP) artificially inflates open rates for Apple Mail users — click rate is often a more reliable engagement metric.

Click Rate

The percentage of delivered emails that had at least one link clicked. Calculated as (unique clicks / delivered) × 100.

Good benchmark: 2–5%. Click rate is a stronger signal of engagement than open rate.

Click-to-Open Rate (CTOR)

The percentage of people who opened the email AND clicked a link. Calculated as (unique clicks / unique opens) × 100.

Good benchmark: 10–20%. A low CTOR suggests your email content or CTA is not compelling, even though people are opening.

Bounce Rate

The percentage of sent emails that could not be delivered.

Hard bounce: Invalid email address. Contact is automatically suppressed after first hard bounce.
Soft bounce: Temporary failure (full mailbox, server down). MisarMail retries soft bounces and suppresses after 5 consecutive failures.

Target: Keep total bounce rate below 2%.

Unsubscribe Rate

The percentage of delivered emails that resulted in an unsubscribe request.

Target: Below 0.5% per campaign. Higher rates signal content-audience mismatch.

Spam Complaint Rate

The percentage of delivered emails marked as spam. This is the most damaging metric for deliverability.

Target: Below 0.1% (Google's published threshold).

Campaign Analytics Report

Click any sent campaign to view:

Summary stats (opens, clicks, bounces, unsubscribes)
Link click breakdown by URL
Geographic distribution of opens
Device and email client breakdown
Timeline of opens and clicks over time

Exporting Analytics Data

Export campaign data as CSV from the analytics report page. Use this to build custom reports in spreadsheet tools or import into your CRM.