If you’re sending out campaigns and just hoping for the best, you’re flying blind. This is for anyone using Sendpotion who wants to see what’s actually working in their email campaigns—without drowning in spreadsheets or marketing jargon. We’ll cover how to track, analyze, and make sense of your results using the tools already built into Sendpotion. No add-ons, no fluff.
1. Understand What Sendpotion Analytics Actually Tracks
Before we get lost in graphs, let’s look at what Sendpotion measures, and what it doesn’t. Here’s what you’ll find in the built-in analytics:
- Opens: How many people opened your email.
- Clicks: How many times links in your email were clicked.
- Bounces: Emails that didn’t make it to the inbox (invalid address, full mailbox, etc.).
- Unsubscribes: Folks who opted out after your campaign.
- Spam Complaints: Recipients who flagged your email as spam.
What’s missing:
- No built-in revenue tracking. If you want to track sales from emails, you’ll need to set up your own tracking or use another tool.
- No automatic A/B test reporting (as of early 2024). Some manual digging is required if you’re testing variations.
Pro tip:
Don’t waste time obsessing over opens—email providers increasingly block open tracking, so the numbers can be fuzzy. Clicks and conversions are much more reliable.
2. Launch Your Campaign With Tracking in Mind
Analytics are only useful if your campaign is set up right. Here’s how to give yourself a fighting chance at getting usable data:
a. Use Unique Links
If you want to see what people actually do after clicking, use unique URLs or add UTM parameters to your links. This lets you track what happened on your site, not just in the inbox.
Example:
Instead of linking to yourwebsite.com/offer, use yourwebsite.com/offer?utm_source=sendpotion&utm_campaign=spring_sale.
b. Segment Your Audience
Don’t send everything to everyone. Split your list by user type, geography, or whatever matters to your business. Analytics are a lot more useful if you know who is engaging.
c. Write Clear Subject Lines
It’s not just for the reader—good, descriptive subject lines make it easier to figure out why some campaigns do better than others when you’re looking back.
3. Where to Find Campaign Analytics in Sendpotion
After you hit “Send,” here’s how to find your campaign stats:
- Log in to your Sendpotion dashboard.
- Go to the “Campaigns” tab.
- Select the campaign you want to analyze.
You’ll see a summary dashboard with:
- Open Rate: Percentage of recipients who opened the email.
- Click Rate: Percentage who clicked at least one link.
- Bounce Rate: Emails that failed to deliver.
- Unsubscribes: Number and rate.
- Spam Complaints: (Hopefully low; if not, time to worry.)
Most stats update in near real-time, but give it a couple of hours for the full picture—especially if you have a big list.
What works:
These dashboards are simple and easy to read. You don’t need a data science degree.
What doesn’t:
Not much detail on why people unsubscribed or marked as spam. You’ll have to guess based on content and timing.
4. Digging Deeper: Link Clicks and Engagement
Opens are nice, but clicks tell you who’s actually paying attention.
a. View Click Maps
- In your campaign analytics, find the “Click Map” or “Link Performance” section.
- This shows which links got the most clicks, and sometimes even where in the email people clicked.
How to use this:
- See if your main call-to-action (CTA) is getting attention.
- If a link buried in a paragraph gets more clicks than your big button, consider reworking your design.
Pro tip:
Don’t just count clicks—look at which links got clicked. Are people clicking “Unsubscribe” more than your offer? Did anyone care about your social icons?
b. Export Click Data (If Needed)
Sendpotion usually lets you export raw click data (CSV or similar). Useful if you want to:
- Match clickers with your CRM.
- Do more detailed analysis elsewhere.
5. Tracking Results Over Time
One campaign is a snapshot. Trends are what matter.
a. Use the “Reports” or “Trends” Tab
Most Sendpotion plans include a “Reports” dashboard where you can:
- Compare campaigns side-by-side.
- See open/click/unsubscribe rates over weeks or months.
- Spot best and worst performers.
b. Watch for Patterns
- Day of week: Are Tuesday emails killing it, but Fridays flop?
- Type of campaign: Do newsletters get more clicks than promos?
- List segments: Is your old customer list burning out? Are new signups more engaged?
Look for big swings, not tiny percentage changes.
What works:
It’s easy to spot glaring issues (e.g., open rates tank after you change your sender name).
What doesn’t:
Long-term trends can be misleading if your list size or content changes a lot. Don’t read too much into short-term noise.
6. Measuring Conversions (The Part Sendpotion Doesn’t Really Do for You)
If your goal is sales, signups, or any action outside the email, Sendpotion’s built-in analytics only get you so far.
How to Track Real-World Results:
- Use UTM tags on your links and check results in Google Analytics or your e-commerce platform.
- Set up conversion goals in your analytics tool, matching the UTM campaigns you used.
- Match email addresses (if privacy rules allow) from Sendpotion’s click reports with your backend data.
Don’t trust open or click rates to tell you if a campaign was profitable. Track what happens after the click.
What to ignore:
Vanity metrics like “total opens” rarely tell the whole story. Focus on actions that move your business.
7. Handling Bounces, Unsubscribes, and Spam Complaints
High bounce rates, lots of unsubscribes, or spam complaints? That’s a sign something’s off.
a. Bounces
- Hard bounces: Invalid addresses. Remove them from your list. Sendpotion usually does this automatically.
- Soft bounces: Temporary issues. If they keep bouncing, clean them out.
b. Unsubscribes
- Don’t panic if a few people leave after each campaign. That’s normal.
- If the rate spikes, look at your content, frequency, or targeting.
c. Spam Complaints
- Anything above 0.1% is a red flag.
- Check your subject lines, sender reputation, and make sure you’re not hammering people with too many emails.
Pro tip:
Use these signals as feedback, not just stats. A sudden spike in complaints usually means you need to change something, fast.
8. What to Ignore (And What to Actually Care About)
It’s easy to get wrapped up in every chart. Here’s what’s worth your time:
Care About:
- Click rates on your main CTA.
- Actual conversions (signups, sales, etc.).
- Trends over time, not just one-off results.
- Feedback signals: Unsubscribes and spam complaints.
Ignore:
- “Total opens” (especially on Apple devices—open tracking is becoming less reliable).
- Tiny changes in open or click rates.
- Social shares, unless your business cares about that.
9. Common Mistakes to Avoid
- Comparing campaigns that aren’t apples-to-apples. (Promo vs. newsletter? Different goals.)
- Chasing small percentage gains. Focus on big, directional shifts.
- Ignoring list hygiene. Bounces and complaints hurt more than a slightly lower open rate.
- Assuming analytics tell the whole story. Sometimes, your best feedback comes from hitting “Reply.”
10. Iterate, Don’t Overthink
Sendpotion’s built-in analytics make it easy to get the basics right—opens, clicks, bounces, and trends. But don’t let analysis paralysis set in.
- Focus on simple, actionable data.
- Test one thing at a time.
- Watch for big swings, not tiny blips.
- And remember: the best campaigns are the ones you actually send, not the ones you keep analyzing forever.
Keep it simple, keep shipping, and let the numbers guide you—not distract you.