If you’re sending email or LinkedIn campaigns and want actual results—not just a dashboard with pretty charts—you’re in the right place. This guide is for hands-on marketers, founders, and anyone who’s tired of guessing what works. We’ll walk through tracking and analyzing campaign metrics in Supersend so you can stop flying blind and actually improve what you send.
Let’s get into it.
1. Figure Out What Actually Matters
Before you jump into Supersend’s reports, take a step back. Not every number you see is worth your time. Here’s what’s usually worth tracking for cold outreach and drip campaigns:
- Sends: How many messages went out?
- Deliveries: Did they land in inboxes or go missing?
- Opens: Did people even look at your message?
- Clicks: Are they interested enough to click your link?
- Replies: Did anyone write back? (The gold metric for outreach)
- Unsubscribes/Bounces: Are people annoyed or are your emails bouncing?
Ignore “vanity metrics” like open rate if your goal is replies. If you’re selling a product or booking meetings, replies and conversions matter way more.
Pro Tip: If you’re just starting, focus on one core metric tied to your end goal. Don’t drown in data you’ll never use.
2. Set Up Your Campaigns to Track the Right Stuff
Supersend tracks the basics out of the box, but you’ll need to do a little extra if you want meaningful insights.
A. Use Unique Links
If you want to track clicks, use Supersend’s link tracking or your own UTM parameters. This way, you’ll know which campaign or message actually drove action.
B. Write Clear Call-to-Actions
You can’t measure what you don’t ask for. Make sure your messages ask for a reply, click, or whatever outcome you need. If you’re vague, your metrics will be too.
C. Segment Your Audience
Don’t blast everyone. Create targeted lists in Supersend so you can see which type of prospect responds best. For example, split by industry, job title, or company size.
3. Launch Your Campaign and Let Supersend Do Its Thing
Once you’ve set your campaign live, Supersend will start pulling in data automatically. Here’s what you’ll see:
- Dashboard Overview: Quick stats on sends, opens, clicks, replies, and bounces.
- Step-Level Metrics: See how each step in your sequence performs. This is huge for spotting weak links.
- Recipient Activity: Drill down to see who did what.
Honest Take:
Don’t expect miracles overnight. Most campaigns sputter a bit before you find what works. The key is spotting patterns, not obsessing over tiny fluctuations.
4. Analyze the Data—But Don’t Overthink It
This is where most people get lost. Here’s how to actually use the numbers:
A. Spot the Drop-Offs
- If your open rate is low, your subject lines or deliverability might stink.
- If opens are high but no clicks/replies, your message probably isn’t compelling or clear.
- If you get replies but few conversions, your offer may be off or your targeting is weak.
B. Compare Segments
Supersend lets you filter results by audience segment, step, or message. Use this to see which group performs best. Double down there.
C. Look for Consistency
One-off spikes (or drops) don’t mean much. Look for trends over several sends or weeks. If a step always underperforms, rewrite it or cut it.
Pro Tip: Don’t chase a 50% open rate if you’re getting solid replies or conversions. Opens are nice, but you can’t cash them at the bank.
5. Optimize—Make One Change at a Time
If you want better results, pick one thing to test. Here’s how:
- Subject Line: Change it up if opens are low.
- Email Copy: Tweak your message if clicks or replies are weak.
- Audience: Try targeting a new segment if results are flat.
- Timing: Send at a different time or day.
Test one change at a time, otherwise you won’t know what made the difference. Supersend’s reporting makes it pretty easy to see if your tweak helped or hurt.
What to Ignore
- Tiny differences: A 2% bump in open rate isn’t worth celebrating unless it leads to more replies or sales.
- Bots and False Opens: Some email clients auto-open emails. Don’t freak out if your opens seem high but replies are low.
- “Industry Benchmarks”: Every list and offer is different. Your numbers are what matter.
6. Download, Export, and Share (if you need to)
Supersend lets you export your results as CSV files. This is handy if you want to:
- Do deeper analysis in Excel or Google Sheets.
- Share results with a boss, client, or team.
- Keep a backup outside the platform.
Just don’t get stuck making fancy reports if no one’s going to read them. Focus on insights, not just charts.
7. Keep It Simple and Iterate
Here’s the truth: Most campaigns get better by small tweaks, not big overhauls. The more you track, test, and tweak, the better you’ll get.
- Review your metrics once a week (not every hour).
- Make one change, track the result.
- If something works, do more of it. If it doesn’t, try something else.
Remember: Supersend is a tool. The real magic is in how you use it—by paying attention to what actually moves the needle and ignoring the rest.
TL;DR
- Focus on the metrics that matter: replies, conversions, and maybe clicks.
- Use Supersend’s segmentation and reporting—don’t just look at totals.
- Test one thing at a time and track the impact.
- Don’t get lost in the weeds. Simple, steady iteration beats “analysis paralysis” every time.
Now go check your stats, make a change, and see what happens. That’s how you actually get better at this stuff.