Workflow Campaigns in ZipLeads help you monitor how the automated emails sent by your workflows are performing. By looking at deliveries, opens, clicks, replies and other engagement metrics, you can see how contacts interact with emails at each stage of your automation. ZipLeads gives you several reporting views. You can compare workflow email performance, check individual email actions and find ways to improve your automated messages.
What Are Workflow Campaigns?
Workflow Campaigns are emails sent by email actions in your ZipLeads workflows. ZipLeads doesn't treat an automated sequence as one single email. Instead, it reports on each email action separately, so you can see how each message performs throughout the workflow.
You can find workflow email statistics in three places: the unified Email Statistics dashboard, individual email actions in the Workflow Builder, and workflow-level communication reports. Together, these help you check both overall engagement and how well specific automated messages are working.
Key Benefits of Workflow Campaigns
Analysing automated email performance shows you which messages are reaching contacts and getting engagement. By reviewing workflow email statistics, you can spot delivery issues, compare individual email actions and make informed changes to your automation strategy.
Unified Email Reporting: Review Workflow Campaigns alongside Email Campaigns and Bulk Actions from one Email Statistics dashboard.
Individual Email Insights: Track how specific email actions within a workflow perform, so you can spot stronger and weaker messages.
Engagement and Delivery Monitoring: Review opens, clicks, replies, bounces, rejected events and other available activity to understand how contacts interact with automated emails.
Workflow-Level Visibility: Review communication performance for individual workflows, including available email and SMS statistics.
Performance Analysis: Use reporting insights and exported workflow email statistics to analyse results and find ways to improve your automated messages.
Unified Email Statistics for Workflow Campaigns
The unified Email Statistics dashboard gives you one central view of email performance across ZipLeads. Filtering the dashboard to Workflow Campaigns lets you check automated email activity on its own, without mixing it with standalone Email Campaigns or Bulk Actions.
The dashboard includes several reporting components:
Reporting Component | Purpose |
Engagement Summary | Gives an overview of email delivery and engagement activity. |
Performance Analysis | Shows trends for available email performance metrics across the selected reporting period. |
Top Performing Emails | Identifies individual emails getting stronger engagement, based on available ranking metrics. |
Source Filter | Lets you focus on Workflow Campaigns or compare supported email sources. |
Date Range Filter | Limits reporting to the selected period. |
Understanding Workflow Results in Top Performing Emails
In Top Performing Emails, ZipLeads ranks each workflow email action on its own, rather than ranking the whole workflow as one email.
For example, a workflow with a welcome email, a reminder email and a follow-up email can show up as three separate entries, depending on their activity and the filters you've selected.
This makes it easier to see which automated messages get stronger open or click engagement.
Individual Email Action Statistics
Individual email action statistics give you detailed information about how a specific automated email performs. These metrics help you work out whether contacts are receiving, opening, clicking or replying to particular emails in a workflow.
ZipLeads supports the following workflow email statistics, depending on the available reporting events and your sending setup:
Metric | Description |
Accepted | Email events accepted for processing by the sending service. |
Delivered | Emails reported as successfully delivered to the recipient's mail server. |
Opened | Recorded email open activity through supported tracking. |
Clicked | Recorded recipient interactions with tracked email links. |
Replied | Replies linked to the email, where supported by the sending and tracking setup. |
Bounced | Emails that couldn't be delivered. |
Unsubscribed | Contacts who used an unsubscribe option to opt out of emails. |
Complained | Recipients who reported an email as spam, where this event is available. |
Rejected | Emails rejected during processing or delivery by the sending system. |
The individual workflow email statistics view defaults to Last 30 days.
How to Interpret Email Engagement
Comparing these metrics can help you find areas to improve.
Lots of accepted events but fewer delivered events may point to delivery problems that need looking into.
Strong open activity with relatively few clicks may mean recipients are interested in the email but aren't using its links.
A high number of bounces or complaints may point to issues with contact data quality, sending practices or audience expectations.
Differences in engagement between workflow email actions can show you which messages might benefit from changes to their content or calls to action.
Important: An accepted email isn't necessarily a delivered email. Open and click statistics also depend on tracking being available, so they aren't definite proof that a recipient read or engaged with the message.
Workflow-Level Communication Statistics
Workflow-level statistics give you a broader view of communication activity within a single workflow. Unlike the unified Email Statistics dashboard, this view can include both email and SMS performance, so you can see how different communication actions contribute to the workflow.
You can open these reports from the Workflow List.
What Workflow-Level Statistics Include
Email Performance: Available delivery and engagement results for email actions in the workflow.
SMS Performance: Available communication statistics for SMS actions.
Historical Activity: Statistics can include data from 1 January 2023 onwards.
Deleted Action History: Statistics for email or SMS actions that were used and later deleted can stay available.
Workflow-level reporting is available for individual workflows, not whole workflow folders. For more details, see Comprehensive Workflow Stats.
Workflow Builder Stats View
Workflow Builder Stats View lets you check available statistics straight from the workflow canvas. This helps you analyse how triggers and communication actions are performing while you look at how the automation is set up.
Stats View supports two types of reporting:
Reporting Type | What It Measures |
Trigger Statistics | Contact enrolment activity, including Attempted, Matched and Unmatched events. |
Communication Action Statistics | Available delivery and engagement information for communication actions, including workflow emails. |
Trigger statistics and email engagement statistics do different jobs. For example, a contact matching a workflow trigger doesn't necessarily mean an email was delivered or opened.
Editing Limitation
You can't edit a workflow while Stats View is on. To change email actions or other parts of the workflow, go back to the regular Workflow Builder editing mode. For more on finding your way around and editing workflows, see Workflow Builder Walkthrough.
How to Access and Analyse Workflow Campaigns
ZipLeads gives you several ways to see workflow performance data. Choosing the right reporting view makes sure you're looking at the right metrics, whether you want to compare automated email activity across workflows or dig into one particular email action.
Access Workflow Campaigns from the Unified Email Statistics Dashboard
The unified dashboard is handy when you want to review automated email engagement across workflows or compare workflow email performance over a set period.
Go to Marketing → Emails → Statistics.
Open the source filter and select Workflow Campaigns.
Select the reporting date range.
Review Engagement Summary, Performance Analysis and Top Performing Emails.
Note: Top Performing Emails ranks individual workflow email actions rather than the whole workflow.
View Statistics for an Individual Email Action
Individual email action statistics help you look into the results of a particular automated message. This is useful when a workflow has several emails, or when one step seems to have unusually low engagement.
Go to Automation → Workflows.
Open the workflow you want to analyse.
Select the Email action you want to review.
In the right-hand panel, click Statistics.
Review the available email delivery and engagement metrics.
Use the reporting controls, where available, to look at the reporting period you need.
Individual email action statistics default to the last 30 days.
View Workflow-Level Statistics
Workflow-level statistics let you review email and SMS performance for a single workflow without opening the Workflow Builder.
Go to Automation → Workflows.
Find the workflow you want to analyse.
Click the expand arrow next to the workflow name.
Click Stats to see the workflow's communication statistics.
Review the available email and SMS statistics.
Note: Workflow-level statistics are available for individual workflows, not whole folders. Historical reporting can include activity from 1 January 2023 onwards, including statistics from email and SMS actions that have since been deleted.
Analyse Email Actions Using Workflow Builder Stats View
Stats View links your reporting data to the layout of your automation, so it's easier to find the actions you want to look into.
Go to Automation → Workflows.
Open the workflow.
Turn on Stats View in the top-left corner.
Select the Email action you want to analyse.
Review its available delivery and engagement statistics.
Click a statistic to open its detailed report, where available.
Exit Stats View before making changes to the workflow.
Edit Workflow Emails After Reviewing Statistics
Making changes based on your results can help your automated messages work better. Checking individual email action metrics before you edit helps you focus on the messages that are most likely to benefit from optimisation.
Open the workflow from Automation → Workflows.
If Stats View is on, turn it off to go back to editing mode.
Select the Email action you want to update.
Review its content, settings and any relevant tracking settings.
Make the changes you need.
Save your changes and check the workflow is set to the publishing status you want.
If the reporting screen you're using has an Edit Workflow option, select it to jump to that workflow in the Workflow Builder.
Important: Editing an email action won't necessarily improve its statistics straight away. Keep an eye on future email activity after making changes to see whether engagement improves.
Export Workflow Email Statistics
Export workflow email statistics as a CSV file when you want to analyse performance outside ZipLeads or share reporting data. Workflow exports include statistics for individual email actions.
Go to Marketing → Emails → Statistics.
Select Workflow Campaigns from the source filter and choose the reporting date range.
Click Export. If you're asked to choose an export type, choose Workflows Only.
Enter the email address or addresses that should receive the report and submit the export request.
Open the email containing the CSV download link.
Export download links stay valid for 30 days. For more information, see Exporting Email Campaign Data.
Frequently Asked Questions
Q: Why do I see multiple entries for the same workflow in Top Performing Emails?
ZipLeads ranks each workflow email action separately. If a workflow has several email actions, they can appear as separate entries instead of one combined workflow result.
Q: Why are some workflow email statistics missing?
The metrics you see depend on the sending provider, your tracking settings and the email events that were recorded. Check that the email was sent, check the selected date range and review your tracking settings. See Troubleshooting Email Statistics for more help.
Q: Why can't I edit an Email action while viewing workflow statistics?
Workflow Builder Stats View is designed for analysing workflow activity, so editing is turned off while it's on. Exit Stats View before changing email actions or other parts of the workflow.
Q: Can I view email statistics for a workflow that is no longer active?
Previously recorded statistics may still be available for workflow email actions, depending on the reporting period and how much history is kept. A draft or inactive workflow won't start sending emails again just because you're viewing its statistics.
Q: What happens to reporting data if an Email action is deleted?
ZipLeads' workflow-level reporting keeps historical statistics for email and SMS actions that were used and later deleted. This means you can still review past communication activity even when those actions are no longer part of the workflow.