The Email Statistics Summary page in ZipLeads gives you a detailed overview of how a single email campaign performed. It shows deliveries, opens, clicks, bounces, unsubscribes and other key engagement metrics. You can also look at engagement trends, review attributed conversions and revenue, and check activity for individual recipients. These insights help you judge how well a campaign worked, spot delivery issues and make better decisions for future campaigns.
The Summary page is part of the individual campaign statistics. The unified Email Statistics dashboard combines data from Email Campaigns, Workflows and Bulk Actions. The Summary page is different: it focuses on one specific email campaign.
Key benefits of the Email Statistics Summary page
Knowing how recipients interact with your emails helps you see what works and what needs improving. The Summary page brings delivery, engagement and conversion information together, so you can assess a campaign without checking each contact record separately.
Monitor email delivery performance: Track delivered, bounced and skipped emails to spot delivery issues and see how well your campaigns reach recipients.
Measure recipient engagement: Review opens, clicks, replies and unsubscribes to understand how contacts interact with your content.
Analyse engagement trends: See delivery, open and click activity over time to recognise patterns and assess performance.
Track conversions and revenue: Monitor eligible purchases, attributed revenue and Revenue per Recipient (RPR) to see how your emails contribute to sales.
Review contact-level activity: See which contacts opened, clicked, replied, unsubscribed or had delivery issues.
Make data-driven improvements: Use these insights to refine your audience targeting, messaging and calls to action.
Understanding the email summary metrics
The Summary page shows metrics for each stage of an email campaign. Looking at them together gives you a clearer picture of delivery success, engagement and any issues affecting your results.
Delivered
Delivered shows emails that were successfully accepted by the recipients' email servers. A delivered email isn't always placed in the recipient's main inbox. It may land in another folder, such as Promotions or Spam.
Delivery rate formula:
(Delivered Emails ÷ Total Emails Sent) × 100
For example, if 950 out of 1,000 sent emails were delivered, the delivery rate is 95%. A lower-than-expected delivery rate may point to problems with email addresses, sender reputation or acceptance by the recipient's server.
Note: Delivery statistics depend on your configured email service provider and whether delivery events are available.
Opened
Opened shows recipients who triggered a tracked email open. ZipLeads uses unique opens, so it counts how many individual recipients opened the email, not every repeat open from the same person.
Open rate formula:
(Unique Opens ÷ Delivered Emails) × 100
For example, if 200 recipients opened an email out of 800 delivered, the open rate is 25%. Open rates can help you assess subject lines, sender recognition and overall interest.
Important: Open tracking relies on supported tracking methods and email client behaviour. Privacy features, such as automatic image loading, can affect open statistics. A recorded open doesn't guarantee the recipient read the email.
Clicked
Clicked shows recipients who interacted with tracked links in the campaign. Unique clicks count each recipient once, even if they click several times.
Click rate formula:
(Unique Clicks ÷ Delivered Emails) × 100
For example, if 80 recipients clicked a link out of 800 delivered, the click rate is 10%. Click activity helps you judge how relevant your content, offers and calls to action are.
Note: Click statistics depend on supported link tracking and your configured email sending provider.
Conversion
Conversion shows eligible purchases or conversions credited to the campaign under ZipLeads' email attribution rules. ZipLeads uses qualifying email interactions and a configurable attribution window to decide whether a purchase should be credited to a campaign.
The default attribution window is five days. The conversion or order rate shows the proportion of eligible recipients linked to attributed conversions, using the calculation that applies to the reporting view.
A conversion may not be credited to the campaign if the purchase happens outside the attribution window or doesn't meet the attribution requirements. For more details, see Understanding Email Conversion and Revenue Attribution.
Soft Bounced
Soft Bounced shows emails that couldn't be delivered because of a temporary issue. Common reasons include:
The recipient's mailbox is full.
The recipient's email server is temporarily unavailable.
The receiving server has a temporary delivery problem.
Soft bounces may be retried, depending on the email provider. A temporary failure doesn't always mean the email address is invalid.
Hard Bounced
Hard Bounced shows emails that couldn't be delivered because of a permanent issue. Common reasons include:
The email address doesn't exist.
The recipient's domain is invalid.
The receiving server permanently rejects the message.
Hard bounces can point to problems with contact details or list quality. Regularly reviewing invalid addresses and keeping your contact list clean helps protect your sending health.
Unsubscribed
Unsubscribed shows recipients who opted out of future emails using the unsubscribe link in an email.
Unsubscribe rate formula:
(Unsubscribed Recipients ÷ Delivered Emails) × 100
For example, if five recipients unsubscribe out of 1,000 delivered emails, the unsubscribe rate is 0.5%. A rise in unsubscribes may mean the content isn't relevant to your audience or you're sending too often.
Skipped
Skipped shows emails that ZipLeads didn't try to send to certain recipients because of a restriction or sending issue. Possible reasons include:
The contact has a Do Not Disturb (DND) setting that applies.
The contact is excluded from the send because of a restriction.
An internal processing issue stopped the send attempt.
Skipped emails are different from bounced emails. A bounce happens after a delivery attempt has been made.
Review skipped recipients to see whether contact settings or sending restrictions stopped delivery.
Spam
Spam shows emails that recipients reported as spam. Spam complaints are a key sign of recipient dissatisfaction and can affect your sender reputation.
A rise in spam complaints may point to problems with audience relevance, sender recognition or expectations about your messages.
To reduce complaints, send to the right audiences, keep messages relevant and include a clear unsubscribe option.
Engagement Analysis Chart
The Engagement Analysis Chart shows how recipients interact with a campaign over time. Comparing delivery, open and click activity can reveal changes in engagement and help you assess the timing and effectiveness of your campaign.
The chart shows three main metrics:
Delivered: Recorded successful deliveries.
Opened: Recorded email opens.
Clicked: Recorded link clicks.
Each metric has its own line, so you can compare activity across the available reporting period.
How to read the Engagement Analysis Chart
The chart can help you recognise engagement patterns and find ways to improve future campaigns.
Review delivery activity: See when deliveries were recorded and whether they happened as expected.
Compare opens and clicks: Check whether recipients who opened the email also clicked its links.
Spot engagement patterns: Look for periods of higher or lower engagement to understand when interactions happened.
Assess campaign content: If you see opens but relatively few clicks, consider whether your message and call to action encouraged recipients to take the next step.
Note: Engagement peaks show when activity was recorded. They don't necessarily show the best time to send future emails. Consider your audience's behaviour, campaign content and other reporting data before making scheduling decisions.
How to open the Email Statistics Summary page
The individual campaign statistics page lets you review one specific email send, rather than the combined performance of several campaigns. Choosing the right campaign makes sure the data you look at belongs to the email you want.
Follow these steps:
Go to Marketing → Emails in your account.
Select the Campaigns tab to see your email campaigns.
Find the sent campaign you want to analyse.
Click the three-dot menu (⋮) next to the campaign name.
Select Statistics from the menu.
In the statistics side panel, click Load More Statistics.
On the full statistics page, select the Summary tab.
Review the delivery, engagement and conversion metrics.
Scroll down and open the Details tab when you need to review activity for individual recipients.
Note: Campaign statistics appear as sending and engagement events are recorded. Some metrics may take longer to show up, and what's available depends on your sending provider and tracking setup.
Frequently Asked Questions
Q: Why are some email statistics missing even though my campaign was sent?
Missing statistics can come from your email provider, tracking settings or reporting events that aren't available. Some SMTP providers only share open and click information, while ZipLeads Email and Mailgun support fuller delivery reporting. Check your sending method and provider setup if metrics you expect are missing.
Q: Why does my campaign show opens but no clicks?
Recipients may open an email without clicking any links. Open tracking and click tracking also use different events, so the results may not line up. Check your email's links and confirm your sending setup supports click tracking.
Q: Why are my open statistics higher than expected?
Some email clients automatically load tracking images or use privacy features that create recorded opens. So open statistics may not exactly match the number of people who actually read the email.
Q: Why does my conversion summary show $0 even though recipients clicked my email?
Clicks alone don't create attributed revenue. The campaign must be credited with an eligible purchase under ZipLeads' attribution rules. Revenue can stay at zero if no eligible purchase was recorded, the purchase happened outside the attribution window, or another campaign was credited.
Q: What's the difference between Skipped, Failed and Bounced emails?
Skipped usually means the email wasn't sent because of a restriction or processing issue. Failed means there was an error during sending or processing. Bounced means the email hit a delivery failure, which may be temporary (soft bounce) or permanent (hard bounce).
Q: Why is the number of delivered emails different from the number of targeted recipients?
Some recipients may have been skipped, hit sending errors or had delivery failures. Check the Details tab to see the status information for those contacts.
Q: Why are campaign-level statistics different from the unified Email Statistics dashboard?
The campaign Summary page focuses on one email campaign. The unified Email Statistics dashboard can combine data from Email Campaigns, Workflows and Bulk Actions. Different source selections and date ranges can also change the results.
Q: Can I download email statistics to analyse outside ZipLeads?
Yes. You can review and export recipient-level statistics from the campaign Details area. For broader reporting, the unified Email Statistics dashboard supports CSV exports, with download links sent to the email addresses you specify.