Overview
The Email Audiences dashboard enables a detailed, recipient-focused analysis of your email program. Unlike the Performance dashboard, this tool allows you to drill down into specific audience segments across and within individual blasts. By filtering data based on recipient attributes, tags, and domains, you can gain deeper insights into how different groups engage with your emails and refine your targeting strategy accordingly.
Understanding the dashboard filters
At the top of the Email Audiences dashboard, you'll find two sets of filters that allow you to segment your data for more targeted analysis:
Blast Filters
Blast filters allow you to filter which blasts you want to look at.
Nation: Filter email blasts by the nation they were sent from
Blasts: Select specific email blasts to analyze
Recipients: Filter by the number of recipients in blasts (e.g., 0-20, 20-50, etc.)
Broadcaster: Filter by the person who sent the emails
Time Span: Define the time period for your analysis
Recipient Filters
Recipient filters allow you to filter which recipients within one or many blasts you want to look at.
Tag: Filter recipients by tags applied to them
📌 Note: Select multiple tags to return contributors who have at least one of those tags.
State: View data for recipients in specific states
Postal Code: Filter by recipient postal codes
Email Domain: Analyze performance across different email domains (gmail.com, yahoo.com, etc.)
📌 Note: The data displayed in the dashboard may be limited to a specific timeframe (e.g., the past 6 weeks) to ensure smooth performance.
Key Performance Metrics
The top section of the dashboard displays three critical email performance indicators:
Blasts sent: Total number of email blasts sent during the selected period
Emails sent: Total number of individual emails delivered across all blasts
Delivery rate: Percentage of emails successfully delivered to recipients' inboxes
These metrics provide a high-level overview of your email activity and delivery success.
Overview Tab
The Overview tab provides visual representations of your email performance over time, with two main charts:
Opens & Clicks
This chart displays:
Open Rate: Percentage of delivered emails that were opened
Click Rate: Percentage of opened emails where recipients clicked on a link
Changes in these metrics over time
Icons to show how your open and click rates compare to industry standards
click rate: 3%+ | open rate: 20%+
click rate: 1-3% | open rate: 10-20%
click rate: 0-1% | open rate: 0-10%
The chart uses different colors to distinguish between opens (light blue) and clicks (dark blue), making it easy to track performance trends over time.
Spam & Unsubs
This chart shows:
Unsubscribe rate: Percentage of recipients who opted out after receiving your emails
Spam rate: Percentage of recipients who marked your emails as spam
Changes in these metrics over time
Icons to show how your open and click rates compare to industry standards
- spam rate: 0-1% | unsubscribe rate: 0-0.5%
- spam rate: 1-2% | unsubscribe rate: 0.5-1%
- spam rate: 2%+ | unsubscribe rate: 1%+
The chart uses different colors to distinguish between unsubscribes (light blue) and spam reports (dark blue), helping you monitor list health over time.
Blasts Tab
The Blasts tab provides a detailed breakdown of individual email blast performance, displaying:
Blast Name: Name of each email blast
Date Sent: When the blast was sent
Delivered: Number of emails successfully delivered
Verified Opens: Number and percentage of recipients who opened the email
Verified opens excludes machine opens from services like Apple’s Mail Privacy Protection which automatically show emails as opened to protect recipient privacy.
Clicks: Number and percentage of recipients who clicked links in the email
Unsubscribers: Number and percentage of recipients who unsubscribed
Spam Reported: Number and percentage of recipients who reported the email as spam
This detailed view allows you to compare the performance of different campaigns side by side and identify your most effective email strategies.
Understanding Email Metrics
Here's what these key metrics tell you about your email performance:
Open Rate: Indicates how compelling your subject lines and sender name are
Click Rate: Shows how engaging your email content and calls-to-action are
Unsubscribe Rate: Reflects audience satisfaction with your email content and frequency
Spam Rate: Indicates potential issues with content, targeting, or sending practices
Common use cases
Here are some ways to use the Email Audiences dashboard to improve your email marketing:
Identify best-performing email blasts: Compare open and click rates across different blasts to determine which content resonates with your audience.
Monitor deliverability issues: Keep an eye on your delivery rate and spam reports to ensure your emails are reaching inboxes.
Track engagement trends: Use the timeline graphs to spot patterns in engagement over time, which can help you determine the best times to send emails.
Analyze segmentation effectiveness: Use the recipient filters to compare how different audience segments respond to your emails.
Reduce list attrition: Monitor unsubscribe rates to ensure your content remains relevant to your audience.