Campaign Reports¶
After you send a campaign, MailJawn collects performance data in real time. Open any sent campaign to see its full report.
Report Metrics¶
Every campaign report includes these metrics:
| Metric | What It Measures | How It's Calculated |
|---|---|---|
| Sent | Total emails handed off to the mail server | Count of all send records |
| Delivered | Emails that reached the inbox (or spam folder) | Sent minus bounced |
| Bounced | Emails that could not be delivered | Count of hard bounce notifications from SES |
| Opened | Subscribers who viewed the email | Unique subscribers whose email client loaded the tracking pixel |
| Clicked | Subscribers who clicked at least one link | Unique subscribers with at least one click event |
| Unsubscribed | Subscribers who opted out via this email | Count of unsubscribe events (link click or one-click header) |
| Complained | Subscribers who marked the email as spam | Count of complaint notifications from SES |
Rate Metrics¶
Rates give you percentages that are easier to compare across campaigns of different sizes:
| Rate | Formula | What It Tells You |
|---|---|---|
| Open Rate | Opened ÷ Delivered × 100 | How compelling your subject line and sender name are |
| Click Rate | Clicked ÷ Delivered × 100 | How engaging your content and calls to action are |
| Click-to-Open Rate (CTOR) | Clicked ÷ Opened × 100 | Among people who opened, how many found something worth clicking |
| Delivery Rate | Delivered ÷ Sent × 100 | How clean your list is — should be above 95% |
| Bounce Rate | Bounced ÷ Sent × 100 | Percentage of emails that failed to deliver |
| Complaint Rate | Complained ÷ Sent × 100 | Percentage of recipients who reported spam — keep this below 0.1% |
Tip
CTOR is your best content metric. Open rate tells you about your subject line; CTOR tells you about the email itself. If opens are high but CTOR is low, your subject line is working but the content isn't delivering on its promise.
Per-Link Click Breakdown¶
Below the summary metrics, you'll find a breakdown of every tracked link in the email:
| Column | What It Shows |
|---|---|
| URL | The destination URL |
| Total Clicks | Every click event, including repeat clicks by the same subscriber |
| Unique Clicks | Number of distinct subscribers who clicked this link |
| CTR | Unique clicks ÷ Delivered × 100 |
Links are listed in the order they appear in your email. This helps you see which calls to action perform best — is the first link getting all the clicks, or does the one at the bottom outperform?
Activity Feed¶
The report also includes a chronological activity feed showing individual subscriber events:
- Opens — Which subscriber opened, and when
- Clicks — Which subscriber clicked which link, and when
- Unsubscribes — Who unsubscribed, and whether they used the email link or their client's one-click button
- Complaints — Who reported the email as spam
This feed is useful for spotting patterns. For example, if you see a cluster of opens hours after sending, your email may have landed in a promotion tab that subscribers check less frequently.
Comparing Campaigns¶
MailJawn can compare performance across your campaigns, showing open and click rates side by side. You can filter by campaign type:
- Broadcast — Regular campaigns sent to a list
- Drip — Emails sent as part of an automation
- All — Both types together
The comparison view also identifies your top and bottom performers by open rate, and analyzes subject line patterns to surface what's working:
| Pattern | Example |
|---|---|
| Questions | "Ready to ship your first update?" |
| Numbers | "5 tips for better App Store screenshots" |
| How-to | "How to set up push notifications" |
| Announcements | "Introducing dark mode support" |
| List format | "3 things every indie dev should track" |
Note
Pattern analysis works best with 10+ campaigns. With fewer, the sample size is too small to draw meaningful conclusions.
Issues Flag¶
If a campaign has any bounces, complaints, or unsubscribes, it's flagged with an issues indicator. This doesn't mean something is wrong — some unsubscribes are normal. But if you see bounces or complaints, check your deliverability health.