An automated sequence can run for months without anyone looking at it, which is exactly why it needs checking. A welcome email written before the last high season may still mention a closed restaurant. A birthday voucher may be sent to addresses that bounced long ago. Mailpro records statistics for every automated email, so you can see which steps work and which need rewriting.
The statistics Mailpro reports for automations
- Opens per day and per hour: when recipients actually read each automated email.
- Unique opens: how many different people opened, not how many times the email was opened.
- Clicks per day and per hour, and which links were clicked by which subscribers.
- Opening dates relative to the send date: whether people read at once or days later.
- Bounces and unsubscribes for each step of the journey.
These figures appear in the automation statistics view, alongside the standard real-time campaign statistics.
Reading the numbers in a Belize context
Hour-of-day data and a fixed time zone
Belize stays on Central Standard Time all year, while the US, Canada and Europe change their clocks twice a year. If your list is mostly overseas guests, open times shift by an hour in your reports each March and November even though your readers’ habits have not changed. Compare hourly data within the same period (for example, the northern summer) before moving send times.
Seasonal patterns
A pre-arrival email opens well at any time of year, because guests are waiting for it. A return offer behaves differently: interest from North Americans usually rises as their winter approaches. Compare each step with the same month last year, not only with last month.
Mobile reading
Most local subscribers read on a phone. If an automated email gets opens but few clicks, look first at how it displays on a small screen: button size, image weight and how far the reader has to scroll to reach the link.
Language branches
If you run English and Spanish versions, compare them. Weak results on one branch often point to a translation that reads like a translation, not to lower interest.
What to do with what you see
| Signal | Likely cause | Fix |
|---|---|---|
| Step 1 opens well, step 3 is ignored | Sequence too long or repetitive | Shorten it or add a click-based condition |
| Many opens days after sending | Poor send hour for the audience | Move the send time to their morning |
| Clicks on one link only | That topic matters most | Build a follow-up on it |
| Unsubscribes after a promotional step | Content went beyond what people signed up for | Match the content to the promise on your form |
| Rising bounces on date-based triggers | Old addresses in the data | Clean the list and re-confirm consent |
Opt-outs are a compliance metric too
Unsubscribes are not just a performance number. Belize’s Data Protection Act, 2021 gives people the right to stop direct marketing, and automated sequences are direct marketing. Mailpro removes unsubscribers from every journey automatically. Check the unsubscribe rate per step so that one badly judged email does not quietly shrink your list. Good subject lines help, and our guide to writing email subject lines is a good place to start.
To build or adjust a journey, see how to send automated emails, or return to the automated emails overview for Belize.