The importance of studying your statistics

In order to be able to track the evolution of the success of an email campaign, you must be able to have precise and reliable statistics. They enable you to identify the weak points and the strong points of a newsletter but also to better know your prospects. With this information, it becomes easy to adapt one's campaign so as to optimise one's success.

Ensuring one's success with the email marketing statistics offered by Mailpro

The email marketing statistics offered by Mailpro can be divided into two types.

The first type enables to you assess the evolution of the quality of a campaign so as to adapt the style and content of your messages to finally obtain optimal efficiency. It includes the opening rate, the click-through rate, the reactivity rate, the unsubscription rate or even the NFTA rate.

The second type offers a better knowledge of one's prospects, hence the possibility of customising one's emails so that they meet their expectations better and so that they feel more concerned by the newsletter. This second series of data contains geolocation and the percentage of use of each operating system, Internet browser and email client.

The reactivity rate

The reactivity rate is computed by comparing the number of clicks to the number of openings. It enables you to know what percentage of Internet users was interested by the email after reading it. It is a vital statistic to assess the quality of the email content.

Click-through rate

The click-through rate enables you to know the percentage of prospects who opened the email and then clicked on one of the links that were included in it. It is important to assess the level of achievement of the campaign.

Opening rate

The opening rate tells you about the proportion of addressees who took note of the name of the sender and of the object of his message and then decided to click on the mail in order to discover its content. It shows itself to be very useful to estimate the eye-catching capacity of the "sender" and "object" fields of an email.

The unsubscription rate

It is unavoidable : some of the people who registered at a newsletter decide toleave itbecause they are no longer interested in the advertiser's news. The unsubscription rate is an important statistic that you need to track so as to assess the reliability and the loyalty of your prospects, but also to spot the email types that triggered the biggest quantity and the smallest quantity of unsubscriptions so as to adapt the following mails.


Les NFTAs, that is to say the email addresses that no longer correspond to any addressee, are in all respects very negative for an email campaign. As they make all of one's statistics drop, it is very important to quickly identify them in order to remove them from the address book so as to keep an optimal deliverability.


La Geolocation enables an advertiser to know the place of residence of each of his prospects and to compare it with his various other statistics. Thanks to it, it is possible to know in what places a campaign receives the biggest quantity of attention, but also to customise one's emails so that they correspond to each Internet user, like, for example, within the framework of transportation service offers.

Mail client

There is a big variety of mail clients to read one's emails with. As they don't all treat HTML in the same way, they may display an email in different ways. It is useful to know what mail box is used by what prospect in order to adapt one's newsletter consequently.

Operating system

Just as regards one's knowledge of the email client, it can be interesting for an advertiser to know onwhat operating systems one's emails are opened in order to customise them, particularly since it became popular to read messages on smartphones.

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