An automation runs quietly in the background, which makes it easy to forget. Checking its statistics regularly is what keeps it useful. This page explains the metrics Mailpro reports for automated emails and how a Grenadian business can interpret them.
The core metrics
- Sent and delivered: how many emails were triggered and accepted by the receiving server. A gap between the two points to invalid addresses or blocked messages.
- Opens: how many recipients opened the email. Treat this as an indicator rather than an exact count, as some email apps load images automatically and others block them.
- Clicks: how many people clicked a link. This is usually the most reliable sign of interest.
- Unsubscribes: how many people left your list after that email.
- Bounces: hard bounces (addresses that don’t exist) and soft bounces (temporary problems such as a full mailbox).
You will find these in the campaign statistics and real-time reports.
Metrics specific to sequences
For a multi-step automation, look at each step as well as the total. Where do people stop opening? If step one of a welcome series performs well but step three drops sharply, the third email may be too long, too similar or sent too late.
Reading the numbers in a Grenadian context
Seasonality
Tourism-related automations will show large swings between high season and the quieter months. Compare this January with last January, not with September.
Local versus overseas recipients
Local readers and overseas guests often behave differently. Use segmentation to compare them, and check whether send times in Atlantic Standard Time suit both.
Mobile opening
Most Grenadian readers use phones. If click rates are low while opens are healthy, check that your buttons are easy to tap and that the page they lead to works well on mobile.
Disruptions
Severe weather and power cuts during hurricane season can delay when people open email. Allow for this before drawing conclusions from a single week.
Turning statistics into improvements
- Low opens: rewrite the subject line; see our tips on email subject lines.
- Low clicks: make the call to action clearer with a single button.
- Rising unsubscribes: reduce frequency or make content more relevant with personalisation.
- High bounces: check how addresses are collected and use double opt-in.
Keep a simple log
Each month, record the key numbers for each automation in a spreadsheet, with a note of any change you made. Over a year, you will see which changes made a real difference.
Setting realistic benchmarks
Published industry averages come from very different audiences and countries, so use them with care. Your own history is the best benchmark. After three months of an automation running, you will know its normal range for opens, clicks and unsubscribes. From then on, watch for movements outside that range and investigate what changed: the content, the timing, the source of new contacts, or something outside your control such as a storm.
Comparing automations with campaigns
Automated emails often outperform one-off campaigns, because they reach people at a moment that matters to them: just after signing up, just before arrival, on their birthday. If an automation performs worse than your regular newsletter, that is a signal to check its trigger and timing first, not only its content.
Questions to ask each month
- Is each automation still triggering as expected, or has a form or integration changed?
- Has the content gone out of date, for example old opening hours, prices or event dates?
- Are any steps sending to people who should have left the sequence?
Your data, your control
Statistics are built from your contacts’ behaviour, which is personal data. Mailpro stores it in Switzerland, outside US jurisdiction, and never sells or rents it. For the full picture, see automated emails in Grenada.