An automated email runs quietly in the background, which is both its strength and its risk. A broken link in a welcome email or an out-of-date fee amount in a reminder can go unnoticed for months. Regularly reviewing your automation statistics is how Ghanaian teams keep workflows earning their keep.
Why track automations separately from campaigns
- They run continuously. A campaign has one send date; an automation sends every day, so small problems compound.
- They cover key moments. Sign-up, payment due, birthday: these moments shape how customers feel about you.
- They reveal the customer journey. Step-by-step results show where people lose interest.
- They support compliance. Watching unsubscribes and complaints helps you spot messages that feel unwanted, which matters under Ghana’s consent rules.
The metrics that matter
Delivery and bounces
If a welcome email bounces, the address was probably mistyped at sign-up. High bounce rates suggest your form needs double opt-in or clearer field validation.
Opens
Opens give a rough sense of interest, but privacy features in some mail apps can inflate them. Compare opens between steps rather than treating a single figure as exact.
Clicks
Clicks are a more reliable signal. For a school fee reminder, the key click is the payment or portal link; for a retail welcome email, it is the first product link. Mailpro’s click analysis shows which links attract attention.
Conversions
Connect clicks to outcomes: fees paid before the deadline, loan applications completed, first orders placed. If you use web analytics, add campaign tags to links.
Unsubscribes and complaints
A spike after one step tells you that message is unwelcome or too frequent. Under the Data Protection Act, 2012 (Act 843), people can object to direct marketing at any time, so treat each unsubscribe as feedback.
Set your own benchmarks
Published “average open rates” rarely reflect a Ghanaian audience, and many are not sourced reliably. A better benchmark is your own history. Record the results of each automation step for three months, then aim to improve on that baseline. Compare segments too: Greater Accra versus other regions, local versus diaspora, mobile versus desktop readers.
A monthly review routine
- List every active automation and its goal.
- Note delivery, click and unsubscribe figures for each step compared with the previous month.
- Open each email on a phone and check dates, prices in GH₵, phone numbers and links are still correct.
- Pause any workflow whose goal no longer applies, such as last term’s fee reminders.
Thirty minutes a month is usually enough for a small business, and it prevents the embarrassment of outdated messages going out automatically.
Seasonal checks for Ghana
Some automations behave differently at certain times of year. Review results around:
- School terms: fee reminders and welcome emails for new parents peak at the start of each term.
- December: Christmas, Farmers’ Day on the first Friday of the month and diaspora travel change when and how people read email.
- Public holidays: reminders that fall on Independence Day, Eid or Founders’ Day may be missed; consider shifting them by a day.
Comparing each workflow’s results across these periods tells you when to adjust timing or content.
Using statistics to improve
- Rewrite subject lines on steps with low opens.
- Move the main link higher in emails with low clicks.
- Shorten or space out sequences with rising unsubscribes.
- Add an SMS nudge for reminders that still get missed.
Mailpro’s automated email statistics show performance for each workflow and step. Need to build a workflow first? Follow our guide to sending automated emails in Ghana. For campaign-level reporting, see email campaigns in Ghana.