An automation that runs for months without anyone checking it can quietly underperform, or keep sending an out-of-date offer. Mailpro records statistics for every automated email, so you can see which messages work, which don’t and when your contacts engage. This page explains the main reports and how to read them in a Jamaican context.
The reports available
- Opens per day and per hour: when recipients actually read your messages.
- Unique opens and open rate: how many different people opened each message in a sequence.
- Clicks per day and per hour, and the click rate for each email.
- Clicks per link and per subscriber: which links drew interest and who clicked them.
- Opening date relative to sending date: whether people open immediately or days later.
- Country and location of opens through geo-tracking.
- Bounces and unsubscribes for each message.
These sit alongside Mailpro’s broader real-time statistics for campaigns.
Reading the numbers for a Jamaican list
Time of day
If opens cluster in the evening, many of your contacts probably read after work on their phones. If a second peak appears an hour or several hours later, it may be your diaspora audience in North America or the UK. Jamaica keeps Eastern Standard Time all year, so these peaks shift by an hour when the US and Canada move their clocks in March and November. Use the pattern to set sending hours for each automation.
Location
Geographic data shows how much of your audience is on the island and how much is abroad. A tour operator might find that most welcome-series opens come from the US and Canada, which argues for content about planning and travel. A retailer might see strong diaspora interest in a Christmas gift sequence, which could justify a dedicated overseas version.
Drop-off inside a sequence
It’s normal for engagement to fall from the first to the last email in a series. A sharp drop at one step, though, usually means the message is too long, too salesy or sent too soon. Try a different subject line or delay and compare.
Links
Click data per link tells you what people want. If a hotel’s pre-arrival email gets more clicks on “things to do nearby” than “upgrade your room”, that’s a useful signal for future content.
Watch unsubscribes and bounces closely
A high unsubscribe rate on one automated message is a warning sign. Under Jamaica’s Data Protection Act, 2020, marketing should reach only people who consented or existing customers offered an opt-out, so a sudden spike may mean contacts were added without proper permission. Hard bounces should be removed promptly: the Act expects data to be accurate, and repeated bounces damage your sender reputation. Mailpro’s unsubscribe management handles opt-outs automatically.
A quarterly review routine
- List every active automation and confirm it’s still relevant: prices, dates, staff names and opening hours.
- Compare open and click rates between messages in each sequence.
- Look at country and time-of-day patterns, and adjust sending hours if needed.
- Check unsubscribes and bounces, and investigate any spike.
- Change one thing at a time and compare results over the next quarter.
Benchmarks: compare with yourself
Published industry averages vary widely by source, sector and country, and there is little reliable public data specific to Jamaica. The most useful benchmark is your own history: the open and click rates of the same automation last quarter, or of a similar sequence for a different audience. Also be aware that privacy features in some email apps, such as Apple Mail Privacy Protection, can register opens automatically, so clicks and conversions are the more dependable signals.
From numbers to decisions
Statistics are only useful if they lead to action. Keep a short note of each change you make and the result. Over a year, you’ll build a clear picture of what your Jamaican and overseas audiences respond to. If you want to export data into your own dashboards, the email API statistics page explains how.
Need to set up an automation first? See how to send automated emails, or return to automated email marketing in Jamaica.