An automation that nobody checks can quietly underperform for months. This page explains which numbers to watch in Mailpro’s automation reports, how to interpret them for a Maltese audience, and how to turn them into improvements. We avoid quoting generic industry averages here, because they vary widely by sector and list; your own baseline is the benchmark that matters.
The metrics that matter
| Metric | What it tells you | Watch out for |
|---|---|---|
| Delivered | Emails accepted by the receiving server | Hard bounces from mistyped addresses at hotel reception or event sign-ups |
| Opens | A rough signal of subject-line appeal | Privacy features in some mail apps inflate or hide opens |
| Clicks | Real engagement with your content | Compare per step, not just per flow |
| Unsubscribes | Messages that feel irrelevant or too frequent | Spikes after a particular step |
| Conversions | Bookings, purchases or registrations | Track with UTM tags and your analytics tool |
Mailpro’s automation statistics show these per step, so you can see exactly where readers drop off.
Reading the numbers in a Maltese context
Seasonality
Tourism dominates much of the Maltese economy, and many flows see their volume swing between summer and winter. Compare like with like: this July against last July, not July against January.
Language segments
If you run English and Maltese versions of a flow, compare them separately. A lower click rate on one version may point to a translation that reads awkwardly rather than a bad offer.
Residents vs visitors
Past guests abroad may open less often but convert to high-value bookings. Weight the conversion metric more heavily than opens for these segments.
Mobile behaviour
Malta is a mobile-heavy market: DataReportal counted 781,000 cellular connections at the start of 2025, equivalent to 144% of the population. If click rates are low, check your buttons and links on a phone before rewriting the copy.
Turning data into action
- High opens, low clicks: the subject line works but the content does not. Simplify to one call to action.
- Drop-off after step 2: shorten the gap between emails or merge steps.
- Unsubscribe spike: check the step for promotional content that may not match what people signed up for, and check your consent basis under S.L. 586.01.
- Bounces: add validation to your forms; a double opt-in eliminates most mistyped addresses.
A simple review routine
Put a monthly 30-minute review in the calendar. Look at each live automation, note the click rate and unsubscribe rate per step, and write down one change to test. Before peak tourist season, typically from late spring, review pre-arrival and post-stay flows in particular, because they will soon run at their highest volume.
Reporting to management
Mailpro can send a monthly email and SMS report, which is handy for owners who want a summary without logging in. Remember that statistics contain personal data; they are stored with the rest of your account on Mailpro’s Swiss infrastructure.
Next: build or refine an automation, or return to automated emails in Malta.