Automated emails are easy to switch on and even easier to forget. A welcome series written two years ago may still be promising a winter sale that ended long ago, or a reminder may be firing at 3 am because nobody adjusted it when daylight saving started. Statistics are how you notice. Mailpro records engagement for every automated email journey, and this page explains what each figure means for a New Zealand sender.
What Mailpro measures for each automation
- Opens per day and per hour, as counts and rates, showing when your journeys are read.
- Unique openers: how many different people opened, as distinct from total opens.
- Clicks per day and per hour, and which links were clicked by which subscribers, so you can see interest at an individual level.
- Response rate among openers, for judging whether the content and call to action do their job once the email is opened.
- Opening dates and open rate relative to the delivery date, which tell you how long after sending people engage.
These figures sit in the automation statistics view, alongside the real-time statistics used for regular campaigns. Developers can also pull campaign data through the email API.
Read the numbers against the New Zealand calendar
Holidays and long weekends. Waitangi Day, Easter, ANZAC Day, King’s Birthday (the first Monday in June), Matariki and Labour Day (the fourth Monday in October) all change reading patterns, as does the long Christmas to New Year break. Regional anniversary days mean Auckland and Canterbury audiences are not off work on the same days. When a journey dips, check the calendar before rewriting the email.
Daylight saving. Clocks move forward on the last Sunday in September and back on the first Sunday in April. If your hour-of-day chart suddenly shifts, that may be the reason, and it is a good moment to check that time-based triggers still fire at sensible local times.
Seasons. A tourism or outdoor business will see very different engagement in January than in July. Compare each journey with the same period last year rather than with last month.
Four signals that a journey needs attention
- Welcome emails with low opens. Check the sender name and the subject line. A subscriber who joined five minutes ago should recognise you instantly.
- Opens holding up but clicks falling. The content or the button no longer matches what readers want. Remember that privacy features such as Apple Mail Privacy Protection can inflate opens, so clicks are the more reliable signal (why opens can mislead).
- Unsubscribes rising after one step. That step may be too frequent, too salesy, or reaching people who never expected it. Under the Unsolicited Electronic Messages Act 2007, each opt-out must take effect within 5 working days, so treat a spike as a consent and relevance warning, not just a number.
- Clicks concentrated in one group. Split the journey with segmentation so other groups get content that suits them.
Keep tracking data proportionate
Click histories tied to named people are personal information under the Privacy Act 2020. Use them for purposes your subscribers would expect, and do not keep them longer than you need. A sunset policy that removes long-inactive contacts helps with both privacy and deliverability. Mailpro stores this data in Switzerland on private infrastructure, outside US jurisdiction, and never sells or rents it.