Email statistics

In Pushwoosh, email analytics provide valuable insights into the performance of your messages. You can evaluate individual email performance and track overall trends across your email campaigns.

Note

Pushwoosh uses service email headers (sometimes called X-headers) to track email delivery, complaints, bounces, and analytics for troubleshooting purposes. These headers cannot be stripped out of your email messages on demand. However, some email clients may strip out X-headers of your message.

Track individual email message performance

You can monitor the performance of each email message within a customer journey directly on the Journey canvas.

To view statistics for a message, open Canvas settings and turn on Show metrics, or hover over the message element to see the stats.

Below the email message element, you will see such metrics as:

Goals Reached	Indicates the number of users who reached the Conversion Goal at this specific point.
Opened	Number and percentage of unique users who opened the email (each user counted once).
CTR	Represents the percentage of users who clicked on the message.
Drop-offs	Represents the number of messages that couldn’t be sent.

Note

By default, statistics are displayed for the period since the journey launch. You can choose a different period from the panel on the left side and then click Apply time range.

For a detailed view of individual message effectiveness, double-click on a message element on the canvas. A statistics window will pop up, displaying key metrics, such as:

• Number of sent messages
• Number of opened messages
• Number of clicks
• Number of recipients who have unsubscribed

To see the reasons for drop-offs and the number of drop-offs for each cause, expand the Drop-offs block.

Detailed email statistics

To view detailed statistics for an email message, click Detailed Statistics in the journey email element. Alternatively, open Campaigns → One-time messages, find the message, and click it.

Use Message stats to check how a specific email performed, from audience targeting to opens and clicks.

The page tabs are Overview, Clicks, Timeline, and Errors. If the same send also went to other channels, channel tabs appear above them so you can pick which channel to view. A single-channel message shows no channel tabs.

Overview tab

Use the Overview tab to check reach, delivery, opens, and (for broadcast sends) clicks and unsubscribes for this email.

Campaign performance

Start here to see how far this email got: who you reached, how many opens and clicks you got, and whether people unsubscribed or marked spam. Hover the ⓘ on any card for the exact formula.

Card	What it shows
Audience	How many people you targeted for this send, and how many stayed eligible after exclusions.
Sent	Of everyone you targeted, what share the email provider accepted for sending. Accepted means the provider took the message into work, not that it reached the inbox.
Delivered	Of those accepted for sending, what share did not hard- or soft-bounce. Different from the Deliveries funnel step below, which tracks delivery confirmations.
Opened	Of delivered recipients, what share opened the email at least once.
Clicked	Of people who opened (including Apple Mail Privacy Protection machine-only opens), what share clicked a link. Someone who later unsubscribed or marked spam still counts here.
Unsubscribed	Of delivered recipients, what share unsubscribed or marked the email as spam. Spam complaints count here too, because the mailbox provider unsubscribes them. This can be higher than the funnel row for “unsubscribed without clicking”.

Campaigns distribution

Campaigns distribution breaks this email into steps:

• Audience: who you targeted
• Sent: who was accepted for sending
• Deliveries: who got a delivery confirmation
• Opened: who opened
• Interactions: who clicked, unsubscribed, or complained (broadcast sends only)

Transactional emails have no Interactions step, and their Clicked and Unsubscribed cards above read zero as well.

You can view the same breakdown in two ways: as a funnel (default) or as a table. Use the view dropdown in the block header to switch between Funnel view and Table view.

Click Refresh to reload the numbers.

Note

The funnel and the cards above always show the full history of this email. The date range on Timeline does not change these numbers.

How to read the funnel

• Follow the path down: Audience → Sent → Deliveries → Opened → Interactions (Interactions only on broadcast sends).
• The big percentage on a step is the share that reached it from the step above.
• The list under a step shows how those people split (for example accepted vs rejected).
• If a row is missing, nobody fell into that group on this email.
• The Sent card and the Sent funnel step can disagree: the card counts everyone you targeted, the funnel step counts only eligible people.

What each step includes

Audience

Who stayed eligible, and who was left out.

• Exclusions can include previously unsubscribed, bounced, or complained; frequency capped; filtered by category; global control group.
• Excluded: previously bounced is from an earlier send.
• Bounces from this send show under Deliveries.

Sent

Eligible people split into:

• Accepted by sender service: provider took the send into work, not that it reached the inbox.
• Rejected by sender service: see the Errors tab.
• Processing errors: Pushwoosh-side failure.

Deliveries

Delivery confirmations (not opens): confirmed vs not confirmed.

• Hard and soft bounces for this send appear as a note under the step. Do not add or subtract them from the confirmation rows.
• A bounce can also show in confirmed (or opened) if the provider confirmed first and bounced later.
• Different from Excluded: previously bounced and from the Delivered card.
• For icloud.com, me.com, and mac.com, the confirmed share can look lower than actual because Apple does not always return delivery confirmations. That is an Apple limitation, not a failed delivery.

Opened

Opens across the full Deliveries step (opens can exceed confirmed deliveries).

• First 60 days: Human opens and Machine-only opens (AMPP).

  

• After 60 days: the total still shows, but without the Human opens / Machine-only opens (AMPP) split. The total now includes machine-only opens indistinguishably from human opens, so do not compare or add it to the earlier split.

  

Interactions

Each person in exactly one row:

• Clicked only
• Clicked and unsubscribed
• Clicked and complained
• Unsubscribed without clicking
• Complained without clicking

A complaint wins over an unsubscribe. Unsubscribes and complaints can appear even when no open was tracked.

How long these numbers stay

The main funnel and card numbers stay for up to one year. After that, they are removed.

Right after you send, delivery and open counts can keep updating for up to 60 days. If a very recent email looks wrong, check again later. The numbers usually settle on their own.

After 60 days, Opened still shows a total, but without the human vs machine-only split. That total includes machine-only opens indistinguishably from human opens, so do not compare or add it to the earlier split.

Clicks, unsubscribes, spam complaints, and email bounces stay detailed for the full year.

If this send also included push, after 30 days the push delivery breakdown on that channel tab becomes less detailed (four rows → two).

A message created automatically by your app or by Pushwoosh, without the Control Panel or the API, does not get a Message stats page.

Clicks tab

Use the Clicks tab to see which links in this email got clicks. Link clicks lists them by click count, sorted by clicks (highest first).

• A row is one URL, without its query string. Two links to the same URL, even with different anchor text, combine into one row. Expand a row to see it broken down by query parameters.
• Click the download icon on a row to export that link’s click list as CSV.

Click map

Next to the Link clicks table, this tab also shows a click map: the email preview with its links shaded by their share of clicks, darker links getting more of them. The map shows on a single message’s stats and on an aggregated campaign view alike, including a campaign that a journey point sends to. On an aggregated view, the map pools clicks from every message the campaign sent onto that one preview.

• Click a shaded link on the map to select it: the link gets a blue outline and its exact click count appears in a badge next to it.
• Click a row in the Link clicks table to select the same link the other way: the row highlights gray, and the matching link’s badge appears on the map.
• Toggle All clicks above the map to switch between unique and total clicks.
• A link the map can’t place on the current template (removed or changed since some of the counted clicks happened) is left off the preview. A caption above the map states how many clicks and links that affects.
• When several identical links pool into one badge, a separate caption above the map states how many badges that affects.

Note

Pushwoosh tracks clicks by URL, not by which element on the page you clicked, and ignores the query string. If a template has more than one link with the same URL (for example two “Shop now” buttons pointing at the same page), their clicks are counted together as one entry, on the map and in the Link clicks table alike. Pushwoosh can’t tell those elements apart.

Timeline tab

Use the Timeline tab to see how this email performed hour by hour (or day by day), not only the totals on Overview. For example, you can spot when opens came in after you sent, or when rejects piled up. The chart has four lines:

• Accepted by sender service: the email provider took the message into work.
• Rejected by sender service: the provider rejected the send.
• Delivery confirmations: the mailbox provider reported delivery. This is not an open.
• Opens: someone opened the email.

A summary table under the chart totals each metric for the selected window.

Note

For messages younger than 30 days, the chart does not put every event at the same kind of time:

• Accepted and Rejected use the time you sent.
• Delivery confirmations and Opens use the time the provider or recipient responded.

So a confirmation can show up much later than the send. Do not treat the four lines in one hour or day as a funnel. For the funnel, use Overview. For messages older than 30 days, all four lines share the same time axis.

To configure the chart:

1. Set the time range. Times are UTC. For a window under a day, the chart plots points by the minute. For a window from a day up to a month, it groups points by the hour. For longer windows, it groups by day (or a larger step).
2. Choose Compare metrics to plot the four lines together, or Compare platforms to compare platforms for one metric.
3. Use All platforms to keep every platform, or pick one platform to filter the chart and table.

These controls apply only to the chart and the summary table. They do not change the Overview cards or funnel.

Errors tab

Use the Errors tab to see why this email failed for some recipients. The red badge on the tab shows the total of rejected sends plus Processing errors.

Delivery errors by platform shows each platform (for email, @ Email) with sent count, failed count, and error rate.

• Expand a platform to see each error code, a short description, and the count.
• Click Export errors to download the full list, or use the download icon on one error row.

Email error types you may see

The tables below explain the bounce, complaint, and suppression names that can appear when you expand @ Email. For sender and SMTP codes, see Email errors.

Rejected by recipient's mail server

Pushwoosh sent the email, but the recipient’s mail server refused it: a hard bounce, a soft bounce, a spam complaint, or an undetermined bounce. For hard bounces and complaints, Pushwoosh automatically suppresses the address so it won’t be emailed again. Soft bounces and undetermined bounces don’t suppress the address.

Error	Description	What happens next
Hard Bounce General	Permanently rejected without a specific reason.	Pushwoosh adds the address to your suppression list. It won’t be emailed again. Keep the hard bounce rate below 5% of emails sent. If it goes higher, we stop sending from your account and check your email database.
Hard Bounce Mailbox Full	The inbox is over quota and the server rejected it permanently.	Pushwoosh adds the address to your suppression list.
Hard Bounce Inactive Mailbox	The mailbox is closed or abandoned.	Pushwoosh adds the address to your suppression list.
Hard Bounce Suppressed	The receiving provider already has this address suppressed after earlier permanent failures.	Pushwoosh adds it to your suppression list as well.
Hard Bounce Undetermined	Permanently rejected for an unknown reason.	Pushwoosh adds the address to your suppression list.
Soft Bounce General	Temporarily rejected without a specific reason.	Nothing is suppressed. Pushwoosh retries on the next send.
Soft Bounce Attachment Rejected	The recipient’s server blocked the email because of attachment restrictions.	Nothing is suppressed. Try sending without the attachment.
Soft Bounce Spam	The recipient’s server flagged the email as spam.	Nothing is suppressed. Review your content and sender authentication.
Soft Bounce Message Too Large	The email exceeded the recipient’s size limit.	Nothing is suppressed. Reduce image sizes or simplify the template.
Soft Bounce Content Rejected	The recipient’s server rejected the message content.	Nothing is suppressed. Review the email for spam triggers and policy violations.
Soft Bounce Mailbox Full	The recipient’s inbox is full right now.	Nothing is suppressed. Delivery may succeed once space frees up.
Soft Bounce Undetermined	Temporarily rejected for an unknown reason.	Nothing is suppressed. Watch for repeat failures.
Soft Bounce Timeout	The recipient’s server took too long to respond.	Nothing is suppressed. Pushwoosh retries on the next send.
Complaint General	A complaint was reported for this address.	Pushwoosh unsubscribes the recipient and permanently suppresses the address.
Complaint Abuse	The recipient marked the email as spam.	Pushwoosh unsubscribes the recipient and permanently suppresses the address. Complaints hurt sender reputation the most. Keep the complaint rate below 0.1% of sent emails. If it goes higher, we stop sending from your account and ask you to check email contents.
Bounce Undetermined	The server accepted the email but never confirmed delivery. The outcome is unknown.	No address is suppressed. Monitor for repeat occurrences.

To keep the bounce rate down

• Export bounced addresses from the Errors tab (or clean your list using your usual process) and remove them from future sends.
• See Email deliverability best practices.
• For an automated export, share the bounced emails API with your developers.

Not sent — address suppressed

Pushwoosh didn’t send these emails at all. The address was already on your suppression list from an earlier bounce, complaint, or unsubscribe, or the address itself is invalid.

Error	Description
Illegal email address	The address isn’t a valid email format, so it was rejected before sending.
Email is bounced	The address is suppressed after an earlier permanent bounce.
Email complaint	The address is suppressed after an earlier spam complaint.
Email is unsubscribed	The recipient opted out of marketing emails. Transactional emails are still delivered to this address.

To learn how to prevent these issues and improve deliverability, see Email deliverability best practices.

Content panel

The right-hand Content panel shows the email subject line, from name, and from email, above a preview of the message as recipients saw it. Click Open preset to view or edit the email template.

Delivery and settings below the preview shows how this send was configured.

• Status: whether this send finished (Done) or is still processing
• Sent date: when this message actually went out
• Scheduling: immediate or selected time
• Target segment: the audience you set. Click the segment link to open or edit it

Copy the message code

To get an ID for Support or your developers when tracing this email:

1. At the top of the page, click Message code.
2. The ID is copied to your clipboard.

You usually do not need it to read the stats.

Export recipients and create a segment

Export recipients

To download recipients as CSV from the top of the page:

1. Click Export stats.
2. Confirm the download.

To export a specific group instead:

• On Overview, open the three-dot menu (⋮) on a card, then click Export list.
• On the Clicks tab, click the download icon on a link row.
• On the Errors tab, click the download icon on an error row.

Both Export stats and Export list pull from the same per-recipient log, which covers only the last 30 days. Older recipients are not in the file. The confirmation dialog states this limit before the download starts.

Create a segment from Sent, Delivered, Opened, or Clicked

Use this when you want to email the same people again, for example everyone who opened or clicked this email, or everyone the provider accepted for sending.

1. On Overview, find the Sent, Delivered, Opened, or Clicked card.
2. Click the three-dot menu (⋮) on that card.
3. Click Create segment.
4. In the Create segment dialog, enter a name in Segment name.
5. Click Create.

The new segment includes the people on that card. You can select it later when you send another email.

Gain insights into email performance trends

Project overview

To assess the overall performance of your email campaigns, navigate to Statistics > Project Overview. Here, you can view the total number of emails sent, delivered, and opened within a selected period, allowing you to compare email performance with other channels.

Furthermore, on this page, you’ll find a breakdown of key email metrics such as:

• Emails sent
• Unique emails opened
• Unique clicks on email links
• Emails soft bounce
• Emails hard bounce
• Email complaints

Dashboards

To analyze the performance of your email campaigns in detail, use pre-built Emails and Application dashboards in the Statistics > Dashboards tab or create your custom dashboard for deeper analysis.

Email dashboard

The Email dashboard provides you with an in-depth analysis of your email campaign performance. It displays various metrics such as the number of subscribers, email sends, opens, deliveries, and more.

Also, you can customize the dashboard to fit your needs by adding or removing specific metrics, or create a custom dashboard entirely tailored to your campaigns. Learn how to do this here

Application dashboard

The dashboard enables you to compare your email performance with other channels, providing insights into metrics such as recipients, subscribers, daily and monthly active users, etc., broken down by channel. Learn more

Additional resources

• Email statistics FAQ
• Email analytics dashboard
• Email metrics glossary
• How to increase your email open and click-through rates
• Scaling emails with Pushwoosh: Growing from 1M to 8M emails MoM