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, access them through Campaigns → One-time messages. Locate the message you need and click on it.

The Email statistics section provides detailed insights into the performance of your email campaigns, helping you evaluate their effectiveness and refine your strategy.

This section includes:

• Performance tab: Displays essential metrics such as Sent, Delivered, Opened unique, Opened total, Users clicked (including its Product block clicks and revenue breakdown), and Errors. It also features a dynamic graph that shows trends for each metric over time, allowing you to track campaign performance within a specific date range and gain deeper insights into your email campaigns.
• Segment insights tab: Provides performance metrics for each audience segment targeted in your email campaigns.

Pick a date range

By default, if no custom range is selected, the Email Statistics section adjusts its data display based on the specific time frame of each metric. For example, for the Sent metric, data is shown from the first to the last send, for Opened unique and Opened total, it reflects the period from the first to the last open, etc. To view statistics for a specific period:

1. Click Pick date range.
2. Select your desired start and end dates
3. Click Apply.

Export recipients list

You can download detailed data about the recipients of your email campaign. This data can be used for further analysis or segmentation to optimize future campaigns.

To export the recipients list:

1. In the Email Statistics section, click the three-dot menu (⋮) at the top.
2. From the dropdown menu, select Export recipients list.

3. When the export is complete, a notification will appear with a Download CSV button. Click the button to download the recipient data in CSV format.

Find a specific recipient

Use the Find recipient option to search for a specific user within the campaign.

For this:

1. In the Performance tab, click the three-dot menu.
2. Select Find recipient from the dropdown menu.
3. Search the recipient by HWID or UserID

Performance tab

The Performance tab provides an in-depth analysis of your messaging campaign metrics, helping you evaluate performance, engagement, and delivery trends over time. Use this data to optimize your messaging strategy and improve results.

Here, you can find such metrics as Sent, Delivered, Opened unique, Opened total, and Users clicked, along with a dynamic graph that visualizes the trends for each metric.

Sent

The Sent metric provides the number of messages sent over a selected time period. Use these insights to fine-tune the timing and frequency of your campaigns to improve performance.

Delivered

The Delivered metric provides insights into the number of messages successfully delivered to recipients’ inboxes.

Delivery is tracked two ways, similar to opens:

• Delivered: total number of successful deliveries, including any repeat deliveries to the same recipient.
• Delivered unique: number of unique recipients who had at least one message successfully delivered.

Why is my delivery rate lower than expected?

For icloud.com, me.com, and mac.com addresses, the displayed delivery rate may be lower than actual because Apple does not always return delivery confirmations. This is an Apple limitation, not a delivery issue, and emails are still reaching recipients.

Tip

Email delivery may fail because of bounces, so we recommend ensuring that your mailing list contains only valid and verified email addresses from users who explicitly gave their consent to receive emails from you. Learn more

Opened unique

The Opened unique metric shows how many distinct users opened your email. Each user is counted once, regardless of how many times they opened the message.

Note

If any of your recipients use the Apple Mail app, regardless of their email domain, your open rate may include opens triggered by Apple Mail Privacy Protection (AMPP). This feature can pre-load email images in the background, including your tracking pixel, before the recipient actually reads the message.

To help you get a clearer picture, Pushwoosh shows Excluded AMPP alongside Opened unique:

• Opened unique: unique opens including any AMPP-triggered opens.
• Excluded AMPP: open rate with AMPP-triggered opens removed. If this is close to your main open rate, AMPP had little effect on this send.

Excluded AMPP is a separate rate for comparison. It does not change the Opened unique count or the main open rate.

Tip

To target users who opened an email without AMPP-triggered opens, create a segment by events based on PW_EmailOpen. Click + Attribute and set opened_by to user. Learn more

Opened total

The Opened total metric shows the total number of opens, including repeat opens by the same user. If one user opens the email three times, it counts as three opens. This metric helps you compare results with platforms that report total opens and to gauge how often recipients revisit the message.

Users clicked

The Users clicked metric provides valuable insights into how recipients interact with the links in your messages. By analyzing click data, you can evaluate user engagement, identify the most effective call-to-action (CTA) elements, and optimize your messaging content for better performance.

Here you can find the information about:

1. Users clicked: The total number of unique users who clicked on the links included in your messages. This helps measure user interaction and determine which links attract the most attention.
2. Conversion rate (Rate): The percentage of recipients who clicked on a link and completed a predefined action, such as making a purchase or submitting a form. This metric helps assess the effectiveness of your links and the overall success of your campaign in driving user actions.

Note

Each unique URL is tracked as a single link, even if it is used multiple times across text, buttons, or images. To distinguish between these instances, consider adding UTM parameters.

The Users clicked also includes a detailed table that breaks down the performance of individual links:

• The number of unique users who clicked on each specific link.
• Conversion Rate: Each link in the table includes its corresponding conversion rate, enabling you to evaluate how effective the link was in driving user actions.

This data helps assess the impact of specific links in driving user actions.

You can also export detailed information about link clicks. For this:

1. Next to each link, click the download icon to export click data for that specific link.
2. A CSV file will be generated. Once the export is complete, an Exporting complete notification will appear.
3. Click the Download CSV button in the notification bar to download the file.

Product block clicks and revenue

Below the link table, the Product blocks section shows how recipients engaged with each Products block you added to this message: how many recipients clicked it, and how much those recipients went on to spend.

This section header appears for every message that has a Products block. What’s shown underneath it depends on whether your account has conversion events set up:

• Without conversion events, the section reads: “Revenue tracking is not set up, so revenue cannot be attributed to blocks,” with a link to the setup guide.

  

• With conversion events set up, you get a breakdown per block. Each entry is listed by its position in the email (Block p1, Block p2, and so on) and, if the block uses the Recommendations source, the strategy it ran:

  • Clicks: total number of clicks on that block.
  • Recipients: number of unique recipients who clicked that block.
  • Revenue: the total amount of purchases the recipients who clicked that block took part in.
  

Revenue per block is multi-touch, not a breakdown

Amounts overlap: a recipient who clicked two blocks is counted in both, so these numbers do not add up to the message revenue.

Errors

The Errors metric provides a detailed breakdown of email delivery performance, identifying errors and issues that occurred during the delivery process. This information allows you to analyze failures, optimize your email strategy, and improve overall campaign performance.

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.
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.
Bounce Undetermined	The server accepted the email but never confirmed delivery; the outcome is unknown.	No address is suppressed; monitor for repeat occurrences.

Important

The complaint rate should always remain below 0.1% of sent emails. If the complaint rate exceeds the acceptable level, we will stop sending messages from your account and suggest that you should check email contents.

Note

If the hard bounce rate exceeds the acceptable level, we will stop sending messages from your account and check your email database. Bounce rate should always remain below 5% of emails sent.

To avoid exceeding the bounce rate limit, use the /getBouncedEmails API method to receive the list of bounced email addresses, and remove such addresses from your mailing list. This requires assistance from your development team to implement the API call and manage the mailing list updates. Be sure to share this link with them to get started.

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.

Frequency capping

Below the key metrics, the Frequency capping row shows how frequency capping affected this email:

• Suppressions: the number of messages that were not sent because the recipient had already reached their frequency capping limit.
• Affected users: the number of unique users who had at least one message suppressed by frequency capping.

Exporting and segmentation options in the Performance tab

Export recipients list

You can export a list of recipients for each metric (e.g., Delivered, Opened unique, Opened total, or Clicked) to analyze user behavior or create follow-up campaigns.

For this:

1. Click the three-dot menu next to the desired metric (e.g., Sent, Delivered).
2. Select Export recipients list to download a list of users for further analysis.

Important

Please note that the recipient list export is only available for data from the past month.

Create segment from recipients

You can create segments directly from recipients of specific metrics, such as Sent, Delivered, Opened unique, or Clicks. These segments help you personalize and target follow-up campaigns more effectively.

To create a segment:

1. Click the three-dot menu (⋮) next to the desired metric, such as Sent, Delivered, or Clicks.
2. Select Create segment from recipients from the dropdown menu.
3. Give your segment a clear and descriptive name.

The new segment will be available for use in future campaigns, enabling more precise targeting based on user behavior.

Segment insights

The Segment insights tab provides detailed performance metrics for each audience segment targeted in your email campaigns. By adding segments, you can track message performance, compare engagement metrics, and optimize your communication strategy.

How to add a segment

If no segments have been added yet, you will see the Discover segment insights screen. To start analyzing segment performance:

1. Click Add first segment.

2. In the Add segment for insight pop-up window:

• Use the dropdown menu to select a segment.
• Click Add one more to include additional segments for comparison.

3. Click Apply to confirm your selection.

Key metrics

Each segment is displayed with the following performance metrics:

Sent	The total number of emails sent to the segment. This helps measure the overall reach of your campaign.
Opened unique	The number of unique users who opened the email in the segment, indicating user engagement with the message.
CTR	The percentage of recipients who clicked at least one link in the email. A higher CTR indicates strong engagement, while a low CTR may suggest adjustments in content or timing.

Working with segment data

• Refresh all segments: Click this button to update the latest performance data for all listed segments.
• Add segment to compare: Compare performance across multiple segments to identify trends and optimize targeting.
• Individual refresh button: Update data for a specific segment without refreshing all segments.
• Remove segment (✖️ icon): Delete a segment from the list if it’s no longer needed.

Content

The Content section on the right-hand panel provides a comprehensive overview of the message’s content and campaign details. This section is designed to help you quickly identify the key elements of your message and manage related settings efficiently.

Here you can find:

Message preview

View a visual representation of your message content, such as email or push notification design, to verify how it appears to recipients.

Open preset link

Use the Open Preset link to access and edit the preset used for the message.

Campaign information

• Email subject line
• From Name: The sender’s display name as seen by recipients.
• From Email: The email address from which the message was sent.

Delivery details

• Status: Indicates whether the message has been sent successfully (DONE), scheduled, or still in progress.
• Sent date: The exact date and time the message was delivered to recipients.
• Scheduling options: Displays the chosen scheduling option, such as “Optimal Time.”
• Target segment: Identifies the segment of users who received the message. Click the segment link to view or manage specific segment settings.

Other properties

• Message ID: A unique identifier for the message, useful for tracking and troubleshooting.
• Message Code: An internal code associated with the specific message sent.

If you’re accessing email statistics from the Message History, you can view all message properties by clicking Show all properties, including Request ID — a unique value for tracing this specific send, available for messages sent from the Control Panel or the API. Messages created by Journeys or by automated internal triggers (for example, recurring sends) don’t have it. Scheduling a send for a later date does not affect it. See Request ID for details.

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

Email analytics FAQ

What email analytics does Pushwoosh provide?

Pushwoosh provides comprehensive email analytics across multiple levels, including individual message performance, full campaign trends, and channel-wide email statistics. With built-in email dashboards and reporting tools, you can monitor how users engage with your emails and optimize based on actionable data.

Can I export my email analytics data?

Yes. Pushwoosh allows you to export detailed email analytics, including:

• Recipient lists filtered by delivery or engagement status
• Link click data for every message
• CSV reports for further analysis in external tools

You can also export segments based on user behavior for targeted follow-ups.

How can I segment and analyze email performance by audience?

You can create and analyze audience segments directly from the email dashboard or performance tabs. Segments can be based on message status (opened, clicked, bounced) and exported for advanced targeting and performance comparison across user groups.

How do email analytics improve campaign performance?

Email analytics help you understand how your messages perform in real-world use: from delivery success to user engagement. By using insights from the email metrics dashboards, you can:

• Identify high-performing content
• Test subject lines and calls-to-action
• Optimize send timing and frequency
• Reduce bounce and complaint rates

This data-driven approach boosts open rates, click-throughs, and conversions.

Additional resources

• 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