# 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.

<Aside type="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.
</Aside>

## 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, enable **Show Metrics** at the bottom of the canvas, or hover over the message element to see the stats.

<video src="/emails-email-statistics-1.webm" title="Enabling the display of metrics at the bottom of the canvas" autoplay loop muted playsinline />

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.                |

<Aside type="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**.
</Aside>

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

<img src="/emails-email-statistics-2.webp" alt="detailed statistics on the journey canvas"/>

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

<img src="/emails-email-statistics-3.webp" alt="you can see the reasons for drop-offs and the number of drop-offs"/>

## 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](/product/statistics-and-analytics/message-history/)**. Locate the message you need and click on it.

<img src="/emails-email-statistics-4.webp" alt="Email statistics section with Performance and Segment insights tabs showing detailed campaign analytics"/>


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**](#sent), [**Delivered**](#delivered), [**Opened unique**](#opened-unique), [**Opened total**](#opened-total), [**Users clicked**](#users-clicked), and [**Errors**](#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.

<img src="/emails-email-statistics-5.webp" alt="Email statistics Performance tab showing Sent, Delivered, Opened unique, Opened total, Users clicked, and Errors metrics with dynamic graphs"/>

#### 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.**

<img src="/emails-email-statistics-6.webp" alt="Date range picker interface for selecting custom time period in email statistics"/>

#### 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**.

<img src="/emails-email-statistics-7.webp" alt="Three-dot menu in Email Statistics section showing Export recipients list option"/>

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

<img src="/emails-email-statistics-8.webp" alt="Find recipient search interface in Performance tab for searching 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.

<img src="/emails-email-statistics-5.webp" alt="Sent metric display showing number of email messages sent over selected time period with graph visualization"/>

### 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.


<img src="/emails-email-statistics-10.webp" alt="Delivered metric display showing number of emails successfully delivered to recipients inboxes"/>

<Aside type="note" title="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.
</Aside>

<Aside type="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](/product/messaging-channels/emails/email-deliverability/)
</Aside>


### 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.

<Aside type="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.
</Aside>


<img src="/emails-email-statistics-11.webp" alt="Opened unique metric showing count and percentage of unique users who opened the email"/>

<Aside type="tip">
To target users who opened an email without AMPP-triggered opens, create a [segment by events](/product/audience-data-and-segmentation/segmentation/create-segments/by-events) based on **PW_EmailOpen**. Click **+ Attribute** and set **opened_by** to `user`. [Learn more](/product/audience-data-and-segmentation/events/default-events#pw_emailopen)
</Aside>

### 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.

<img src="/emails-email-statistics-21.webp" alt="Opened total metric showing total number of email opens including repeat opens by the same user"/>

### 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.

<Aside type="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.
</Aside>

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.

<img src="/emails-email-statistics-12.webp" alt="Users clicked metric showing detailed table with unique users and conversion rates for individual links"/>

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.

### 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.

<img src="/emails-email-statistics-16.webp" alt="Errors metric display showing detailed breakdown of email delivery failures including mailbox and sender errors"/>

<Tabs>
<TabItem label="Mailbox errors">

Mailbox errors refer to issues on the recipient’s side that prevent email delivery.

| **Error** | **Description**  | **Suggested action** |
|------------|-------------------|----------------------|
| **Complaint General** | Recipient filed a complaint about the email. | Check content and targeting; stop sending to repeat complainers. |
| **Complaint Abuse** | Recipient reported the email as abusive. | Immediately remove the address to protect reputation and comply with regulations. |
| **Bounce Undetermined** | Email accepted by server but final delivery status unknown (grey area). | Monitor next sends to the domain; suppress if it recurs. |
| **Hard Bounce General** | Delivery failed without a specific reason. | Remove the address from the list to protect sender reputation. |
| **Hard Bounce Mailbox Full** | Recipient's inbox is full. | Remove the address from the list. |
| **Hard Bounce Inactive Mailbox** | Email address is no longer active. | Remove the address from the list. |
| **Hard Bounce Suppressed** | Address is on suppression list (unsubscribed, bounced, or complained). Sending is blocked automatically. | Leave suppressed; do not attempt sending. |
| **Hard Bounce Undetermined** | Unable to determine the failure reason. | Monitor for patterns and investigate. |
| **Soft Bounce General** | Temporary delivery failure without a specific reason. | Allow automatic retries; remove if it keeps failing. |
| **Soft Bounce Attachment Rejected** | Recipient's server blocked the email due to attachment restrictions (temporary). | Remove/replace the attachment and retry. |
| **Soft Bounce Spam** | Recipient's server marked the email as spam. | Remove the address and review content and sender authentication. |
| **Soft Bounce Message Too Large** | Email exceeded recipient's size limit. | Reduce image sizes or simplify the template. |
| **Soft Bounce Content Rejected** | Recipient's server rejected the message content. | Review email for spam triggers and policy violations. |
| **Soft Bounce Mailbox Full** | Recipient's inbox is full (temporary). | Let retries run; remove if it stays full. |
| **Soft Bounce Undetermined** | Unable to determine the failure reason (temporary). | Monitor for patterns; suppress if it repeats. |
| **Soft Bounce Timeout** | Server took too long to respond (temporary). | Retry later; reduce send size/rate if needed. |

<Aside type="caution" title="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. 
</Aside>

<Aside type="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`](/developer/api-reference/statistics-api/message-statistics-api/#bouncedemails) 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](/developer/api-reference/statistics-api/message-statistics-api/#bouncedemails) with them to get started.
</Aside>

</TabItem>
<TabItem label="Sender errors">

Sender errors are issues that arise on the sender’s side during the email delivery process.

| **Error**              | **Description**                                                                                          |
|-------------------------|----------------------------------------------------------------------------------------------------------|
| **Illegal email address** | The address is invalid or incorrectly formatted, so the system does not attempt to send to it.           |
| **Email is bounced**      | The email address had already bounced in a previous campaign, so Pushwoosh automatically skipped it.     |
| **Email is unsubscribed** | The recipient previously unsubscribed from your emails, so no further messages are sent to this address. |

To learn how to prevent these issues and improve deliverability, see [Email deliverability best practices](/product/messaging-channels/emails/email-deliverability/).

</TabItem>
</Tabs>

### Frequency capping

Below the key metrics, the **Frequency capping** row shows how [frequency capping](/product/messaging-channels/global-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.

<Aside type="caution" title="Important">
 Please note that the recipient list export is only available for data from the past month.
</Aside>

<img src="/emails-email-statistics-14.webp" alt="Three-dot menu next to metric showing Export recipients list option for downloading user data"/>

##### 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.

<img src="/emails-email-statistics-15.webp" alt="Create segment from recipients option in dropdown menu for creating audience segments from email metrics"/>

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**. 

![Adding a segment](/emails-email-statistics-20.webp) 
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**.

## 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.

<img src="/emails-email-statistics-17.webp" alt="Project Overview page showing total emails sent, delivered, and opened with channel comparison"/>

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

<img src="/emails-email-statistics-18.webp" alt="Project Overview breakdown showing key email metrics including sends, opens, clicks, bounces, and 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.

<img src="/emails-email-statistics-19.webp" alt="Email dashboard showing comprehensive analysis of email campaign performance with subscriber and engagement metrics"/>

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](/product/statistics-and-analytics/dashboards/managing-dashboards/)

##### 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 ](/product/statistics-and-analytics/dashboards/managing-dashboards/#dashboards-list)


## 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](/product/statistics-and-analytics/dashboards/managing-dashboards/#preconfigured-dashboards)
- [Email metrics glossary](/product/statistics-and-analytics/metrics-glossary/#email)
- [How to increase your email open and click-through rates](https://www.pushwoosh.com/blog/increase-email-open-and-click-through-rates/)
- [Scaling emails with Pushwoosh: Growing from 1M to 8M emails MoM](https://www.pushwoosh.com/blog/scaling-emails-with-pushwoosh/)