Reports Overview: Metrics, Columns, and Use Cases

This article explains how to generate and understand the three types of reports in Letterhead—Click, Newsletter Engagement, and Audience Growth—to help you track performance, optimize content, and monitor subscriber trends.

Click Reports

In Letterhead, understanding click metrics is essential for evaluating the engagement of your newsletters. The Click Reports provide detailed insights into how recipients interact with the links in your newsletters.

Click Report Columns

The Click Report includes the following columns:

Publication Date: The date that the newsletter edition was published.
Edition ID: The unique identifier for a specific newsletter edition.
URL: The specific web address of a link included in the newsletter.
Total Clicks: The total number of link clicks across all emails sent. Multiple clicks on the same email are counted.
Unique Clicks: The number of unique emails that had a link clicked. Multiple clicks on the same email are not counted.
Channel ID: The unique identifier for that specific channel.

Key Features

Detailed Link Performance: The Click Reports break down link performance, showing both total and unique clicks for each URL in your newsletters.

Date Filters: You can filter your reports by specific dates to analyze the performance over a particular period.

Tips for Using Click Reports

Analyze Link Performance: Use the Click Reports to identify which links are most engaging to your audience. This can help you understand what type of content resonates most with your readers.
Optimize Content: By knowing which links are frequently clicked, you can tailor your future content to better meet your audience’s interests.
Track Engagement Over Time: Regularly review your Click Reports to monitor engagement trends and adjust your strategies accordingly.

Newsletter Engagement Reports

In Letterhead, understanding engagement metrics is crucial for evaluating the effectiveness of your email campaigns. The Newsletter Engagement Reports provide comprehensive insights into how recipients interact with your newsletters. This guide will help you navigate and make the most of these reports.

Newsletter Engagement Report Columns

Edition ID: The unique identifier for a specific newsletter edition.
Channel: The name of the channel (newsletter).
Edition Subject: The subject line of the published newsletter edition.
Sent: The total number of newsletters sent to your audience.
Total Legacy Opens: The total number of times the newsletter was opened, indicating overall interest.
Unique Legacy Opens: The number of unique recipients who opened the newsletter, providing insight into individual engagement.
Total Clicks: The total number of link clicks within the newsletter, reflecting overall interactivity.
Unique Clicks: The number of unique recipients who clicked on links, showing the reach of your content.
Delivered: The total number of newsletters successfully delivered to recipients' inboxes.
Accepted: The number of emails accepted by recipients' email servers, calculated as (sent - soft bounces).
Cleaned (Bounces): The total number of bounced emails, which are emails that could not be delivered.
Newsletter Click-to-Open Rate: The ratio of unique clicks to unique opens, showing how effectively your content drives engagement.
Unsubscribes: The count of recipients who unsubscribed from the newsletter by clicking the designated unsubscribe link or utilizing the List Unsubscribed header.
Promotion Clicks: The total number of clicks on promotional links, highlighting the effectiveness of your promotional content.
Promotion Click-to-Open Rate: The ratio of promotional clicks to unique opens, showing the engagement level of your promotional content.

Key Features

Channel-Specific Reports: The Newsletter Engagement Reports can be scoped to specific channels, allowing you to analyze the performance of newsletters for individual channels.

Detailed Metrics: The reports include a wide range of metrics to help you understand how your audience is engaging with your newsletters. From total opens to click-to-open rates, these metrics provide valuable insights.

Tips for Using Newsletter Engagement Reports

Analyze Engagement: Use the detailed metrics to understand how your audience interacts with your newsletters. This can help you identify what content resonates most.
Optimize Content: By knowing which newsletters and links perform best, you can tailor future content to better meet your audience’s interests.
Track Trends: Regularly review your engagement reports to monitor trends and adjust your strategies accordingly.

ℹ️ Note

The " Unsubscribes" column in the Newsletter Engagement Report includes only those who unsubscribed by clicking the unsubscribe button in the email header on that specific newsletter edition.

On the other hand "Total Unsubscribes" in the Audience Growth Report reflects all unsubscribes across various methods since the inception of the channel.

Audience Growth Reports

We have introduced a new "Audience Growth" report option available on both the Organization and Channel level Reports pages. This feature allows users to export their audience growth metrics over a specified date range.

Audience Growth Report Columns

Channel: The name of the channel (newsletter).
Total Active Subscribers: The total number of active subscribers in your audience.
Total Audience (Excludes Cleaned): Total audience = Active Subs + Not Subbed + Pending + Unsubbed as of the date listed.
New Subscribers: The number of new subscribers added on each date.
Total Not Subscribed: The total number of audience members that are not subscribed.
Total Pending Opt-In: The total number of audience members who have not confirmed their subscription to the newsletter.
Total Unsubscribes: The total number of audience members who have unsubscribed from a channel.
Total Cleaned (Bounced): The total number of bounced emails, which are emails that could not be delivered.

Key Features:

Comprehensive Metrics: The Audience Growth report provides key metrics, including total audience size, the status of subscribers, unsubscribed, and cleaned.

Tips for the Audience Growth Export:

Analyze Growth Trends: Regularly review your audience growth metrics to identify patterns and trends over time. This can help you understand what strategies are effective in increasing your audience.
Monitor Unsubscribes: Pay attention to unsubscribe metrics to identify potential issues. Analyzing spikes in unsubscribes can provide insights into areas for improvement.
Set Benchmarks: Establish benchmarks based on your growth metrics to track progress. This helps in setting realistic goals for future audience expansion.

This feature ensures that you can effectively track and analyze key audience growth metrics seamlessly.

Learn how to generate and export different types of reports in Letterhead here.