In this article6
This guide covers what each number actually means, which one deserves a decision, and how to use segmentation to improve the next campaign rather than explain the last one.
Sent, delivered and read are three things, not one
| The number | What it says | What a low one means |
|---|---|---|
| Sent | The message left your side | A problem with the list or the template, not with the customer |
| Delivered | The customer’s device received it | Invalid numbers, or devices that are offline |
| Read | The customer opened the conversation | Wrong timing, or a first line that does not identify you |
| Clicked | The customer pressed a button or a link | The offer itself, or a button that does not say what it does |
Segmentation is the part that changes anything
A report showing one number for the whole campaign tells you something happened. A report segmented on your own fields — city, customer type, last purchase — tells you
The fields it segments on are your own custom fields as you defined them on contacts, not a fixed list — which is why the quality of your reports starts at your import rather than at your campaign.
What to do after each reading
- 1.Start from clicks, not from readsLook for the segment that clicked most, not for the overall average.
- 2.Compare two segments, not two campaignsThe gap between two cities in the same campaign is more honest than the gap between two campaigns in different conditions.
- 3.Change one thing in the next oneThe timing, the first line or the button — not all three, or you will not know which worked.
- 4.Resend only to the segment that engagedResending to everybody raises complaints and lowers your rating.
What the report does not say
Clarity here is worth more than a number: the report measures what happened to the message, not what happened afterwards.
- It does not know whether the customer bought — unless you have connected that to your store.
- It does not explain why something went unread, and does not separate being busy from refusing.
- It does not judge the content — one bad segment can pull the whole average down.
And who replied?
The most important outcome of a campaign does not appear in the report at all: who replied. A reply opens the follow-up window and moves the conversation into the inbox, and that is where the sale happens. It is covered in the template categories guide.
Frequently asked questions
Why is delivered lower than sent?
Invalid numbers, offline devices, or recipients who blocked you earlier. A large, repeated gap points at the list rather than at the message.
What is a good click rate?
There is no universal number — it varies by sector, offer and list. Compare yourself with yourself: segment against segment, and a campaign against the one before it in the same conditions.
Can I see exactly who clicked?
The report shows who engaged, and their conversation opens in the inbox. That is the practical place for it: engagement becomes a conversation rather than a row in a table.
Where do the segmentation charts come from?
From your own custom fields on contacts. Whatever you did not define at import cannot be segmented on later.
Does a retry count as two messages?
A retry after a failed send does not mean two messages arrive — there is a no-duplication guarantee. The report shows the final outcome for the recipient.
Can I export the report?
Yes, and the export is what lets your accountant or your manager read it outside the console, and compare periods rather than one campaign.
