Newsletter Analysis

Introduction

Artshell lets you track the performance of your emails and newsletters using a comprehensive and detailed analytics system. You can see who opened your messages and clicked on the links within them, and keep track of recipients who have chosen to unsubscribe.

The reports also include a summary of syntax errors and bounced addresses, allowing you to continuously monitor the quality of your mailing list. In addition, you can download an Excel file containing all the analytics to delve deeper into the data for each newsletter and easily share it with your team.


Important note:When we refer toa recipient, we are referring to each individual email address, not the record . If a contact has two email addresses, the software counts them astwo recipients. Thisclarification will help you correctly interpret the numerical reports and explain any discrepancies between the number of Contacts the number of recipients.

In the relevant section of this article, you will find some common scenarios and situations in analysis reports and their explanations.

To ensure your data remains accurate and your campaigns are effective, we recommend keeping your Contacts section up to date and well organized, making sure to add email addresses and regularly checking the status of each one.




Prerequisites

To better understand how to interpret your communication analytics, we strongly recommend that you first read the following articles:




The sections of the analysis

To view the analytics, select the email you're interested in and click on " Analytics " at the top.


The analysis includes the following sections:

  • Overview of the Analyses
  • Calendar
  • The most open
  • Tags

Let's take a closer look at them.


Overview of the Analyses

This section provides an overview of your communication performance. Each figure is accompanied by a number and a percentage, To learn more about what the percentage means, click the icon . Click the icons to view the complete list of addresses associated with each box in more detail.

 

The items included in the overview are:

1. Send

This indicates the number of email addresses to which your message was successfully sent. The count excludes addresses with syntax errors, inactive addresses, unsubscribers, or addresses that were previously marked as bounced.

The percentage indicates the ratio of emails actually sent to the total number of active addresses entered in the "To" field.

Attention!Thebox you submit does not necessarily display all the addresses entered inthe To: field.
Some addresses may contain syntax errors (in which case they will be flagged inthe Errorsbox), be inactive, or have already been marked asBouncedin previous mailings.


2. Errors

Here are the email addresses to which the message was NOT sent due to syntax errors. Some of the most common errors include, for example: info(at)galleria.com — using "at" instead of "@" —or gallery@gmai.com —where the "L " in "gmail" is missing —or team@theartgallerycom —where the period "." is missing between the domain and "com".

In these cases, therefore, the email addresses were not recognized as valid when the newsletter or email was sent.

The percentage indicates the number of syntactic errors found relative to the total number of valid addresses entered in the “To” field.


3. Open

The number and percentage of recipients who opened the email.

The percentage indicates how many emails were opened out of the total number sent.

Indicates the number of recipients who clicked at least one link in the message.

The percentage represents the number of email addresses that clicked at least one link within the message, out of the total number of emails opened.


Please note:Click data may be affected by spam filters or the recipient’s email client settings. In some cases, spam filters analyze the email and check the links it contains; this can result in a list of links that appear to have been opened only once, even though the recipient did not actually click on them.




5. Bounced

The number of addresses to which the message was sent but which were unable to receive it for technical reasons (such as an invalid address, a full inbox, or temporary issues with the recipient’s server). You can find a more detailed explanation in the dedicated article.

The percentage indicates the proportion of emails that bounced out of the total number sent.


Note:Artshell does not send emails to addresses already marked as bounced. In other words, if an address has already been marked as bounced in the context of a previous mailing, no new attempt will be made to send it, and therefore no new error report will be generated.


How can I keep track of addresses marked as bounced?

All address statuses are visible within the record and can be searched for using the search bar in the Contacts section. You can check how many bounced Contacts in your Contacts section Contacts any time by doing the following: 




6. Unsubscribers

Number of recipients who chose to unsubscribe from your newsletter after receiving the email.

The percentage is calculated based on the total number of recipients of the communication.


Note:When an email address unsubscribes, its record is also updated to show the status next to the unsubscribed address. You can check how many Contacts you have in your Contacts section Contacts any time by doing the following:



The calendar

In this section, you can view the trend in opens and clicks over a period of time using an interactive chart. By default, the system displays data from the first recorded action to the last. If you prefer, you can narrow the analysis to a specific time frame by selecting dates from the calendar using the "Period" button.

In addition, you can use the drop-down menu to choose whether to view only page views or link clicks, depending on your needs.


The most open

This section provides a detailed overview of the most active recipients who have opened your messages the most. The list is sorted from highest to lowest number of opens.

For each recipient, you can view:

  • The date and time of the last time it was opened.
  • The number of times the email has been opened, as shown by the counter next to the icon .
  • The links and the number of times they have been clicked, as indicated by the counter and the icon next to the link's URL.

You can use the " See All " feature and filters to search for a specific contact by name or email address.


Example:

To better explain how the"Most Opened" section works, below is an example image of the analysis using sample data. As you can see, the email was opened 126 times (as indicated by the number next to the two blue checkmarks) by the contactMarco Rossi(marco@studioferrucci.com), but no links were clicked. In contrast, the contactSofia Bianchi(sofia.bianchi@ateliercontemporaneo.it) opened the email 81 times. Furthermore, she clicked the first link twice (indicated by the number2next tothe👁️icon) and the second link only once (the👁️iconnext to this link shows no number, indicating a single click).







Tags

In this section, you'll find an analysis by tag. For each tag associated with your Contacts, you can view:

  • How many recipients per tag opened the email.
  • how many recipients the email was sent to by tag.
  • How many recipients per tag opened at least one link within the email.

You can filter the data using the drop-down menu, as shown in the image below.



 

Case Studies

Below are a few situations that, if identified in your newsletter analytics, warrant special attention. These are signs that your communications may not be reaching your target audience.

1. Very low percentage and number of emails sent

A low percentage and number of emails sent means that the message was delivered to only a small portion of the intended recipients. This can happen when you’ve entered individual Contacts, groups, tags, or lists in the “To:” field that:

• contain syntax errors;

• are experiencing issues with their email accounts and will therefore be considered bounced from now on.


In the first case (syntax errors), the errors are also displayed in the Errors box.

Click on the box to view the list of incorrect addresses, then click on the contact to open its record correct the address.

Please note!Even after the correction, the error will continue to appear in the analyses related to that specific communication. This ensures consistency in the data and performance percentages. You can still open the record to verify whether the address has been updated.

In the second case, the bounced addresses are displayed in the "Bounced" box. If there is a significant number of bounced addresses in the "Bounced" box, consider whether you should permanently remove them from your database or take other steps to clean up your mailing list. Read more in section 2 below.  


2. High email delivery rate and a very high number of bounced addresses

Even when the delivery rate is close to 100%, it is essential to pay close attention if the analytics show a high number of bounced addresses. If these addresses are reused in future communications, not only will the emails fail to reach their recipients, but they will also compromise the quality and reliability of the analytics, “skewing” the data for subsequent newsletters.

A high number of bounces can also lead to a significant drop in the Open rate, since these addresses will never engage with your communications. For this reason, we recommend that you consider permanently removing Contacts from your mailing list to ensure that your list of recipients remains clean, up-to-date, and truly active.


3. Very low number of emails sent but high percentage

If you sent a message to a list consisting of, say, 300 recipients but the number of emails sent is much lower, even though the delivery rate shows 100% or a very high percentage, the reasons may be:

  • The list includes many Contacts have unsubscribed from your previous emails over time; these contacts have been marked as such and are automatically excluded from the mailing list.
  • The list includes numerous Contacts have become inactive over time or have been manually marked as inactive.
  • The list includes many addresses that have already been flagged as bounced in the past. In fact, bounced addresses are recorded only once: at the moment the message fails to reach the recipient’s inbox. As mentioned earlier, Artshell does not report the same address as bounced in every subsequent message, but instead considers it an invalid address. This is why the delivery rate may still appear as 100%, since it is calculated only on addresses considered active.

4. Syntax errors that appear to be correct

This error is less common and harder to spot, but it can still happen.

If you open the "Errors" box and see some email addresses that appear correct at first glance, it is very likely that they are not actually correct: they often contain "special" characters that are only visible in code, which are copied along with the text formatting from which the address was taken, and are then pasted into Artshell as well.


To help you understand better, below is an image showing what this code-based address actually looks like. You can see the "special" code &lrm:


As with all syntax errors, if the issue isn't corrected, the problem will continue to be flagged and the contact won't receive your messages.

To resolve the issue:

  1. Open the record .
  2. Delete the incorrect email address.
  3. Enter the address manually using the keyboard, avoiding copy-and-paste (otherwise, you risk copying the special character again and repeating the same error).
  4. Save the contact record.

Once the correction has been made, the address will no longer be flagged as a syntax error.




Download analysis

Artshell lets you download an analysis report for each newsletter in Excel format. This feature allows you to track the performance of your communications, providing useful data for evaluating open rates, click-through rates, and other key metrics.

To download the report, click the " Download Excel " button at the top right of the Analysis page.

The Excel file contains the following fields:

To:

  • Email, first name, last name, and company
  • Nationality
  • Address information (street, city, ZIP code, county/state, country)
  • Contact type
  • Tags
  • Notes

Email:

  • Delivery date and time
  • Opening date and time
  • Contact status after sending
  • Open links


Where can I find the export files for the analyses?

All exported files can be accessed from the Export section, which you can reach by clickingthe @icon in the left-hand side menu. To view only the files related to the analyses, use the filter in the top-right corner and select Excel - Newsletter Analysis.


When you select an export, you can use the icons at the top to:

  • : to share the link to the Excel file.
  • : to download the Excel file to your computer.
  • : to rename the file, extend its expiration date, or delete it.


The other fields provide additional information about the file, such as the creation date, the number of entries in your file (i.e., the number of rows in the Excel file—each row corresponds to an email address), the file size, and the expiration date.



Conclusions

Artshell’s analytics provide detailed insights into the performance of your emails, helping you better understand how recipients interact with your content. By analyzing this data, you can adapt your email marketing strategy, boost recipient engagement, and optimize your future communications.

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