Newsletter Analysis

Introduction

Artshell's analytics let you track the performance of the emails and newsletters you send, helping you understand how recipients interact with your communications.

In addition to key metrics, such as opens and link clicks, you can check:

• how many emails were actually sent;
• which addresses contain syntax errors;
• which recipients did not receive the message because their emails bounced;
• those who have chosen to unsubscribe from the newsletter.

Analyses are useful not only for evaluating the effectiveness of a single communication, but also for keeping the Contacts database Contacts and up to date by quickly identifying invalid or obsolete addresses.

This guide explains how to properly read analytics, interpret data, and identify the most common situations that can affect the performance of your campaigns.

You can also export all statistics to Excel , including all the analytics, so you can delve deeper into the data for each newsletter and easily share it with your team.

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 interpret the analyses correctly, we recommend that you first read the following articles:

• What are Contacts statuses?
• How to search for Contacts status.

Access the analyses

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

Analysis Overview

The items included in the overview are:

Submit

The " Sent " box shows the number of recipients to whom the message was successfully delivered.

The following are automatically excluded from the count:

• addresses with syntax errors;
• inactive addresses;
• unsubscribed recipients;
• Email addresses already marked as bounced in previous mailings.

The percentage is calculated based on the total number of active addresses in field A:

Errors

The " Errors " pane displays the addresses to which the message was not sent because they contain syntax errors.

Some of the most common errors we see include:

• info(at)galleria.com   - (at) instead of the @ symbol;
• gallery@gmai.com   - in which The "L" is missing in Gmail;
• team@theartgallery.com   - between the domain name and "com" The period "." is missing..

In these cases, the address is not recognized as valid and is automatically excluded from the mailing.

The percentage represents the ratio of addresses with errors to the total number of recipients.

Open

Open links

Bounced

The " Bounced " column lists the addresses to which the message was sent but was not delivered due to technical issues, such as:

• invalid address;
• mailbox full;
• Temporary issues with the receiving server.

You can find a more detailed explanation of the "Bounced" status in the dedicated article.

The percentage indicates the ratio of bounced addresses to the total number of emails sent.

Unsubscribed

This box shows the number of recipients who have opted out of receiving your newsletters.

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

Calendar

The Calendar section shows the trend in opens and clicks over time. By default, the entire range between the first and last recorded interactions is displayed. If you prefer, you can narrow your analysis to a specific range 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 shows the recipients who have opened the message multiple times. The list is sorted from the highest to the lowest number of opens.

For each recipient, you can view:

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

Tags

The " Tags " section groups analyses based on the tags assigned to Contacts. 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.

How to Interpret the Test Results

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

If the number of emails sent is very low, it means that some of the recipients were automatically excluded. This can happen when you've entered individual Contacts, groups, tags, or listsin 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.

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 it is appropriate to 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 attention if the analytics show a high number of bounced addresses. A high number of bounced addresses indicates that the database contains many addresses that are no longer reachable.

Artshell automatically excludes these addresses from future mailings to prevent further delivery attempts to undeliverable mailboxes.

In addition, the platform uses technical information collected on the deliverability of email addresses to identify them even when they are added to different accounts. For this reason, some addresses may already appear as "Bounced" even if no messages have yet been sent from your account.

This check pertains solely to the technical ability to deliver an email and does not involve the sharing of data, content, or Contacts information Contacts different accounts.

Keeping a large number of invalid addresses in the database reduces the value of your analyses and can negatively impact the sender domain’s reputation. For this reason, we recommend that you periodically review and, if necessary, Contacts remove Contacts that are no longer reachable.

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. Email addresses 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.

5. Multiple openings by the same recipient

In the "Most Opened " section, you may see very high numbers, as in the example mentioned earlier—namely, 126 opens for a single recipient.

This figure indicates how many times the system has recorded that recipient opening the message. It does not necessarily mean that the person has read the email 126 times.

Multiple openings may depend on various factors that can also combine; for example:

• The recipient has opened the email several times over time;
• has accessed the same email from different devices (computer, smartphone, or tablet);
• The email client automatically synchronizes messages and logs new opens;
• The email provider or anti-spam systems perform automatic checks on the email's content.

For this reason, it is always advisable to interpret the number of opens in conjunction with other available metrics, particularly link clicks.

6. Lots of page views but few clicks

This situation generally indicates that the message was read but did not generate any meaningful interaction.

It can depend on several factors:

• An effective subject, but the content is not very engaging;
• call to action that isn't very obvious;
• Emails automatically generated by anti-spam systems.

If this situation persists over time, it may be helpful to review your communication strategy—for example, by making calls to action more prominent, simplifying your message, or ensuring that the links are truly relevant to your target audience. For some tips on how to structure your communications, read the article “Best Practices for Sending Emails and Newsletters.”

Export the analyses

You can export the analytics for each message to Excel by clicking " Download Excel."

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

Interaction data:

• Delivery date and time
• Date and time of the last time it was opened
• 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:

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.