Campaign Analytics#
Novaza Pulse tracks detailed delivery and engagement metrics for every campaign. Analytics are available in near-real-time during an active send and continue to accumulate for 30 days post-send as recipients open and click at different times.
Campaign Summary Metrics#
Open the Analytics tab on any campaign to see:
| Metric | Description |
|---|---|
| Recipients | Total number of subscribers the campaign was sent to |
| Delivered | Messages successfully accepted by recipient mail servers |
| Open Rate | Percentage of delivered messages that were opened (tracked via a 1×1 pixel image) |
| Click Rate | Percentage of delivered messages that had at least one link clicked |
| Bounce Rate | Percentage of messages that were not delivered (hard + soft bounces) |
| Unsubscribe Rate | Percentage of recipients who clicked unsubscribe |
| Spam Complaint Rate | Percentage of recipients who marked the email as spam |
Industry benchmarks vary, but a healthy open rate is generally 20–35% and a click rate of 2–5% for marketing emails.
Open and Click Tracking#
Open tracking works by embedding a transparent 1×1 pixel image in the email. When a recipient loads images, the pixel is fetched and the open is recorded. Note that some email clients (such as Apple Mail with Mail Privacy Protection) pre-fetch images, which can inflate open counts. Interpret open rates as a directional signal rather than an exact human-engagement number.
Click tracking works by rewriting all links in your email to route through Pulse’s tracking domain. When a recipient clicks a tracked link, Pulse records the click and the specific link clicked before redirecting to the original destination URL.
Per-Link Click Data#
The Links tab in campaign analytics breaks down clicks by individual URL, showing the number of unique clicks and total clicks per link. This helps identify which calls-to-action performed best and which content was most engaging.
Subscriber-Level Data#
The Activity tab lists individual subscriber events: who opened, who clicked (and which link), who unsubscribed, and who bounced. You can export this list as CSV for further analysis or to create a targeted follow-up list in Pulse.
Comparing Campaigns#
To compare campaigns, open each campaign’s analytics tab side by side or export the summary metrics to CSV for offline analysis.
Deliverability Hygiene#
Keeping bounce and spam complaint rates low is essential for sender reputation. Review each campaign’s bounce rate and unsubscribe rate after sending, prune your subscriber lists of hard-bounced addresses, and ensure your sending domain has valid SPF, DKIM, and DMARC records configured.