How to read your campaign report

After you send a campaign, BlueyEmail fills your report with numbers: opens, clicks, bounces, and more. This guide walks through each one in plain language, gives you a rough healthy range to compare against, and explains why clicks are the metric you should trust most.

A quick word on benchmarks before we start: every range below is a rough guide, not a promise. What counts as "good" swings a lot by industry, list size, and how engaged your audience is. Use these numbers to spot trends over time in your own account, not to grade a single send against the whole world.

The delivery metrics: did it arrive?

Before anyone can open or click, your email has to actually land. These two metrics tell you whether it made it to the inbox.

• Delivery rate — the share of your emails that were accepted by the receiving mail servers. A healthy delivery rate is usually 95% or higher. Anything lower is a sign your list or your sending reputation needs attention.
• Bounce rate — the share that were rejected and never delivered. Aim to keep this under 2%. A "hard" bounce means the address is dead or invalid; a "soft" bounce is a temporary problem like a full mailbox. Rising bounces are the classic sign of an aging or poorly sourced list.

The engagement metrics: did it land?

Once your email is delivered, these metrics tell you whether people actually cared. Read them together — one number rarely tells the whole story.

• Open rate — the share of delivered emails that were opened. A healthy open rate is often 30–45%, but it varies a lot by industry. Read this one with a pinch of salt (more on that below).
• Click rate (CTR) — the share of delivered emails where someone clicked a link. A healthy click rate is often 2–5%. This is where you see real interest, because a click takes effort.
• Click-to-open rate (CTOR) — of the people who opened, the share who then clicked. A healthy CTOR is often 10–20%. This one is handy because it isolates your content: it asks "when someone actually looked, did the message and offer earn a click?"

The warning-sign metrics: did it annoy anyone?

These two are small numbers that carry big weight. Even a slight rise here is worth investigating, because mailbox providers treat them as strong signals.

• Unsubscribe rate — the share of recipients who opted out. Keeping this under about 0.5% per send is a healthy target. A spike usually points to too-frequent sending or content that didn't match what people signed up for.
• Spam-complaint rate — the share who marked your email as spam. This should stay very low — under 0.1%. Complaints do more damage than unsubscribes, because they directly tell mailbox providers your mail is unwanted.

Once you know what each number means, the next step is deciding what to do about it. That's where the real gains come from.