Email Campaign Performance Tracking

Tier: Growth 🌱 | Business 💼
Time: 10 minutes to analyze
Prerequisites: Sent at least one campaign

Overview

Tracking your email campaign performance is crucial for improving results over time. By analyzing open rates, click-through rates, and other metrics, you can understand what resonates with your guests and optimize future campaigns for better engagement and more bookings.

Accessing Campaign Analytics

Method 1: From Campaigns Dashboard

Go to Campaigns in left sidebar
Find sent campaign in list
Click campaign name
Performance dashboard opens

Method 2: Quick Stats View

From Campaigns list, each sent campaign shows:

Total recipients
Open rate (%)
Click rate (%)
Status indicator

Key Metrics Explained

1. Sent Count 📧

What it is: Total number of emails sent

Displayed as:

Sent: 125 emails

What it means:

How many guests received your campaign
Includes all recipients who passed filters
Excludes opted-out guests (automatic)

Use for: Campaign reach assessment

2. Delivered Rate ✅

What it is: Percentage successfully delivered

Displayed as:

Delivered: 121 of 125 (97%)

Benchmarks:

Excellent: 97-100%
Good: 93-97%
Fair: 90-93%
Poor: <90%

What it means:

Email reached recipient's mail server
Doesn't mean they opened it
High delivery rate = clean email list

Why emails don't deliver:

Invalid email address (hard bounce)
Full inbox (soft bounce)
Server rejection (spam filters)

3. Open Rate 📂

What it is: Percentage who opened your email

Displayed as:

Opened: 47 of 121 (39%)
Peak opens: First 4 hours

Benchmarks (Vacation Rental Industry):

Excellent: 35-45%
Good: 25-35%
Fair: 15-25%
Poor: <15%

What it means:

Guest saw your subject line and was interested enough to open
Most opens happen within first 24-48 hours
Subject line was compelling

Factors affecting open rate:

Subject line quality
Sender name recognition
Send time
Audience relevance
Email frequency (too often = fatigue)

4. Click-Through Rate (CTR) 🖱️

What it is: Percentage who clicked a link

Displayed as:

Clicked: 12 of 121 (10%)
Unique clicks: 12
Total clicks: 18

Benchmarks:

Excellent: 8-12%
Good: 5-8%
Fair: 3-5%
Poor: <3%

What it means:

Guest engaged with your content
Found offer interesting
Took desired action

Factors affecting CTR:

Clear call-to-action (CTA)
Compelling offer
Button visibility
Content relevance
Link placement

5. Bounce Rate ❌

What it is: Percentage that didn't deliver

Displayed as:

Bounced: 4 of 125 (3%)
Hard bounces: 3
Soft bounces: 1

Benchmarks:

Excellent: <2%
Good: 2-5%
Concerning: 5-10%
Problem: >10%

Types:

Hard Bounce (Permanent):

Email doesn't exist
Domain doesn't exist
Recipient server permanently rejects

Soft Bounce (Temporary):

Inbox full
Server temporarily down
Message too large

What to do:

Remove hard bounces from list
Update email addresses if possible
Don't send to hard bounces again

6. Unsubscribe Rate 🚫

What it is: Percentage who opted out

Displayed as:

Unsubscribed: 1 of 125 (0.8%)

Benchmarks:

Excellent: <0.5%
Good: 0.5-1%
Fair: 1-2%
Problem: >2%

What it means:

Content wasn't relevant
Too frequent emails
Mismatched expectations
Poor targeting

How to reduce:

Better audience targeting
Send less frequently
Improve content quality
Set clear expectations

Detailed Performance Dashboard

Campaign Overview Section

Campaign: "Beach House Win-Back"
Sent: November 3, 2025 at 10:15 AM
Subject: Sarah, 20% off your next Beach House stay!

━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━

📊 DELIVERY METRICS
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
Sent:           125 emails
Delivered:      121 (97%) ✅
Bounced:        4 (3%)
  └ Hard:       3
  └ Soft:       1

📂 ENGAGEMENT METRICS
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
Opened:         47 (39%) ⭐ Excellent
Unique Opens:   47
Total Opens:    93 (avg 2x per person)

Peak Open Time: 11:00 AM - 1:00 PM (Day 1)

🖱️ CLICK METRICS
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
Clicked:        12 (10%) ⭐ Excellent
Click-to-Open:  26% (12 of 47 who opened)
Unique Clicks:  12
Total Clicks:   18

🚫 NEGATIVE ACTIONS
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
Unsubscribed:   1 (0.8%) ✅ Good
Spam Reports:   0 (0%) ✅ Perfect

💰 CONVERSION (if tracked)
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
Bookings:       3
Revenue:        $1,350
ROI:            13,500% 🎉

Link Click Tracking

Click Insights

What this tells you:

Primary CTA ("Book Now") worked well (67% of clicks)
Button placement effective
Secondary actions less compelling
Future: Focus on main CTA, simplify email

Opens Over Time Graph

Understanding Open Patterns

Opens by Hour (First 48 Hours)
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━

Day 1:
10 AM |██████████ (10 opens) ← Campaign sent
11 AM |████████████████████ (20 opens) ← Peak!
12 PM |██████████████ (14 opens)
1  PM |████████ (8 opens)
2  PM |██████ (6 opens)
...
6  PM |████ (4 opens)
10 PM |██ (2 opens)

Day 2:
10 AM |██████ (6 opens)
2  PM |████ (4 opens)
8  PM |██ (2 opens)

Total: 47 opens over 48 hours
Peak: 11 AM - 1 PM on send day

Insights:

Most opens happen within 2-4 hours of send
Peak time: Lunch hour (11 AM-1 PM)
Tail continues for 48-72 hours
Future: Send at 10-11 AM for maximum impact

Individual Recipient Details

Who Opened Your Campaign

View opens by person:

RECIPIENT ACTIVITY

Sarah Johnson <sarah@example.com>
  ✅ Delivered
  📂 Opened 3x (First: 11:02 AM, Last: 2:34 PM)
  🖱️ Clicked "Book Now" (11:15 AM)
  💰 Booked! (Converted)

Michael Chen <michael@example.com>
  ✅ Delivered
  📂 Opened 1x (10:47 AM)
  ⏸️ No clicks

Jennifer Smith <jennifer@example.com>
  ✅ Delivered
  ⏸️ Not opened yet

... (continues for all recipients)

Use this to:

Follow up with openers who didn't click
Identify highly engaged guests
See who's interested but didn't book
Personalize future communication

Comparing Campaigns

Campaign Performance Comparison

MY CAMPAIGNS (Last 6 Months)

Campaign                        | Sent | Open Rate | Click Rate
──────────────────────────────────────────────────────────────
Beach House Win-Back            | 125  | 39% ⭐    | 10% ⭐
Summer Special (All Properties) | 450  | 18%      | 2.5%
Repeat Guest VIP Offer          | 87   | 42% ⭐    | 12% ⭐
Spring Cleaning Sale            | 312  | 21%      | 4%
Welcome to New Subscribers      | 203  | 35% ⭐    | 8% ⭐

━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
Average:                        | 235  | 31%      | 7.3%

Insights:

Targeted campaigns perform 2x better than broad campaigns
VIP/Repeat guest campaigns have highest engagement
Property-specific beats "all properties"
Welcome emails perform above average

Action items:

Focus on targeted segments
Prioritize VIP/repeat guests
Property-specific campaigns work better
Continue welcoming new subscribers

Key Performance Indicators (KPIs)

Track These Metrics

Primary KPIs:

1. Open Rate Trend

Goal: Maintain or improve month-over-month
Target: 25-35% average
Track: 6-month rolling average

2. Click-Through Rate

Goal: 5-8% average
Benchmark: Compare to industry (vacation rentals)
Track: Segment-specific CTR

3. Conversion Rate

Goal: Clicks that become bookings
Target: 10-20% of clickers book
Track: Revenue per email sent

Secondary KPIs:

4. List Growth Rate

(New subscribers - Unsubscribes) / Total subscribers
Goal: Positive growth (net positive)
Target: +5-10% per quarter

5. Engagement Rate

(Opens + Clicks) / Delivered
Goal: High engagement = interested audience
Target: 30-40% combined rate

6. Email ROI

(Revenue from campaign - Cost to send) / Cost to send
Goal: Positive ROI
Target: 500%+ ROI
Example: Earn $1,000 from $20 campaign = 5,000% ROI

A/B Testing Results

Comparing Variations (Pro Feature)

Pro users can split test campaigns:

A/B TEST: Subject Line Variation

Version A: "20% off your next stay"
  - Sent: 62 recipients
  - Open rate: 35%
  - Click rate: 9%

Version B: "Sarah, we miss you! Come back for 20% off"
  - Sent: 63 recipients
  - Open rate: 43% ⭐ Winner!
  - Click rate: 11%

━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
Result: Personalized subject line won by 23%
Next campaign: Use personalization

See: A/B Testing Guide (Pro)

Improving Your Metrics

How to Increase Open Rates

Subject Line Optimization:

✅ Use guest's first name: {guest_name}
✅ Create urgency: "Last chance", "Ends tomorrow"
✅ Ask questions: "Ready for your next getaway?"
✅ Use numbers: "3 reasons to book now"
✅ Keep under 50 characters
❌ Avoid spam words: "FREE!!!", "Act now!!!"
❌ Don't use all caps
❌ No excessive punctuation!!!

Send Time Optimization:

✅ Test different days (Tuesday often best)
✅ Test different times (10 AM-2 PM usually peaks)
✅ Consider audience timezone
❌ Avoid early morning (<8 AM)
❌ Avoid late night (>9 PM)

List Hygiene:

✅ Remove bounced emails
✅ Segment inactive users
✅ Only email opted-in guests
✅ Clean list quarterly

How to Increase Click-Through Rates

CTA Optimization:

✅ Use button instead of text link
✅ Make button stand out (contrasting color)
✅ Clear action verb: "Book Now", "Claim Discount"
✅ Place CTA above the fold
✅ Only 1-2 CTAs per email
❌ Don't hide link in paragraph
❌ Avoid vague "Click Here"
❌ Don't overwhelm with multiple options

Content Optimization:

✅ Lead with benefit: "Save 20%!"
✅ Keep email short and scannable
✅ Use bullet points
✅ Include social proof: "Join 500+ happy guests"
✅ Create urgency: "Only 3 dates left!"

Targeting:

✅ Send relevant offers to right segments
✅ Reference their past stay: "Back to {property_name}"
✅ Match offer to audience (VIP = bigger discount)

How to Reduce Unsubscribes

Set Expectations:

✅ Tell guests how often you'll email (1-2x/month)
✅ Describe content they'll receive
✅ Make it easy to update preferences

Improve Relevance:

✅ Better audience targeting
✅ Property-specific offers
✅ Segment by interests

Reduce Frequency:

✅ Use "Not Emailed Recently" filter
✅ Max 1-2 marketing emails per month
✅ Monitor fatigue signals

Exporting Performance Data

Download Campaign Report

To export metrics:

Open campaign performance page
Click "Export Report" button
Choose format:
- CSV - For Excel/Google Sheets
- PDF - For printing/sharing
Report downloads

CSV includes:

Recipient name
Email address
Delivered status
Opened (yes/no + timestamp)
Clicked (yes/no + link clicked)
Unsubscribed (yes/no)

Use for:

Deep analysis in Excel
Share with team/property owners
Track long-term trends
Archive campaign results

Campaign Performance Alerts

Automatic Notifications

You'll receive email alerts for:

High Bounce Rate (>10%):

⚠️ Campaign Alert: High Bounce Rate
Campaign "Summer Special" has 12% bounce rate
Action needed: Review and clean email list

Unusual Unsubscribe Rate (>2%):

⚠️ Campaign Alert: High Unsubscribes
Campaign "Weekly Newsletter" has 3% unsubscribe rate
Suggestion: Review content relevance and frequency

Excellent Performance:

🎉 Campaign Success!
Campaign "VIP Win-Back" achieved 45% open rate!
Great job! Consider using similar approach for next campaign.

Long-Term Trends

6-Month Performance Dashboard

Track overall account health:

LAST 6 MONTHS OVERVIEW

Total Campaigns Sent: 12
Total Emails Sent: 3,450
Average Open Rate: 31% (↑ 5% vs previous 6 months) ⭐
Average Click Rate: 7.2% (↑ 2% vs previous) ⭐
List Growth: +127 subscribers (↑ 18%)
Unsubscribe Rate: 0.6% (↓ 0.2%) ⭐

━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
TREND: Improving! ⬆️
Your campaigns are getting better over time.

What to look for:

✅ Open rate trending up = better targeting/subject lines
✅ Click rate trending up = more relevant content
✅ List growing = healthy acquisition
⚠️ Any metric declining = investigate cause

Benchmarking Against Industry

How You Compare

YOUR PERFORMANCE vs. VACATION RENTAL INDUSTRY

Metric              | You   | Industry Avg | Status
────────────────────────────────────────────────────
Open Rate           | 31%   | 23%         | ⭐ Above
Click-Through Rate  | 7.2%  | 3.8%        | ⭐ Above
Bounce Rate         | 3%    | 4.5%        | ⭐ Better
Unsubscribe Rate    | 0.6%  | 1.2%        | ⭐ Better

━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
OVERALL: Excellent Performance! 🎉
You're outperforming industry averages across the board.

What's Next?

After analyzing campaign performance:

✅ Creating Campaigns - Apply learnings to next campaign
✅ Audience Targeting - Refine your segments
✅ Template Variables - Improve personalization
✅ Email Campaigns Intro - Strategy overview

Frequently Asked Questions

Q: How long does it take for opens to be tracked?

A: Opens appear within seconds. Most opens happen in first 24-48 hours.

Q: Why do some opens not show up?

A: If recipient has images blocked, tracking pixel won't load. Open tracking requires images enabled.

Q: Can I see who didn't open my email?

A: Yes! Filter recipient list by "Not Opened" to see who missed it.

Q: What's a good open rate for my first campaign?

A: 15-25% is normal for first campaign. Improves as you learn your audience.

Q: Should I resend to non-openers?

A: Yes! Wait 48 hours, change subject line, resend to non-openers. Often adds 10-15% more opens.

Q: How do I track bookings from campaigns?

A: Use UTM parameters in links (Pro) or ask guests "How did you hear about us?" during booking.

Need Help?

Video Tutorial: Watch: Understanding Email Analytics
Support: support@guestloop.com
Benchmarking: See Email Marketing Benchmarks
Improvement Tips: Download Performance Optimization Guide

Data-driven decisions = Better campaigns + More bookings + Higher ROI! 📊✨

Email Campaign Performance Tracking

Email Campaign Performance Tracking

Overview

Accessing Campaign Analytics

Method 1: From Campaigns Dashboard

Method 2: Quick Stats View

Key Metrics Explained

1. Sent Count 📧

2. Delivered Rate ✅

3. Open Rate 📂

4. Click-Through Rate (CTR) 🖱️

5. Bounce Rate ❌

6. Unsubscribe Rate 🚫

Detailed Performance Dashboard

Campaign Overview Section

Link Click Tracking

Top Clicked Links

Click Insights

Opens Over Time Graph

Understanding Open Patterns

Individual Recipient Details

Who Opened Your Campaign

Comparing Campaigns

Campaign Performance Comparison

Key Performance Indicators (KPIs)

Track These Metrics

A/B Testing Results

Comparing Variations (Pro Feature)

Improving Your Metrics

How to Increase Open Rates

How to Increase Click-Through Rates

How to Reduce Unsubscribes

Exporting Performance Data

Download Campaign Report

Campaign Performance Alerts

Automatic Notifications

Long-Term Trends

6-Month Performance Dashboard

Benchmarking Against Industry

How You Compare

What's Next?

Frequently Asked Questions

Q: How long does it take for opens to be tracked?

Q: Why do some opens not show up?

Q: Can I see who didn't open my email?

Q: What's a good open rate for my first campaign?

Q: Should I resend to non-openers?

Q: How do I track bookings from campaigns?

Need Help?

Need More Help?

More Guides