Email Measurement & Deliverability
Read campaign email results, diagnose missing opens and respect unsubscribe choices.
Open interactive lesson and quizWhat you will learn
- Trace email activity to campaigns
- Explain unique opens and tracked clicks
- Operate suppression and investigate delivery problems
A campaign reports deliveries and clicks but fewer opens than expected. Leadership wants to understand what those numbers actually prove before expanding the next send.
Lesson 1
Connect before sending
Choose the campaign inside the Send Flow so each delivery can be traced to the campaign, email, flow, recipient and link. Linking an email to a campaign for organization does not send it. Test sends are also excluded from campaign reports. Performance begins when a reviewed flow sends its approved messages.
Eligible CTA links receive campaign UTM parameters when Track campaign URLs (UTM) is enabled on the email. Existing query parameters are preserved, duplicate UTM keys are replaced, and different links receive distinct content identifiers. SupaChrome records the redirect click before sending the visitor to the destination. Purchases and form completions on an external website still require that website’s integration; UTMs alone do not send purchase data back into the CRM.
Lesson 2
Understand the delivery funnel
Sent means the email provider accepted the message. Delivered is a separate provider confirmation that the receiving mail server accepted it; it does not prove the person read it or that it reached the primary inbox. Bounced means delivery failed, and complaints indicate a recipient reported the message. Use both the counts and the recent activity timeline when investigating a campaign.
A provider callback must pass signature verification before SupaChrome accepts it. Delays in those callbacks can make delivery totals lag sends. Unknown provider message IDs are reconciled by the background processor. Replaying a callback should not inflate the report because events are deduplicated. Unsubscribes, bounces and complaints suppress future marketing to the address within the relevant BU without deleting the Contact.
Lesson 3
An open is an observed signal
SupaChrome records an open when the tracking image is loaded or a verified provider open event arrives. It deduplicates those sources per delivery. Mail apps can block external images, so a person may read or click an email without producing an open. Other privacy systems preload images, producing an apparent open without deliberate reading. Zero opens is therefore not proof that nobody read the message.
Do not invent an open just because a click exists. Report the observed counts and their limitations. Unique opens count deliveries with at least one observed open; unique clicks count deliveries with a click. A person receiving two different emails can contribute twice. Rates use confirmed delivered emails as their denominator. Use a controlled mailbox test with images enabled to check instrumentation, then interpret real campaign behavior with care.
Lesson 4
Use engagement to improve the next decision
Open Emails & performance from the campaign to see email-specific results, connected assets, top clicked links and recent activity. Campaign-wide click counters may also include website tracking links, so use the email panel when evaluating email alone. Compare the CTA destinations and messages that attract useful actions, then connect those actions with actual outcomes such as qualified leads or purchases.
Before increasing volume, investigate bounces, complaints and unsubscribes. Verify recipient consent, address quality, targeting and the promise made in the subject. A high click count can include security scanners; a high open rate can reflect privacy preloading. Judge success using meaningful downstream outcomes instead of optimizing a single engagement number.
Practice · Measure a controlled campaign
- Connect a Send Flow to a campaign and send only to consenting test contacts.
- Open the actual flow email with images enabled and click a tracked CTA.
- Open Campaigns → Emails & performance and refresh. Expand Recent email activity.
- Compare sent, delivered, unique opens and unique clicks; inspect Top links.
- Use the unsubscribe link for one test address and confirm future marketing sends in that BU are suppressed.