Review email performance
Read the metrics correctly and look beyond opens.
Purpose and outcome
Why it matters. Good decisions need correctly understood numbers.
Expected outcome. A short written summary of what worked and what to change.
When to use it
- 24–72 hours after a send, and again after a week.
Prerequisites and access
- A sent email.
Suggested roles (not yet approved): Marketing Coordinator
Key concepts
Metrics and denominators
| Metric | Means |
|---|---|
| Sent | Messages HubSpot attempted to send. |
| Delivered | Sent minus bounces. |
| Bounces | Rejected by the receiving server. |
| Open rate | Opens ÷ delivered. Inflated or hidden by privacy features. |
| Click rate | Clickers ÷ delivered. |
| Click-to-open rate | Clickers ÷ openers. Not the same as click rate. |
| Unsubscribes | People who opted out from this email. |
Instructions
- 1
Open the email’s performance view.
From training· ~1:11:30 - 2
Check delivered and bounces first.
Recommended practice - 3
Compare click rate with previous similar emails.
Recommended practice - 4
Open the click map to see which links were clicked.
From training· ~1:12:00 - 5
Check follow-through such as registrations, if tracked.
Recommended practice - 6
Write two or three lessons for the next email.
Recommended practice
Interpretation example
If the top CTA gets most clicks and lower buttons get none, move key actions up next time. (Illustrative; not Caivan results.)
Completion checklist
Common mistakes and troubleshooting
Very high opens, few clicks.
Automated opens may inflate the number. Focus on clicks.
Very high opens, few clicks. Automated opens may inflate the number. Focus on clicks.
Sources and items needing confirmation
- From training· ~1:11:30–1:14:00Caivan | HubSpot Marketing Training, Sep 28, 2026 (recording transcript)
- Recommended practiceHubSpot Knowledge Base: Analyze marketing email performance
Account configuration described in training reflects September 28, 2026 and may have changed.