Understanding the Dashboard: Overview, Emails, Audience & Content

Letterhead’s Dashboard lives under Analytics and gives you one place to read your whole newsletter operation. It’s organized into tabs — Overview, Emails, Audience, and Content — and works at both the organization and company level. If no channels are selected in the filter, the data reflects all channels during the selected timeframe.

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Note

Wherever an engagement rate appears across these tabs — a rate like Open Rate or Click-to-Open Rate — it’s calculated the same way and shown to the same precision, so a number reads the same everywhere you find it.

Overview tab

Your sending and engagement KPIs for the period, each with a change indicator versus the previous period:

• Sent — total emails sent across your newsletters
• Open Rate — approximate percentage of accepted emails that were opened
• Clicks — total link clicks, including repeat clicks
• Clickthrough Rate — percentage of emails with at least one click
• Click-to-Open Rate — unique clicks divided by unique opens
• Bounce Rate — all bounces counted toward deliverability, broken down into Hard Bounce Rate (permanent failures), Soft Bounce Rate (temporary failures), and Other Bounce Rate (admin and block bounces) — see hard vs. soft bounces
• Spam Complaint Rate — percentage of emails marked as spam
• Promotion Clicks — clicks on promotion links

Emails tab

How your editions actually performed — including how much of your “engagement” was real:

• Engagement Quality — human opens vs automated activity. Letterhead splits confirmed human engagement (Confirmed Opens, Real Open Rate, Real Click Rate) from bot noise (Prefetched Opens from Apple Mail Privacy Protection and mail-scanner bots, Bot Prefetches, Bot-Detected Clicks), and shows the Legacy Open Rate (incl. MPP) alongside a Projected Open Rate so you can compare the inflated and estimated-true numbers. An open & click rates over time chart tracks the trend.
• Best Performing Emails — your standouts for the period: Highest Open Rates, Highest Click-to-Open Rates, Most Engaging, and Winning Subject Lines.
• All Emails table — every newsletter sent in your selected timeframe with its metrics.

Audience tab

The health of your subscriber base — growth, churn, and engagement patterns. See Audience metrics dashboard for the full breakdown. This tab requires sending through Letterhead’s own email connection.

Content tab

What readers click, aggregated by URL and topic. See the Content tab for details. This tab may need to be enabled for your account.

Filters and export options

• Date range filter — presets or a custom range, up to 90 days (30 days by default)
• Channel filter — analyze specific channels, or leave empty for all
• Download CSV / Download PDF — export the current view for further analysis (available on most tabs)

You can also preview the dashboard with sample data before you have live activity.

Access and permissions

Analytics is rolling out and may need to be enabled for your account. If you don’t see Analytics in your navigation, ask your admin or contact support.

Related

• Working in Reports