Reports Overview: Metrics, Columns, and Use Cases
Edit in CMSThe Newsletter Engagement Reports section includes an All Emails table that already lists metrics like sends, opens, and clicks. The change adds a new column showing which audience segment each edition was sent to. This requires a minimal update: adding Audience Segment to the column list with a brief description.
Letterhead offers three report types — Clicks, Newsletter Engagement, and Audience Growth — to help you track performance, optimize content, and monitor subscriber trends. This reference explains what each column means. For the full Reports feature area, see Working in Reports; to generate and email a report, see How to Export Reports.
Clicks Reports
Section titled “Clicks Reports”Clicks Reports show how recipients interact with the links in your newsletters.
Columns
Section titled “Columns”- Publication Date — the date the newsletter edition was published.
- Edition ID — the unique identifier for a specific newsletter edition.
- URL — the web address of a link included in the newsletter.
- Total Clicks — all link clicks across all emails sent; multiple clicks from the same email are counted.
- Unique Clicks — the number of unique emails that had a link clicked; repeat clicks are not counted.
- Average Time to Click — the average time between when the newsletter was sent and when recipients first clicked this link.
- Click Speed — indicates whether readers engaged with this link fast, at a medium pace, or slowly.
- Channel ID — the unique identifier for the channel.
- Analyze link performance to see which links engage your audience most — and what content resonates.
- Track click timing to understand how quickly readers act on your content after it lands in their inbox.
- Optimize content by tailoring future issues to the links readers actually click.
- Track engagement over time by reviewing Clicks Reports regularly, and use date filters to analyze a specific period.
Newsletter Engagement Reports
Section titled “Newsletter Engagement Reports”These reports show how each newsletter edition performed, and can be scoped to specific channels.
Columns
Section titled “Columns”- Edition ID — the unique identifier for a specific newsletter edition.
- Channel — the name of the channel (newsletter).
- Edition Subject — the subject line of the published edition.
- Audience Segment — the audience segment the edition was sent to.
- Sent — the total number of newsletters sent.
- Total Legacy Opens — total opens, indicating overall interest.
- Unique Legacy Opens — unique recipients who opened the newsletter.
- Total Clicks — all link clicks within the newsletter.
- Unique Clicks — unique recipients who clicked a link.
- Average Time to First Click — the average time between when the newsletter was sent and when recipients first clicked any link in the edition.
- Delivered — newsletters successfully delivered to inboxes.
- Accepted — emails accepted by recipients’ email servers, calculated as sent minus soft bounces.
- Cleaned (Bounces) — bounced emails that could not be delivered.
- Newsletter Click-to-Open Rate — unique clicks divided by unique opens.
- Unsubscribes — recipients who unsubscribed via the unsubscribe link or List-Unsubscribe header on that edition.
- Promotion Clicks — clicks on promotional links.
- Promotion Click-to-Open Rate — promotional clicks divided by unique opens.
Note: The Unsubscribes column here counts only people who unsubscribed from that specific edition. Total Unsubscribes in the Audience Growth report reflects all unsubscribes across all methods since the channel began.
- Analyze engagement to identify what content resonates.
- Track response timing to see how quickly your audience acts on your newsletters.
- Optimize content based on which newsletters and links perform best.
- Track trends by reviewing engagement reports regularly.
Audience Growth Reports
Section titled “Audience Growth Reports”Available on both Organization and Channel level Reports pages, this report exports your audience growth metrics over a chosen date range.
Columns
Section titled “Columns”- Channel — the name of the channel (newsletter).
- Total Active Subscribers — the total number of active subscribers.
- Total Audience (Excludes Cleaned) — active subscribers + not subscribed + pending + unsubscribed as of the date listed.
- New Subscribers — new subscribers added on each date.
- Total Not Subscribed — audience members not subscribed.
- Total Pending Opt-In — audience members who haven’t confirmed their subscription.
- Total Unsubscribes — audience members who have unsubscribed from the channel.
- Total Cleaned (Bounced) — emails that could not be delivered. See hard vs. soft bounces.
- Analyze growth trends to see which strategies grow your audience.
- Monitor unsubscribes — spikes can point to areas for improvement.
- Set benchmarks based on your growth metrics to track progress toward realistic goals.
Related
Section titled “Related”Still can’t find what you need? Contact support.