This article provides an overview of Tradewing's Email Engagement Dashboard, which displays key metrics like delivery, open, and click rates to help admins evaluate the performance of their email communications.
Email Engagement
The Email Engagement Dashboard helps you monitor how your community is interacting with your emails—from delivery to open and click-through rates. This view gives you a clear picture of how your messages are performing, so you can optimize your communication strategy.
1. Specify the date range and time interval to control how data is displayed on the Email Engagement Dashboard. You can filter by date (e.g., 'Past 7 days') and choose to view the data daily, weekly, monthly, or yearly.
2. At the top of the dashboard, a summary of activity for the selected time period will be displayed.
NOTE: Each card can be clicked to reveal a detailed list of the activity corresponding to the specific category described on the card.
- All: Total number of emails processed in the system
- Delivered: Percentage and number of emails that were successfully delivered
- Opened: Percentage and number of emails opened
- Clicked: Percentage and number of times recipients clicked at least one link in the emails
- Bounced: Percentage and number of emails that couldn’t be delivered due to invalid addresses or other delivery issues
- Spam Reports: Percentage and number of emails recipients marked email as spam
3. The x-axis of the graph represents the day (or week/month/year, depending on your view), while the y-axis shows the count for the data.
The colors represent different metrics:
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Processed (Teal): This represents the total number of email requests that Tradewing has sent via API to Sendgrid, our email service provider, for processing.
- Delivered (Peach): This indicates the percentage and number of emails that the recipient's mail server has successfully accepted, confirming that the emails have been delivered.
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Opened (Yellow): This shows the percentage and number of emails that recipients have opened.
- Clicked (Purple): This reflects the percentage and number of times recipients have clicked on any links contained within the emails.
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Bounces (Red): This denotes the percentage and number of emails that could not be delivered, either due to invalid addresses or because the recipient's mail server rejected them.
NOTE: If a recipient has previously unsubscribed from your emails, your attempt to contact them will be bounced. To have them receive your emails again, email support@tradewing.com so they can be removed from the bounce list.
4. Hover over each segment to see exact values. You can export the data by clicking the Export button in the top-right corner. This lets you download your engagement metrics for sharing or offline reporting.
5. To download a more detailed export of your email activity, click on the specific data segment you wish to export. This will prompt a pop-up window to appear; simply click the Export button located in the upper right corner of the pop-up to download the file.
You can sort your drilldowns by Event Type (e.g. Delivered, Bounced, etc.) and Categories (e.g. Account - Activate, Account - Invite, etc.).
FAQs
1. What’s the difference between Processed and Delivered?
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Processed means that the system has accepted the email, prepared it for sending, and queued it for delivery.
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Delivered means the email has successfully reached the recipient’s mail server. It does not guarantee the email was opened or read.
2. Can we assume that if someone clicked a link, they also opened the email?
No.
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Open means the recipient viewed the email (tracked via a small image, called a tracking pixel).
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Click means the recipient clicked a link in the email.
Clicks and opens are tracked separately and should not be combined.
3. What does Clicked mean? If a user clicks on multiple links in the same email, does it count as multiple clicks?
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Clicked indicates that a recipient clicked on at least one link in the email.
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Yes, if a recipient clicks on multiple links in a single email (e.g., in a digest), each unique click is counted—so multiple clicks from the same recipient can be recorded.
4. Why do some reports show more clicks than opens?
While this might seem inconsistent, it can happen for a few reasons:
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Open Tracking Relies on a Tracking Pixel
Opens are tracked via a tiny, invisible image embedded in the email. An open is only recorded when the recipient's email client loads this image. -
Image Loading May Be Disabled
Some email clients (e.g., Outlook or Gmail with strict privacy settings) block images by default. If a user reads the email but doesn’t load images, the open won’t be tracked—though clicks will still be recorded. -
Clicks and Opens Are Logged Independently
A click is tracked as soon as a recipient clicks a link, regardless of whether the email is technically “opened.” -
Bot Activity Can Skew Click Data
Security tools, especially in corporate environments, may scan incoming emails and automatically click all links to check for malicious content. These bot clicks may be recorded even if no user actually opened the email.
In summary:
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Opens may be underreported due to image-blocking or privacy settings.
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Clicks may be overreported in some cases due to bot activity.