How to View Performance Reports of Email Campaigns in MailChimp?

Learn how to access and interpret performance reports, gaining insights to refine and optimize your strategies. Ready to elevate your email game with data-driven decisions?

View Performance Reports of  Email Campaigns in MailChimp
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Curious about how your Mailchimp email campaigns are performing? This is where Mailchimp reports come in—your gateway to unlocking insights on audience engagement, revenue sources, and consumer locations. 

A buisness that will grow and scale

This article is your guide to using these reports effectively, providing tips on strategic optimization and making data-driven decisions. 

It will help your marketing initiatives and propel your company's growth with MailChimp Reporting. 

Let’s dive in.

MailChimp Email Reports

Curious about the impact of your MailChimp Reporting email campaigns? Here's a simple guide to navigate through the Email Reports feature.

View a Report:

  • Click on Analytics and then Reports.
  • If you have multiple audiences, select the one you want.
  • On the Campaigns tab, find the email and click View Report.

About Your Report:

When you open your report, you'll find:

  • Overview: A summary of email performance, including recipients, audience, subject, delivery details, orders, revenue, and click performance.
  • Campaign Benchmarking: Compare your email performance with industry benchmarks.
  • Open and Click Rates: Percentage of opens and clicks, total opens, clicks, successful deliveries, and more.
  • 24-Hour Performance: The graph shows opens and clicks in the first 24 hours.
  • Subscribers with Most Opens: Identify recipients who opened the email the most.
  • Social Performance: Track your email performance on different social media outlets.
  • Top Locations: Geolocation data displaying where in the world your recipients are opening your emails.

Types of Email Reports on MailChimp

In Mailchimp, a campaign is a broad term encompassing emails, automation, landing pages, and ads. The Campaign Reports section serves as a comprehensive analytics hub for evaluating the effectiveness of these various content types.

Image showing email report template


Email Campaign Reports

These reports offer a detailed breakdown of email campaign performance. Key metrics include recipient details, open rates, click-throughs, and successful deliveries. Comparative Reports, available in the Standard plan or higher, facilitate the comparison of stats from multiple email campaigns.

Classic Automation Reports

Like email campaign reports, Classic Automation Reports focus on complete automation statistics. They provide insights into the overall performance of automation sequences and individual emails within those sequences.

Landing Page Reports

Designed to measure the efficacy of landing pages, these reports include metrics such as views, clicks, signups, and revenue. They help assess the impact of your landing page content.

Ad Reports

Evaluate the engagement and response garnered by ads with detailed reports. Metrics like views, clicks, and return on investment (ROI) provide a comprehensive understanding of ad performance.

Postcard Reports

For postcard campaigns, these reports track the entire journey from order to delivery. If a postcard includes a promo code, the report incorporates information about the revenue generated through the promotion.

Social Post Reports

These reports delve into the performance of social media posts, offering insights into metrics like reach, impressions, likes, and shares. They assist in understanding the impact of your social media content.

Survey Reports

Dive into detailed information about survey respondents and their responses. These reports provide valuable insights into audience opinions and preferences.

Customer Journey Reports

A critical component for automated customer journeys, these reports track the progress of contacts through the Customer Journey map. They provide stats for each journey point and offer individual email reports.

Website Reports

Website reports help monitor traffic and user interactions on your site. Metrics like pageviews, signups, and conversion rates for email marketing subscriptions contribute to a holistic view of your website's impact.

Audience Data

Utilize the audience dashboard to access a wealth of information, including recent growth trends, predicted demographics, campaign engagement metrics, and the geographical location of contacts.

E-commerce Data

For users with connected e-commerce stores, various reports detail revenue generated from different campaigns, including email campaigns, automation, landing pages, postcards, ads, and the audience dashboard.

Integration Data

When Mailchimp is integrated with other tools, data collection expands. These reports might be viewed within Mailchimp or the integrated tool, offering additional insights. Integration descriptions provide specific details about available data and email marketing reports.

Importance of Email Reporting

Understanding the impact of your email campaigns through reporting is crucial for achieving success. It involves monitoring campaign performance, sharing insights with your team, and implementing improvements. 

Image showing how email report works


Unfortunately, many organizations overlook these essential steps.

Email marketing holds significant value, with a reported ROI of approximately $57 for every dollar spent and the value of each subscriber increasing by 33% annually (Data & Marketing Association). However, to reap these benefits, it's imperative to assess and enhance your email campaigns' effectiveness actively.

Viewing a report on MailChimp

To check the report for a specific email, follow these easy steps:

  • Click on Analytics and then Reports.
  • Pick the one you're interested in from the Current Audience drop-down if you have multiple audiences.
  • Head to the Campaigns tab, locate the email you're focusing on and click View Report. It's as simple as that!

Using Click and Open Tracking in Emails

Image showing open tracking in emails


Click Tracking in Emails

Keep tabs on your email's success with click tracking—it lets you know if contacts engage with your campaign links. Here's the lowdown on controlling and understanding click tracking in Mailchimp:

Before You Start

  • Click tracking is already on by default in Mailchimp.
  • Ensure proper link formatting to avoid issues.

How It Works:

  • Mailchimp adds tracking info to each link, redirecting clicks through its servers.
  • Plain-text campaigns show full tracking URLs.

Toggle Click Tracking:

  • In the campaign builder, hit Edit in Settings & Tracking.
  • Check Track clicks for regular email campaigns.
  • Manage plain-text click tracking as needed.
  • Save your changes.

View Click Tracking in Reports:

  • Access metrics like click rate, total clicks, and last clicked in the report overview.
  • Dive deeper on the Click Performance tab for individual link insights and a visual Click Map.
  • Explore the Clicked activity for a comprehensive list of contacts who clicked.

Open Tracking in Emails

If your emails are making an impact with open tracking in Mailchimp. Here's a breakdown of how it works and how you can use it to your advantage:

How Open Tracking Works:

  • Enable open tracking, and Mailchimp embeds an invisible graphic (web beacon) in your HTML email.
  • When recipients open your email with images, the graphic is downloaded, recording an opening on your campaign report.
  • Automated replies typically don't download this graphic, avoiding inaccurate open counts.

Access Open Results

  • Click Analytics, then Reports.
  • Select your campaign.
  • The overview tab displays the Open rate, Click rate, and total opens.

Opened and Didn't Open Tabs:

  • On the Overview tab, use the Activity drop-down to choose Opened or Didn't open.
  • Displays a detailed list of contacts who did or didn't open your email.
  • To Download: Click Export for a CSV file of the viewed list.

Disable Open Tracking:

  • In Campaign Builder's Settings & Tracking, click Edit.
  • Uncheck the Track to open the box.
  • Click Save.

Using Campaign Benchmarks

They analyze millions of emails in Mailchimp to establish average open, click, and unsubscribe rates. Personalized benchmarks are created for users with similar industry and audience traits.

Benchmark Characteristics

  • Your business type is self-selected or predicted based on campaign content.
  • Easily changeable in your account settings.
  • Overall gender and age range of your email campaign's audience.
  • Based on the data used for predicted demographics.
  • Total subscribed, non-subscribed, and unsubscribed contacts in your campaign audience.

Viewing Benchmarks

After sending an email, find benchmarking info in your report overview.

Report Overview

  • Characteristics shared with peers.
  • A bar graph compares your campaign to the average, including your peers.
  • Tabs for Open Rate, Click Rate, and Unsubscribes offer different data views.

Benchmarking Report:

Insightful details on shared characteristics, campaign comparison, and data-driven tips for improvement. Click settings to modify your industry.

Creating a Custom Report

Creating a custom report in Mailchimp is a breeze. Here's a step-by-step guide:

  • Click on Analytics, then Custom Reports.
  • Hit Create Custom Report.
  • Enter a name in the Report name field, and optionally, add a description.
  • Choose your audience from the drop-down. You can select more than one.
  • Open the Date range drop-down to pick a timeframe or set a custom one using the Start and End dates.
  • Click Apply.

Building Your Report:

In the Build Your Report section, choose metrics for email engagement, delivery, or e-commerce from the Metrics drop-down.

  • Selected metrics will appear above the Metrics field.
  • You can choose more than one metric.
  • Click 'X' to remove a metric.
  • Use the Group by drop-down to select the rows for your CSV file.
  • Optionally, use the Add filter drop-down to filter by Email type or Email name.
  • Use the second optional drop-down for additional filters (you can choose multiple ones).
  • Click the trash icon to delete filter options.
  • Toggle on the Show layout preview slider to preview your report.
  • Click Run Report.

Best Practices for Reporting on MailChimp

  • Clearly outline your goals before diving into reports.
  • Know what metrics matter most for your specific campaigns.
  • Keep a close eye on open, click-through, and unsubscribe rates.
  • Track these metrics over time to identify trends.
  • Use audience segmentation to analyze performance for specific groups.
  • Understand how different segments engage with your content.
  • Utilize Mailchimp's benchmarking feature to compare your performance with industry averages.
  • Identify areas where you excel and areas that need improvement.
  • Conduct A/B tests on various elements (subject lines, content, send times) to optimize your campaigns.
  • Implement changes based on successful test results.
  • If applicable, integrate e-commerce data to measure the impact of your campaigns on sales.
  • Understand the revenue generated and average order value.
  • Create custom reports to focus on specific metrics that align with your objectives.
  • Tailor reports to your unique business needs.
  • Leverage Mailchimp's Customer Journey feature to understand how contacts move through your campaigns.
  • Identify touchpoints and optimize the customer experience.
  • Compare the performance of multiple email campaigns using Mailchimp's Comparative Reports.
  • Gain insights into subscriber engagement patterns over time.
  • Keep yourself updated on new features and reporting enhancements in Mailchimp.
  • Explore how these additions can enhance your reporting capabilities.

Virtual Assistance: For Perfect Email Campaign Reporting

virtual assistance for email campaign reporting

A virtual assistant is crucial in optimizing MailChimpby handling various tasks. From reviewing key metrics to refining the email marketing strategy, their assistance ensures a streamlined and data-driven approach.

Assess the vital performance indicators that drive your campaigns

Going into the intricacies, virtual assistants scrutinize key performance metrics encompassing delivery, open, and click-through rates. This initial review sets the foundation for comprehensive analysis.

Dive into the intricacies of open rates and click-through rates for deeper insights

Beyond surface-level examination, virtual assistants conduct a granular analysis of open rates and click-through rates. This involves dissecting user interactions to glean nuanced insights into campaign efficacy.

Ensure a clean and engaged audience by addressing bounced or unsubscribed contacts

Ensuring list hygiene, virtual assistants meticulously manage bounced emails and scrutinize unsubscribed contacts. This proactive approach maintains the integrity and effectiveness of the email list.

Gauge the pulse of your audience on social media platforms for a comprehensive view

Recognizing the interconnected nature of marketing channels, virtual assistants extend their purview to social media. Monitoring engagement metrics provides a comprehensive view of campaign impact.

Uncover the story behind the numbers by scrutinizing geographic and demographic data

A nuanced understanding of the audience is paramount. Virtual assistants delve into geographic and demographic data, tailoring campaigns to resonate with diverse segments and locales.

Detect evolving patterns in subscriber behavior to tailor campaigns with precision

Proficient in recognizing patterns, virtual assistants identify trends in subscriber behavior. This insight facilitates strategic adjustments to align campaigns with evolving audience preferences.

Traverse the timeline of your campaigns, drawing insights from performance evolution

Taking a longitudinal approach, virtual assistants compare campaign performances over time. This historical analysis unveils growth trajectories, enabling proactive adjustments.

Harness the power of A/B testing to shape the blueprint for future campaign success

Using the power of A/B testing, virtual assistants extrapolate valuable data. Successful strategies identified through testing become pivotal components of future campaigns.

Extract detailed intelligence by exporting reports for in-depth scrutiny and understanding

Ensuring no stone is left unturned, virtual assistants export detailed reports. This step allows for in-depth scrutiny, uncovering nuanced insights and trends within campaign data.

Streamline your workflow with automated reports, ensuring real-time campaign updates

Automating reporting processes, virtual assistants configure regular updates. Stakeholders receive timely insights, fostering an environment of informed decision-making.

Pinpoint improvement opportunities for future campaigns through insightful analysis

Virtual assistants act as discerning evaluators, pinpointing areas for improvement. Their insights contribute to the iterative enhancement of future email campaigns.

Foster a responsive strategy by actively engaging with and addressing subscriber feedback

Establishing a proactive feedback loop, virtual assistants engage with subscriber inputs. Their responsiveness ensures campaigns align with audience expectations and preferences.

Chart the growth trajectory of your email list, adapting strategies for expanding audiences

Navigating the scalability landscape, virtual assistants vigilantly monitor email list growth. This foresight aids in strategizing for expanding audiences and evolving campaign dynamics.

Fine-tune your approach by utilizing insights garnered from campaign performance

Virtual assistants actively refine the overarching email marketing strategy using the accumulated insights. This adaptive approach ensures continual optimization for sustained success.

Stay ahead of the curve by remaining informed about and aligned with industry benchmarks

Remaining industry-savvy, virtual assistants stay abreast of benchmarks. Aligning strategies with industry standards positions campaigns for competitive advantage and relevance.

Translate data into action with recommendations that drive meaningful campaign enhancements

Going beyond observation, virtual assistants draw actionable recommendations from Mailchimp reporting tools. Their proactive stance contributes to a culture of continuous improvement and strategic evolution.

Wishup: Accurate and Enhanced Email Campaign Reporting

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Wishup is a leading online platform specializing in virtual personal assistants, offering services, including research, scheduling, travel assistance, and social media management. Its bookkeeping services ensure streamlined financial processes for businesses.

Collaborate with the top 1% of Expertise

Collaborate with a virtual assistant from the top 1% of skilled professionals, ensuring unparalleled expertise and efficiency in your tasks.

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Effortlessly initiate your virtual assistant's integration in just one day

Experience a swift and hassle-free onboarding process, getting your virtual assistant up and running to support your needs within one day.

Eradicate the necessity for a training budget

Bid farewell to the complexities and costs of training. Wishup's virtual assistants come ready-equipped with the skills needed to enhance your email campaign reporting.

Enjoy the benefits of Wishup's unmatched replacement policy

Enjoy peace of mind with Wishup's replacement policy, ensuring you always have the right virtual assistant for your requirements without hassle.

Assess your virtual assistant with a 7-day risk-free trial

Embark on a risk-free journey by testing the capabilities of your chosen virtual assistant for seven days, allowing you to experience the benefits firsthand before committing.

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So, now it’s clear about MailChimp reports explained with this guide!

Mailchimp's performance reports serve as a powerful compass for navigating the intricacies of email marketing. 

These insights are invaluable for crafting successful campaigns, from deciphering key metrics to identifying subscriber behavior trends. With Wishup by your side, our top-tier virtual assistants can help you through Mailchimp's analytics, ensuring you get the full potential of your data. 

Whether analyzing reports, implementing A/B testing, or refining your strategy, Wishup empowers you to transform insights into actionable plans. 

Contact us today for a free consultation or email at [email protected] to embark on a journey of email marketing success with Wishup's expert assistance.

FAQs: Mailchimp Reporting

Does Mailchimp provide reports?

Yes, Mailchimp offers robust reporting features that provide comprehensive insights into the performance of your email campaigns. Mailchimp's reports help you track and analyze key metrics, from open rates to click-through rates and more.

Can you automate reports in Mailchimp?

Yes! Mailchimp allows you to automate the generation and delivery of reports. Set up regular schedules for report updates, ensuring you stay informed about your email campaign performance without manual effort.

Does Mailchimp have analytics?

Yes, Mailchimp comes equipped with advanced analytics tools. These tools allow you to delve into the details of your email marketing efforts, providing in-depth analytics on audience engagement, campaign success, and more.