Skip to content
Analytics

Analytics overview

Two dials, list health and writing, because a weak list and weak writing need opposite fixes.

The overview answers two questions at a glance: is my list healthy, and is my writing landing? They sit side by side because they want opposite fixes. A shrinking list needs signups and cleaning. Mail that nobody acts on needs better writing. Looking at one without the other sends you after the wrong problem.

Read the overview

  1. Open Analytics > Overview.
  2. The List health dial scores growth, engagement, churn, and delivery over the last 30 days. Click See what to do about it to open List health.
  3. The Writing dial is the median score of your last 12 broadcasts. Click Every send against this median to open Broadcast stats.
  4. The list, part by part gives each part of the list a pill and one sentence of advice.
  5. The writing, send by send draws the scores of your last sends, oldest to newest, so you can see the trend.
The two dials, with the list broken down part by part
The two dials, with the list broken down part by part

What the dials mean

Both dials run from 0 to 100.

The list dial combines the parts of List health: whether people join, read, stay, and receive your mail.

The writing dial uses the score every broadcast gets. That score weighs how many read the mail, how many of those readers clicked, and how few left or complained, with sales as a small tiebreaker. Clicks count most, because a click is the one figure that shows a person read the words and acted. Opens count least, because many opens are made by machines.

The writing dial shows the median, not the average, so one unusually good or bad send does not move what counts as normal for you. It needs three scored broadcasts before it shows a number. Until then the caption says so.

What they do not mean

  • Neither dial compares you with other senders or an industry figure. The writing score is set against your own history.
  • A high writing score with a low list score means good mail is reaching too few people. Work on the list first: better writing cannot reach people who are not there.

Things to know

  • Every Analytics screen only reads. Nothing here sends or changes anything.
  • If a screen cannot load, click Try again. Nothing is lost; everything keeps being counted.