Understanding Mailchimp Analytics: Key Report Types and Metrics

Raj Verma • Last Modified: December 29th, 2022

Mailchimp Analytics Feature Image

Marketing is all about putting across the right message at just the right time. Marketing is all about communication, you need to communicate a message to your target audience. Marketing, over the last few years, has evolved from being an art to being more scientific. From the invention of the Printing Press, the first big break, to the invention of the Internet, the golden age, marketing has come a long way.

In today’s world, marketing is done in many ways, and Email Marketing is the Holy Grail of Marketing Communication. According to reports, for every Dollar (1$) a company invests in Email Marketing, they receive about 44$ in return. So, if you’re looking to make the most of your Marketing Budget, investing in Email Marketing is the best thing you can do for your business.

But here’s the thing, Email Marketing can be complex. You’ve to make sure you’re hitting your Email Open Rates, Click-Through Rates (CTRs), and Lead Conversion Rates. That’s where Mailchimp comes into the picture. Mailchimp is one of the most powerful Marketing Automation platforms used by companies to automate their Email Marketing efforts. You can have good control over your Email Marketing Campaigns and optimize your work by automating the process using Mailchimp. You can further use Mailchimp Analytics to refine your Marketing Strategy.

In this article, you will learn about Mailchimp Analytics: Mailchimp Reports, Report Types, and Key Metrics. But beforehand, let’s discuss Mailchimp and its key features in brief.

Table of Contents

Introduction to Mailchimp

Mailchimp Analytics: Mailchimp
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Mailchimp is the all-in-one Digital Marketing platform designed for businesses to create and manage Email Marketing Campaigns. Mailchimp is basically an Email Autoresponder that lets you create Landing Pages to collect people’s emails. Mailchimp lets you have full control over the Newsletters, Automated Emails, Mailing Lists, etc helping you to enhance your business results.

Mailchimp allows you to send Emails, Invitations, and Reminders to all of your clients. It lets you send “Emails” as “Campaigns”, yeah, that’s what Mailchimp calls them. First things first, when you log in to Mailchimp, you’re going to notice that emails are called campaigns. Mailchimp is a great platform to send multiple emails.

The reason Mailchimp is so popular is that you can have up to 2,000 Email Addresses or 2,000 Contacts for free. So, you have your Email List, you’re keeping a running list of people who have either subscribed or have purchased from you in the past, Mailchimp will keep track of all of that for you, and Mailchimp Analytics will give you the stats and analytic data on top of it. You’ll be taken through Mailchimp Analytics in the later sections. Before that, let’s discuss some of the key features that help Mailchimp stand out as an Email Marketing tool.

Key Features of Mailchimp

Mailchimp Analytics: Features
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Mailchimp stands out from other Digital Marketing tools due to a few smart features as mentioned below.

  • A/B Tests: You can compose 2 versions of the same email and test which one users respond to better. You can do this for a Landing Page, a Display Ad, and Social Posts too. In A/B Test, half of your audience will automatically receive the “Version A” of the same content and the other half will receive the “Version B”. Mailchimp will actually show you the performance of each version. This will help you to make better Marketing Decisions.
  • Email Templates: Mailchimp has a vast library of templates available. Mailchimp will also help you build beautiful Email Templates all without you having to learn to code anything. Mailchimp lets you compose templates with colors, pictures, fonts, and styles that remain the same throughout all of your emails. If your brand has the same look to it, it’ll probably help people develop trust in your brand.
  • Mailchimp Analytics: With Mailchimp’s robust and simple Visual Report Dashboard, you can monitor the performance of your Email Campaigns and further optimize them. It also lets your clients watch new Email Blasts Statistics in real-time. Mailchimp Analytics helps clients with a snapshot of their Campaign Metrics that include Total Emails Sent, Open Rate, Click-Through Rate, as well as Unsubscribe Rate and Bounce Rate.
  • Free of Cost: Yes, you heard it right. You can send out several thousand emails a month to a list of up to 2,000 Contacts for free in Mailchimp. Once you make the most of this free platform, and if you need something more than that, you can always upgrade to the reasonably priced plans.
  • Third-Party Integrations: Mailchimp allows integration to a combination of third-party apps and services. Mailchimp lets you export all of your lists directly to your website, whether you’re using Wix or Shopify, or WordPress. A lot of those platforms can talk to Mailchimp via Plugins.

To learn more about Mailchimp, click here. Now that you have a basic understanding of this amazing Email Marketing platform, let’s dive straight into Mailchimp Analytics.

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Mailchimp Analytics

You have created a beautiful Email Marketing Campaign and sent it to your target audience. But how do you know if your efforts are paying off? It’s time to analyze your Campaign/Email Reports carefully to look at the output data of these Email Campaigns. Sure, you want to see how many people opened your email and what exactly they clicked. That’s where Mailchimp Analytics comes into the picture.

Mailchimp Reports are from the core of Mailchimp Analytics. Without the reports, there will be no way to make sense out of vague numbers and complex data packets, and hence there will be no Mailchimp Analytics. You’ll be taken through different types of Mailchimp Reports so that you can analyze the outcomes of your marketing efforts and understand how customers engage with you. There are 3 Key Types of Reports in Mailchimp, they are Email Campaign Reports, Automation Reports, and Landing Page Reports.

To help you understand Mailchimp Analytics, it’s very necessary to discuss each of these reports in detail.

Email Campaign Reports

First up in the list of Mailchimp Reports is the regular and most widely used Email Campaign Report. Email Campaign Reports tell you how your Email Campaigns are performing. You get to know the Email Open and Click Rates, Unsubscribes, Social Media Engagement, Campaign Benchmarking, and more.

To view a report for an individual Email Campaign, go to the home page and click on the “Campaigns” icon. After clicking, a few more options will pop up, select “Reports”. From the “Current audience” drop-down, select the audience you want to work with. From there, just select the email you want the report for, and click on the “View Report” button.

Mailchimp Analytics: Email Campaign Report
Image Source: www.mailchimp.com/help

When you open your report, the next screen will show you an overview of Email Campaign Reports. Here, you get to know the summary of your Email Campaign. Then there are other tabs as well with more detailed and specific information on your Email Campaign.

Key Metrics

Let’s discuss some of the key metrics you should be focusing on.

  • Open Rate: Open Rate can be defined as the number of emails opened by your audience divided by the total number of emails set out by you, given they were successfully delivered. This will give you an idea if your Subject Lines are interesting enough to register a click.
  • Click Rate: Click-Through Rate, also referred to as CTR, is defined as the number of clicks registered on an email, divided by the total number of emails set out by you, given they were successfully delivered. Open and Click Rates usually determine whether your campaign is successful or not. The higher the Open and Click Rates, the more interested your customers are to interact with your brand.
  • Unsubscribe Rate: As the name suggests, Unsubscribe Rate shows you the number of people who opted out of your emails divided by the number of people who got the email. This should be as low as possible.
  • Email bounce rate: When an email cannot be delivered to an Email Server, it’s called a Bounce. Email Bounce Rate is nothing but the number of recipients on your Email List who didn’t receive your Email Campaign for whatever reason.

These were some of the key metrics to look out for in an Email Campaign Report. However, you can also look out for Campaign Benchmarking, Top Location, etc.

Automation Reports

Automation Reports tell you how well an automated series of emails is performing as a whole, and also individually.

To view an Automation Report, go to the home page and click on the “Campaigns” icon. After clicking, a few more options will pop up, select “Reports”. From the “View by Type” drop-down, select “Automations”. From there, just click on the “View Report” button to open the Automation Report.

Mailchimp Analytics: Automation Report
Image Source: www.mailchimp.com/help

When you open your report, the next screen will display an overview of the automation.

Key Metrics

Let’s discuss some of the key metrics you should be focusing on.

  • Subscribers who’ve Completed: This is nothing but the number of subscribers who have been sent every email in your automation series. This will give you an indication of whether your automation is working efficiently because after all, you’ve got Mailchimp to automate and manage your Email Marketing efforts.
  • Emails Sent: This number indicates the count of individual Email Campaigns that are sent out to every subscriber who is a part of your automation queue.

If you navigate to the Monthly Performance Chart in the Overview section, you’ll find a visual representation of the Open and Click Rates, along with the number of emails sent for the overall automation.

You can further track the numbers of an individual emails in the automation series by viewing Automation Email Reports.

Landing Page Reports

The most important metric for any company or brand is the number of Sales they bring in, and Landing Page Reports can tell you just that. These reports help you measure the success of your Landing Pages. Landing Page Report helps you to monitor the performance of your Campaign, the Views, the Clicks, the Conversions, and many such Business Metrics. You can further refine your Marketing Strategy based on Mailchimp Analytics.

To view a Landing Page Report, go to the home page and click on the “Campaigns” icon. After clicking, a few more options will pop up, select “Reports”. From the “View by Type” drop-down, select “Landing Pages”. From there, just click on the name of the report you want to work with.

Mailchimp Analytics: Landing Page Report
Image Source: www.mailchimp.com/help

When you open your report, the next screen will display the Audience, the Publish Date, and the Page URL along with your reporting data.

Key Metrics

Let’s discuss some of the key metrics you should be focusing on.

  • Visits: This in simple terms is the reach of your Landing Page. This metric tells the total number of visits your page has got from multiple sources. This is an important metric, as it tells you if people eventually end up on your Main Page from the Email Campaigns or any other sources.
  • Unique Visits: The “Visits” metric also includes multiple visits from the same people. So, if you want to track only the people who’re paying a visit to your Landing Page for the first time, you can check out “Unique Visits”.
  • Clicks: Does your audience find your content or products intriguing enough? We have the “Clicks” metric to find that out. This tells you the total number of times people clicked on the links or Sign-Up Buttons on your Landing Page.
  • Conversion Rate: Ah, it’s finally time to bear fruit. This number tells you the percentage of people who eventually subscribed to your brand or company out of all the people who viewed your Landing Page. You’ve to go for high Conversion Rates if you want to bring in more Sales.

These were some of the key metrics to look out for in Mailchimp Reports. That’s it, you’ve reached the end of Mailchimp Analytics.


Mailchimp can prove to be a gamechanger for startups, individuals, and small to medium-sized businesses trying to leverage Email Marketing. With all its Automation, Customization, and Smart Features, Mailchimp is considered an excellent Email Marketing tool in the business for tracking and recording data.

This article introduced you to Mailchimp and discussed its key features. Moreover, Mailchimp Analytics was discussed in detail. Different types of Mailchimp Reports and their key features were also discussed. This is just the beginning of what your reports can tell you, explore Mailchimp Analytics to dig deeper.

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Do you use Mailchimp? Share your experience of working with Mailchimp Analytics and Mailchimp Reports in the comments section below.

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