Understanding Mailchimp Reports

Understanding Mailchimp Reports

Nicole Shelley

16 May 2019

Mailchimp is a marketing platform that allows you to reach out to your whole network simultaneously through stylish emails containing news, facts, insights and more.But it doesn’t end there. With Mailchimp you can not only create email campaigns but also access all kinds of valuable information about them once they have been sent. The data from Mailchimp Reports can help you to learn more about your audience and the type of content that they want to see. We’ve put together this brief guide to help you get the most out of your email analysis.

Campaign Reports

Once you’ve sent your campaign, the analysis can begin. Here’s how to do it:

  • Log in to Mailchimp, where your Dashboard will instantly show you how many of your contacts opened, clicked or unsubscribed from your recent email campaigns.
  • From the Dashboard, click on Reports for more details about specific campaigns.
  • Click View Report next to the campaign you want to look at. This will take you to an Overview page (like the following), which displays at-a-glance campaign statistics.


    Report information

    This information includes:
    • Number of recipients
    • The number of times the email was opened, and when
    • Number of recipients who clicked on a link
    • Links that were clicked the most
    • Percentage of successfully delivered emails that also registered a click
    • Number of people (if any!) who unsubscribed from your emails

Tip: Pick up the phone and call people who clicked on the links in your email campaign.


We could go on! Chances are you’ll find all the details you need on the Overview page. But, if you want to see even more information about your campaign’s performance, you can navigate to the other Campaign Result Tabs at the top. 

Here are the key ones to look at:

  • Activity – The options under the Activity menu allow you to view and export specific lists of people who interacted with your campaign in a certain way. For example, you could export lists of people according to open rates, click-through rates or bounce backs.
  • Links – As the name suggests, this shows you how well each tracked link performed in the campaign. You’ll find a list of the tracked links and the number of total and unique clicks next to each one.
  • Social – Here you can see who liked your campaign on Facebook, a map of clicks from across the globe and more. Note: To view Facebook statistics in your campaign reports. You’ll need to integrate your Mailchimp account with your active Facebook account. To do this, click on your profile name in Mailchimp, select Account and click on the Integrations tab. Select Facebook, click Log In and follow the remaining prompts.)

Tip: Look into the cause of any bounced emails. It may be a simple typo!

You can now download, print or share the data within your Campaign Reports, which can then be used as the basis for other marketing activities.

If you have any questions or would like to find out more about Mailchimp Reports, please feel free to get in touch.

Enjoy your email analysis!