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Repair common Windows errors and clear accumulated junk for a smoother, more stable PC - no reinstall needed.Free scan · no reinstallTo track email performance in Mailchimp, enable open and click tracking in the campaign’s Settings & Tracking before sending. After the send, open the campaign report to review successful deliveries, engagement, bounces, unsubscribes, and—when commerce data is connected—orders and revenue. Treat opens as an estimate, not a precise measure of attention.
Turn on tracking before you send
Mailchimp states that open and click tracking must be enabled for those statistics to appear in a report. Open tracking is enabled by default for regular email, except plain-text email; click tracking is enabled by default for Mailchimp email campaigns. Defaults can differ from the settings on a particular campaign, so verify them before sending. Mailchimp’s email reporting guide explains the report requirements, and its tracking settings instructions describe how to check the options.
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- Open the email campaign in the builder.
- Go to Settings & Tracking.
- Confirm that open tracking and click tracking are enabled if you need those measurements.
- Save the settings, then send the campaign.
Tracking configured after the send cannot recover opens or clicks that were not recorded for that campaign.
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Find the campaign report
After sending, go to Campaigns or Reports, locate the email, and open its report. Start with successful deliveries, then review opens, clicks, bounces, unsubscribes, and any available commerce results. Mailchimp’s report overview describes the report sections and available activity details.
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Use activity details for recipient-level questions
The report’s activity menu lets you inspect which recipients opened, clicked, bounced, or unsubscribed. Mailchimp documents export for the activity lists it describes. Use these details when you need to identify a segment for follow-up, rather than relying only on the campaign-wide totals.
Understand what the metrics count
Mailchimp calculates the rates below using successfully delivered emails: recipients who did not hard- or soft-bounce. A unique recipient is counted once in the unique figure even if that person triggers multiple events.
| Metric | What it means | How to use it |
|---|---|---|
| Successful deliveries | Recipients whose messages did not hard- or soft-bounce. | Use as the delivery base for interpreting the engagement rates. |
| Open rate | Share of successfully delivered emails that registered an open. Mailchimp can also count a tracked click as an open, even if the tracking image did not load. | Use as a rough directional signal, not a definitive count of people who read the email. |
| Click rate | Share of delivered emails that registered at least one click. | Use for an overall view of click engagement; inspect unique clicks and individual links for more detail. |
| Opened / Clicked | Unique recipients who opened or clicked at least once. | Use to understand how many people engaged, rather than how many events occurred. |
| Total opens / Total clicks | All recorded events, including repeated opens or clicks by the same recipient. | Use to see repeat activity, but do not treat event totals as counts of distinct people. |
| Clicks per unique opens | Share of recipients who registered an open and also clicked. | Use alongside click rate to assess engagement among recorded openers; it inherits open-tracking limitations. |
| Orders and revenue | Commerce-related report fields may include orders, average order revenue, gross sales, and total revenue when purchase data is connected. | Use as tracked campaign outcomes, not proof that the email alone caused the purchase. |
Mailchimp defines its click rate as “a percentage of delivered emails that registered at least 1 click.” See About Open and Click Rates for the rate definitions and caveats.
Interpret opens and clicks cautiously
Open tracking relies on a tiny image loading in the recipient’s email client. If images are blocked, an open may not register. Conversely, Apple Mail Privacy Protection and other bot activity can inflate open or click numbers. Mailchimp notes that “Open rate tracking relies on images, so it isn’t 100% accurate.” The practical implication is to treat open rate as directional and avoid equating it with readership. Clicks are generally more useful for judging whether an email prompted an action, but bot activity can affect them too.
Mailchimp recommends excluding bot activity for more accurate reports. Check the applicable bot-filtering option in report settings when interpreting results, and compare campaigns using the same reporting approach. Mailchimp’s rate guidance covers open measurement, while its report documentation explains report features.
Use link reporting to improve the email
Open Click Performance to see tracked URLs and their total and unique clicks. This helps distinguish a link that attracted repeat activity from one that attracted more distinct recipients. Use the Click Map to view click activity overlaid on the email design; eligible emails can also show desktop and mobile activity separately. See Mailchimp’s Click Map instructions.
- Compare links that served different purposes, such as a primary call to action and a secondary resource.
- Use the map to see whether placement within the email aligns with click activity.
- Compare desktop and mobile views when the report offers them, rather than assuming one layout performs the same on both.
Track website outcomes separately
Mailchimp’s built-in open and click tracking records email activity; it does not by itself provide a complete account of what people do on your website afterward. For purchases or site behavior, use connected commerce reporting where available, or enable an analytics option such as Google Analytics. Mailchimp’s Google Analytics campaign instructions explain the separate setup.
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Downstream reporting depends on that tracking being configured and on the connected service’s own collection and attribution rules. Review the report’s definitions and context before interpreting orders or revenue as outcomes attributable solely to the email.
Compare campaigns without chasing a universal target
Compare like with like: use similar audiences and sending contexts, and examine delivery success, click rate, unique clicks, link performance, unsubscribes, abuse reports, and tracked commerce outcomes where relevant. Open rate can provide context, but privacy protections and image behavior make it unsuitable as a standalone verdict.
Mailchimp says averages vary by audience, industry, company size, and other factors. Its benchmark feature can add context, but a benchmark is not a universal target or a guarantee of what a particular campaign should achieve. Review results across comparable sends and use the link-level evidence to decide what to change.
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