Broadcast Performance

What this report shows

Per-broadcast email engagement metrics for every campaign-comms email broadcast. For each broadcast you see:

• Sent — recipients delivered to.
• Opens — unique opens (one per recipient, dedup'd).
• Clicks — unique link clicks.
• Bounces — hard delivery failures.
• Open rate / click rate / bounce rate — those three counts as a percentage of sent.

How to read it

• Open rate healthy range: 20–40% for political comms. Below 15% means subject lines aren't connecting or your list is stale.
• Click rate healthy range: 2–8% (heavily depends on content). Below 1% means body content isn't prompting action.
• Bounce rate healthy ceiling: 2%. Above 5% means list hygiene is failing — bad addresses are slipping through.

Rates above 100% almost always indicate duplicate events (e.g. a webhook delivered twice without dedup) — investigate.

Common questions

• What counts as an "open"? A unique-per-recipient pixel hit. Opens are notoriously unreliable on iOS (Apple Mail prefetches everything), so trust click rate more on iOS-heavy lists.
• Why is open rate higher than sent count? Duplicate webhook events. Check the ESP webhook idempotency logs.
• Why is a broadcast missing? It may not have been sent yet, or its provider events haven't made it through the webhook pipeline.

What to do if numbers look wrong

1. Open the broadcast detail page and cross-check the per-recipient event counts.
2. If bounces are spiking, look at recent bounce reasons — they'll point at a bad import.
3. If a broadcast shows 0 opens but you know people opened it, check whether the open-tracking pixel was stripped (some inbox providers do this).