Email Report
Every email you send from Apsis One generates a report with detailed performance data. The Email Report shows you what happened after you hit send: how many Profiles received the email, who opened it, which links they clicked, which devices they used, and whether anything went wrong. More importantly, it lets you turn those insights into action — by creating Segments directly from the report data.
In this article
How to access the report
Go to the Email tool start page.
Click the Scheduled & Sent tab.
Select the email you want to review.
Click Report in the bottom bar.
The report opens with three navigation tabs at the top: Overview, Links, and Bounces.
💡 Allow time for data
Reports are available immediately after sending, but actual figures take time to come in. Allow up to 10 minutes for Profile data to be processed and stored. Check the report periodically over 2–3 days for the most complete picture, as opens and clicks continue to arrive after the initial send.
Overview tab
The Overview tab is your starting point. It shows overall delivery statistics, engagement metrics, email details, sending configuration, and device breakdown — all in one view.
Understanding the metrics
The top of the Overview tab shows the key performance metrics for your email:
Metric | What it measures | How to interpret it |
Sent | Total number of emails the system attempted to deliver. | Your starting number. Compare with Delivered to see how many actually reached the server. |
Delivered | Number of emails accepted by the receiving server (count and %). | Should be close to 100%. A low delivery rate signals list quality or authentication issues. |
Bounced | Number of emails rejected by the receiving server (count and %). | Check the Bounces tab for details. See Bounce rate and Spam complaints. |
Opens (total) | Total number of times Profiles opened the email. Includes repeat opens by the same Profile. | Indicates overall engagement volume. One Profile opening three times counts as 3 opens. |
Unique Opens | Number of individual Profiles who opened the email at least once. | The most useful open metric — shows how many actual people engaged. Expressed as a percentage of delivered. |
Clicks (total) | Total number of link clicks. Includes repeat clicks by the same Profile. | Indicates overall click volume. |
Unique Clicks | Number of individual Profiles who clicked at least one link. | Shows how many people took action. Expressed as a percentage of delivered. |
Spam complaints | Number of Profiles who reported the email as spam in their email client. | Keep below 0.1%. This reflects only active reports — not total spam folder placement. A high number is a serious warning sign. |
Unsubscribes | Number of Profiles who opted out via the unsubscribe link in this email. | A healthy opt-out mechanism. Some unsubscribes are normal — it's better than spam complaints. |
CTOR | Click-to-open rate. Unique clicks ÷ unique opens. | Measures your content performance — of the people who opened, how many clicked? This is the best metric for evaluating whether your content and CTAs are working. |
Opens: The total number of times Profiles opened the Email.
Unique Opens: The number of Profiles that opened the Email.
Clicks: The total number of times Profiles clicked a link in the Email.
Unique Clicks: The number of Profiles that clicked a link in the Email.
Spam: Spam complaints in your Email Reports reflects only the number of Profiles who reported an Email as spam. Was there an unsubscribe link in the Email?
Unsubscribe: The number of Profiles that decided to opt-out through this Email.
CTOR: Click to open rate. The number of unique clicks divided by the number of unique opens. Measures the Email's content performance.
Email Details and Sending to
Below the metrics, the report shows two information panels:
Email Details
Sending To
Email Details
Shows the configuration of the sent email: internal name, subject line, preheader, sender name, sender email, reply-to email, and send time.
Sending to
Shows the audience configuration: Section, Folder, Subscription(s), import filter (if used), duplicate exclusion setting, included/excluded Segments (with any/all match type), and included/excluded Tags. This lets you verify exactly who received the email.
Device breakdown
The device breakdown shows which devices Profiles used to open and click your email: Desktop, Mobile, Tablet and Unknown.
Detail | How it works |
Multi-device | If a Profile opens on both desktop and mobile, they are counted in both categories. Percentages may add up to more than 100%. |
Unknown devices | Apsis One uses a tracking pixel to detect the device. Some email clients cache the pixel or use a proxy (e.g. Apple Mail Privacy Protection), making it impossible to detect the device. These appear as "Unknown". |
Basis | Numbers are based on interactions by Profiles who received the email (delivered). |
Drill down into Profiles
Click on Opens, Clicks, Spam complaints, or Unsubscribes to see which individual Profiles are in each group. From this view you can:
Browse Profiles — a maximum of 25 Profiles are shown in the list. Double-click any Profile to jump straight to their Profile View in Audience.
Create a Segment from the report — click to create a Segment from this group, then add further conditions in the Segment Builder. See Create Segments from the report.
Export — click Export (top-right) to download the full list as a CSV or XLSX file.
💡 Deleted Profiles
If a Profile was deleted from Audience after receiving the email, the Profile is still reflected in the report statistics (counts and percentages) but will not appear in the Profile list or Segment Builder.
View sent email
Click the View Email button in the top right corner to see exactly what was sent. Toggle between Desktop, Mobile, and Text views using the buttons on the right.
If your email used Row Segmentation, you can switch between Segment versions to see how the email appeared for each audience group.
Links tab
The Links tab shows how every individual link in the email performed. The table has four columns:
Column | What it shows |
Title | The Link title you assigned in Link Settings. If no title was set, this column is empty — which makes it harder to identify links in a long list. |
Link | The URL or link reference (e.g. |
Clicks | Number of clicks on this specific link. |
ID | A unique link ID generated by the system (e.g. |
Click View profiles (top-right) to see all Profiles who clicked any link in the email.
Click the click count number next to a specific link (or double-click the link row) to see which Profiles clicked that particular link.
💡 Name your links for easier reporting
Links with a Title (like "Events", "Lead nurturing handbook – download link", "Start free trial – CTA") are immediately identifiable in the report. Links without a title show only the raw URL — much harder to interpret in a long list. Assign descriptive Link titles in Link Settings while building your email, and your report becomes far easier to read.
💡 Link Groups are for A/B testing, not reports
Link Groups (also configured in Link Settings) do not appear in the Email Report. They are used exclusively as a winner criterion in A/B tests — to determine the winning split based on clicks on a specific group of links. See A/B Test — Testing with Link Groups.
Bounces tab
The Bounces tab shows which Profiles bounced and what type of bounce occurred.
Read more: Bounce rate and Spam complaints — detailed explanations, bounce codes, preventing bounces, spam traps, and blacklists.
Bounce type | What it means | What Apsis One does |
Soft bounce | Temporary issue — full inbox, server busy, message too large. | Retries every hour for up to 48 hours. |
Hard bounce | Permanent failure — address doesn't exist, domain invalid, account closed. | After 3 hard bounces for the same Profile, future sends are blocked automatically. |
Technical bounce | Server rejected due to technical error — network issue, SPF/DKIM/DMARC failure. | May indicate an authentication problem. Check your authentication setup. |
Click View profiles to open the bounced Profiles in the Segment Builder — you can then create a Segment to exclude these Profiles from future sends, or export the list for review.
Create Segments from the report
Every Email Report has prebuilt Segments reflecting Profiles' interactions with the sending. This is one of the most valuable features of the report — it lets you turn results directly into marketing actions.
How to create a Segment from the report
In the report, click on a metric group (Opens, Clicks, Spam complaints, Unsubscribes, or Bounces).
In the Profile view, click Create Segment.
The Segment Builder opens with a pre-configured Segment matching the selected group (example = opens for the specific activity ID)
Add any additional conditions if needed (e.g. narrow to a specific Subscription, add an Attribute filter).
Name the segment and Save it. It's now available in Audience for use in future email or Marketing Automation activities.
Use case examples
What you want to do | Which report group to use |
Re-engage non-openers | Create a Segment from Profiles who were sent the email but did not open. Send a follow-up with a different subject line. |
Target clickers with a follow-up offer | Create a Segment from Profiles who clicked a specific link. Send a targeted follow-up or add them to a Marketing Automation flow. |
Clean hard bounces from your audience | Create a Segment from the Bounces tab. Review and remove or update invalid addresses. |
Identify your most engaged Profiles | Create a Segment from Profiles who clicked. Use this Segment as your VIP or high-engagement group for priority campaigns. |
Investigate spam complaints | Create a Segment from Spam complaints. Review the Profiles — are they old imports, inactive, or from a specific source? Use the insight to improve your list hygiene. |
Tips for using your report
Tip | Details |
Check reports after every send | Don't wait until the next campaign. Review delivery rate, bounces, and spam complaints within 24 hours of every send. |
Use CTOR to measure content quality | Open rate is influenced by subject lines and send time. CTOR tells you how well the actual content and CTAs performed once someone opened. |
Compare over time, not in isolation | A single report tells you what happened with one send. Trends across multiple sends reveal patterns — is your open rate improving? Are bounces decreasing? |
Name your links for reporting | Give your links descriptive Link titles so the Links tab is easy to read. Use Link Groups if you want to track specific CTAs as a winner criterion in A/B tests. |
Use Link titles strategically to measure campaign goals | Go beyond just naming links for readability — use Link titles as a campaign measurement tool. Give all links that serve the same goal the same title across multiple emails, then build a Segment based on clicks on that link title to track progress over time. See the example below. |
Act on bounces and spam complaints immediately | High numbers in either category should be investigated and resolved before your next send. See Bounce rate and Spam complaints. |
Apple Mail Privacy Protection | Recipients using Apple Mail with Privacy Protection enabled may be counted as "opened" even if they didn't actively open the email. This inflates open rates. CTOR and click rates are unaffected. See Apple Mail Privacy Protection. |
Example: Measuring event registrations across campaigns
Say your goal this quarter is to drive more registrations to your events. Here's how Link titles and Segments work together to measure that:
Consistent naming: In every email you send — newsletters, dedicated invitations, follow-ups — give all links that point to your events pages the same Link title, for example "Events".
Build a Segment: In the Segment Builder, create a Segment based on Email – Click events where the link title contains "Events". This Segment now captures every Profile who has ever clicked an events link in any of your emails.
Track Segment trend: Over time, watch the Segment grow. The Segment trend graph shows you whether your campaigns are successfully driving more interest in events — or whether the number is flat.
Evaluate and act: If the Segment is growing, your event promotion strategy is working. If it's stalling, you know to try different content, placement, or targeting. You can also use this Segment directly in future sends — target Profiles who already showed interest in events with a more specific invitation or early-bird offer.
This approach works for any campaign goal: product page clicks ("Product – Spring collection"), downloads ("Download – Whitepaper"), free trial signups ("Free trial CTA"), or any other conversion action. The key is consistency — use the same Link title across all emails that serve the same goal, and the Segment does the rest.
What's next?
Bounce rate and Spam complaints — Bounce types, prevention, spam traps, and blacklists.
Keep Deliverability High — Consent management, content guidelines, warm-up process.
Email Authentication – Safe Sending — SPF, DKIM, DMARC, and TLS.
Data tags and Segments — Personalise content and apply Row Segmentation.
Apple Mail Privacy Protection (MPP) — How Apple's privacy features affect open tracking.