Broadcast reports

Every broadcast has its own report showing opens, clicks, unsubscribes, and bounces. Open a broadcast from your broadcast list after it has sent to see how it performed. The same underlying events also feed the Email Activity feed and Ana, Zalify's attribution and analytics product, so you can follow a broadcast from inbox to revenue.

The four core metrics

Opens

An open is counted when a recipient opens your email. Opens tell you how well your subject line, preview text, and send time worked — recipients decide to open before they see any of your content.

Treat opens as a directional signal rather than an exact count. Some inbox providers pre-load emails on the recipient's behalf, which can register opens the recipient never made, and some recipients block the tracking that opens rely on.

Clicks

A click is counted when a recipient clicks a link in your email. Clicks are the strongest engagement signal in the report: the recipient opened the email, read enough to find a link, and acted.

If opens are healthy but clicks are low, the problem is usually inside the email — unclear call to action, buried links, or content that does not match the subject line. See Designing emails in the editor for design guidance.

Unsubscribes

An unsubscribe is counted when a recipient clicks the unsubscribe link (the *|UNSUBSCRIBE_URL|* merge tag in your footer) and opts out. Unsubscribed contacts are automatically excluded from future sends — you do not need to remove them yourself. See Subscription status and unsubscribes.

A small number of unsubscribes per send is normal. A spike after a particular broadcast usually means the content or frequency missed what those contacts signed up for.

Bounces

A bounce is counted when a recipient's mail server rejects the email. Hard bounces mean the address is invalid or permanently unreachable; soft bounces are temporary problems such as a full mailbox.

A consistently high bounce rate damages your sender reputation and, over time, your deliverability to everyone else. If bounces climb, review where your contacts come from and clean out stale addresses — see Deliverability best practices.

Reading a report

1. Open the broadcast from your broadcast list.
2. Start with the headline numbers: how many recipients the broadcast went to, and the opens, clicks, unsubscribes, and bounces it generated.
3. Compare against your own recent broadcasts rather than generic industry benchmarks. Your list, your niche, and your send history make your baseline unique.

When comparing broadcasts, change one variable at a time — subject line, send time, or content — so you can tell what actually moved the numbers. Scheduling and rescheduling a broadcast covers testing send times.

From report to individual contacts: the Email Activity feed

The report aggregates; the Email Activity feed itemizes. Every open, click, unsubscribe, and bounce in a broadcast report exists as an individual event in the feed, tied to a specific contact and timestamp.

Use the feed when you need to answer contact-level questions: whether a specific customer received and opened the email, which contacts clicked a particular broadcast, or what happened to a message someone says they never got. See Email activity feed.

From clicks to outcomes: Ana attribution

Clicks measure engagement with the email; Ana measures what happens after the click. Broadcast activity connects to Ana, Zalify's attribution and analytics product, so sessions and conversions that start from a broadcast link can be attributed back to that broadcast.

This closes the loop the broadcast report cannot close on its own: instead of stopping at "this email got 400 clicks," you can see what those clicks led to on your site. How Zalify ties site behavior back to your marketing is covered in Zalify Pixel and Reach.

Troubleshooting

• The report shows zeros right after sending. Events take a little time to arrive, and recipients take time to open. Check back after a few hours before drawing conclusions.
• Opens seem implausibly high or low. Remember that open tracking is approximate. Lean on clicks when you need a reliable engagement signal.
• Bounces are high on a first send to an old list. Addresses go stale. Clean the list before the next send and review Deliverability best practices.