Email Campaign Analytics on Squarespace
TL;DR:
- Track campaign performance through Squarespace's Email Campaigns dashboard and automations dashboard
- Focus on key metrics: clicks, deliveries, opens, and unsubscribe rates
- Use traffic sources to see how many visitors each campaign drives to your site
- Advanced Squarespace plans show detailed sales impact from campaigns
- A/B testing helps you optimise subject lines and content for better results
Squarespace gives you detailed analytics for every email campaign you send. Here's how to read your data and use it to improve your results.
Finding Your Email Analytics
Your email performance data lives in two places depending on your campaign type:
Regular campaigns: Go to Marketing > Email Campaigns, then click on any sent campaign to see its stats.
Automated campaigns: Head to Marketing > Automations, select your automation, then click on individual emails to view their performance.
Both dashboards show the same core metrics, so you can compare performance across different campaign types.
Reading Your Key Metrics
Each metric tells you something different about how your audience responds to your emails:
Delivered shows how many emails made it to email servers. This includes emails that went to spam folders, not just the inbox. A low delivery rate usually means you have bad email addresses on your list.
Opened counts how many people opened your email. Apple's Mail Privacy Protection can inflate these numbers by automatically "opening" emails to load images, so don't rely on this metric alone.
Clicked measures engagement with your email content. This is often more reliable than open rates because it shows real interaction with your message.
Unsubscribed tracks how many people opted out after receiving this email. A sudden spike might indicate your content missed the mark or you're emailing too frequently.
Tracking Website Traffic from Emails
Your email campaigns can drive significant traffic to your site. Here's how to see that impact:
Go to Analytics > Traffic Sources and look for email-related traffic. Squarespace tracks visits from your email campaigns automatically, so you can see exactly how many people clicked through and what they did on your site.
This data helps you understand which campaigns drive the most valuable traffic, not just the most opens.
Using A/B Testing to Improve Results
Test different versions of your emails to see what works best:
Create two versions of your campaign with one key difference (subject line, send time, or content style). Send each version to half your list, then compare the results.
Most successful tests focus on subject lines first, since these have the biggest impact on open rates. Try different lengths, question vs statement formats, or personalised vs general approaches.
Common Analytics Issues
Sales not showing up: Commerce data can take time to appear in analytics. If customers don't click directly from your email or have cookies disabled, the connection might not be tracked.
Inflated open rates: Apple Mail Privacy Protection automatically opens emails to load images, which registers as an "open" even if the person never saw your email. Focus on click rates for more accurate engagement data.
Low delivery rates: This usually means your list needs cleaning. Remove bounced addresses and consider using double opt-in for new subscribers.
FAQs
How can I improve my email open rates?
Write compelling subject lines that create curiosity without being clickbait. Keep your sender name consistent so people recognise your emails. Clean your list regularly to remove inactive subscribers.
Why don't I see sales data in my email analytics?
Sales tracking depends on customers clicking directly from your email and completing purchases in the same session. If they bookmark your site or return later, the sale won't be attributed to the email campaign.
Can I track clicks on social media links in my emails?
Yes, Squarespace tracks all clicks within your emails, including social media buttons and external links. You'll see total clicks, but won't get detailed breakdowns of which specific links performed best.
Jargon Buster
Click-through rate (CTR): The percentage of email recipients who clicked on one or more links in your email.
Bounce rate: The percentage of emails that couldn't be delivered, usually due to invalid email addresses or full inboxes.
Automation: Pre-written email sequences that send automatically based on triggers like new subscribers or abandoned purchases.
Segmentation: Dividing your email list into smaller groups based on behavior, preferences, or demographics.
Wrap-up
Email analytics give you the insights you need to improve your campaigns over time. Focus on click rates over open rates for more accurate engagement data, and use A/B testing to optimise your subject lines and content.
The key is consistent monitoring and gradual improvements. Small changes to your approach can lead to significant improvements in engagement and sales over time.
Ready to dive deeper into email marketing? Join Pixelhaze Academy for advanced strategies and hands-on guidance.