Introduction to Mailchimp Reports Tab

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The next tab we will look into is the reports tab. A few things to remember before jumping into specifics.

Mailchimp likes telling you averages of other companies in your space, ignore them, the only numbers you are competing against are your own. If is good to note normal numbers, but at the end of the day the only numbers you should compare your email stats to are previous email newsletters that you have sent.
As opposed to many other email services the number that Mailchimp gives for click rate is total clicks divided by total emails sent, not total clicks divided by total opens. Mailchimp’s number will be significantly lower than the competitor’s. This is very important to remember, so that when you are comparing click rates with other email newsletters you remember to compare numbers correctly.
When you first start sending emails the stats will be much much much higher than even several days later. This is also true after making significant changes in your emails. People notice things that are different, not things that stay the same. So, after seeing the immediate results from changes do not assume that these changes will in fact be better for you in the long run, make sure to constantly come back and review your stats.
Always make time to review your stats, to know your stats, to think over your stats, and most importantly understand your stats. Without them you are basically marketing in the dark…