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Sends & Reporting

FeedOtter Email provides per-send reporting with delivery and engagement metrics for every newsletter you send. Reports are accessible from Feedotter Email → Sends in the left sidebar.

The Sends Page

The Sends page (Feedotter Email → Sends) lists all emails sent or scheduled through FeedOtter Email.

Screenshot suggestion: The Sends list page showing several sends with their stats columns.

Sends List Columns

Column
Description

Name

The send name (typically the newsletter issue name)

Status

Current status: Scheduled, Sent, Draft, etc.

Delivered

Number of emails successfully delivered

Unique Opens

Number of unique recipients who opened the email

Unique Clicks

Number of unique recipients who clicked at least one link

Unsubscribes

Number of recipients who unsubscribed via this send

Click View Report on any row to open the detailed report for that send.


Audience Insights

An Audience Insights feature is available on the Sends page. For sends with 100 or more unique clicks, FeedOtter can generate an AI-powered analysis of audience engagement patterns — available for up to 5 sends at a time.

This feature surfaces observations about which content drove the most engagement across your recent sends.

Screenshot suggestion: The Audience Insights panel on the Sends page.


Per-Send Report

Clicking View Report on any send opens a detailed report page for that specific send.

Screenshot suggestion: Full per-send report page showing the metrics panel and content performance table.

Summary Header

The top of the report shows:

  • Send name

  • Email subject line

  • From address

  • Date and time the email was sent

Metrics Panel

The metrics panel shows the core delivery and engagement statistics for the send:

Metric
Description

Sent

Total number of emails submitted for delivery

Delivered

Emails successfully accepted by recipient mail servers

Unique Opens

Distinct recipients who opened the email

Open Rate

Unique Opens ÷ Delivered

Unique Clicks

Distinct recipients who clicked at least one link

Click Rate

Unique Clicks ÷ Delivered

Bounces

Emails rejected by the recipient mail server (hard and soft combined)

Unsubscribes

Recipients who clicked the unsubscribe link in this email

Spam Complaints

Recipients who marked the email as spam

Note: Open tracking depends on image loading and is subject to inflated or suppressed counts in some email clients (particularly Apple Mail with Mail Privacy Protection enabled).

Content Performance Table

Below the metrics panel, the Content Performance table shows click data broken down by each individual link in the email:

Column
Description

URL

The destination URL that was linked

Position

The order in which the link appeared in the email

Total Clicks

All clicks on this link (including repeat clicks from the same recipient)

Unique Clicks

Distinct recipients who clicked this link

CTR

Click-through rate for this link (Unique Clicks ÷ Delivered)

% of Total Clicks

This link's share of all clicks in the send

This table helps identify which content or calls-to-action drove the most engagement.

Screenshot suggestion: Content Performance table showing three or four links with click data.

Coming Soon

The following sections are planned for a future update and are not yet available:

  • Opens by email client

  • Geographic breakdown of opens and clicks

  • Hourly click distribution chart


Newsletter-Level Aggregate Stats

In addition to per-send reporting, FeedOtter also provides aggregate performance stats at the newsletter series level.

Accessing Aggregate Stats

  1. Navigate to Newsletters in the left sidebar

  2. Open a newsletter series

  3. The performance snapshot is displayed on the series page

What Is Shown

The performance snapshot shows aggregate rates across all sends within the newsletter series over a selectable date range:

Metric
Description

Delivery Rate

Percentage of sends successfully delivered

Open Rate

Average unique open rate across the period

Click Rate

Average unique click rate across the period

Unsubscribe Rate

Average unsubscribe rate across the period

This is useful for tracking the health and engagement trend of an entire newsletter program over time, rather than individual send performance.

Screenshot suggestion: Newsletter series page showing the aggregate Performance Stats panel with date range selector.


Understanding Your Metrics

Delivery vs. Sent

Sent is the number of emails FeedOtter submitted. Delivered is lower — it excludes bounces and other delivery failures. Delivered is the more accurate base for calculating engagement rates.

Open Rate Caveats

Email open tracking works by loading a tiny invisible image in the email. Recipients whose email clients block image loading (or who use privacy-protecting mail clients) will not be counted as opens even if they read the email. Open rates should be interpreted as a relative engagement signal, not an absolute count.

Hard vs. Soft Bounces

A hard bounce means the email address is invalid or permanently unreachable. A soft bounce means delivery failed temporarily (e.g. a full inbox). SendGrid automatically suppresses contacts after repeated soft bounces and after any hard bounce. Bounced addresses are not re-sent to on future sends.

Spam Complaints

If a recipient marks your email as spam, their address is added to a global suppression list and will not receive future emails from your FeedOtter Email account. A high spam complaint rate can affect deliverability for your entire sending domain.

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