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Gmail Mail Merge Reports and Analytics Explained

GMass takes a different approach to reporting and analytics than most Gmail mail merge services, and in this post learn how Reports work and how to analyze your mail merge campaigns.

Mail Merge Report

What’s so different?

The main difference between a regular mail merge campaign report versus GMass’s reports, is that GMass places the reports inside your Gmail account, rather than showing them to you in a web interface. I took this approach for several reasons:

  1. It allows you to easily access your reports whether you’re using Gmail on your desktop or whether you’re using the Gmail app on your mobile device.
  2. You never have to log in to a separate website. You only need to be logged into your Gmail account.
  3. The rest of the GMass experience happens inside your Gmail account, and so we figured Reports should “happen” inside your Gmail account too.

We believe we’ve taken the best approach by keeping the entire GMass experience, including reports, inside your Gmail account.

The most important report, the Campaign Report

The most important report you’ll want to look at after sending an email campaign is the campaign-level report.

This report is founder the Label GMass Reports –> [CAMPAIGNS].

This is a report that summarizes all of your data in one screen. Important details like how many emails were sent, and out of those sent emails, how many people opened your email, and how many people clicked a link in your email, and so on.

Here’s a sample campaign report from my own account:

Mail Merge Report
A sample email campaign report from my own account

Let’s start at the top and explore what this report shows.

It starts with a campaign ID. The campaign ID is a unique identifier for every mail merge campaign you send with GMass. If you ever need help understanding a campaign, make sure to provide our Support team with the campaign ID. Next is the Subject Line, which is self-explanatory. If your campaign was connected to a Google Sheet, the spreadsheet name is listed next.

Next, are the core statistics for this campaign:

Total Recipients: Total number of email addresses that this campaign sent to.

Unique Opens: Total number of email addresses that have opened the email. This is NOT the total number of Opens, since usually there are multiple opens registered for a single email address.

Didn’t Open: Total number of email addresses that have NOT opened the email.

Unique Clicks: Total number of email addresses that clicked at least one link in the campaign. Will only show if click tracking was turned on and your email contained trackable clicks.

Replies: Total number of email addresses that replied to the campaign. Note that GMass may take a couple hours after a reply is received in your Inbox to detect the reply and update this stat.

Unsubscribes: Total number of email addresses that clicked the Unsubscribe Link, if it was inserted into the campaign.

Bounces: Total number of email addresses that came back as undeliverable because the address is invalid. Bounce detection is part of the automatic reply management feature.

Rejections because Gmail account over limit: Total number of email addresses that were not sent to because Gmail limited your account’s sending ability.

Blocks: Total number of email addresses that came back as undeliverable because the address rejected your email as spam.

Download your Data

All of the reporting data is downloadable directly from this report. Just click the download link next to each statistic. If you use the download main campaign report option, you will download a CSV that contains a full list of your recipients, any personalization data that was a part of the original spreadsheet, and columns indicating whether that recipient opened, clicked, unsubscribed, bounced, or replied. You can then import this CSV file a new Google Sheet for safekeeping and future mail merge campaigns.

You can also download your account’s complete Unsubscribe and Bounce lists using the download all link next to each statistic.

Warning, don’t forward this report

Because the campaign report contains download links to your full recipient lists, we recommend you only forward this report to people you trust to have access to your email marketing data.

Event Logs for Opens, Clicks, and Unsubscribes

In addition to the campaign report:

  1. A notification is added to the GMass Reports –> Opens Label anytime an email is opened.
  2. A notification is added to the GMass Reports –> Clicks Label anytime a link in an email is clicked.
  3. A notification is added to the GMass Reports –> Unsubscribes Label anytime someone unsubscribes.

Replies, Bounces, and Blocks

After you send an email campaign, GMass scans your Inbox looking for replies, bounces, and blocks.

  • Replies are left in your Inbox and labeled GMass Reports –> Replies.
  • Bounces are removed from your Inbox and placed in the GMass Reports –> Bounces Label.
  • Blocks are left in your Inbox and labeled GMass Reports –> Blocks.

Typically, the Replies, Bounces, and Blocks Labels are applied within a couple hours after they arrive in your Inbox. For more information on how GMass categorizes and labels these messages, see the post on automated reply management.

What to do if you’re not getting reports

There could be a several reasons you’re not seeing a report for your campaign:

  1. You didn’t enable Open Tracking. Campaign-level reports are triggered whenever there’s an “open” on your campaign. That’s how GMass “decides” when to generate this report and insert it into your [CAMPAIGNS] Gmail Label. If there are no opens, then this report will never be generated automatically.
  2. You did enable Open Tracking, but your email was a plain text email rather than an HTML email, which means that opens still won’t be tracked.
  3. There haven’t been any opens in a while, so the report hasn’t been refreshed. There might have been other activity, like clicks or replies or bounces, and so your statistics have been updated internally, but no report has been generated.

If any of these are the case, you should manually request a campaign report.

      1. Hi,

        The sending limit is something that is enforced by Gmail, not by GMass. According to Google, regular G Suite accounts are limited to 2,000 while Gmail accounts (ending in @gmail.com and @googlemail.com) are limited to sending a maximum of 500 emails per day. But other factors like the age of the account, content of the Campaign, or reputation of the domain can affect your sending limit.

        There’s some more information about these limits here:

        You can configure your account with an external SMTP server if you’d like to send unlimited emails without Gmail-imposed sending limits. See: https://www.gmass.co/blog/unlimited-mail-merge-sending-gmail/

    1. Hi,

      I don’t think the ‘open’ tracking works properly because, everyone I send emails to seems to open it over 20 times in one day. What is the reason for this? Thanks

  1. So, plain text emails can’t be tracked? Do we have to include a link in order for an email campaign to track?

    I’ve just sent an email campaign without any hyperlinks and it doesn’t appear that my campaign is being tracked & I’m not even sure if the emails have sent at all. Please help!

  2. Question – when you open the emails that have been sent, it seems that – its tracked as an “open event”. This happens e.g. if someone you sent an email through gmass replied to you and you are conversing back and forth. From them on, even if I open a sent email, gmass thinks that the recepient opened it, giving me a false sense that recepients are reading my emails. Is there a suggested way of avoiding that? Thanks

    1. Hi,

      We’re unsure what you meant by your email history removed. Could you clarify what you are referring to?

  3. I have a couple of questions about the dates in the Campaign reports.
    1. Is the datestamp listed next to the Campaign ID the date and time when the first email was sent for this campaign? So, if you throttled the campaign to run over several days this would have the earliest date?
    2. Is the date that Gmail shows for the Campaign report (basically the date for the email itself) the last time that the report itself was updated? So, if someone opened an email that I sent them today a year after I initially sent the email, the report might be listed in the Gmail interface as the most recently updated report?


  4. Hi,

    I have been reading my reports fine. I just want to understand why there is multiple openings with only some seconds in between. What does it mean?

  5. Hi,
    I think the analytics is not working fine because I see same email address on both open rate list and bounce rate list. I mean how is this even possible. Please see to it

  6. Hi,

    Is there a way to configure the reports, I now have repeating notifications every hour for opens etc that were previously report every hour for the previous 8 hours. Now up at of 3100 notifications.
    I have tried creating a filter, skip the inbox, archive it, mark as read etc. yet still they keeping ending up in my inbox.
    I look forward to your reply.

    1. Hi Quentin,

      Please contact our support team (gmass.co/g/support). Please attach a screenshot of the filter you’ve created that was intended to minimize the number of notification emails in your inbox.

  7. We use GMass to send info within our community. Since approx. October, I am having a problem where anyone who is using @icloud or @mac or @me for their domain is not receiving their email (6 in total). I don’t understand why this is happening, it is important they receive the emails. The reason appears in the inbox as “rejected due to local policy”. Please, can you help me?
    One reference is Campaign 5575195 on 11/20/19

    1. Hi Sharon,

      Upon checking, you currently do not have a custom tracking domain on your subscribed account which would help tremendously with delivery issues such as this. Please note that Apple domains (@icloud.com, @mac.com, @me.com) have very stringent filters.

      1. Thanks for your reply and explanation. Still working on a fix. Maybe you can explain to me why my report indicates 263 addresses in Field, however, 254 were sent with 9 bounces due to duplicates which I do not have in my address list. I do still have the problems with the Apple domains, but I only know of 6 addresses that are affected…what are the other three that I’m not aware of. Also don’t understand why 2 of the mac.com that go to the same household but two different emails…one gets it and one doesn’t. Please explain as this is very frustrating. I usually just send an additional email not through GMass to these 6.
        Thanks in advance for your help! Sharon

  8. Hi Marvin,

    Great job with Gmass !
    Is it possible to access to the reports directly in a personal excel file, with some API or something ? Indeed I have a raw file with all my recipients, it would be great if I could update it automatically (e.g. without downloading your csv reports manually).
    Thx 🙂

    1. Hi Clement,

      Unfortunately, at this time we don’t have such a feature. However, I can run it by with Ajay to see if we can add it to our roadmap ahead.

  9. Does GMass have any aggregate (company or department wide) reporting tools, or do all of the reports represent individual senders’ data? Thanks!

    1. Hi MM,

      As of his time, no, we don’t have any aggregate reporting tools. Each campaign is only sent to the individual sender based only on that sender’s campaign.

  10. Hi Marvin,

    So does each batch report compile/calculate the data / stats for each batch before it? Or is it reporting just by each batch?

    If reporting just by each batch and any aggregation needs to be done via csv do you have any tips for how to most easily do that as each batch is run.

    Thank you!

    1. Hi CM,

      The campaign report is based on the entire campaign. The report is automatically generated when there is a new open to report, but it doesn’t mean that other categories such as clicks, bounces, replies and/or blocks are not being updated. However, you can always request for the most up-to-date campaign report for any campaign by following the steps found here: https://www.gmass.co/blog/you-can-now-manually-request-a-detailed-campaign-report/

      1. Thanks Marvin.

        But when I look at the reports the percentages of opens, replies, etc., are always based on the total sent out for THAT one batch. So if I divide my campaign into 3 different batches I am seeing calculations for each one, I don’t see a section where it it calculates for all batches sent so far.

        EDIT: I just realized something – even though it’s all one CAMPAIGN for us, each time we send out a batch there is a different campaign ID. Is there a way when we are running one marketing effort to keep the same campaign ID throughout?

        Thanks again!

    1. Hi Ava,

      Sometimes, a bounce notification may trigger an open notification on the recipient’s side if the tracking pixel is downloaded by the mail server. The way opens are tracked is a 1×1 pixel image is added to your email that is unique to a recipient. If this image is downloaded, it records an open instance.

  11. Is there any way to view reports on auto-follow up emails on these campaigns? We would like to see not only how many opens, clicks, etc. the first email received, but also each follow up email.

    Is that possible? Or is there another place (like a dashboard) we can view the follow-up statistics and when auto follow-ups are set to be sent?

    Thank you!

    1. Hi Kathleen,

      This is already done for you. Your follow-up emails follow the settings of the original campaign so if you are tracking opens and clicks on your initial email, so will the follow-ups associated with it. The way GMass handle follow-ups is we treat it as separate campaigns. So you should also be receiving campaign reports in your GMass Reports -> [CAMPAIGNS] label not just for your initial email but also separate reports for each of the follow-up stages.

  12. I am running a free Gmass campaign to be sure about the product before i buy. I find that a mail has bounced from a particular id because it was not delivered. And when I check the Gmass Reports/Opens, I find that the particular email id has opened my sent mail. How is that possible i.e. how can it be read if it has bounced in the first place?

    1. Hi Bindiya,

      There are instances where an email server where an email bounced may download the tracking pixel that is included in your email causing it to trigger an open instance.

  13. Hello,

    I am a premium user and am testing GMass’ full features before I commit to it for the long run. I have noticed that after I sent a campaign, the Open report says that most of the recipients have opened the email – within minutes. I know this is definitely not true because my recipients were freshmen high school students and there is no way they are all 100% concentrated in their school work and definitely no way all 160+ students opened my email within minutes. Is this report not accurate? And if so, then the follow-up feature is moot because the system thinks everyone has opened the email message.

    Just to be clear, I am looking at the same report on this blog post: the Campaign report.

  14. Hi,

    I tried several times but didn’t see the extension beside “CAMPAIGNS” where I can have a look at all the analytics on the same page. Could you please help? Thanks in advance

  15. Hello, I can see the report in single file, but how it is different when I click to inbox>>gmass >>campagian>>open I can see there is more notification on opening a mail count as compare to report dashboard, what does it mean?

    1. Hi Nirmal,

      In your report, it only counts a single, unique open for each of your recipients. However, your recipients may open the same email multiple times which triggers an open instance which results in the notification you’re receiving.

  16. I have 25 account team plans. Can I get a report for all accounts at once, instead of entering each one individually? Or some method to generate this easily? Even Chrome can’t handle more than 10 accounts at a time.

    1. Hi Daniel,

      Unfortunately, at this time we don’t currently have a method that collates reports for all team members of a team plan. Since the report itself is automatically sent to the team member the report is for, the only method to receive these reports on a single address is to create filters in Gmail for each team member that will forward any campaign report received to the designated email address.

  17. Is it normal for a single recipient to open the email 294 times? Others will open 80 times… What does that mean? How is the number of opens calculated?

  18. Like other members of this thread, I too, need a report which captures all the campaign data into one exportable document.

  19. Hi there! Am I able to track opens if I send to an alias/google group? I sent an email with Gmass to our “all@domain.com” email which has 85 recipients. My GMass report says “1 recipient” and no tracking data. Is there a way to get the opens/clicks for this?

    1. Hi Hope,

      The remaining will go out the following day. The sending limit is something that is enforced by Gmail, not by GMass. According to Google, regular Gmail accounts are limited to 500. But other factors like the age of the account, content of the Campaign, or reputation of the domain can affect your sending limit.

      There’s some more information about these limits here:

  20. I have several issues with GMass reporting:
    1. It’s very difficult to make sense of these analytics as they are not message-specific. I.e., they are per campaign and not per email. So if I have a campaign with auto follow-ups, I only see the total amount of opens, replies, etc., but I can’t see which message was the most effective.
    It would be great if the report said how many people opened the first email, the second, etc.
    2. If I have several campaigns running at the same time *with identical subject lines*, it becomes extremely inconvenient to find the campaign reports for each campaign.
    3. Why do auto follow-up emails have different campaign ID numbers? Again, this makes finding the relevant campaigns very inconvenient!

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