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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. 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

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