Papo's Email Marketing Campaign Report (https://papo.global/) brings together metrics such as emails sent, open rate, clicks, replies, bounces, unsubscribes, and CTOR, and also shows the best time to send based on open data. With this information, you identify which one-shot campaigns or sequence steps are generating engagement and where to adjust content, audience, or scheduling to improve results.
Summary of metrics and how to interpret each one
In the Email Marketing module, the overview screen presents the main indicators. Reading each metric correctly prevents hasty conclusions and guides campaign optimization.
| Metric | What it shows | Practical reading |
|---|---|---|
| Emails sent | Total sends made | Base volume for calculating the other rates and comparing campaigns. |
| Average open rate | Opens in relation to sends | Indicates whether the sender, subject, and time sparked interest. |
| Average click rate | Clicks on links in the email | Shows whether the offer, copy, and call led to action. |
| Reply rate | Replies received | Signals qualified engagement and potential for conversation with the lead. |
| CTOR (Click to Open Rate) | Clicks over opens | Evaluates content quality after the email was opened. |
| Unsub rate | Unsubscribe rate | Indicates whether frequency, relevance, or segmentation are bothering the audience. |
| Bounce rate | Rate of rejected emails | Reveals deliverability problems or contact list quality issues. |
| Best Time to Send | Visual grid with the times of highest opens | Helps schedule sends for moments of highest engagement. |
How to analyze one-shot campaigns and sequences
Below the daily activity chart, the report splits results into two sections:
- One-Shot Campaigns: shows single-send campaigns, with total sent and average open rate.
- Sequences: lists the best-performing email sequences, showing the number of emails sent and the average open rate for each one.
This split lets you quickly compare what works in isolated sends and what works in an automated email series.
Detailed report by sequence
When you click a specific sequence, Papo opens a report with two main parts:
- Daily Activity Chart: shows the evolution of emails sent, opened, clicks, replies, and bounces over the last few days.
- Step-by-Step Stats (Stats by Step): details the performance of each email in the sequence, including subject, delay, delayed emails, sent, opens, clicks, CTOR, unsubscribe rate, and bounce rate.
With this step-by-step view, you identify exactly which email in the sequence has low open or low click conversion and can adjust just that point, without redoing the entire campaign.
How to use interaction-based segmentation
The Audience Segmentation feature lets you generate segmented lists based on specific interactions with the campaign. For example, you can create an audience of people who opened an email but did not click; people who replied; contacts that failed; or emails that bounced.
This lets you create highly targeted follow-ups: re-engage those who showed initial interest, fix delivery issues, or send a new message only to those who did not interact, without bothering those who have already moved forward.
Who this report is for
- Marketing and growth teams who want to improve the performance of one-shot campaigns and sequences.
- Pre-sales and SDRs who do email nurturing and need to prioritize engaged leads.
- Customer service and sales managers who want to track email channel performance in the same dashboard as the CRM and WhatsApp.
Frequently asked questions
What does CTOR mean?
CTOR stands for Click to Open Rate, that is, the click rate over opens. It measures the effectiveness of the email content for those who already opened the message. If the open rate is high but CTOR is low, the problem is usually in the offer, the copy, or the call to action inside the email.
What is a one-shot campaign?
It is a single email send to a selected audience, with no subsequent automated steps. In the report, one-shot campaigns appear with total sent and average open rate for direct comparison.
What is a sequence?
It is a series of emails sent automatically, with delays between each step. The detailed report by sequence shows the individual performance of each email, allowing you to identify specific bottlenecks in the journey.
Does the report show unsubscribes and bounces?
Yes. In the step-by-step breakdown of a sequence, Papo presents the unsubscribe rate (unsub rate) and bounce rate of each email, in addition to open, click, and reply metrics.
How do I know the best time to send?
The Best Time to Send feature shows a visual grid in which darker cells indicate the times and days with the highest open rate. When you click a cell, the system displays the open rate for that period. This way, you schedule campaigns for the moments of highest engagement.
Read also
- How to list all Sequences and track contact progress
- What is the difference between Flow and Sequence in Papo?
Create your free Papo account and track email marketing metrics in the same dashboard as your CRM.