Measurement
Outreach analytics: useful signals versus vanity metrics
Sent, bounced, unsubscribed and replied are decisions. Opens and clicks are clues. MAILTIG shows both, with definitions on the same page as the numbers.
By MAILTIG editorial. Reviewed by Product (Analyst) on 5 November 2026. Next review due 4 February 2027. 6 minute read.
A dashboard can lie by being complete. MAILTIG reports what the product observed. It does not invent a pipeline from opens.
Decision metrics
- Sent. Handed to your mailbox provider. Failed sends are refunded (1 credit back).
- Bounced. After 20 sends, a 5% bounce rate pauses the campaign.
- Unsubscribed. Out of future campaigns.
- Replied. Matched to a contact. This is the event a sequence can branch on.
Supporting clues
- Opened / clicked. Noisy. Image blocking, prefetch and privacy proxies distort both. See How to interpret replies versus opens.
- A/B. MAILTIG waits for 30 sends per variant before treating a comparison as meaningful.
- Revenue path. Only as useful as the values your team types in. Demonstration screenshots use Brightpath sample data.
What not to optimise for
Do not raise volume until bounces are quiet. Do not declare a sequence "working" because opens moved. Do not compare MAILTIG counts to another vendor's counts unless you know both definitions.
The analytics page screenshot is a demo workspace. Read the caption.