Analytics overview

rasa.io Analytics gives you visibility into every part of your newsletter's performance — from opens and clicks to which articles and topics resonate. This article is your map to the reports.

How to get there

Click Analytics in the top nav. You'll see an overview page with three product sections:

• Newsletters — 9 reports
• Sequences — 7 reports
• Blasts — 7 reports

Click into the message type you want to analyze.

Newsletter reports

Newsletter analytics are split into two categories:

Performance reports (4)

These tell you how your newsletter is doing:

1. Opens / Clicks

Your headline performance chart. Shows opens and clicks over time with adjustable granularity (Day / Week / Month). Includes 8 metric chips at the top with summary stats.

Use this to see overall trends — are opens trending up? Are clicks tracking with opens, or is something off?

2. Segmentation Report

Breaks down engagement by a dimension (e.g., Email Domain). Useful for:

• Spotting mailbox provider issues (e.g., a sudden drop in Gmail opens often means an inbox-provider security shift)
• Understanding which audience segments are most engaged
• Diagnosing deliverability problems by domain

3. Daily Stats

Issue-by-issue snapshot. For each send, you can see opens, clicks, top clicked URLs, and more. This is your "what happened in that specific issue" report.

4. Active Subscribers

Range-based view of how many subscribers are actively engaging (defaulting to the last 30 days). Use this to track growth and identify dormant subscribers.

Content reports (5)

These tell you what content resonates:

1. Topics

Engagement by topic — which themes your subscribers click most. Useful for refining your content strategy and adjusting your sources.

2. Articles

Per-article performance with filters for Publisher, Section, and Top N. See which specific articles drove engagement.

3. Sources

Performance by source or publisher. Use this to evaluate which sources you should keep, feature more, or drop.

4. Images

Click performance by image (banners, squares). See which visuals subscribers actually engage with.

5. Links

Performance of non-article, non-image URLs — for example, links in your scheduled text blocks or footer links.

Consistent controls on every report

Every report has the same structure:

• Date range filter (default: Last 7 Days or Last 30 Days)
• All Clicks / Without Suspect Clicks toggle — choose whether to include bot/scanner traffic in the data
• Export CSV and Export PDF buttons
• Summary tiles at the top with key numbers
• Chart showing the data over time or by dimension
• Data table with the underlying rows

Date range options

• Yesterday
• Today
• Last 7 Days
• Last Week
• Last 30 Days
• Last Month
• Last 3 Months
• Last Quarter
• Custom

Performance tip: For ranges longer than 3 months, pull data in 2-3 month chunks. Long date ranges can be slow.

Suspect clicks vs all clicks

Every report has a Without Suspect Clicks toggle. Suspect clicks are clicks that look like they came from bots or corporate security scanners rather than real humans.

Use Without Suspect Clicks for:

• Cleaner engagement numbers
• Comparing engagement across newsletters or time periods
• Reporting to stakeholders

Use All Clicks for:

• Understanding total inbox-level activity
• Diagnosing odd patterns
• When suspect filtering might be too aggressive

For more on this, see Suspect clicks.

What's a "good" open or click rate?

There's no universal benchmark, but loose ranges:

• Open rate — 20-40% is typical, 40%+ is excellent
• Click rate — 2-10% is typical, 10%+ is excellent
• AI-personalized newsletter engagement — often higher than industry averages because content is targeted

For specific industry benchmarks, see Industry benchmarks.

How to use Analytics strategically

A few habits worth building:

Weekly review:

• Check Opens/Clicks for the past 7 days
• Look at Daily Stats for the most recent issue
• Note any spikes or dips

Monthly review:

• Look at Topics and Articles reports to see what's driving engagement
• Review Segmentation by domain for deliverability health
• Check Active Subscribers trend

Quarterly review:

• Sources report to evaluate which sources are pulling their weight
• Industry comparison via the benchmarks article
• List hygiene — remove or re-engage inactive subscribers

What's next

• Suspect clicks — understanding the bot/human filter
• Metrics defined — what each number means
• Email Health Report — overall list health
• Industry benchmarks — comparing your performance