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Mailchimp Campaign Reports – Features and Functionality

Mailсhimp offers different kinds of campaigns such as emails, listing, social posts, ads, etc. And to be able to monitor how well your campaigns are performing it generates reports for them. The reports include information on audience engagement, revenue from various sources, where your consumers are, and targeted recommendations to improve them. With the help of Mailchimp reports, you can improve marketing initiatives and increase the growth of your company.

This article will explain how you can effectively use your Mailchimp campaign reports to get the most out of them. Furthermore, we will go through exporting the reports data and combining it with other information for enhanced decision-making. 

Mailchimp campaign reports

The most common type of report in Mailchimp is an email campaign report.  This provides information on how well your emails are performing. This includes such data as email open and click rates, unsubscribes, social media engagement, campaign benchmarking, and other statistics. 

Campaign reports are available for other types of campaigns in Mailchimp, too – for example, for landings, social posts, surveys, and even Mailchimp SMS campaigns. 

Here’s how to navigate to your Mailchimp campaign reports. 

  • Click on the drop-down arrow next to Campaigns. Then, select Reports.

All your reports will be displayed on the dashboard on the right side, including emails, automations, social posts, ads, landing pages, etc., You can filter them by their status or type.

Sample campaign report in Mailchimp

Now let’s see what a standard campaign report looks like in Mailchimp. The report shows details such as open rate, total clicks, conversion, revenue, etc. We will explain each of these terms in more detail in the following chapters.

Mailchimp campaign reports metrics

The main benefit of campaign reports is that they provide crucial information on campaign efficiency. Businesses can make important marketing decisions based on this data. Let’s look at some of the most significant metrics provided in Mailchimp campaign reports. 

Open rate is the percentage of emails read by your customers divided by the number of delivered messages. It helps you determine whether your subject lines are compelling enough to generate a click. An email is counted as opened if it was opened at least once. Any further opens of the same message won’t impact the open rate. 

For example, if you send out 100 emails and only 1 person opens your message, but they open it 5 times, this will count as only 1 email open, thus a 1% open rate.

Click Rate is the number of clicks recorded on an email, divided by the total amount of delivered emails. It’s also known as a click-through rate or CTR. From a performance standpoint, clicks are usually a key factor in the success of any email campaign as they lead readers to the next stage of a funnel.

For example, you send out 100 emails, and only 25 people open them. 10 out of these 25 people click on at least one link in an email they received. Only these 10 emails will be counted towards the click rate. Thus, we have a 10% click rate and a 25% open rate in this particular example.

Unsubscribe Rate displays the percentage of people who have dropped out of your emails divided by the number of people who have received the email. This should be kept to a minimum. The unsubscribe rate specifically only counts the number of people who chose to unsubscribe from a mailing list. 

Email Bounce Rate is a percentage of emails not delivered in relation to the total number of emails sent out. A bounce occurs when an email cannot be delivered to a recipient. Here are some common reasons for that:

  • The email address you entered is invalid.
  • Rejection by the recipient’s mailbox due to spam, phishing, or other concerns.
  • A mailbox provider’s security policy rejects emails from all or select domains.
  • A permanent issue with the connection.

Bounces, like spam reports, can be bad for your business reputation. They also hinder your ability to deliver emails and execute effective marketing campaigns. As a result, you should keep an eye on the high bounce and spam rates and take immediate action as necessary.

Mailchimp: how to share campaign reports securely

Being able to share information securely and conveniently is exactly what most businesses are aiming for. Mailchimp email reports provide the useful information you might want to share with colleagues or clients. With the help of reports, you can adequately inform them about effective and productive campaigns and discuss subscriber engagement information. Sending a link to partners so they can access your campaign reports is easy with Mailchimp’s built-in sharing feature.

Due to account security, simply posting the page’s URL  won’t let others view the report. But with the sharing tool, you can email campaign reports to anyone; your colleagues won’t require a Mailchimp account to view reports.

Mailchimp encrypts your report with a password that is generated automatically. When you share a report, the recipient will receive an email including a link to the report and a secure password. This will give them access to the complete Mailchimp campaign report in their browser.

Follow the steps to share your selected  Mailchimp email report:

Click on Campaigns, located on the left side. Then click on Reports.

Next, click on the drop-down arrow of the report you want to share, and select Share report.

The share report screen will open up where you can change the password and add the email address of the contacts you want to share the report with.

Fill in the Add viewers section on the Share Report screen with the email addresses. After each address, press the Tab key to add as many viewers as you want to.

After adding all the email addresses, click Share Report.

An email will be sent to those email addresses containing the link to the shared report with the password.

After you’ve shared the report, you can revoke access at any point, and the recipient won’t be able to open the link. Furthermore, you can add more viewers to the list if you want to share the report later with new people. 

Note: If you change the password after sharing a report, remember to inform the original report viewers of the new password.

Mailchimp automation reports

Whenever you use the automation feature of Mailchimp a report is generated for it. The automation reports could be for anything: campaigns sent out to new subscribers, messages to new potential customers, and so on. 

Additionally, you can automate a series of emails in a campaign, and reports will be generated for each email in the automation. Although the automation reports are similar to the standard email reports, they also provide additional information, such as stats for each email sequence. 

Here is how to check the Mailchimp report for each automation:

  1. Click on Campaigns and choose Reports.
  1. Now filter the type of reports, and choose Automations.

Now only your reports for automations will be shown.

We have discussed the features and benefits of Mailchimp email reports. Now, let’s look at its limitations and how we can overcome them.

How to set up automated campaign reports in Mailchimp

Mailchimp built-in reports provide you with a solid set of stats and metrics that will satisfy many users.

Things get more difficult if you want to export your campaign reports or any data associated with your campaigns. You can only do so manually, pulling a .csv file and loading it into the desired tool for analysis.

Another limitation is that customizing your reports further is also not an option with the native functionality. Sometimes you may wish to look at your data from a different angle or dig deeper into some users’ behavior. It can happen when you iterate on your automated emails or test out different formats of a newsletter template. Mailchimp may help achieve that, but you’ll likely have more success looking at the data in Excel or pulling it into dedicated visualization tools.

When automating Mailchimp reporting, its users frequently use

It allows you to export virtually any data from Mailchimp into a spreadsheet (Google Sheets, Excel) or a data warehouse (BQ). You can build reports there or load the data further into the tools like Tableau, Power BI, or Data Studio. 

All of this gives you much more flexibility than regular Mailchimp reports and makes it easy to merge the data with other information at your disposal (e.g., data from other marketing tools, sales platforms, accounting tools, etc.)

So, let’s see how you can set up automated reports with’s Mailchimp Google Sheets integration.

First of all, you need to sign up for a free account.

Then, click the Add New Importer button.

Next, you’ll have to select a source and destination. In this case, we will select Mailchimp as a source and Google Sheets as a destination.

At this point, you need to provide a source account and the type of data you want to fetch, we will select reports. 

Provide a destination and continue.

Afterward, you’ll have to select the import mode. We’re selecting append for now. You’ll have two modes available:

  • Replace: will override existing data.
  • Append: will place new data under the previous one.

Finally, you’ll need to set the schedule at which you want to import and refresh the data. You can select according to your requirements. In this case, we’re selecting daily.

Click Save and Run and you’re done.

When the export is completed, will move all the report data to your spreadsheet. It will look like this:

Mailchimp automation reports for specific dates

Ideally, you want to extract as much value as possible from the Mailchimp automation reports. You can make better marketing decisions by comparing how the performance changes over time. For example, you made some changes to your automation campaign and want to assess if the open or click rate improved.  

In Mailchimp, you can monitor any fluctuations on the Monthly performance chart included in automation reports. It can be quite limiting, though.

With, you can pull all the available data for a specific date. Then, with simple formulas, you can compare the performance over time.

This is what email reports for a specific date will look like. 

Mailchimp export campaign reports for multiple accounts

Exporting campaign reports for multiple accounts might seem difficult or complicated. However, it doesn’t have to be. allows you to connect multiple Mailchimp accounts and pull data from each, into the same or a separate file. A single importer can only fetch data from one account. But once it’s set up, copying it and reconfiguring it for a different account is quick and effortless.

As a reminder, using, you can export Mailchimp to Excel or Google Sheets. Additionally, Mailchimp to BigQuery is also available.

Making the most out of Mailchimp email reports

Insightful client-centric reports integrate visuals and precise data to tell the tale of your progress. They enable your team to keep track of the present situation and rapidly identify any flaws in your processes.

Mailchimp email campaign reports provide extremely valuable metrics which can be shared safely. However, you can make these reports more meaningful by exporting the data to a spreadsheet with From there, you can load it into data visualization tools and create custom reports that can be used to enhance and improve decision-making.

  • Sabha Munir

    Marketing Executive at MENA FINTECH ASSOCIATION

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