The communication insights are the starting point for understanding what happened after sending: how many people received, opened, clicked, converted, or reported your message. But that’s not all: this tool is also useful for analyzing behaviors, segmenting results, and gaining useful insights to optimize future sends.
Every communication sent with magnews generates a detailed report that gathers all the necessary information to evaluate its effectiveness.
Where can you find communication reports?
You can view a list of all sent communications, with their reports, by accessing the Insight > Communications section.
This list allows you to filter and sort communications by name, date, type, or status, and even export the entire table so you can analyze the data of interest and continually improve your performance.
Clicking on the communication you’re interested in takes you to the full and detailed report.
Performance summary: all at a glance
In the "Summary" section the main KPIs and values are visually presented grouped in a funnel, divided into two distinct sections: "Email" and "Contacts":
- The "Email" section shows aggregated data on the message’s performance, including how many emails were sent, delivered, opened, clicked, and converted. This view helps analyze the overall performance of messages and understand how recipients perceive the content.
- The "Contacts" section shows how individual recipients behaved: how many contacts received at least one message, how many opened or clicked it, or completed a conversion. This view helps you understand individual contact behavior.
Each numerical value in the funnel is clickable, allowing you to take direct action on filtered contacts, such as those who have opened, clicked, or converted. You can select all contacts from the list and apply actions such as: editing a contact field, unsubscribing, suspending, adding to a static audience, or exporting to a CSV file. This is a useful extension for managing interested contacts in a targeted manner without leaving the report.
SMS report for your multichannel communications
If the communication also includes sending SMS, an additional section labeled "SMS" appears, which includes a dedicated funnel and corresponding reports to analyze the channel-specific metrics (sent, delivered, clicked, etc.). This gives you a complete and separate view of your multichannel communication performance.
Conversions: measure the tangible results of your communications
When a communication generates conversions — such as purchases, downloads, or sign-ups — the summary report also includes a dedicated card showing results relative to configured goals. For each goal set, you will be able to see key metrics such as conversion rate, number of conversions completed (purchases, downloads, etc.), total value generated, average value per conversion, maximum and minimum value, average per contact, and date of last conversion.
Each goal is displayed in a separate tab within the "Conversions" box, and by clicking on the "Conversion goal report" you can access a more detailed view of the conversions generated. This feature lets you link message effectiveness to actual user behavior, helping you understand not just who clicked, but who actually completed the desired action.
Content clicks: what really worked?
This report allows you to analyze in detail which contents generated the most interest, showing the clicks made on the links present in the communication.
You can view the report in two modes selectable in the top right corner:
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“Performance” view shows, for each content, columns for the type of element (e.g. link, image), the content name (e.g. Oltremare, Acquafan), how many emails include that clicked content, the total number of clicks received, and the click rate (percentage of emails clicked vs. delivered).
This view is useful for understanding which content generated greater interaction in percentage terms.
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“Values” view shows the number of unique contacts who clicked that content (Have clicked) and the average number of clicks per clicking user (Clicks-per-clicked).
This view is ideal for identifying content that engaged individual users multiple times.
Both views provide useful insights to identify the most engaging content, evaluate the effectiveness of calls to action, or reconsider link placement and priority in future communications.
You can also export the entire report in CSV format using the button at the bottom right, for deeper analysis or reporting.
Content tags: which topics interest most?
The "Content tags" report helps you understand which topics gained the most attention from users, grouping clicks on links according to tags associated with the content.
This aggregated view is especially useful when your communication includes multiple contents related to the same theme (e.g. amusement parks, aquariums, summer events, etc.) and you want a concise view of performance by topic.
For each tag you can see how many emails received at least one click (Emails clicked), the percentage of clicked emails relative to those delivered (Click rate), and the total number of clicks recorded on content associated with that tag (Total clicks).
This report allows you to evaluate interest toward groups of content, i.e. which content categories perform best in terms of engagement and can guide your editorial choices for future communications.
As with other reports, here you can also export the data in CSV format using the button at the bottom right.
Breakdown: analyze results by contact segment
The Breakdown report allows you to analyze your communication performance based on a specific contact field, such as gender, geographic area, or customer type. By selecting a parameter, you can see how opens, clicks, conversions, and unsubscribes are distributed, helping you identify groups that respond better and optimize targeting and content for future campaigns.
Learn how the Breakdown report works.
Delivery analysis: identify delivery issues
For each sent communication you can see the details of the bounces recorded in the "Bounce analysis" report, designed to help you monitor any email delivery issues. This section clearly shows, in separate tabs, which contacts and domains did not correctly receive the message and why.
You can explore the data at different levels of detail: from the type of error (e.g. Hard Bounce) to the specific cause of the issue (such as a non-existent domain). Additionally, you will find detailed lists of involved domains, making it easier to quickly identify critical patterns or recurring blocks.
Email clients: how do they read your emails?
The "Email clients" report gives you an overview of the software, devices, and operating systems used by recipients to open your communications. This analysis is invaluable for optimizing email design and ensuring the best display on the most commonly used clients.
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Email clients: this report shows which email clients were used to open the message, including mobile apps (e.g. Apple Mail, Gmail app), desktop clients (e.g. Outlook, Thunderbird), and webmail (e.g. Gmail via browser).
- In the "Distribution" view, a donut chart shows the proportion of opens or clicks by client, helping you understand which tools are most used among your contacts.
- In the "Values" view, a detailed table shows, for each email client, the number of contacts who opened or clicked and the related percentages, including the clickers‑to‑openers rate (the ratio between users who clicked and those who opened).
- Device: below the "Email clients" report you will also find the report for device type (e.g. Desktop, Mobile) and operating system (e.g. Mac OS, Windows, iOS, Android). Again, the view can be chosen between donut chart or table.
Analyze, segment, improve. Use communication insights to make every send more effective.