Let the data help you: Everything you need to know about the reports waiting for you in the ActiveTrail platform

In today’s market there are more and more database indexing systems and analytical information about marketing activities that let you get up-to-date information about your efforts so you can improve them.

ActiveTrail provides you with important info about your email marketing from which you can derive important conclusions, such as: which newsletter works best for you and which not as well, what’s the trend among your recipients and how many of them are interested in the content you send them, from the level of total recipients down to the level of each individual.


In order for you to get the most out of the data we produce for you, we’ve assembled all the reports that can be produced regarding the emails and SMS’s that you send from the ActiveTrail platform.

You can’t say “I didn’t know” anymore. From now on, all the information that’s available is right here in front of you, once and for all:

You access the reports from the task bar (in the application).


Executive Report

The first report that appears is the executive report.  This is a big, colorful report that gives you a visual review of all the data regarding the newsletters you’ve sent in the past 12 months.

What can you learn from it?

The report presents the data in column charts, but also includes precise values that appear when you hold the cursor on a specific column.  You can find the following data in the report:

Sent- How many emails were sent each month, with a distinction made between campaigns and transactional messages (transactional emails with messages to contacts about technical matters such as subscribe/unsubscribe to/from the mailing list)

Bounce rate – How many of your emails were sent with errors

Open rate – What the open rate was for your emails each month

Click rate & CTO – How many people clicked on your campaigns and what percentage of the campaigns you sent were clicked on

Unsubscribe and Complaint rates – How many unsubscribed or complained

executive reports

What’s it good for?

The data here allows you to see the general picture, that’s why they’re called “executive reports”.  You can observe rise/fall trends in the popularity of your emails based on your contacts’ open rates, click –on rates, complaints, and unsubscribe rates, and come to conclusions accordingly about your campaigns and your marketing strategy.

In the graph at the bottom, you can see the number of active and inactive contacts each month and you can export these data in an Excel document.  If you’d like to see trends over shorter time spans you can click on the box on the left and switch the display to show the data from the last week, the last month, the last three months, etc.

Comparative Reports

What can you learn from it?

In this space you see, regarding each campaign, the type of campaign, when it was sent including the precise time, and how many emails were sent and you can compare the different campaigns.  You can compare two or more campaigns that you created and see which of them was more successful, in terms of all the relevant indexes of campaign success.

Comparative Reports


What’s it good for?

This way you can compare specific parameters that you handled differently in the two campaigns, understand which worked better, and improve in the future accordingly.

Transactional Messages

What can you learn from it?

Here you can see for each day how many transactional messages were sent, how many were opened, how many were clicked on, how many errors or complaints there were about these messages, and how many unsubscribed.

Transactional messages

What’s it good for?

This report allows you to track your movement through the transactional messages and to check their success.
These are usually messages that were sent via the API or from autoresponders such as thank-you-for-signing-up/you’ve been removed from the mailing list/etc.

Contact Report

What can you learn from it?

In this report you can enter the email of a contact, hit ‘search’, and check how many emails were sent to him/her last month/week, how many emails the contact opened, how many he/she clicked on, and if any errors were sent to them.


What’s it good for?

It allows you to check the data of a specific contact individually.

SMS Report

What can you learn from it?

In the SMS report you can find the date the SMS was sent, the total number of messages sent, the total number of clicks on the messages that were sent, how many clicks per user, how many fails (because of wrong numbers and the like), how many credits were redeemed in this sending, and how many unsubscribed from the mailing list following the SMS.

SMS campaigns reports

What’s it good for?

This report lets you see, in detail, important data regarding the SMS’s you send.  This way you can see if there were any slip-ups, if the message was effective and got a lot of clicks, or contrarily if it was unsuccessful and got a lot of unsubscribes.

In SMS messages, what’s important is –surprise – the text!  The messages have to be accurate and with good copy, so in most cases if the results aren’t good, that’s what needs improving.  In addition, stick to short links in text messages.  Note that here you have a way to see how many clicked on your messages, which is an effective way to measure your success,  If you had a lot of clicks but few sales, you can see that the problem was with the website or the product and not with your marketing SMS’s, and vice versa.

Scheduled Reports

What can you learn from it?

The scheduled reports allow you to get the data in real time, as frequently as you’d like.  That way you can stay up-to-date without logging in to the application, since the reports are sent directly to your inbox.

scheduled reports

What’s it good for?

If you’re used to sending a campaign and never looking back, these reports will remind you that the campaign isn’t over the minute you’ve sent it.

The scheduled reports send you all the data you need to know about your latest campaigns, first of all two days after the campaign was sent when the data is more or less settled and afterwards, every so often.  On whatever day you choose, as frequently as you want, you’ll receive an automatic summary of all the latest reports.

It’s important to stay updated and come to conclusions about your campaigns. The scheduled reports help you do this.

Visual Reports on Automations

You can also receive reports about the automations you create and operate.  In the automation framework, the reports are constantly updated and are available to you as visual displays.

This is how it looks:

visual report

The reports are about each and every step.  At the top you can see in a row a general report that includes all the steps of your specific automation; how many began the automation, how many received emails, how many opened, how many clicked, how many received an SMS, and how many completed the automation.  Holding the cursor over each square lets you see data regarding each step individually and each campaign individually within the automation.

The visual form of the report lets you get the important data immediately and prominently.  Don’t forget to go back and stay up-to-date, because in contrast to the other reports, which after a few days remain fairly static, the automation reports are updated all the time when new contacts start out on your automation journey.

As opposed to regular campaigns, in the automation framework you can make changes on the spot regarding any particular campaign whose open rates or click-on rates aren’t satisfactory, and to improve that campaign for the next contacts to receive it.

That’s it. Now the knowledge is in your hands, and knowledge is power, so use it like you should.

Want to get more knowledge? Here are 15 tragic email marketing mistakes you should avoid

You’ve already started using our automation system? Read about the automatic emails that do the work for you.