| Brand | Email Name | Send Date | Sent | Opens | Open Rate | Clicks | Click Rate | Unsubs |
|---|
| Rank | Brand | Emails | Total Sent | Avg Open Rate | Avg Click Rate | Total Unsubs | Account |
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| Brand | Email Name | Subject Line | Date | Sent | Delivered | Opens | Open % | Clicks | Click % | CTOR % | Unsubs | Bounces |
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| Brand | Reachable audience | Avg recipients · last 4 wks | Avg recipients · prior weeks | Δ vs. prior | Unsubs / 30d | Implied annual churn | Signal |
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| Week | Brand | Status | # Edits | Edit Types | Source | Preview |
|---|
Email programs are measured on two axes: how much business they generate (absolute volume) and how efficiently each send performs (rate). Q1 2026 grew both reach and total business impact while creative quality (CTOR) held under that scale.
Each cell shows the Q1 2026 value on top. Open Rate and Click Rate cells stack two YoY pills: the rate YoY (efficiency-per-recipient) and the absolute opens/clicks YoY (the volume that drives business). Most brands grew absolute opens and clicks YoY even where the rate softened — the truer measure of program output. Bounce and Unsub are colored by absolute health (industry-excellent < 0.5%; acceptable < 1%) since YoY % from a tiny base is statistical noise. Sorted by Q1 send volume.
| Brand | Campaigns | Q1 Sends value · YoY |
Open Rate rate YoY · opens YoY |
Click Rate rate YoY · clicks YoY |
CTOR value · YoY |
Bounce Rate absolute health |
Unsub Rate absolute health |
|---|
% change shows YoY (Q1 2025 → Q1 2026). Open Rate and Click Rate cells show two pills: the top is the YoY change in the rate; the bottom is the YoY change in absolute opens / clicks (the volume that drives business). Rate dilution is mathematically expected when reach grows; absolute volume is the truer measure of program output. Bounce and Unsub are colored by absolute health (industry-excellent < 0.5%; acceptable < 1%) since YoY % from a tiny base is not a meaningful signal. CTOR isolates creative quality and is the cleanest single read on the email itself. Brands marked New on platform have no Q1 2025 baseline.
- Open Rate (OR) — % of delivered emails opened. Reflects subject line, sender reputation, and audience health/recency.
- Click Rate (CTR) — % of delivered emails clicked. Reflects offer strength, creative, and audience interest alignment.
- Click-to-Open (CTOR) — % of opens that produced a click. Isolates creative and message quality independent of list health — the cleanest signal that the email itself is working.
- Bounce Rate — % of sends to invalid addresses. Reflects list hygiene and sender reputation.
- Unsubscribe Rate — % opting out per send. Reflects frequency & relevance for the engaged audience.
Two parallel workstreams. Captive Demand owns sustained creative quality, cadence, and deliverability. Per-brand activation work compounds the Captive Demand engine when paired alongside it.
- Apples-to-apples scope. Built on each brand's core marketing campaigns — the bulk monthly sends ("Core 4" series, monthly specials, ICYMI, last-chance) that go to the brand's full active list. Notification, post-treatment, member-only, follow-up, B2B, and event-segment sends (under 1,000 recipients) are excluded so the platform average reflects the program's primary marketing surface, not micro-list noise.
- Comparison window. Each rate cell shows YoY (Q1 2025 → Q1 2026) movement. YoY is the cleanest apples-to-apples baseline for a quarterly cadence; Q4 2025 included Botox Day, Black Friday, and platform-onboarding tentpoles that don't repeat in Q1.
- All comparisons are internal. We do not anchor against external industry benchmarks because Apple Mail Privacy Protection has inflated reported Open Rates ~50% across all email service providers since iOS 15 (Sept 2021), and every email platform measures "delivered" and "engaged" differently. Internal trajectory and within-portfolio variance are the most reliable lens for a program of this scale.
- Why CTOR is the cleanest message-quality signal. CTOR (clicks among openers) isolates how compelling the email content is, separate from list and deliverability factors. It tells you how persuasive the creative is once a subscriber opens.
- Why absolute volumes matter alongside rates. Email rate metrics (OR, CTR) measure efficiency per recipient; absolute volumes (total opens, total clicks, total recipients) measure total business impact. When a program scales reach, rate dilution is mathematically expected because the marginal recipient is by definition less engaged than the existing engaged base. Read the report this way: lead with CTOR (the rate that isolates creative) plus absolute opens/clicks (the volume that drives business) as the joint signal of program health; treat OR and CTR rate softening as the Q2 audience-activation focus, not a Q1 verdict.
- Same-brand cohort. The "Quality That Held" panel and diagnosis include a same-brand cohort metric: only the brands active in both Q1 2025 and Q1 2026. This isolates "did the existing audience get worse" from "did we add new lower-engagement brands," and is the most apples-to-apples internal comparison available.