Overview
Use email analytics to understand deliverability, engagement, and sequence performance. Apollo shows email performance across the emails hub, sequences, contact profiles, analytics reports, and dashboards. Review these metrics to see which messages deliver, generate engagement, and move contacts closer to a reply or meeting.
Start with delivered, replied, and interested rates. These metrics give you the clearest signal about whether your outreach reaches inboxes and motivates prospects to respond. Treat opens and clicks as directional signals because tracking pixels, link redirects, bot scans, and self-caused activity can affect the numbers.
Looking for a holistic framework to measure outreach success? Check out Chapter 6: Multichannel Outreach in Apollo's book Outbound Sales.
Check out the following sections to access and interpret email analytics on Apollo.
Email Metrics Glossary
Metric availability varies by analytics surface. Emails > Analytics, sequence reports, Analytics > Reports, and dashboard widgets may show different metric sets. Review this glossary to understand common email analytics terms in Apollo.
| Metric | What It Means | How to Use It |
|---|---|---|
| Delivered | Apollo calculates delivered emails by subtracting bounced emails from sent emails. | Monitor this metric to understand whether messages send successfully and to spot setup or deliverability issues. |
| Opened | Apollo counts unique emails with an open event. | Treat opens as a general engagement signal because image blocking, bot scans, and self-caused activity can affect results. |
| Clicked | Apollo counts unique emails with a click event. | Treat clicks as a general engagement signal because security scans and self-caused activity can inflate click rates. Apollo records a click whenever any link is clicked in an email, but it doesn't identify which link was clicked. Click metrics are available on some Apollo plans. Review your plan for more details. |
| Replied | Apollo counts unique emails where it detects a reply in the thread. | Use replies to understand whether your message motivates prospects to respond. |
| Interested | Apollo counts contacts that reach an interested or demoed outcome through meeting or stage-related activity. | Use interested rates to find messages, audiences, or sequences that generate strong engagement. |
| Bounced | Apollo counts unique emails with a bounce event. | Monitor bounce rates to spot list quality, mailbox setup, or deliverability issues. |
| Opted out | Apollo counts unique emails with an unsubscribe or opt-out event. | Monitor opt-outs to understand whether your audience, volume, or message needs adjustment. |
| Bot events | Apollo classifies some open and click events as bot or self-caused activity, including common scanner, proxy, and internal activity patterns. | In sequence reports, Apollo excludes these events from open and click stats by default. To include them, go to Sequences > select a sequence > Report, then toggle on Include bots in the sequence stats widget. |
Access Email Analytics
Choose the path that matches what you want to review. Some areas show overall email performance, while others show individual email statuses or contact activity.
- Access Team-Wide Email Metrics: Review overall email performance across your team in Emails > Analytics.
- Monitor Individual Email Statuses: Check recipient-level email records and statuses in Emails.
- Access Sequence-Specific Email Performance: Review performance for one sequence in Sequences > select a sequence > Report. To export sequence data, use Analytics > Reports.
- Access Contact-Specific Email Activity: Review one contact's email events in the contact profile activity log.
- Use Analytics Reports or Use Analytics Dashboards: Build or export configurable email analytics reports in Analytics > Reports, or export individual widget data in Analytics > Dashboards.
Access Team-Wide Email Metrics
You can review team-wide metrics related to emails directly from the Emails page. Use these analytics to understand outbound email performance and engagement rates across your sales team.
To access team-wide email metrics:
- Apollo displays your team's email analytics dashboard. You can preview metrics for the following analytics reports related to emails:
Report Description Email Stats Get a high-level overview of your team's stats for emails sent, emails opened, emails replied, and emails blocked. Email Funnel Visualize your outbound performance from delivery to interest. This helps you spot where prospects are dropping off or where you can improve your outreach content. Reps with Most Effective Emails Compare reps based on reply and interest rates to identify who's writing high-performing emails and where others might need coaching or content help. Email Activity by Week Track email performance trends over time. Use this to evaluate seasonality, experiment impact, or campaign consistency across your team. Most Effective Email Templates See which email templates drive the most engagement so you can promote proven messaging or retire low-performing templates. Most Effective Email Sequences Identify which sequences consistently convert across all stages. Use this to clone effective sequences or set baselines for new experiments. Most Engaged Personas with Emails See which job titles or personas respond most often. Use this to sharpen persona targeting and prioritize high-converting segments. Most Engaged Company Sizes with Emails Understand which company sizes show the highest engagement, so you can adjust targeting or ICP definitions. Most Engaged Industries with Emails Identify which industries respond to your outbound messages, so you can prioritize outreach or tailor copy by industry. - Apply a timeframe or click Add filter to filter and refine the email metrics in your dashboard.
- Click Go to Analytics to browse Apollo's full suite of analytics dashboards and reports or create custom reports for your team.
Check out Analytics in Apollo to access a variety of pre-built analytics dashboards and reports or build custom reports for your team.
Monitor Individual Email Statuses
On the Emails page, you can also review how your individual emails are performing per recipient. This gives you a more granular view of specific email statuses.
To monitor individual email statuses:
- Launch Apollo and click Emails.
- Use filters to narrow your results to a specific email or sequence.
- Hover over an email status for more insights.
Access Sequence-Specific Email Performance
From the Sequences page, you can review overall email performance statistics for emails related to a specific sequence. This gives you a clearer picture of how email templates in a sequence perform with enrolled contacts.
To access sequence-specific email performance:
- Launch Apollo and click Sequences.
- Select your sequence.
- Apollo shares overall sequence statistics as well as email tracking statistics per individual contact.
- Optional: Keep Include bots off to exclude known bot and self-caused open and click events from sequence stats. Toggle on Include bots to include those events.
Security tools can open, scan, and click email links before a person reads your email. Apollo can also classify internal or self-caused activity as bot activity.
Sequence stats exclude known bot and self-caused open and click events by default. Toggle on Include bots when you want those events included in your open and click stats. Learn more about bot tracking.
You have now accessed email performance data for a sequence. To export sequence performance data, use Analytics Reports.
Access Contact-Specific Email Activity
Use the activity log in a contact profile to see timestamps for when a specific contact received and replied to your outbound emails. This view shows contact activity, not aggregate analytics reporting.
To access email activity for a contact:
- Launch Apollo and click People.
- Use search filters to find a contact.
- Click the contact's name.
- Use the activity widget to find relevant emails. Hover over the email status to view additional insights.
You have now accessed email activity from a contact profile.
FAQs
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Frequently Asked Questions |
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| Why are clicks higher than opens? | <Do replies appear in Apollo right away? | What does Include bots do? |
| Where can I see email step performance? | Can I export email analytics? | Why am I missing email analytics or export options? |
Why are clicks higher than opens?
Clicks can exceed opens when the tracking pixel is blocked, an email is forwarded, a recipient clicks an unsubscribe link, a recipient replies without loading images, or a security system scans links. Treat opens and clicks as directional signals, then review them alongside replies, interested rates, and bot filtering.
Do replies appear in Apollo right away?
Replies appear after Apollo syncs the connected mailbox and matches the message back to the original thread. Auto-replies in the same thread can count as replies.
What does Include bots do?
In sequence reports, Include bots controls whether Apollo includes known bot and self-caused open and click events in visible open and click stats. Apollo excludes these events by default. Toggle on Include bots to include them.
Where can I see email step performance?
Open a sequence and click Report to review email performance for one sequence. To compare performance across sequence steps, email templates, or sequences, use Analytics > Reports.
Can I export email analytics?
You can export email analytics from Analytics > Reports. You can also export data from individual dashboard widgets in Analytics > Dashboards. The legacy per-sequence report page doesn't support CSV export, so use Analytics > Reports to export sequence performance data.
Why am I missing email analytics or export options?
Analytics and export availability can depend on your Apollo plan, analytics access, export permission, team CSV export settings, and the report or widget you open. Click metrics are available on some Apollo plans. If you're missing reports, dashboards, click metrics, or export options, ask an Apollo admin to review your analytics and export access.
Next Steps
Ready to keep improving your email performance? Check out these resources:
| View and Respond to Emails | Review individual email records, statuses, and replies in Apollo with View and Respond to Emails. |
|---|---|
| Report on Sequences | Review sequence-level performance, email engagement, and audience activity with Report on Sequences. |
| Email Tracking Overview | Learn how Apollo tracks opens, clicks, replies, and bot activity with Email Tracking Overview. |
| Use Analytics Reports | Build, review, and export configurable email analytics reports with Use Analytics Reports. |
| Use Analytics Dashboards | Review dashboard widgets and export widget data with Use Analytics Dashboards. |
| Email Deliverability Best Practices | Improve inbox placement and protect your sender reputation with Email Deliverability Best Practices. |