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Measuring the Success of Your Toast Marketing Campaign

Now that you've sent out your first email campaign, let's talk about results. From the Email marketing dashboard, active and inactive campaigns are displayed under the Draft Campaigns, Current Campaigns and Past Campaigns sections.

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Campaign Metrics at a Glance

From the Marketing Dashboard, all campaigns can be filtered by Campaign Type (All, Auto campaign or One-time campaign) and/or status (All, Sent, Completed, Draft, Scheduled). 


The following data will be available from your dashboard:

  • Updated date - The date the email was successfully sent and accepted by recipient's servers.

  • Delivered - The total number of emails sent in the campaign. This number should closely match the number of guests targeted in your contact list. 

  • Opened - Displays the number of unique 'opens' based on the total number of emails delivered. This is a good indicator of how many people read your email.  

  • Clicked - Displays the number of successfully delivered emails with at least one click (excluding those clicks where an unsubscribe occurs). 

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Measuring the Success of a Single Campaign

The easiest way to get started measuring the success of a specific campaign is to select it from your Toast marketing dashboard. 


Here, you can view a breakdown of email delivery rates as well as contact engagement. 



  • Blocked - These are recipients that we have preemptively blocked in anticipation of a delivery error. This avoids causing an error on the recipient's server that would negatively hurt your sender reputation.

  • Soft Bounced - Emails are considered "bounced" when they cannot be delivered to the recipient. A soft bounce is a temporary issue such as the recipient's inbox is full or there is a connection timeout. Don't worry, in these cases, we will automatically try to resend the email. If the email is not delivered after three days, it is marked as a bounce. 

  • Hard Bounced - Emails are considered "bounced" when they cannot be delivered to the recipient. A hard bounce is a permanent delivery error caused by an invalid email address. Hard bounces negatively impact your sender reputations and are automatically blocked for ninety days. 

  • Retrying - This can include soft-bounced emails that are attempting to be delivered to the recipient. 

  • Opened - The percentage of unique 'opens' based on the total number of emails delivered. This is a good indicator of how many people read your email. 

  • Clicked - Accounts for successfully delivered emails with at least one click (excluding those clicks where an unsubscribe occurs).

  • Unsubscribed - The unsubscribe rate is related to the number of delivered emails and indicates the number of people who opted out of your list using the unsubscribe link. 

  • Marked as Spam - The percentage of emails reported as spam based on the total number of emails delivered. This is an action taken by the recipient upon receiving your email and can be detrimental to your reputation. Note that transactional emails with a clear call-to-action are less likely to be marked as spam. 



Additional metrics can be viewed by selecting Show more statistics. To download a copy of this report, select Download report in the top-right corner of the page.