If you’re running an ecommerce store, email isn’t just a marketing channel it’s one of your best tools for converting first-time visitors and building customer loyalty. But sending emails isn’t enough. You need to know what’s working, what’s not, and how to improve. That’s where Omnisend’s campaign tracking tools come in.
In this blog, I’ll show you how to track your email campaign performance inside Omnisend, what metrics actually matter for ecommerce, and how to use that data to increase sales. Let’s get into it.
Why Tracking Email Performance Matters
Email is one of the highest ROI marketing channels. But if you’re just guessing what emails to send, you’ll leave money on the table. You need real-time insights on:
- How many people are opening your emails
- Which products they’re clicking
- How much revenue each email brings in
Omnisend makes this easy by giving you ecommerce-focused metrics that show exactly how each campaign performs.
Step 1: Navigate to the Campaign Reports
After you send out an email campaign, go to your Omnisend dashboard. Click Campaigns in the left-hand menu. This brings you to a list of all the campaigns you’ve sent. Find the one you want to analyze, then click View Report. This opens up your campaign performance dashboard with all the key metrics front and center.
Step 2: Understand the Key Metrics
Omnisend focuses on ecommerce-specific results, not just vanity metrics. Here’s what you should actually pay attention to:
- Open Rate: How many subscribers opened your email. A good benchmark is 20% or higher.
- Click Rate: How many clicked a link or product. This shows engagement.
- Sales: How much revenue came directly from the campaign.
- Orders: How many total purchases happened as a result.
- Click Map: Shows which parts of the email people clicked most (great for optimizing design and CTAs).
- Bounce Rate: High bounce rate means you may need to clean your list.
- Unsubscribe Rate: Tells you if your content is annoying people or not relevant.
What’s different about Omnisend is the direct integration with your store. It tracks sales that happen after a user clicks an email, so you’re getting real numbers, not guesses.
Step 3: Segment Your Results
Omnisend lets you see how your campaign performed across different audiences.
Click into the Audience breakdown tab. You can filter results by:
- Location
- Device (mobile vs desktop)
- Language
- Purchase behavior
This tells you which segments respond best to your emails. For example, if mobile users click more, you might want to simplify your designs for small screens.
Step 4: Use A/B Testing to Improve Results
One of the best features in Omnisend is A/B testing. You can test:
- Subject lines
- From names
- Email design layouts
- CTAs
When running a test, Omnisend automatically sends different versions to a small % of your list, then sends the winning version to the rest.
This helps you figure out exactly what drives opens and clicks—without needing to guess.
Step 5: Use Automation Reports to Track Flows
Campaigns aren’t the only thing you can track. If you’re using automation workflows like welcome emails, cart recovery, or post-purchase follow-ups, Omnisend shows you the same deep analytics for each one.
Go to Automation > Reports and look at the performance of each flow. You’ll see:
- Number of emails sent
- Open and click rates
- Orders and revenue
- Conversion rate for each step
This is key for optimizing your automations and making sure each one is working hard to bring in sales.
Step 6: Track ROI Using the Sales Dashboard
To get the full picture, go to Reports > Sales Performance.
This lets you see the total revenue your email marketing is generating over time. You can filter by:
- Campaigns
- Automation
- SMS
- Push notifications
This is helpful if you’re running multiple campaigns or automated flows at once and want to see what’s pulling the most weight.
Step 7: Connect Google Analytics for Deeper Insights (Optional)
Omnisend lets you integrate your campaigns with Google Analytics. Just add UTM parameters to your links or turn on tracking inside your campaign settings.
This allows you to track traffic and conversions from email directly inside Google Analytics too. It’s optional but a good move if you’re running ads or SEO and want everything in one place.
What to Do With the Data
Knowing your numbers is one thing using them is where the real magic happens. Here’s how to use your insights to drive more sales:
- Low open rate? Test subject lines and preview text.
- High click rate but no sales? Improve your product pages or offers.
- High unsubscribe rate? Rework your email content or segment better.
- Best sales from automations? Build more targeted flows (e.g. birthday emails, reactivation campaigns).
The goal is to learn, tweak, and repeat. Over time, you’ll build a system that works on autopilot.
Final Tip: If You Haven’t Tried Omnisend Yet
If you’re using Shopify and still haven’t tried Omnisend, this is your sign to start. It’s built for ecommerce and makes email marketing way easier with pre-built templates, automations, and performance tracking baked in. There’s even a free plan to get started.
Conclusion
You don’t need to be a data expert to make your email campaigns work. Omnisend gives you everything you need to track performance, see what’s working, and grow your sales all in one place. Focus on the numbers that matter, test consistently, and build from there. If you’re serious about scaling your ecommerce store, tracking your campaigns isn’t optional. It’s essential.
