Understanding the Dashboard: Overview, Emails, Audience & Content

Letterhead’s Dashboard lives under Analytics and gives you one place to read your whole newsletter operation. It’s organized into tabs — Overview, Emails, Audience, and Content — and works at both the organization and company level. If no channels are selected in the filter, the data reflects all channels during the selected timeframe.

Tip

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Note

Wherever an engagement rate appears across these tabs — a rate like Open Rate or Click-to-Open Rate — it’s calculated the same way and shown to the same precision, so a number reads the same everywhere you find it.

Overview tab

Your sending and engagement KPIs for the period, each with a change indicator versus the previous period:

• Sent — total emails sent across your newsletters
• Open Rate — approximate percentage of accepted emails that were opened
• Clicks — total link clicks, including repeat clicks
• Clickthrough Rate — percentage of emails with at least one click
• Click-to-Open Rate — unique clicks divided by unique opens
• Bounce Rate — hard bounces plus admin and block bounces (Other Bounce Rate) counted toward deliverability; Soft Bounce Rate (temporary failures) is tracked separately and isn’t part of Bounce Rate — see hard vs. soft bounces
• Spam Complaint Rate — percentage of emails marked as spam
• Promotion Clicks — clicks on promotion links

Emails tab

How your editions actually performed:

• Best Performing Emails — your standouts for the period: Highest Open Rates, Highest Click-to-Open Rates, Most Engaging, and Winning Subject Lines.
• All Emails table — every newsletter sent in your selected timeframe with its metrics.

Engagement Quality

Availability

This capability may need to be enabled for your account — contact support if you don’t see it.

Engagement Quality shows human opens vs automated activity. Letterhead splits confirmed human engagement (Confirmed Opens, Real Open Rate, Real Click Rate) from bot noise (Prefetched Opens from Apple Mail Privacy Protection and mail-scanner bots, Bot Prefetches, Bot-Detected Clicks). An open & click rates over time chart tracks the trend, with lines labeled Real Open Rate and Reported Open Rate so you can compare the estimated-true and inflated numbers. If you export the dashboard as a CSV or PDF, those same two series appear under their export column names instead — Projected Open Rate and Legacy Open Rate (incl. MPP).

Audience tab

The health of your subscriber base — growth, churn, and engagement patterns. See Audience metrics dashboard for the full breakdown. This tab requires sending through Letterhead’s own email connection.

Content tab

What readers click, aggregated by URL and topic. See the Content tab for details.

Filters and export options

• Date range filter — presets or a custom range, up to 90 days (30 days by default)
• Channel filter — analyze specific channels, or leave empty for all
• Download CSV / Download PDF — export the current view for further analysis (available on most tabs)

Export as a PDF

The PDF export captures exactly what you’re viewing — headline metrics, channel breakdown, audience health, and top-performing emails — complete with the charts, making it easy to share with your team or drop into a slide deck.

1. Configure the view to show the data you want to include (date range, channels, tab).
2. Use the export or download option on the dashboard.
3. Select PDF as your export format.
4. Your browser downloads a formatted PDF report.

PDF or spreadsheet? Use PDF for polished reports — presentations, executive summaries, stakeholder updates. Use a spreadsheet export when you need raw data for custom charts or calculations.

Preview with sample data

If you’re new to Letterhead, or want to demonstrate the dashboard before you have live performance data, you can fill it with sample numbers.

1. Find Test mode in the page header — its tooltip notes that it previews sample metrics.
2. Turn it on to replace all live metrics with pre-populated sample data across every tab.

Your preference is saved automatically and persists across sessions, so the dashboard keeps showing sample data until you turn it off. It’s useful for getting started, for demos and training where you’d rather not expose real performance data, and for planning what you’ll track before your first send.

Related

• Working in Reports
• How to Export Reports in Letterhead