> For clean Markdown of any page, append .md to the page URL.
> For a complete documentation index, see https://docs.laposta.org/llms.txt.
> For AI client integration (Claude Code, Cursor, etc.), connect to the MCP server at https://docs.laposta.org/_mcp/server.

# Comparing the rates of your campaigns

> View what the acceptratio, openratio, clickratio and unsubscribe rate of a campaign mean and compare all your newsletters in a single overview.

Once a campaign has been sent, it appears on the ‘Results’ page. There you will find the key figures for each campaign and an ‘Overview’ listing all your campaigns underneath each other.

## Reading the rates of a campaign

At the top of a campaign's results, you can see the number of emails sent, four rates and a link to the live details.

![Results bar of a campaign showing the acceptance, open, click and unsubscribe rates, the number of emails sent and the Overview (live) link](file:assets/images/schermen-en/b7-02.png)

Click on a rate for the full definition.

| Rate                                                 | What the percentage indicates                                                                                                            |
| ---------------------------------------------------- | ---------------------------------------------------------------------------------------------------------------------------------------- |
| [Acceptance rate](/begrippenlijst#acceptratio)       | The percentage of sent newsletters accepted by your subscribers' mail servers.                                                           |
| [Open rate](/begrippenlijst#openratio)               | The percentage of opened newsletters relative to the total number of accepted newsletters in this campaign.                              |
| [Click rate](/begrippenlijst#clickratio)             | The percentage of newsletters in which at least one link was clicked, relative to the total number of accepted newsletters.              |
| [Unsubscribe rate](/begrippenlijst#unsubscribe-rate) | The number of people who unsubscribed via the unsubscribe link in your newsletter, relative to the total number of accepted newsletters. |

Click on ‘Overview (live)’ or on one of the links below the percentages, such as ‘Sent’ and ‘Opens’, for [all the data that Laposta tracks for a campaign](/welke-statistieken-registreert-laposta-van-mijn-nieuwsbrief). On that page, you can also export the statistics for this campaign to an Excel file.

## Comparing campaigns with each other

In the ‘Overview’ on the ‘Results’ page, all your newsletters are listed in a single table. Alongside the rates, you can see when you sent each campaign and to how many subscribers. This allows you to quickly see which newsletters performed best or worst. Using the export link in this overview, you can export all your results to Excel with a single click.

## What the figures do and do not tell you

The acceptance rate and the click rate are hard figures: they are based on what servers and links have actually registered.

You should take the open rate with a pinch of salt: email clients and security filters also open your newsletter themselves, which means the percentage does not equal the number of people who actually read your newsletter. An open is measured using a tiny invisible image in your newsletter, and only the first open per subscriber counts towards the open rate. The fact that [Gmail makes repeated opens invisible](/gmail-slaat-alle-afbeeldingen-op-wat-betekent-dat-voor-mijn-openratio) and that [a single address can generate dozens of opens](/waarom-zie-ik-heel-veel-opens-voor-hetzelfde-adres) therefore changes the total number of opens, but not your open rate. However, the open rate can turn out higher or lower:

* Higher: if that first open does not come from a reader, but from [a security filter scanning your newsletter](/kliks-door-robots-scanners) and loading the images in the process.
* Lower: for subscribers who block images and do not click anywhere in your newsletter. No signal at all is received from them.

You can therefore use the open rate effectively to compare your own campaigns against each other, but not as an absolute figure or to compare yourself with others. If you want to know whether your newsletter is working, look at the click rate and at what happens on your website afterwards.

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