- Where
- Top of sidebar, under Get Started
- App route
app.newsletrix.com/dashboard- Answers
- What is in my tracked set right now?
- Needs
- One analysed newsletter
- Updates
- Up to five minutes after a new analysis
What this screen is
Every other screen in Newsletrix slices your tracked newsletters by brand, topic, send time or content type. The Overview does not slice. It takes every newsletter collected and analysed for your account, all time, and answers how much you are tracking and how it compares.
A playbook card opens the screen, naming the commercial event that falls inside the next 30 days and suggesting three moves. Six tiles sit under it. They count your newsletters and your brands, estimate open rate and click-through rate, and name the brand that sends most and the weekday your tracked senders crowd into. Both rate tiles are shown against your own portfolio average and a published industry benchmark. The lower half is context. You get the three most repeated recommendations, three charts and the 30 most frequent keywords of the last 30 days.
Filtering and measuring are the two things it will not do. There is no brand picker, date range, search or export, so every number covers the whole portfolio. And Newsletrix reads competitor newsletters the way any subscriber does, so open rate and CTR are estimates made from the content of the email. That is what the est. label means.
Open it when
- First thing on a Monday, to read What to do this week before planning the week's sends.
- You need one number for how many competitor newsletters you track, and from how many brands.
- You suspect your tracked set is really one sender or one send day in disguise (the Share and Concentration bars).
- You just added tracking addresses or new brands and want to confirm emails arrive and get analysed.
- Before a strategy meeting, to grab the recurring recommendations and trending keywords without per-newsletter detail.
Screen anatomy
One scrolling column sits to the right of the sidebar, always in the same order. Header, playbook, tiles, recommendations, charts, keywords. The real screen comes first below, then an annotated map whose numbers match the list under it.
Overview
Hi jana 👋 - here's a summary of your newsletters.
- What to do this week The top commercial event within 30 days and three next actions taken from your most recently analysed newsletters, with timing, channel, offer and expected-impact chips. Opens Next actions; hidden while loading or empty.
- Total newsletters Analysed newsletters, all time, with a trend badge and a 30-day sparkline of daily arrivals.
- Total brands The distinct brands Newsletrix has identified, with average newsletters per brand underneath.
- Avg open rate (est.) The mean AI estimate, then the You / Peer / Industry row with a delta chip and a source icon. Amber means the published benchmark is over 18 months old.
- Avg CTR (est.) The same construction for click-through rate. Row values below 10 print with two decimals, hence 2.60% beside 21.4%.
- Top brand The most frequent sender, its email count, and a Share bar for its slice of all newsletters.
- Top send day The busiest weekday, its email count, and a Concentration bar.
- Most common recommendations The three most repeated recommendations, the top one gold with a star, each with up to two example use cases. (learn more) opens Recommendations.
- Timeline of newsletters sent Arrivals per calendar day over the last 30 days; only days with a newsletter get a point.
- Day of week distribution Seven bars, Monday to Sunday, counting every analysed newsletter all time.
- Top brands by volume The ten highest-volume brands by count. The top bar is the brand in tile 6.
- Trending keywords · last 30 days The 30 most frequent words, sized by count, most carrying a week-over-week arrow; a word whose count did not move gets no arrow, and a sparkle marks a word absent from the previous week. Learn more opens Trending topics.
Two more parts carry no number. The page header holds the title, a greeting with your username and a question-mark button that opens the Understanding Your Dashboard explainer, and it is the only thing that stays on screen while the rest of the page loads behind a single spinner. Two banners come and go with the state of your account, both mocked further down. One asks Ready to start tracking newsletters? and appears at exactly zero analysed newsletters. The other offers AI-powered email analysis, and appears when emails have arrived without one.
Every panel explained
What to do this week
One sentence names the opportunity window. Three cards follow it, each with a timing line such as Send within 5 days, chips for channel and offer, and a chip for expected impact.
How it is calculated. Each analysed newsletter carries three to five AI-written next actions, and the three cards here are the first three of those on your most recently analysed newsletters of the last 30 days. The sentence above them names a commercial event inside the next 30 days. Where several qualify the most relevant one wins, and the nearest breaks a tie. It prints with the days remaining and a short hook. With no event in range the line reads No major event in the next 30 days and names the current Northern Hemisphere season.
How to read it. This week's shortlist. Open a card or View full playbook for the market rationale and competitor signal, which are not shown here.
The cards follow the order the newsletters were analysed in rather than how much each action is worth, and they stop at three. All three usually come from one newsletter.
Total newsletters
How it is calculated. A straight count of newsletters that have a completed analysis; arrivals never analysed are excluded. The sparkline is daily arrivals over the last 30 days, drawn only with two or more days. The badge is the change against a fixed 30-day window from 61 to 31 days ago, hidden when that window is empty, and a grey 0% when the change is under 1%. On an account too young to have that window, the badge reads off the sparkline instead: with four or more points it sets the later half against the earlier half, and shows +100% when the earlier half was empty.
How to read it. The number is everything you have collected and analysed, the sparkline the recent shape. A flat sparkline under a large number means collection has stalled.
The badge compares an all-time value with a fixed 30-day window from 61 to 31 days ago, so it reads high on almost every account. Total brands, Avg open rate and Avg CTR share this construction. Read the sparkline for momentum.
Total brands
How it is calculated. A count of the distinct brands Newsletrix has identified. A newsletter whose sender it could not place is skipped here, though it still counts in Total newsletters. The footer divides newsletters by brands to one decimal, and shows only when both are above zero.
How to read it. Breadth of coverage. A high ratio means a few senders tracked deeply, and senders that could not be placed inflate the ratio slightly.
Avg open rate (est.) and Avg CTR (est.)
How it is calculated. Newsletrix estimates an open rate and a CTR in percent for each newsletter from the content of the email, and notes the basis it used, often a published benchmark. The tiles average those estimates over every analysed newsletter that has an open-rate estimate, one vote per newsletter whatever the size of the audience behind it, rounded to two decimals and shown to one. A zero average shows 0% and hides the comparison row.
How to read it. An expectation for the kind of mailing you track, not a measurement of it. Compare it with Industry below, and with itself over time. Never against a target from your own sending platform.
Nobody measures opens or clicks on another company's newsletter; both tiles are AI estimates. And because the CTR average uses newsletters that have an open-rate estimate, a newsletter with only a CTR estimate is left out of both tiles.
The You / Peer / Industry row
How it is calculated. You is the tile value. Peer is the same metric averaged across your whole portfolio, counting every newsletter that has that metric. Industry is a published average that never moves with your data, taken from the Mailchimp Email Marketing Benchmarks 2024 report, dated January 2024, and it follows Your industry in Settings under Industry benchmarks. The default is Retail / E-commerce; the others are SaaS / Technology, Media / Publishing, B2B / Business services and Non-profit, with open rates of 15.68, 19.29, 22.15, 21.56 and 25.17 percent and CTRs of 2.01, 2.08, 4.62, 2.72 and 2.79.
The delta chip appears only when the gap is at least 2 percentage points or 10% of the industry figure. It reads like +5.7 pt vs. industry, green when you are on the better side and red when worse. Values below 10 print with two decimals and values at 10 or above with one, so 15.68 shows as 15.7% and 2.01 as 2.01%.
How to read it. You against Industry is the useful part. Peer is your own average here, so it says almost nothing; on brand-scoped screens it means this brand against the rest of your set.
A benchmark older than 18 months gets an amber triangle instead of the info icon. The current one is dated 1 January 2024, so the triangle is showing. Hover it for the source and a View source link. There is no minimum sample size: one analysed newsletter produces a full row and a delta chip.
Top brand and Top send day
How it is calculated. Top brand groups newsletters by the brand name as it appears in each email and takes the largest group. Top send day groups by the weekday of the date on each email, read in the app's own timezone rather than yours; newsletters without a usable date drop out here but stay in Total newsletters. Share and Concentration are the winner's count divided by Total newsletters, rounded to a whole percent, with the bar capped at 100%. Both read N/A with no data, and ties break arbitrarily.
How to read it. Share above roughly a third means your view of the market is really one sender. High Concentration argues for a quieter day; the Day of week chart shows which.
Top brand uses the name written in the email while Total brands uses the brand Newsletrix identified, so two spellings of one sender split here and merge there. The screenshot at the top of this page shows it in the Top brands chart, where Donsje and Donsje Amsterdam sit on separate bars.
Most common recommendations
How it is calculated. Each analysed newsletter carries up to five recommendations, each with a rationale and an expected-impact sentence. Two count as the same recommendation only when the sentence matches word for word and the impact level agrees, high, medium, low or unknown. The three with the highest counts appear here. A recommendation carries up to five example use cases, the first two of which show on the tile. One with no use cases against it shows none.
How to read it. Systemic gaps in your market rather than one-off notes. The gold tile is simply the most frequent.
Because the match has to be exact, a recommendation graded high impact on one newsletter and medium on another fills two tiles, as in the screenshot at the top of this page, where Improve accessibility and mobile optimization fills two of the three. Near-identical wordings also split. Counts and impact levels are shown on Recommendations, not here.
Timeline of newsletters sent
How it is calculated. Analysed newsletters grouped by the date on the email, within a 30-day window ending today. Only days with a newsletter become a point, and empty days are not filled with zeros. The Total newsletters sparkline shows the same series.
How to read it. Spikes are cluster days shared by several brands. A quiet week is drawn as one straight segment between two dates, not a dip to zero.
Day of week distribution
How it is calculated. Every analysed newsletter with a usable date, all time, grouped by weekday. All seven days always show, with zero where a day has no emails.
How to read it. The shape of the competitive week; a low bar is the avoid-the-crowd slot. Unlike the 30-day timeline beside it this chart is all time, so a brand that changed its send day last month barely moves it.
Top brands by volume
How it is calculated. A count per brand name as written in each email, all time, sorted and cut at ten.
How to read it. The top bar is the Top brand tile. The tail shows brands you barely have data for, where comparison screens will be noisy. A sender with two spellings occupies two bars.
Trending keywords · last 30 days
How it is calculated. Words come from the subject lines and bodies of the last 30 days. Case is ignored, and nothing shorter than three characters ever appears. Common filler words are left out, and so is any lower-case word of ten letters or more, which keeps tracking codes out of the cloud at the cost of real words like sustainability. Weeks run Monday to Sunday, and the 30 most frequent words make the cloud. The arrow compares the last two weeks present in your data, which are not necessarily this calendar week and last. It is current minus previous, divided by previous, to one decimal. A word absent from the previous week is marked new. Size and weight both grow with the count up to a ceiling, so the biggest words stop pulling apart. Violet is new, green rising, coral falling, sky blue unchanged.
How to read it. Big is frequent, the arrow is momentum, the sparkle is a new term in your market. Learn more opens the week-by-week view on Trending topics.
New words show ↓0 ✨ because there is no previous week to compare; read the sparkle, not the arrow. With fewer than two weeks of data, no arrows or sparkles appear. With nothing in the last 30 days the card reads No keyword data available.
Banners that only appear in some states
Two cards show on every plan, each only while your account is in the state it describes.
Overview
Hi jana 👋 - here's a summary of your newsletters.
Ready to start tracking newsletters? shows only at exactly zero analysed newsletters. It links to Get Started and About, lists a three-step Quick Start on wide screens and, during a trial, a purple pill reading Free Trial: N day(s) remaining plus your invitation code. The tiles then read 0, 0, 0%, 0%, N/A and N/A, with comparison rows and bars hidden.
The AI-powered email analysis strip shows whenever at least one email has arrived without an analysis. It states the count and offers Upgrade Now, which opens Settings. It turns up on a paid account too, where it means only that some collected emails have not been analysed.
While the screen loads, a single spinner stands in for everything below the header. The playbook and recommendations cards vanish rather than sit there empty when they have nothing to show.
Metric definitions
| Metric | What it means | How it is produced | Scale |
|---|---|---|---|
| Total newsletters | Analysed newsletters in your account, all time | Count of collected emails that have a completed analysis; unanalysed arrivals excluded | Whole number, 0 and up |
| Total brands | Distinct senders in the portfolio | Distinct count of the brands Newsletrix identified; newsletters whose sender it could not place are skipped | Whole number, 0 and up |
| Avg newsletters per brand | Depth of coverage per sender | Total newsletters divided by Total brands; shown only when both are above zero | One decimal |
| Avg open rate (est.) | Mean AI-estimated open rate | Unweighted average of the per-newsletter estimate over newsletters that have one; rounded to two decimals, displayed to one | Percent; 0% when no estimates |
| Avg CTR (est.) | Mean AI-estimated click-through rate | Unweighted average over the same newsletters as the open-rate tile (those with an open-rate estimate) | Percent; 0% when no estimates |
| Peer | Your portfolio average of the same metric | Average across every newsletter in your account that has that metric; no brand excluded on this screen | Percent |
| Industry | Published industry average | Published average from Mailchimp Email Marketing Benchmarks 2024, dated 2024-01-01, chosen by your Settings industry. Open rate 15.68 / 19.29 / 22.15 / 21.56 / 25.17 and CTR 2.01 / 2.08 / 4.62 / 2.72 / 2.79 for Retail, SaaS, Media, B2B, Non-profit | Percent |
| Delta chip | Your gap to Industry | You minus Industry, shown only when at least 2 points or 10% of Industry; green when better, red when worse | Percentage points, one decimal |
| Trend badge | Change against the 30-day window from 61 to 31 days ago | (current minus that window) divided by it; hidden when the window is empty; grey 0% below 1% change; with nothing in that window, the later half of the sparkline is set against its earlier half | Percent, one decimal, plus sign when positive |
| Share / Concentration | Top brand's or top weekday's slice of all newsletters | Winner's count divided by Total newsletters, rounded to a whole percent; bar capped at 100 | 0 to 100 percent |
| Top brand / Top send day | Most frequent sender and weekday | Largest group by brand name as written, and by weekday of the date on the email; N/A when empty | Name plus count |
| Timeline count | Newsletters per day | Count by the calendar date on the email, last 30 days, days without emails omitted | Whole number per day |
| Day-of-week count | Newsletters per weekday | Count by weekday, all time, Monday first, zero-filled | Whole number per weekday |
| Top-brands count | Newsletters per brand | Count by brand name as written, all time, top 10 | Whole number per brand |
| Keyword count | Occurrences of a word in the window | Counted across the subject lines and bodies of the last 30 days, ignoring filler words and long lower-case words; top 30 shown | Whole number; larger counts draw bigger chips |
| Keyword change | Momentum between the last two weeks in the data | (current week minus previous week) divided by previous week, one decimal; new when previous is zero; no arrows with fewer than two weeks | Percent, or new |
| Missed analyses | Emails received but never analysed | Count of collected emails with no analysis; the number quoted on the upgrade banner | Whole number |
Filters and controls
| Control | What it does | Default |
|---|---|---|
| Help button (?) | Opens the Understanding Your Dashboard explainer dialog | Closed |
| View full playbook | Opens Next actions with the complete list and rationale | Link |
| Action cards #1 to #3 | Each opens Next actions | Link |
| (learn more) | In the recommendations header; opens Recommendations | Link |
| Learn more → | In the keywords header; opens Trending topics | Link |
| Upgrade Now | In the upgrade banner; opens Settings | Only when unanalysed emails exist |
| View your tracking emails / Learn more | In the empty-state card; open Get Started and About | Only at zero newsletters |
| Your industry (in Settings) | Sets the Industry value in both comparison rows; applies to the browser you set it in | Retail / E-commerce |
There is no brand filter, no date range, no search, no sorting, no export and no refresh button, and none of that is an oversight. Every figure covers your whole portfolio, all time, apart from the three 30-day parts named above. A newly analysed newsletter can take up to five minutes to reach these figures, and up to ten to change the count of emails that arrived without one.
How to use it
- Read the playbook sentence first It names the commercial event inside 30 days and the days left. Skim the three cards, then open Next actions for the rationale and to see whether they all came from one newsletter.
- Check that collection is alive Total newsletters should climb and its sparkline should have recent points. Zero tiles beside the upgrade strip mean mail is arriving but nothing has been analysed yet.
- Read You against Industry, not Peer Confirm the industry in Settings matches your market first. Peer is your own average here and adds nothing.
- Test the shape of your set Share above roughly a third means one sender dominates every other screen; add brands. A high Concentration means your senders crowd into one weekday; find the quiet one in the Day of week chart.
- Take two things to the meeting The gold recommendation tile and the rising keywords. Both aggregate many emails, so they survive the question of which newsletter that came from.
Set Your industry in Settings before reading the comparison row for the first time. The default is Retail / E-commerce at 15.68%, so a SaaS list read against it looks about 3.6 points better than it is, and a media list about 6.5.
Limits and caveats
- Open rate and CTR are AI estimates from email content, averaged per newsletter rather than per recipient. Never report them as measured performance.
- Windows are mixed. The tiles, Day of week and Top brands cover all time, the Timeline and keywords the last 30 days, and the playbook only newsletters analysed in the last 30 days.
- Trend badges compare an all-time value against a fixed 30-day window ending 31 days ago and are directionally unreliable. Top brand and Top send day carry none.
- The comparison row has no minimum sample size, its benchmark is dated January 2024, and the industry choice applies only to the browser it was set in, so colleagues can see different Industry values.
- The names written in emails and the brands Newsletrix identifies do not line up, so Total brands will not reconcile exactly with Top brand or Top brands by volume.
- Weekday names are read in the app's own timezone, not yours, so a late-evening send can be counted on the next day.
- Figures can be up to five minutes behind a fresh arrival, ten for the count of emails that arrived without an analysis, and there is no refresh control.
FAQ
Are the open rate and CTR real numbers from the senders' email platforms?
No. Both are AI estimates from the content of each email, with a note on their basis, often a published benchmark. Nobody can measure opens or clicks on another company's newsletter. Use them to compare brands and watch movement over time, never as ground truth for a client report.
Why does the trend arrow on Total newsletters show such a big increase?
The two readings are different windows. The current value is your all-time total; the comparison is always a fixed 30-day window from 61 to 31 days ago. An all-time total is almost always far larger than one month of arrivals, so the badge skews positive. Read the sparkline under the number instead.
Where does the Industry number come from, and why the amber warning triangle?
It is a published average from the Mailchimp Email Marketing Benchmarks 2024 report, and which figure you see follows the industry you choose in Settings under Industry benchmarks; the default is Retail / E-commerce. That benchmark is dated January 2024, and anything older than 18 months is flagged as possibly outdated, which is what the triangle means.
Why is Peer almost identical to You?
On this screen Peer averages the same newsletters as You: your whole portfolio, with a brand excluded only on brand-scoped screens. For open rate the two differ only by rounding. For CTR they can drift slightly, because Peer counts every newsletter with a CTR estimate while the tile counts only those that also have an open-rate estimate.
Total brands and Top brands by volume do not agree. Which is right?
They count different things. Total brands counts the distinct brands Newsletrix identified and skips newsletters whose sender it could not place. The Top brand tile and the Top brands by volume chart group by the brand name as it appears in the email, so two spellings of one sender become two bars. Read the chart as a volume ranking and the tile as portfolio breadth.
Can I filter the Overview by brand or date range?
Not currently. There is no brand filter, date picker, search or export, so every number is your whole portfolio; slice on the Newsletters or Brands screens instead. Three parts are not all time: the Timeline chart and keyword cloud cover the last 30 days, and What to do this week reads only newsletters analysed in the last 30 days.