One of the most important parts of a functioning and successful email marketing strategy is being able to understand and interpret what your Reports are telling you about your audience. Once you’ve sent a Campaign, statistics will begin to roll in. Let’s talk about what those mean.
In this document you will find:
Finding Your Reports
You can find a Campaign Report by navigating to the Campaigns tab at the top of your screen and clicking it to open up your Campaigns page.
On the right hand side of each Campaign page is a grey “VIEW REPORT” button, like this:
Click the View Report button to open up your Campaign Report.
To access an Automated Series Report, click on the Automated Series tab at the top of your page and click the “VIEW/EDIT” button on the right hand side of your Series.
Beside each Automated Series box you’ll see a sneak preview of the email performance and a small Report icon you can click to view the entire Report:
The Campaign Report contains a wealth of information that’ll help you understand how your Campaign did, and how to improve it for next time!
The Overview as shown above displays a summary of the conditions you sent your Campaign out under, including.
List Name: Which List(s) or Segment(s) it went to.
Recipients: How many prospects received it.
Delivery Method: Predictive or Scheduled
Performance & Activity
The Performance & Activity section gives you an overview of how well your Campaign did. These percentages can be compared to the [Industry Standards] for an even better understanding of how your Campaign did.
These boxes show you at a glance your revenue generated, how many recipients opened, clicked, or converted (in numbers and percentages), the revenue generated per email, and how many unsubscribed.
Beneath those boxes is a graph that gives you more specific insight into the activity and response during specific periods over the duration of your Campaign.
Unique Opens means how many times the email was opened for the first time. This number is likely to be smaller when compared to the Total Opens rate which counts how many times the email was opened in total (as some people may have opened it more than once).
Similarly, Unique Clicks shows how many people actually clicked on the Campaign vs. Total Clicks that shows the number of times the Campaign was clicked on total.
NOTE: Clicking a campaign is not the same as opening it. An opened campaign is simply an opened email, a clicked campaign means they opened it, and then clicked-through to your website.
Key Engagement Insights
These boxes lie below your activity and performance boxes and give you deeper insight into which products were the most purchased in that particular Mailout, which devices people were viewing it on, which browsers they were viewing it on and the top 5 links people were clicking on in your Mailout.
These are important to know as they can give you a greater understanding of your customer base - for instance, is the most popular product purchased the one you were advertising? Why or why not? Which links were the most clicked on - was your call-to-action clear enough?
This section gives some insight into which products were purchased during your Campaign that contributed to the total revenue generated by the Campaign.
How is revenue and product activity tracked?
Rare tracks revenue and product activity through its integration with your Ecommerce Platform.
When a Campaign goes live, Rare tracks the click-throughs on the Mailout and then matches the email information to any purchases that happen over the duration of your Campaign’s activity (we call this the “Conversion Period”).
In addition to the Overview page, there are three other Report tabs you can view:
Recipients gives more insight into who received your email and breaks them down into their respective segments. To learn more about Recipients click [here].
Ecommerce provides a recap of the information found in the Product Activity section of the Overview page about the products that were purchased during your Conversion Period.
The Recipients page lists everyone who received your Mailout, broken down into six segments:
Sent: Everyone who your Mailout was sent to.
Opened: Recipients who opened your email
Clicked: Recipients who clicked on your email to go to your store
Converted: Recipients who purchased something on your site after clicking through the email
Complained: Recipients who manually moved your Mailout into their “spam” or “junk” folders
Bounced: Email addresses that were [undeliverable] and bounced back
Unsubscribes: Recipients who chose to unsubscribe from receiving future Mailouts
Each of these segments can be exported into its own CSV.
To learn more about creating segments from your Reports click below: