Your Campaign Reports
Capturing market intelligence and measuring success rates of campaigns is a central part of any marketing initiative. This helps to drive decisions about future marketing spend allocation. As such you want your reports to provide you with easy to understand information quickly so that you do not have to spend valuable time searching for this.
With that in mind we decided to lay out our reports in such a way that you can capture high level information easily, but can also drill down for more information as and when this is needed. The sections included in our reporting have been explained below:
The Summary Report:
The Worldview: This map, laid out at the top of your summary report, provides a breakdown of your campaign coverage, showing you where you subscribers are based. You can see the breakdown of open and click information from the email that you have sent, spread out throughout the world in order to identify the highest performing countries, and can drill down on one country to identify the highest performing regions or states. You can also swap between a standard view, with pins for the individual results, or a heatmap view, which can show you your coverage of specific regions more clearly, particularly if you have a lot of response data.
Email Statistics: For Email Statistics we display a chart outlining the Open / Unopened / Bounced ratio, as well as an snapshot of your engagement statistics. This includes a breakdown of the number of emails sent vs. the number delivered (and the deliverability rate), the number of unique opens and clicks (as well as the %), the number of overall bounces (and the breakdown between hard and soft), as well as the number of unsubscribes from the campaign. This gives you a snapshot insight into the campaign’s performance, and allows you to easily measure its success.
The Timeline Graph: Placed just below the main email statistics information, this engagement report details exactly when your subscribers interacted with your emails. The graph will show you this information clearly, allowing you to quickly identify the best performing times and days of the week in order to maximize your responses from future campaigns.
To make this even easier, we have also included a table representation of the data, which you can reorder with the click of a button, to see the best times / days for Unique Opens, Total Opens, Unique Clicks or Total Clicks, based on what figure you are trying to increase for future activities.
Landing Page Statistics: If you included a Landing Page in your campaign, then the landing page analytics will also be brought through to the summary report. They will include a graph breaking down the traffic that came to the Landing Page by its original source (From the Email, From Social Media or From Another Source), as well a snapshot overview of the key statistics – including: Total Number of Web Visits, Total Number of Unique Visitors, Total Link Clicks on the page, and Total Downloads / Conversions. This gives you everything you need at a glance to see how your landing page performed. There is also a separate tab (away from the main summary report) which outlines the details of any form submissions, which you can export to CSV as desired.
Social Statistics: If you chose to include social posting in your campaign then the results will be displayed at the bottom of your summary report. The metrics tracked include Likes / Favorites, Comments, Retweets and Click throughs to the landing page. This information is shown as a snapshot in boxes, as well as in a chart format, and the highest performing social channel is also identified for you automatically.
The A / B Testing Results:
This section of the reporting is only visible if you ran an A/B campaign and it outlines the feedback from your subscribers. It houses details as to the highest performing option between the two campaigns, while including links to the original content, or displaying the chosen sender information, subject line or send time for that particular campaign. This information is kept in a separate tab, but will be automatically included in any PDF download of the report to show the outcome from the A/B testing period.
The Subscriber Activity Breakdown:
On top of these high level reporting options, we have also provided a drill down element known as “Subscriber Activity” – located on the tab next to the main report, this area allows you to drill down into the database behind the statistics, seeing “who” has been opening / clicking your campaigns. This will provide you with a downloadable snapshot summary on the “Sent-To” drop down page, showing every subscriber and outlining whether they opened, clicked, bounced and / or unsubscribed. This gives you all your data in one place. To make things even easier, we have also included additional drop down options – for breaking your data down into those who opened, clicked, bounced or unsubscribed respectively.
Additional Insight Reporting:
On top of all of this reporting, we also have more insights to share. These are located in the “Additional Insights” tab, and accessible by clicking on the relevant drop down option.
Email Clients: This report gives you both a chart and a table for breaking down your subscribers’ email client preferences. This shows you how many of your subscribers are using mobile devices, while also giving you an insight into the most popular clients used by your recipients. This is incredibly useful for when it comes to running inbox preview tests, as you’ll then know the most important email clients to preview your campaigns in, in order to provide as perfect a rendering for your subscribers as possible.
Link Tracking: This report outlines the links clicked on as part of your campaign, giving you insight into the ones which were clicked on the most often (highest total number of clicks), as well as the ones which were clicked on by the most number of people (highest number of unique clickers). This information can then be used to help make decisions on how links should be presented and advertised in future. It might be that the majority of people are clicking on a link that you did not mean to advertise, and are completely missing your main call to action – this report will help you see that, as well as to show the preferences of your subscribers if you are presenting them with two different call to actions.
Link Overlays: This report is a visual representation of the Link Tracking report, and shows you a snapshot of your original email. By hovering over specific sections of the email, where you have included a link, this will show you the URL that the link points to, as well as breaking down the total number of people who clicked through based off this link, the total times it was clicked, and the popularity of the link by showing you the % breakdown of how it performed when compared with the other links in the template.