Analysing Your Campaign Results
The statistics page shows you everything you need to know about the performance of your campaign, in a user friendly, easy-to-read layout.
N.B. Click the numbered sections on the image below to view details about that feature.
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The stats page shows you the following entities:
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Pie Chart |
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Numerical Values |
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Recipient Export |
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Campaign Info |
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Email Thumbnail |
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Bounced Contacts |
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Link Tracking |
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Geographic Tracking |
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Pie Chart: |
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The first element you will notice, is the pie chart containing the break down of users that opened the email. It also includes untracked emails and bounced users. |
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Numerical Values: |
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The numbers that matter...
How many users have opened the email, how many have not, how many have bounced, how many have been forwarded along with the click rate. |
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Export: |
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To the right of the pie chart, you will see spreadsheet style icons allowing you to export each of the pie chart criterion when clicked on. |
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Campaign Info: |
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Under the pie chart, you will see three sections displaying as rows of data.
The first row shows the Delivery Details which consists of the date the email was created and the date the email was sent.
The second row is the Campaign Recipients data, which shows you the names of the contact groups the email was sent to.
The third and final row, shows the Campaign Statistics which highlights the friendly from, subject and file size of the email. |
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Email Thumbnail: |
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A little reminder of what your email looked like.
The thumbnail simply shows you a small version of your email so you can identify quickly which email campaign your stats refer to.
Clicking the thumbnail opens your full email in a web page, meaning you can use the URL of that page when linking to an "archive" of old newsletters for example. As long as you don't delete the email, the URL will remain active. |
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Bounced Contacts: |
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The next section displays those users where the email simply bounced.
This is dependant on the individual recipients' spam filter configuration, their email server configuration or simply the existence of the email address no longer being present.
If the email is simply rejected by the destination server, then this is deemed as a hard-bounce. Any soft-bounces that occur (for example a "mailbox full" reason being applied) will attempt re-deliveries periodically over a 48 hour period. Failure to deliver after 48 hours will turn any soft-bounces into a hard-bounce.
If the address causes three hard-bounces in a row after three campaign sends, then that address is removed from your mailing list and placed in the "bounced contacts" list.
You can see the total amount of bounces generated by that recipient along with an option to delete all the bounced contacts - or, by clicking the red crosses, you can delete them individually.
View this guide for more details on how to manage bounced contacts and why. |
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Link Tracking: |
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Below the bounced data, you will see a list of the links that were present within the email.
The list also shows how many times they were clicked and who actually clicked them.
This is a very powerful function as it helps you determine what topics and links generate the most interest as your campaigns continue to be sent, allowing you to send relevant, good quality emails in future to the right people.
You could also use this data to simply contact the users individually to help make a sale. |
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Geographic Tracking: |
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The final element on this page is the live tracking map.
Where available, the recipients will appear in turn on the map, showing you the location of where your emails are being received in the world. |
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Summary:
The statistics page is a very important page in determining how to proceed with your next campaign. For example, you would not send another campaign to all those that bounced - so if you have recipients who have bounced twice or more, it is recommended you delete them. This in turn means you keep a good clean list of contacts, reduce the risk of spam complaints and will generate a more attractive pie chart the next time around. Click here for a guide on how to delete bounced contacts.
Another good technique is to export all those who you know interact with the email - i.e. those that are in the opened portion of the pie chart. If you know those users open the emails, you know they are likely to open future ones too. If you export the opened contacts on each campaign and then import them into a separate contact group which consists of nothing but users who interact with your emails, you will be sending good quality email addresses to the people who enjoy interacting with your emails.
You can also refer to the clicks that each of the hyperlinks had generated to gauge what people are naturally interested in over time. Keeping track of the articles, special offers and products that people click on will allow you to build up an idea of the best type of content that you should be putting into your email.
This info also allows you to see that if you had lots of opens but barely any click-through's, then this may indicate a lack of links or maybe the links weren't clear enough to the recipient - something that can be tweaked next time.
Putting the best, most relevant content into your emails and coupled with sending it to the people who only ever interact with your emails is likely to generate the most opens, website click-through's and ROI.
