Viewing Your Campaign Reports

Knowledge Level: 
Time: Less than 5 minutes
Suggested Skills: Statistics
Objective: This article reviews how to access and read your campaign reports. 
1

From the mail2 dashboard, Go to Reports and select the type of report you'd like to view

  • Email Campaign: Shows results for standard email campaigns. By understanding what works and what doesn’t work for your patrons, you can improve subsequent email marketing efforts.
     
  • Contact: Shows the overall status of your contacts, either for all contacts or by mailing lists. Monitoring changes to contacts over time can help you determine the strength of your customer relationships. 
     
  • Autoresponder: Shows aggregate results for triggered and recurring autoresponders. Monitoring changes to these reports on a regular basis is important in order to keep your autoresponders fresh and relevant. 
     
  • Workflow: Shows results of performance-based and custom-view based Tessitura-integrated scheduled campaigns and other custom workflow reports. For Tessitura-integrated scheduled campaigns, workflow reports provide results for single deployments. For custom workflows, reports will provide campaign-wide results. 
     
  • Experiment: Shows statistics that help you compare variations of an email campaign to determine which one most effectively engages your patrons. You can view the report in real-time and when an experiment completes, the Experiment Overview page shows final results. 
2

Campaign Overview
Compare multiple campaign reports
Export individual or multiple reports
Report Definitions


Campaign Overview

Campaign Overview allows you to see at a glance how your campaigns are performing. After an email message has been sent, reports are immediately made available for you to view the statistics of who opened the message, who clicked on links, whether they opened on a desktop or on mobile, etc. You can adjust the date range to view different results based on periods of time. Note: autoresponder and workflow reports default date range is marked 'Today'. You may need to adjust the date range to find the results you are searching for. 
 

Compare multiple campaign reports

Click on the orange "+" icon next to each report you'd like to compare and check the box that is revealed.

Click "Compare"

Export individual or multiple reports

Click on the orange "+" icon next to a report you'd like to export and check the box that is revealed. To export multiple campaigns, select your campaigns and click "Compare" and then click "Export". You can compare up to 3 campaigns for each campaign comparison report. 

To export all campaigns, do not click on any campaigns and simply click "Export".

Report Definitions

Email Activity

Opened: The number of contacts who opened the message (unique). There are 4 methods to measure an open, and occur when a recipient:

  • Opened the email in their email client
  • Viewed a preview of the email in their email client
  • Clicked on the public URL
  • Clicking on any link within the email
     

Opens are calculated if a small 1x1 pixel image is downloaded. Since many mail clients block images, it is impossible to get this number 100% accurate, so the real number may be higher than what is reported. Use the open rate to gauge the recipients' trust of your brand and measure the relevance and interest of your subject line. Percentages reflect against the total emails sent. 

Clicked: The number of contacts who clicked on at least one link within your email campaign (unique). The clicked through rate provides a high-level metric of an email's effectiveness by measuring recipients' motivation to act on links. For example, recipients may consider the offer valuable or timely because they took action by clicking its link. Similarly, a high number of clicks may indicate an effective layout of the links in the email design. Percentages reflect against the total emails sent.

Click Heatmap: A visual representation of the clicked-through rate percentages for tracked links. Hover the cursor over an icon to view the activity for each link. Percentages reflect against the total emails sent. If viewing the heatmap of a workflow, the heatmap will reflect the current email design. Past email designs (with perhaps different tracked links) are still tracked, but will not be viewable within the heatmap. 

Clicked Trend Chart: A visual representation of trackable links over a period of time. You can filter from the first 3 hours of a campaign to the first 3 days. 

Subscribed: The number of contact who subscribed using the signup form within this email campaign. 
Replied: The number of contacts who replied to this email campaign. Replies are tracked by toggling 'Track Replies' in step 2 of  establishing your campaign details

Unsubscribed: The number of contacts who unsubscribed from your organization's emails via the link within this email campaign. 

Complained: The number of contacts who marked this campaign as spam/junk within their email client. 

Email Delivery

Sent: The number of successfully sent emails. 
Delivered: The number of successfully received emails. 
Bounced: The number of hard and soft bounced contacts.  

Hard bounced: The number of contacts who did not receive the email because it was turned away by their email service provider (ESP). Typically, hard bounces are permanent and indicate the email addresses that no longer exist. These contacts will not be sent future emails.  Any contacts that are hard bounced will have their status changed to 'Hard bounce'. 

Soft bounced: The number of contacts who didn't receive the email because it was turned away by their email service provider (ESP). Often, the problem is temporary, such as an unavailable server or a full mailbox. Email can still be sent to these contacts.  This message can be resent to only the soft bounces by clicking on "Resend" in the completed email campaign summary under 'Email Campaigns'. Temporary errors still take time to correct themselves. We recommend waiting a day or two before resending to soft bounces.

Top Domains: A listing of the different email domains that received your email campaign, sorted by most sent to least sent. Popular domains include Gmail, AOL, Yahoo!, etc. 'General Internet' refers to other domains that vary greatly such as an employer's domain (e.g. @yourorganization.org)  Social Sharing: The number of clicks on the social sharing link of your email campaign, broken down by social media source: Facebook, Twitter, Google+, LinkedIn, and other. 

Geolocation: The number of unique opens and unique clicks broken down by countries, cities and timezones.

Region: The number of unique opens and unique clicks broken down by region, precinct, state or district. 

Country: The number of unique opens and unique clicks broken down by country. 

Timezone: The number of unique opens and unique clicks broken down by timezone. 
 

Still need help? Contact Us Contact Us