Getting started — Reading the campaign reports

Contents

Reporting utilities
Campaign overview statistics
   » Delivery
   » Engagement
   » Interaction
   » Removes
Filter
Drill down into reports
Conversion funnel
Top five email clients ('Email client breakdown' report)
Link reporting
Email domain report

Summary

You can get detailed reports on how your campaigns have performed.

A campaign's report can be accessed in a number of ways:

  • clicking on a sent campaign's name from the dashboard or in your 'My campaigns' > 'Sent campaigns' tab
  • mousing over Reporting in the navigation menu, selecting Campaign reports from the dropdown menu and then selecting the campaign you're after from the campaign reports list
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  • clicking on Reporting and then clicking on the Campaign reports button at the top of the account reports overview screen
  • drilling down into a statistic in account reports and then selecting the campaign you're after from the list of campaigns at the foot of the page

The top of the report displays a summary including:

  • a thumbnail image of your campaign
  • the name, subject line and 'from address' for the campaign
  • details of when the campaign was sent and who to (you can click on [more] to see a full send history for the campaign)
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You can drill down within a campaign report to see even more detail.

If your campaign has been set to be ReMailed, the ReMail report will also be accessible from here.

Reporting utilities

In the top right corner of the overview report are some utilities to enable you to:

Campaign overview statistics

The campaign overview statistics show top level statistics for each of the below key metrics.

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Delivery

Emails sent
This report shows how many emails in total have been sent for this particular campaign.
Emails delivered
This report shows the number of emails that have been delivered to their intended recipients. If there's a difference between the number delivered and the number sent, this difference will relate to the hard and soft bounces shown further down the reporting list. A graphical 'Delivered emails' report is also available which shows the split between delivered, hard bounces, soft bounces and unsubscribes.

Engagement

Unique opens
This report shows the number of emails tracked as being open. This is a worst case scenario, as not all email clients or business email servers allow emails to be tracked. A graphical 'Opens' report is also available showing opens per day, per time of day and for the first 24 hours. Depending on your account type, you may also have access to our geo-mapping function.
Views & forwards
This report shows how many times the campaign you sent has been viewed. This could be the recipient reading it more than once or as a result of the campaign being forwarded to someone else at the same organisation.
Forwards to a friend
This report shows the number of recipients who've passed your campaign on to a colleague or a friend using the 'Forward to a friend' link. You can use our 'Forward to a friend' function to insert this type of link in your template.
Social network views
This report shows the total number of views generated by your campaign when posted on social networking sites. Our social networking function can be used to insert this type of link in your campaign.
Non openers
This report shows recipients who haven't opened your campaign.

Interaction

Unique user click through
This report registers the unique number of recipients who've clicked links in your campaign.
Link clicks
This report shows the total number of link clicks. This includes recipients who've clicked a link more than once. A graphical 'Clicks' report is also available which shows the clicks per link/link name and per link group.
Click to open rate
This is a key metric which shows the number of unique clicks generated by your campaign as a percentage of the total number of recipients who've opened it. As opposed to CTR (click through rate), CTOR (click to open rate) helps indicate more accurately the effectiveness of your content, as the content has actually been seen because the email has been opened. 

How mailto link clicks are dealt with

A mailto link (e.g. mailto:recipient@companydomain.com) is used to send an email to a specified address.

They'll work correctly in your campaign but are not included when looking at click reporting for your campaign.

Page views
If you've used our page tracking code, then this report shows campaign activity on your website as recipients click through from your campaign. It shows the total page views generated.
ROI
If you've used our ROI tracking code, then this report shows any transactional events resulting from a click through, such as the purchasing of a product.
Replies
This report shows the number of replies you've had in response to this campaign. This is when a recipient has used their email client reply button to send you an email and you've selected 'webmail' or 'forward and webmail' as the reply action when creating your campaign settings.

Removes

Hard bounces
This report shows the number of permanently undeliverable email addresses. This will be because they're incorrect or no longer in use.
Soft bounces
This report shows the number of temporarily undeliverable email addresses. Generally, this will be because of 'out of office' or 'mailbox full' replies.
Unsubscribe requests
This report shows how many recipients have asked to be removed from your address book(s). This also includes those recipients who've reached their bounce threshold (as set under Contacts > Suppressed contacts > Bounce settings) and those who've used Hotmail/MSN, AOL and Yahoo 'This is junk' functions. These addresses are automatically removed from your address book(s) so that they can't be mailed in the future. This would apply even if these email addresses were included in a future upload to the same or different address books. They'd be automatically excluded from the upload. The Suppressed contacts option under Contacts provides a list of all addresses removed.
ISP complaints
This report shows the number of ISP complaints that have been registered against you by your recipients.

Filter

You can apply a filter to this overview report, as well as other reports. A filter can enable you to show, for example, only activity from contacts in a particular address book, or only activity from male contacts (if you have the data).

To edit the applied filter, click on the control in the top right-hand corner for the campaign overview.

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Read more about filtering reports »

Drill down into reports

You can drill down further into most of these reports by clicking on the report name, or through the 'More reports' menu.

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Conversion funnel

The conversion funnel is a visual representation of your campaign. It shows the proportion of recipients that opened your campaign, clicked on links in your campaign, and (if you have it enabled) triggered ROI tracking from your campaign.

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Top five email clients ('Email client breakdown' report)

The 'Top five email clients' overview (just underneath the conversion funnel) gives you a percentage breakdown of the top five email clients your contacts are using to read your campaigns.

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Click on View full report to go through to the 'Email client breakdown' report and get a comprehensive breakdown of all email clients being used, including their versions.

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You can use this information to determine what email clients you should be testing your campaigns in.

Link reporting

The link reporting at the bottom of the overview report shows you what links were clicked in your campaign, and how frequently.

To drill down on which recipients clicked on those particular links, click on the link URL or link name.

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Email domains report

The email domains report shows you how your campaign performed, as broken down by email domain.

You can use this report in a B2C environment to see if your campaign is performing better with, for example, Gmail users or with Hotmail users.

In a B2B environment, you can use this to see if any particular company is particularly interested in your campaigns.

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Up next: Learn about account reporting »
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Comments

  • Avatar

    How about if the campaign includes split testing? How do I view the opens, clicks, complaints, replies and so on for each of the test cells in the split test?

  • Avatar

    How do I download the information from an open report and ensure that it includes all of the data that I uploaded for each contact. Eg if i uploaded phone numbers, job titles etc, I'd like that info to be included in the excel report of people that opened my campaign? same for clicks, hard bounces etc.

    Also, is it possible to get an overall report in an excel? IE a report that shows, click, opens, et et for all uploaded customers for a particular campaign.

    Cheers

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