Tuesday, June 21, 2011

Reading Campaign Reports

Who viewed it? Who clicked? How well did my email perform? These are all questions you should be asking yourself just moments after clicking send. This tutorial, I want to give you a quick overview on how to use the campaign reports.

First, where to find them...
From the Campaigns Dashboard, look to the activity area on your right. You can view scheduled emails (which will be empty if you're not an active user of Triggered Campaigns) as well as sent emails. Click the Sent tab and look at the stats icon to the right of each email listed.

Ok, so what am I looking at?
If you have found your report, now what are you looking at? First, the graph at the top gives you a high-level view of the email's performance. Next, you will see a glimpse of the email content itself as it was delivered. To the left, a list of all the email addresses who have viewed this email, and finally, at the bottom a list of those who clicked a link.
  • Unique Views vs. Total Views - in the top graph, you will see two numbers, unique and total views. Total views are the total number of times that the email was looked at. This can be multiple times per recipient. If I read an email in the morning, then come back and read it again in the afternoon, that's 2 views. Unique views are the unique number of recipients who viewed. So, in the example of myself reading an email once in the morning and once in the afternoon, that would count as only one unique viewer. So, why is that useful? Know this: we can only track the original [intended] recipient. That means that if I view an email in the morning and in the afternoon, but also forward it to 15 friends, then it's now up to a 17 total views. The 15 friends all get tracked as though they were me because they're viewing the email intended for me. Whenever your total views are significantly higher than your unique views (15% or more) you have created a viral email. Congratulations.
  • What's that "create query" link do? One very useful way to use email marketing is to send an email to a broad list and then use the viewers or the clickers on that email as a more highly qualified lead list, either for calling or for a higher-impact follow-up campaign such as postcards. When you click "create query" under the viewers or the clickers, it consolidates the clickers or viewers as a resultset of a query, giving you the option to use that list in the same way you would any ordinary query: call them, email them, send a postcard, mail merge, etc.

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