A variety of email campaign analytics are available within the Engage Dashboard. To access this data, navigate to: Marketing > Campaigns > Email. Then click the ellipses on the right side of the table for your desired Campaign and then click the View Stats option.
The View Stats page has four primary sections: Segment Details, Delivery and Engagement Metrics, Campaign Details, and Link Click Tracking.
1) Segment Details
This provides details about the Segment used for the Email Campaign.
- Segment Name: The name of the Segment as defined in GDP (in this case November Birthdays - Opted In)
- Segment Size: The number of opted-in guests who met the Segment Criteria, i.e. the total number of guests who could potentially receive the email.
- Segment Criteria: The specific Attributes used to create the Segment.
2) Delivery and Engagement Metrics
This provides information about how the email performed from a delivery and engagement perspective.
| Metric | Definition |
|
Delivered |
The number of emails that were accepted by the receiving inbox server. Delivered is calculated as the number of emails requested minus the number of emails that were suppressed, bounced, or blocked. |
| Opened | The unique number of opens the email had (i.e. there can only be one open per recipient). |
| Clicked | The unique number of links clicks the email had. |
| Clickthrough Rate (CTR) | The percentage of people who Clicked from all Delivered emails, calculated as: (Clicked / Delivered) x 100 |
| Click-to-Open-Rate (CTOR) | The percentage of people who Clicked from all Opened emails, calculated as: (Clicked / Opened) x 100 |
| Unsubscribed | The number of people who clicked the unsubscribe link in the email. |
| Bounced | Sometimes referred to as Hard Bounces, Bounced refers to an email message that has been returned to the sender because the recipient’s address is invalid. This might occur because the domain name doesn’t exist or because the recipient is unknown. |
| Dropped | When a recipient is in the Segment but also exists on a suppression list. |
| Deferred | A Deferred status can occur when an Internet Service Provider (ISP) or mailbox provider is for some reason not ready to accept email from your IP address. Instead of blocking or bouncing the message, the provider will temporarily delay receiving the message and wait for the email to be re-sent. Delivery will be retried for 72 hours from the time of the first deferral, after which time the email address will be placed on the Block Suppression list. |
| Soft Bounce | An email message that gets as far as the recipient’s mail server but is bounced back undelivered before it gets to the intended recipient. A soft bounce might occur because the recipient’s inbox is full. |
| Spam Report | Triggered when a customer clicks the spam button while viewing your message, marks the message as spam some other way, or moves your message into the spam folder within their email client (e.g. Gmail, Yahoo, Apple Mail etc.). Spam reports can only be gathered from ISPs that provide a feedback loop. |
3) Campaign Details
Overview of email send information including the Subject Line, Campaign Send Time, Email Sender, and Email Creative.
4) Link Click Tracking
The Total Clicks of each URL within a Campaign Email, displayed in a table with one URL per row. With granular insights into what links are driving traffic, you can:
- Optimize Content Layouts: Experiment with different combinations of copy and images to identify the right content to drive the most engagement with your guests.
- Test Navigation Elements: Determine the optimal links to include in your email headers to keep guests engaged with your brand.
Note: The Clicked (CTR) metric is calculated using Unique Clicks per Guest since the intent is to measure how many Delivered Emails resulted in a clickthrough to the customer website. The Link Clicks metric is calculated using Total Clicks since the intent is to measure all link click activity within a particular email.