Use the Email Campaigns Overview report in Insights to understand how a single email campaign or a collection of email campaigns is performing. Review this report for comprehensive performance stats across initiatives, publishers, etc.
To learn more about the metrics in this report, please refer to the Glossary of Terms, as well as the Metrics Update 2023 article.
Filters
- Date Range - The date range of email campaign data. This filter is applied to all data in this report and restricts the displayed data.
- Published Date Range - The date range of when campaigns were published. This filter is applied to data in this report.
- Initiatives - Filter the activity by delivered initiatives. This filter is applied to all data in this report.
- Publisher - Filter campaign data by the user who created content. This filter is applied to all data in this report.
- Author Alias - Filter campaign data by the selected author alias from the campaign delivery. This filter is applied to all data in this report.
- Content - Filter campaign data by specific campaigns.
- User Attributes - Filter campaign data by specific user attributes. Ex. Filtering by 'City' will return data only for users in that city.
Limitation Note: When filtering by User Attributes > Select All, each attribute value is pulled into the URL once the report is filtered. Due to URL limitations, filtering by attributes with a very large number of values may return a 414 error.
Report Map
Here is a map of how to read the Email Campaigns Overview report:
|
Campaigns Unique number of campaigns with activity within the selected time frame Better calls to action? |
Users Delivered Unique recipients who had one or more emails delivered to them within the selected time frame
|
Users Opened Unique number of recipients who opened one or more emails within the selected time frame You want this number to be high and relatively close to the number of ‘Users Delivered’. This means that users are actually opening emails and not just ignoring them.
|
Email Open Rate Average unique email open rate (opens/delivered) across campaigns This rate is reached by adding email opens for each individual campaign and dividing that by email deliveries for each individual campaign. And then taking the average. This ensures that each campaign's open rate contributes equally. Similar to 'Users Opened', you want this percentage to be high, meaning users aren't ignoring the campaigns in their inbox. If this number is low, why? Are your subject lines and descriptions intriguing? |
Click-Through Rate (CTR) Average unique CTR (clicks/deliveries) across campaigns Of the users who received a delivery, what percentage of them clicked on at least one post or embedded link? A high percentage means the content is engaging and users want to read more. If this percentage is low, why might that be? Note: When filtering by content, it's possible for this number to be 0 if the campaign/s does not have any links or embedded content. |
Click-to-Open Rate Average unique CTOR (clicks/opens) across campaigns Of the users who opened an email, what percentage clicked on at least one post or embedded link? You want this percentage to be high and close to the ‘Open Rate’, meaning the users who opened the email were intrigued enough to read more. Note: When filtering by content, it's possible for this number to be 0 if the campaign/s does not have any links or embedded content. |
|
Email Campaign Metrics by Campaign Measure of campaign performance What are your top-performing campaigns? Why did they perform better than others? What was successful about these campaigns that you can incorporate into future campaigns? Which campaigns performed poorly? Why might that be? In addition to content, consider your target audience/s.
|
|||||
|
Email Campaign Metrics by Recipient Find the most engaged users from the selected campaigns in the time frame selected Who are your most engaged users in the selected time frame? Who are your least engaged users? |
|||||
Comments
0 comments
Article is closed for comments.