blog we will look at "Opens by email and
unique opens by email", "Clicks by
link, unique clicks by link, unique clicks by email" and "Unopened, bounced, unsent" metrics.
by email and unique opens by email
metrics are similar to the time-based metrics mentioned in the previous blog and use the same report.
However this time the filtering is done by email address.
by email lists the different occasions that any one
email address opened the message. You can filter these by email address, first
name and last name. A typical use case would be where you send a blast to many
addresses within the one company and wish to see when and how often particular
individuals opened your mail. You could also do segmentation based on
professional addresses (such as outlook) and private addresses to see which
gives the highest level of response. Furthermore, you may decide to categorize
a particular email address type in terms of value - is a recipient with a Gmail
address, on average, more valuable to your organisation than a Hotmail account?
Should you retest the layout and design for a Yahoo account based on the poor
response from this cluster of addresses?
open by email performs a similar function to the unique open by time metric, in that it
is more a summary table listing the number of opens per email address. It would
be useful to go into this metric first and filter on "opens" to see if there is
a pattern emerging around a particular email address or email address type.
These can then be grouped accordingly for future waves, wave activities or
Clicks by link, unique clicks by link, unique clicks
the above report structures, the clicks
by link, unique clicks by link and
unique clicks by email are related
Clicks by link shows every single link
that was clicked on. If a person clicked on a link more than once, their email
address will be listed multiple times along with the time they clicked on each
link. This list is sorted by the links in your email, and allows for segmented
groups to be created around the addresses that show the highest level of
interest in the mail content.
For example, you may include 3 links
within your mail - one focusing on industry news and trends, and 2 further
links related to different products. A group could be created around addresses
that showed interest in industry news and
one of the 2 products, or a more focused "product features" newsletter for
those who clicked on the product links, but not the industry news. The purpose of this metric is to see the
relationship between different links within your creative, and how this affects
clicks by link takes a different perspective, focusing on
the volumes of people who click a particular
link. For example, in the demo data
there is one link in the email content, called "breaking news". The resulting
analysis can allow you to create a follow up email segmenting only those who clicked on the "breaking
news link". As a next step you could create a dynamic group that would be
mailed specific content related to this link. N.B. a dynamic group means that
any future individual who clicks on "breaking news" as part of the original
campaign will automatically be added to the new group and will receive this
specific group email.
clicks by email lists the individual links clicked per address
and the number of times that link was clicked. This is useful as a summary
screen, rather than having to click on the filter buttons within some of the
summary, it is important to see the benefits of each of these metrics. The clicks by link metric is designed to
give you visibility into how a mix of links produces certain behaviours by a
single email user. This is useful in terms of refining your layout and
messaging overall. Conversely the unique
clicks by link focuses on behaviour around particular links - i.e. you can
build groups and wave activities based very specifically on what was clicked in
your mail. Finally the unique clicks by
link metric allows you to focus on particular addresses and thereby link
individuals to specific campaign actions.
Unopened, bounced, unsent
names suggest, the unopened, bounced and
unsent metrics are useful in terms of analysing potential flaws in both
your email layout/design along with deliverability issues.
mails have been covered in previous blogs. This usually indicates
that either the recipient hasn't had the time to open the mail, or potentially
the address is no longer live. Unopened mails should be put into a separate
segmented group and information re-sent with a view to producing an action on
behalf of the recipient. If no response is gained, then you should consider
removing the address from your list.
mails need to be assessed in terms of hard or soft bounces - hard bounces
should be removed immediately from your list; soft bounces should be tested
again. A repeat bounce could indicate that the address is no longer working.
Please refer to the blogs on "List Growth and Management" for further
emails may refer to issues server-side. Should a delay persist, then the usual support
common use-case for these 3 metrics is to test deliverability and therefore the
quality of your email list. Unopened
emails may indicate that the recipient hasn't had the time to open then mail
(in which case you should check your timings, maybe this individual opened a
previous mail at a different time, so check this out). However it may be that
the address is no longer active. Bounced, as explained above, is a more
straight-forward decision - if they are "hard" then the address should be
removed, if "soft" then they should be tested again. Unsent mails may have to do with the sending times; however it
could be a server issue. If the problem persists then you should contact your
local support team.
In the final blog of the series we will look again at the Panoply demo data story and analyse it within the context of the metrics supplied by Sage E-marketing for Sage CRM.
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