Hi there,

In this 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.

 

Opens by email and unique opens by email

These two 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.

  • Opens 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?

 

  • Unique 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 campaigns.

 

Clicks by link, unique clicks by link, unique clicks by email

Similar to the above report structures, the clicks by link, unique clicks by link and unique clicks by email are related metrics.

  • 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 recipient behaviour.

 

  • Unique 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.

 

  • Unique 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 other metrics.

In 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

As the 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.

  • Unopened 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.
  • Bounced 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 details.
  • Unsent emails may refer to issues server-side. Should a delay persist, then the usual support procedures apply.

The most 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.

 

Good luck!

David

 

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