Transcript
In this video you’ll learn how to measure the performance of your email campaigns. Major topics include: Actions you can take, and individual user behavior.
After a campaign is scheduled, you can view performance metrics within the Campaigns tab of your SuccessBLOC. Here, I have a lot of campaigns in draft, so I can filter by Status to show only campaigns that have metrics. In this example, I have a campaign with Recurring and Ongoing schedules, and one with a one-time schedule.
From this view, I can see a summary of performance metrics per campaign. Delivered represents the total number of emails sent that successfully arrived in the target users’ inboxes. Of those emails, open rate shows us how many of the recipients clicked on the email to open it. Of those emails, how many recipients clicked on a call to action within the message.
And finally, was the goal achieved? Which is a custom success metric that can be defined per campaign. This goal was simply whether the recipient clicked the invite, whereas this one tracks whether the recipient logged into our product as the result of the campaign. The rate at which this goal is calculated can be defined in Global Settings, using either the number of emails sent vs. number of targeted users.
When I click on the performance of an individual campaign, I can now see a further breakdown of these stats, including total sent, duplicated, bounced, invalid, and dropped (which is not shown in this example).
Bounced is a good metric to review so that you can fix any outdated or incorrectly formatted email addresses in your contacts.
Invalid is also a good metric to review in case you need to fix any issues in the setup of your campaign, or to see if any users were affected by a campaign frequency cap.
A dropped metric may appear if an email address in your target list was on the system’s blacklist.
And then the duplicated users number represents how many users were not sent the Campaign because they appeared more than once in the target criteria. We’ll come back to duplicates in a minute.
For all of these metrics, we can view performance over time. For example, once we fix that issue we spotted earlier in our campaign due to invalid data, we should see that metric improve each time it’s sent out again. Filtering by date range for a shorter time period can help you zero in on metrics and spot trends.
Now let’s look closer at our targeted users. I can use the filters at the top to sort by any of these columns, such as those who most recently opened an email–or I can use the filter to refine the results. I can also search to see activity for a particular user. Clicking on the name takes me to the user’s profile, where I can see all campaigns this user has received–and any notations of goal achievement.
At the account level, I can see a summary of metrics for all campaigns for all people associated with the account.
Going back to the user’s profile, note that this user belongs to more than one account-level profile and is the key account for both, which was how we chose our targets for this campaign. Targets are person-oriented, which means that Totango considers the unique email address of a person, rather than a profile, so that an email doesn’t send multiple times to the same address. When a user is de-duped for this reason, you’ll see that number in the delivery metrics, and you’ll also see this notation in your targeted user list. Filtering by unique users removes the duplicate from your view and just shows you the targets the system attempted to send to. All engagement stats are based on the unique targets for the campaign.
Additionally, you can now leverage user-level metrics to further segment your lists based on campaign-related behavior.
