The "Engagement Report" section provides advanced statistics on the performance of email campaigns compared to the level of engagement of their recipients.
The Engagement Report is included for the Premium and Enterprise editions. Starter and Plus editions can get it by purchasing the additional option.In this area you have:/
General info
- The time unit used is daily. It shows only the days on which at least one mailing was sent. The detail of each email is visible by selecting the single bar.
- The dashboard considers only emails sent to at least 50 recipients. Therefore, transactional mailings are usually excluded.
- The opens and clicks shown are always unique.
- The dashboard has two values on the y-axis. The values on the left refer to the bars. While the scale on the right refers to the lines.
- Update frequency: The statistics are refreshed once a day, and they refer to the previous day.
Apply filters
The filters section has been improved. Reports can be filtered by date (by entering a time frame), minimum range (50 minimum threshold applied)
and maximum number of recipients, by subject, by notes and tags of the email message, by engagement cluster and by provider.
The graph allows you to evaluate, for a selected period of time, how the emails sent are performing, comparing them to the composition
in terms of engagement of the recipients reached. For each day in which at least one sending was made (and based on the filters applied),
the graph divides the recipients into very active, active, new, not very active, inactive or unreachable, overlaying the opening rate statistics
by evaluate any correlations with engagement levels.
The tooltip helps you understand how the graph is made up and the values on the X and Y axes.
The "How to read the graph" link is a short guide to help you understand how to read the data of your campaigns with a view on the "Engagement" of your recipients
and identify, if any, anomalies or critical issues. In general, mailings intended for more engaged targets should generate a better Open Rate (OR) than days in which
communications were addressed to less active or inactive recipients.
By clicking on an entry in the legend at the bottom of the graph you can activate/deactivate the display of the relevant data in the graph
Let's see what every engagement cluster means.
Label | Descrizione |
|---|---|
| Bounce | The recipient registered a high number of soft bounces |
| New | There is still no information on the rating because it is the first time they are reached by a sending |
| Inactive | The recipient has shown an extremely low degree of engagement, it is a contact that does not interact with the campaigns he receives |
| Less active | The recipient has shown a low degree of engagement, it is a contact who rarely interacts with the campaigns he receives |
| Active | The recipient has shown an average degree of engagement, it is a contact who often takes actions on the campaigns he receives |
| Very active | The recipient has demonstrated a high degree of engagement, it is a contact who carries out activities consistently on campaigns |
Openings and clicks
Openings
The Email Opens shows:
- the number of opens recorded each day (dark green bar) and the total number of mailings (the totality of the bar)
- open rate trend (blue line)
- variation compared to the open rate in the selected time frame (purple line)
By selecting the bar of a single day, it is also possible to have the details for each email sent including the open rate, the number of emails sent, and the number of opens.
Click
The Email Click shows:
- the number of clicks recorded each day (dark blue bar) and the total number of mailings (the totality of the bar)
- open rate trend (blue line)
- variation compared to the click rate in the selected time frame (purple line)
By selecting the bar of a single day, it is also possible to have the details for each email sent including open rate, the number of emails sent, and the number of clicks.
Openings for the main mailbox providers (Mbp)
The top Provider trend dashboard provides an overview of the 4 main recipients' providers. The data is automatically obtained from the platform based on the recipients' domain and cannot be changed by inserting other providers.
Engagement for the main mailbox providers
This chart shows the distribution of the level of recipient engagement across the 5 main mailbox providers reached (B2B indicates addresses relating to company domains).
A tendency towards inactivity can have many explanations:
- it could be due to a particularly dated and/or poorly maintained contact list;
- it indicates a generally less used MBP;
- it anticipates potential degradations towards that specific MBP.
Optimize your campaigns
The “Optimize your campaigns” button (at the top right of the report) takes you to another important tool for better managing your campaigns based on the data returned by the Report: Engagement filters
The Engagement filters, available in Premium and Enterprise editions and as an add-on for Starter and Premium, allows you to segment recipients based on their level of engagement. For example, by creating a "Not active customers" filter you can create an email with a promo code to awaken the interest of your customers. Or unsubscribe them through the new Unsubscription Workflow on the Recipients > List > Unsubscription Campaigns page or directly in the Workflow functionality.
The contacts belonging to the various engagement categories, with the addition of the "Excluded" (i.e. those contacts to whom not even a message has been sent in the last 6 months), can be identified through the use of the Engagement Filters.