Consult and interpret campaign reports
In the Reports section of the platform, you can see all kinds of statistics in real time about the performance of your campaigns. Consulting and interpreting this data will allow you to evaluate performance and improve it for future shipments. Below you have detailed all the information that these reports will provide you.
In this article:
- Opening devices
- Major ISPs
- Shipping evolution by time
- Origin of the openings
- Openings browser
- Opens operating system
- click map
- Tracking URL's
- Subscribers detail
- Compare the results of two or more campaigns
In the first section, the Summary tab, you can check the general data of the campaigns.
First, you will see the date of shipment , the sender's name and email , the subject and the number of recipients.
Status of delivered emails
Below you can see the current status of the emails that have been delivered both numerically and in a graph. This way you will be able to know important metrics such as the opening rate or the number of complaints ( remember that a high number of complaints can cause your shipment to be canceled ).
Status of sent emails
The status of the emails sent will indicate the number of them that have been delivered correctly, and those that have returned a soft bounce or soft bounce (which will make a new retry after a while), or a hard bounce or hard bounce(remember that a high number of hard bounces can cause your sending to be canceled).
- Emails delivered: These are the emails that have reached your recipients' mailbox. This category includes both open and unopened emails, as well as complaints. We understand a complaint as every time a user has manually marked your submission as spam.
- Soft bounces: Sending error when the email could not be delivered to the recipient temporarily, for example, because the inbox is full at the time of receiving the email. When a soft bounce occurs, the server will make another (or other) subsequent delivery attempts, usually after the rest of the campaign has been successfully sent.
- Hard bounces : Sending error when the mail ISP (Gmail, Yahoo, Hotmail, etc.) recognizes the email as not existing. This may be because the email no longer exists or that it has some kind of misprint. It is important to avoid hard bounces as much as possible, since they affect the reputation of your sender domain since mail ISPs penalize sending their emails that do not exist.
- Complaints: This status occurs when the email recipient marks the email as spam or junk.
- Unsubscribe: Occurs when the recipient of the email clicks on the unsubscribe link. Although it is not frequent, there are certain configurations of antivirus and anti-spam systems, which if they detect that the email is spam, make an automatic call to unsubscribe from said subscription.
Remember that you have more information about all these concepts in our article on essential metrics in email marketing.
The general information section offers you the total amounts of sent , delivery errors (by hard bounce or soft bounce ) , cancellations , date and time of the last opening and the number of unique and total clicks .
Total clicks are all the clicks a campaign has had. If there is a user who has clicked on a link several times, this is also taken into account. Unique clicks count one click per user.
In the Advanced section of the reports section of your campaign you can consult other types of data that help you evaluate your shipment.
In this section you can check the percentages of the type of device on which your campaign has been opened, which will help you adapt future shipments to the most common devices.
What does it mean that the opening device is Google Proxy?
Sometimes Gmail caches images (preloads them) before the email opens. In this way, when the person opens the email they are seeing a preloaded view of that email and not the original, so it is not possible to know if they have opened their Gmail mail from the mobile, computer or tablet.
You can also know in which mail clients (Gmail, Yahoo, Hotmail, others) your subscribers open the campaigns, and the statistics in each of them.
Shipping evolution by time
This graph visually tells you how your shipment has evolved over time .
Origin of the openings
By placing the mouse over each country on the map, you will be able to know the number of openings that have occurred in each of them.
You will also be able to know which browsers and mail clients have been opened in which your mail has been opened.
The mail client is the application, program, or web address from which mail is accessed. The most common are:
- Apple Mail
- Opera Mail
Opens operating system
Likewise, the information of the operating system used to perform the openings is also available.
In the Click map section you can see your template and the percentage of clicks that each link included in it has achieved. This information is very useful to improve the design of your template at the level of use of links, buttons and calls to action.
You'll also be able to view the statistics for each of the URLs you've linked to in your template. For each of them, you can see the detail of which subscribers have clicked by pressing the button with the ellipsis.
Finally, you can check in detail each subscriber included in the shipment, depending discriminating Open, not open, Clicks, Hard Bounces, Soft Bounces, Complaints and downs.
From each subscriber you will be able to know the opening date, the country, the city, the number of times they have opened it, the number of clicks they have made in the campaigns (in the Clicks section), the list to which they belong and their status in it and the quality calculated based on their interaction with your mailings. You can generate a file to download with these subscribers, or create a new list from the filter you have chosen.
Compare the results of two or more campaigns
In addition to consulting all these statistics for each campaign, you have the option to compare these results between two and ten of them. All you have to do is select the campaigns you are interested in, and click on the Compare button.
In this way, you will be able to see a graphical comparison of the results of the campaigns you have selected.
If you want to know more about what the most important statistics are, how to interpret them and how to improve them, visit our Guide to the most important metrics in email marketing.