The importance of email marketing reports

As the world of email marketing changes, so does the importance of email marketing reports. Most Email Service Providers (ESP) will provide some form of reporting with your package, but the importance lies in understanding the reports, and using the results to improve your strategy.

Here we’ll look at the main reporting techniques you should be using:

1. Reporting Dashboards

Dashboards are useful when dealing with a lot of information. If you have sent over 10,000 emails, it can be hard to keep on top of potentially 10,000 replies.

A dashboard allows marketers to look at their reports at a glance. As you can see below, our dashboard allows you to see the conversion funnel, which explains how many emails were sent, and how many have converted.



2. Campaign tagging

Most reporting tools will allow you to compare stats using standard elements such as the date the email was sent, or by ticking a list of emails to compare. Consider using tagging to compare your reports.

It can be useful to analyse data in different ways such as:

-   Type of campaign, i.e., newsletter, welcome, remarketing etc.

-   Time i.e. day of week or hour of day

-   Main type of offer

-   Style of email i.e. special offer, new product releases.

By aggregating this data according to tag type, you can view greater contrasts rather than viewing individual reports in isolation.

3. Segmentation

One of the best things about reporting is segmentation. Segmentation allows marketers to drill down on campaign statistics to understand responses from a designated group of people.

By breaking down segments, you can identify groups whose performance needs improving or those who are fully engaged, and then send targeted content for higher engagement.

4. Measuring engagement

When viewing figures resulting from email campaigns, you may see an average open rate of 15%, but is that 15% the same people or different people every time?

Being able to identify which contacts have opened which emails, allows marketers to create strategies specific for them. For example, if you have sent 3 campaigns, and some contacts have opened the first, but not campaigns 2 and 3, consider how you can create a re-marketing campaign to encourage them to become engaged.


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