Analyzing email statistics & tracking with mailworx
Statistics are an essential part of email marketing campaigns. They help you to estimate your performance and give you some hints on the things you could improve. Therefore you should know how to analyze and interpret them. In this tutorial we want to explain the different parts of email campaign statistics.
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Key Performance Indicators in the email campaign statistic
The email campaign statistic provides the total overview of the success of every campaign: who opened the newsletter, which links have been clicked and much more.
To select the campaign you want to analyze just click on the little triangle next to the campaign name on top of the page. In the drop-down-menu you can find a list of all campaigns you've already sent with the date in brackets. After selecting the campaign you get an overview of all the basic key performance indicators of your campaign.
By directing your cursor over the star- rating , you get benchmark values for your industry sector (choose the one that fits best from the drop-down-menu under the first dashboard).
Sent: The number of emails, which were sent.
Bounce rate: The bounce rate is the ratio of not deliverable emails to sent emails.
Opening rate: The number of the opened emails in relation to received emails.
Click rate: This is the amount of different persons which clicked at least one link in the campaign. The percentage is based on the amount of received emails (number of sent mails without bounces).
Click-to-open-rate: The ratio of the number of recipients with clicks to the number of recipients with openings.
Reading rate: Shows the ratio of read emails to received emails.
Read-to-open-rate: The ratio of the number of recipients who read the newsletter to the number of recipients with openings.
Unsubscribe rate: The number of all unsubscribes in relation to the delivered emails.
Email Preview: Here you can see the most interesting links at a glance.
Mail clients: Which email clients were used for opening the emails.
Compare campaigns: You can compare different campaigns here.
Compare groups: You can split the campaign statistic here and view different sub-groups.
Analyzing the opening rate and opening history
Here you can see a statistic of all subscribers , who opened or didn't open the campaign.
In this statistic you can see how the current opening time history is. Usually most of the emails are opened in the first 48 hours. This means that the right timing is essential for the success of your email campaign.
In the statistic "openings by region" you can see in which countries your newsletter has been opened.
mailworx also supports individual-related email tracking. All subscribers who opened a certain email campaign are listed in the "Detailed subscriber list".
How to interpret the click rate and gain insights into click behavior
The graphic in the upper part of the click rate statistic shows the recipients with clicks and the recipients without clicks on a link. Furthermore the click-to-open-rate is stated, which shows the number of subscribers with clicks in relation to the subscribers who opened the email.
The second graphic provides information about the five best links in a newsletter, which helps you to identify the most relevant content.
In the graphic below you can see the click distribution pictured in a bar chart.
The graphic "clicks by region" shows, where the subscribers with clicks come from.
The detailed list of clicked links allows further analyses and includes the individual-related tracking for each link. So you'll know who clicked which link. You can use this knowledge to create new subscriber groups for special topics.
What does the KPI reading rate tell us?
mailworx allows you to measure more than just the traditional email marketing key performance indicators. The "reading rate" shows you how intensive subscribers involve with your newsletters - in this regard it is more meaningful than the opening rate. Furthermore you can see the read-to-open rate, which shows the number of persons who read the newsletter for at least 8 seconds in relation to the subscribers who opened the email.
If the subscriber reads the newsletter for at least 8 seconds, the newsletter is regarded as read. Between 2 and 8 seconds the newsletter has only been scanned and below 2 seconds the newsletter is seen as glanced at. The percentages beside the pie chart are the rates of this values in relation to the recipients who opened the email. The total readings are the opened emails, which were read at least 8 seconds.
What can I do about bounces?
mailworx presents all the undeliverable emails in the bounce rate statistic. They are separated into hard-, soft- and spam-bounces.
There are several reasons, e.g.
Mailbox is full
The storage space on the email server is used up
The email address doesn´t exist (anymore)
The domain doesn´t exist
The spam filter rejected the email
The server wasn´t available
Three different types of bounces:
Hard bounce: Difficult, permanent errors e.g. the mail address doesn´t work
Soft bounce: Simple, temporary problems e.g. the mailbox is full
Spam bounce: Spam complaints from the user or spam filter
If hard bounces occur, the subscriber will automatically be deactivated by mailworx, to keep the quality of your subscriber base high. It´s also good for the delivery process, because some email providers, such as GMX, Yahoo, Google aren´t delighted if you send to non-existent email addresses again and again.
Email addresses will also be deactivated, if soft bounces occur more than just a single time.
If you correct the email address, it will automatically be reactivated again.
After an email address has been deactivated, the subscriber is still available in mailworx. The address just doesn´t receive newsletters anymore. mailworx also predicts the number of subscribers who are likely to result in a bounce to make it possible for you to correct the email addresses in advance.
How to compare the results of various email campaigns
In the statistic "compare campaigns" you are able to compare campaigns with others e.g. the newsletter from November with the newsletter from October.
Just choose two or more different emails which should be compared. Select the menu point "Choose campaign" and you will see the differences.
The best values are shown in colors, so you can immediately see which campaign performed "better".
How to compare results regarding different subscriber groups
In the statistic "compare groups" you can compare the opening rates (or other KPIs) of different target groups (e.g. customers, employees, other subscribers). Choose the desired subscriber group to see the results for this group and select other groups to compare them to each other.
How to export results from the mailworx statistic tool
Whenever you see this symbol in the mailworx statistic tool you have the option of exporting results as CSV-data.