We Track, Measure and Report the Results
Once your email campaign is sent, we begin tracking
the results. Recent studies show that you will get about 80%
of your responses within the first 48 hours. (Another reason
email marketing is so attractive - the results are FAST!)
What
We Track:
Our reports can be extremely detailed, such as
the actual activity of each email address (did they open the
email, did they click on any links, did they forward it to a
friend, etc) or they can be summary reports. Unless you request
otherwise, at the end of 48 hours we will send you a Summary
Report in Excel format that includes the following:
Attempts
Total number of subscribers a campaign was sent to.
Bounces
Those email addresses that were reported as being temporarily or permanently
unavailable. An email address may be permanently unavailable because it is
no longer in use. Temporary unavailability may be due to a full mailbox or
system problems.
Deliveries (Impressions)
Deliveries = Attempts – Bounces. The
number of emails that were accepted by the destination service
provider. Not all deliveries are properly delivered. Some may
be filtered out by the service provider or the subscriber’s
email software.
Total Opens
The number of times a campaign was reported
as being opened. Only HTML email can be tracked in this way.
Even then, some email software can be used to prevent the opening
of emails from being reported. Also, if the campaign is opened
without an Internet connection present, the opening will not
be reported. Just because an email is reported as being opened
does not mean it was read. This figure may include multiple
opens by the same person, but repeated opens in quick succession
by the same person are treated as a single open. We watch this
stat very carefully and seek to improve subsequent campaigns
by modifying things like adjusting your content, choosing a
different subject line and changing the "from" name.
Unique Opens
Unique Opens are similar to Total Opens,
except that only a single open per person is counted.
Total Clicks
The number of times a campaign or individual
link was successfully clicked. This stat may include multiple
clicks by the same person, but repeated clicks of the same
link in quick succession by the same person are treated as
a single click. Over time we can improve your click rates on
critical links by working on how they are presented within
a campaign and by targeting them only to the people for whom
the links are most relevant.
Unique Clicks
Unique Clicks are similar to Total Clicks,
except that only a single click per person is counted.
Open and Click Rates
Open and click rates are reported as a percentage
of deliveries.
Change vs. Previous
This is the change in a given metric between
the current campaign and the previous campaign. Where it shows
a percentage, it is showing the change in percentage rather
than the percentage change. That is, a change from 10% to 15%
is shown as a change vs. previous of 5% rather than 50%.
Change vs. List Average
This is the difference for a given metric
between the current campaign and the average for the entire
list as calculated on a nightly basis. Where it shows a percentage,
it is showing the change in percentage rather than the percentage
change. |
