When launching an email or SMS marketing campaign, it is important to monitor performance and carefully evaluate the results. This is done through accurate reporting that the platform used for sending provides to the company so that the most relevant data can be analyzed.
All of this must be done for each communication sent so that content is managed and varied according to performance. In fact, it is essential to consider the most important metrics that can help understand audience appreciation to go along with demonstrated interests.
The data overview in email campaigns
To begin considerations regarding an email marketing campaign, it is necessary to have an overview of key data, such as reads, clicks, bounces, and unsubscribes.
The readings figure refers to readings recorded regardless of the number of times the communication was opened, identifying readers as only those people who opened the email.
Clicks, on the other hand, highlight the number of clicks regardless of the number of times the content was clicked on. If a user clicks 3 times on a link within the email, it will still be marked as one click.
In the case of bounce, it refers to the percentage between the number of returns (i.e. bounces) and emails sent correctly, which is also the case with unsubscribes, as the percentage of people unsubscribed compared to emails sent is considered.
This initial overview provides insight into the overall performance of the communication sent, enabling the evaluations needed to increase openings.
The marketing funnel
A chart that allows an immediate way to show the actual interest of email readers is the marketing funnel, which is divided into sections:
- Recipients: number of people to whom the newsletter was sent.
- Delivered: number of newsletters sent minus the number of bounces.
- Opened: number of newsletters opened by readers.
- Clicked: number of users who clicked on the newsletter.
This data can be broken down further by some specific sections such as the number of readers with downloads with/without hidden pixels, average reads per user, clickers per images, and CTR.
Device and reading times
The device with which communications are opened and read also turns out to be crucial, since thanks to this data, content can be set up graphically to encourage easier reading, depending on the device used. In fact, it is important for emails to be desktop, tablet and mobile friendly to allow the entire newsletter to be viewed correctly.
Charts that help understand this refer to opening from mobile or desktop, also identifying the search engine used.
In addition to this, there are also graphs that identify email open times, usually concentrated shortly after sending. In fact, both the 24 hours after sending and the following 14 days can be evaluated, allowing for the identification of the time slot suitable for readers.
For all this data, there are comparison charts of emails sent to compare and note step-by-step improvements.
Having track of all users’ clicks is very meaningful, but having an indication of the link they clicked on is even more useful!
In fact, thanks to the click map, you can see exactly all the links within the email and the clicks of the readers. This data allows you to understand what interests them and where they focus their attention the most, thus evaluating the arrangement of topics in the next email.
By tracking the links, you will also be able to have the names who clicked on each of them.
With geolocation, you can see the countries to which readers and clickers belong.
The geographic map allows you to check the number of openings, in which countries, and the density of people around the world.
As mentioned earlier, bounces are emails that did not reach the recipient.
The platform creates a list of contacts who did not receive the communications and specifies the reason, which is identified as:
- Spam bounce: contain spam and spamtrap reports.
- Hard bounce: email that cannot be delivered for permanent reasons, such as in the case of fake email.
- Soft bounce: email that cannot be delivered for temporary reasons, such as too heavy files inside or full mailbox.
- Unknown bounce: when a problem occurs.
The reporting of SMS campaigns
Regarding SMS campaigns, key data can also be analyzed in order to study the right strategy and content to send to the community.
In the section regarding general information, there are analytics regarding the marketing funnel, the days and times of interaction with SMS, and the progress of the campaigns over time to evaluate the results of a campaign by comparing them with previous ones.
Other sections present in the sent SMS reporting are inherent to content, verification of message delivery with required user data, and interactions. For the latter it is possible to have a detailed list of keywords, response text and recipient data.
For all this information, it is possible to download a detailed report that shows in a simple and comprehensive way everything necessary for the analysis of the SMS campaign, as is also the case with email.
So, having under control the data that comes from the newsletters and SMS sent turns out to be essential to set up an effective strategy. All the sections reported are available on the SMoooS platform, which will help your planning and management of future email and SMS content!