Knowledge Base/Campaign/Campaign Tools

Email Metrics

Alison Groves
posted this on October 13, 2010 05:29 PM

 

Email Metrics

Campaign > Email Metrics

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How It Works

Raven users are able to track their email campaigns and metrics using five different email marketing services: AWeber, Campaign Monitor, Constant Contact, Emma and MailChimp. You can view and report on data from your newsletters or marketing blasts for any or all of these services without having to leave the tool. Just authorize your accounts in Raven and you'll automatically have detailed access to your email analytics in the tool, including metrics on bounces, opened emails, unsubscriptions and more.

A Case Study

Email marketing is an effective method for promoting your campaign, brand or service to a large group of people. Using services like MailChimp, AWeber and Campaign Monitor to accomplish these marketing goals, you can not only send out email newsletters to a specific list of subscribers and prospects, you can see how many of those recipients opened your message, whether or not they clicked links in the email and if the mailing resulted in valuable conversions.

Raven's Email Metrics allows users to view analytical data, mashed up with Google Analytics and Event Manager, for these individual mailings. Let's say that you have a monthly newsletter that you send out using MailChimp. You can report on metrics related to that newsletter in Report Wizard like you would Facebook, Twitter or Google Analytics. It is not possible, at this time, to actually create the mailings in Raven – only view their information.

Adding Email Providers

Adding Your First Provider

  1. Navigate to Campaign > Email Metrics
  2. Click the Setup Accounts button.

    Email-Configure.png
  3. If you're authorizing:
    • Emma and/or Campaign Monitor: Enter your Account ID and API Keys on the proper tabs for these services.
    • Constant Contact, MailChimp and/or AWeber: Be sure that you are signed into your account for these services. Once you have signed in, click the Authenticate button on each tab you would like to add to Raven.
  4. Click the Save button.
  5. Raven will automatically add tabs for each authorized email marketing account and present your campaigns in list form.

Adding Additional Providers

Once you've authorized one or more of your email marking accounts in Raven, the Configure Your Metrics page will no longer appear. Instead, you can add new accounts or modify existing ones in Email Monitor settings. Follow these instructions to add a new provider:

  1. Navigate to Campaign > Email Metrics.
  2. Click Tool Options > Customize Settings.

    Screen_Shot_2013-08-13_at_11.57.42_AM.png
  3. If you're authorizing:
    • Emma and/or Campaign Monitor: Enter your Account ID and API Keys on the proper tabs for these services. Once you've authorized your Campaign Monitor account, you are able to choose a client to display data for.
    • Constant Contact, MailChimp and/or AWeber: Be sure that you are signed into your account for these services. Once you have signed in, click the Authenticate button on each tab you would like to add to Raven.
  4. Click the Save button.
  5. Raven will automatically add new tabs for each additional authorized email marketing account.

You are also able to reauthorize your existing accounts in this page. If you have authorization issues or data issues, reauthenticating your account is often the solution to the problem.

Email Metrics

Each email is broken down into three sections: Campaign Metrics, Google Analytics Referrals and Links. In addition to these sections, Raven also displays mechanical data about the email: campaign (if applicable), subject, from, total recipients, email status and the date and time that the email was sent.

To add an email to Event Manager, click the green Add Event button. The button will turn blue after an event has been created, allowing you to edit the event from Email Metrics.

Campaign Metrics

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Each email marketing provider offers their own set of metrics, which are displayed in the Campaign Metrics section. You can remove any of these metrics by clicking the X that appears when you hover over it with your mouse. Metrics can be added back to the Campaign Metrics section by clicking the gear icon and selecting each metric that you would like to see listed.

The following metrics are present in Email Metrics.

  • % Clicked: The percentage of recipients who clicked links in the email out of all recipients.
  • % Opened: The percentage of recipients who opened the email out of all recipients.
  • % Undelivered: The percentage of emails that were undeliverable to their recipients.
  • % Unsubscribed: The percentage of recipients who unsubscribed from your mailings out of all recipients.
  • Bounced (Hard): The number of emails that were bounced back as undeliverable without hitting the recipients' mail servers. This could be because of invalid email addresses or because a mail server is blocking your mailing.
  • Bounced (Soft): The number of emails that reached their recipients' mail servers before being bounced back as undeliverable, usually due to full inboxes, server outages or large filesizes.
  • Bounced (Total): The number of emails that were returned as undeliverable after an attempt.
  • Clicks (Total): Total link clicks for your mailing.
  • Clicks (Unique): Total link clicks by unique recipients for your mailing.
  • Delivered: Total number of emails that were successfully sent to their recipients.
  • Forwards: Total number of emails that were forwarded by the original recipient.
  • Opened (Total): The total number of times that the email was opened, including multiple times by the same recipient.
  • Opened (Unique): The total number of unique recipients who opened the email.
  • Recipients: Total number of people who were sent emails in the campaign.
  • Reported as Spam: Total number of times your email was reported as spam.
  • Sales: Total number of sales made from your mailing, based on AWeber's sales tracking.
  • Shared (Email): Number of recipients who shared your email from their email client.
  • Shared (WebView): Number of recipients who shared your email from the browser accessible version of your mailing.
  • Sign Ups: Number of people who signed up for additional mailings from your email.
  • Syntax Errors: Number of malformed or incomplete email addresses found in your mailing list.
  • Undelivered: The total number of emails that could not reach their destination.
  • Unopened: The total number of recipients who did not open the email.
  • Unsubscribed: The total number of recipients who unsubscribed from your mailing list with this email.

Campaign Metrics Guide

Each email marking provider offers different metrics. Every available metric across all five providers is listed above. The below table illustrates which metric is available in which provider.

  Campaign
Monitor
Constant
Contact
Emma MailChimp AWeber
% Clicked checkmark.png checkmark.png checkmark.png checkmark.png checkmark.png
% Opened checkmark.png checkmark.png checkmark.png checkmark.png checkmark.png
% Undelivered checkmark.png checkmark.png checkmark.png checkmark.png checkmark.png
% Unsubscribed checkmark.png checkmark.png checkmark.png checkmark.png checkmark.png
Bounced (Hard)       checkmark.png  
Bounced (Soft)       checkmark.png  
Bounced (Total) checkmark.png checkmark.png checkmark.png checkmark.png  
Clicks (Total) checkmark.png checkmark.png checkmark.png checkmark.png checkmark.png
Clicks (Unique)     checkmark.png   checkmark.png
Delivered checkmark.png checkmark.png checkmark.png checkmark.png checkmark.png
Forwards   checkmark.png checkmark.png    
Opened (Total) checkmark.png checkmark.png checkmark.png checkmark.png checkmark.png
Opened (Unique) checkmark.png       checkmark.png
Recipients checkmark.png checkmark.png checkmark.png checkmark.png checkmark.png
Reported as Spam checkmark.png checkmark.png      
Sales         checkmark.png
Shared (Email)       checkmark.png  
Shared (WebView)     checkmark.png    
Sign Ups     checkmark.png    
Syntax Errors       checkmark.png  
Undelivered         checkmark.png
Unopened checkmark.png checkmark.png checkmark.png checkmark.png checkmark.png
Unsubscribed checkmark.png checkmark.png checkmark.png checkmark.png checkmark.png

 

Refer to the help documents offered by each provider for more information on each supported metric.

Google Analytics Referrals

 

If you've authorized a Google Analytics account in Raven, you are able to see visits data to your campaign based on referral traffic from your email. The graph breaks down these visits by day, starting the day before your email was sent and ending two weeks after the send date.

In addition to overall visits data, users who are taking advantage of Google Analytics goals can further investigate their mailing's impact on traffic for specific areas. Choosing a goal from the dropdown menu adds a second line, showing traffic that accomplished the goal you set in GA. To remove the overall traffic line, just click Visits in the right-hand corner.

Hover your mouse over the day to see an exact number of visits for that day.

Links

Beyond seeing how many people are viewing your emails, it is valuable to figure out how many of those users are clicking the links within those emails. All of the links in the table point to the pages that they represent.

Each email marketing service provides tracking data on links, telling you the number of clicks total and/or the number of clicks by unique recipients. Unless otherwise stated, the Clicks number refers to the total number of clicks by all recipients, rather than by unique recipients. This data varies based on provider.

Reporting Email Data

You can create a PDF report of email data, both from within Email Metrics or by using Report Wizard.

To report from within Email Metrics:

  1. Click Tool Options > Build PD Report on the Detail View for an individual email.

To report with the Raven Tools Report Wizard:

  1. Navigate to Reports > Report Wizard.
  2. Create a new report.
  3. Add a Campaign: Email Metrics reporting module.
  4. Edit module data. You can retitle the module, select an individual email campaign, choose conversion data to include (if any) and create a summary. Note: You must select an individual campaign to report on, or the page will be blank.
  5. Click the Save Changes button.
  6. Click the Run Report link or click the Save and Close button. If you Save and Close, the report is saved for future use.
 
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