With all that’s going on in the world right now, it’s a good time to remind everyone that here at Winbox, we like facts. Real, hard, empirical facts. Facts backed up with good solid data.
That’s why the 24-hour reports we send to our clients after each campaign are so important. The information contained in these reports not only tells you how successful the campaign was, but also goes a long way to indicating the direction the next campaign should take.
Let’s take a look at an example 24-hour report in more detail.
As it suggests, this section looks at the basics of how many people received and opened the email. There are three main categories:
This is how many recipients opened the mailer. If an individual opens and views the email multiple times, they will still only count as one unique open.
Bounced emails are those which don’t reach the recipient. There are any number of reasons for this. It could be a ‘soft bounce’ caused by a technical problem at the recipient’s end, or a ‘hard bounce’, which means that an email address doesn’t exist and should be removed from the mailing list. You can find out how to clean your data here.
Unsurprisingly, this is the number of emails that have not yet been opened. That’s not to say they won’t be opened in the following days.
This is where things start to get interesting. The Click Through Rate (CTR) is the number of users who have opened the email and then clicked one or more of the links within it. This could be links to blog posts or videos on your website, links to your social media presence or even a link to a web-based version of the email. These clicks show that you have engaged a user enough to encourage them to find out more.
Where an email contains multiple links, the report shows how many times each link was clicked. This will highlight which types of linked content are more popular, such as video or audio content.
How can we improve the number of opens or the CTR? What we can do to improve our mailings? The answers can come from A/B testing, sometimes known as split testing. A/B testing involves sending two different versions of the email to two different groups of recipients selected at random. Each version of the email may have a different subject line (maybe with some emoji in it), different content, or a different layout.
The A/B testing section of the report analyses the open rate and CTR of the two versions, and selects a winner, even projecting what the increase in clicks or opens would be if the winning version had been sent to all recipients.
Recipients who opened
All this high-level detail is really interesting, but what about on an individual recipient level? Winbox has this covered too.
The ‘Recipients Who Opened’ report provides a list of recipients who opened the email, shows how many times they opened it and how many times they clicked through to the signposted content.
Using this report on a regular basis, it will soon become clear which recipients are most consistently engaging with the emails. It may then be smart to nurture these recipients with 4 or 5 more specifically targeted emails – including event invites or other perks – to warm them further, with the aim of converting them into customers.
Sending email is just the start of the journey in many instances, as the feedback you get from the resulting data can tell you so much. Of course, at Winbox we interpret the data on behalf of our clients, but it also pays for the client to understand what’s happening with each campaign and what the figures mean.