Now that your first automation is all set up, it’s time to discuss finding and interpreting the results of your campaign. You can find this data in the Reports section. To improve future campaigns, the best marketers take the time to analyze the performance reports of the materials they sent out. This helps you give customers more of what they want and less of what they don't. It will increase your bottom line while keeping your customers happy.
Reports are a treasure trove of data, and at first it may even feel a tad overwhelming. But you'll get the hang of it in no time, and it’s well worth visiting and revisiting.
The Reports homepage is split into two parts. The top part of the page shows a table with different terms and corresponding numbers. Here you can pick which reports you want to see: All email or SMS campaigns with an option to view by all campaigns, automations, and newsletters. This will be explained more thoroughly below in the Filters section. The bottom part of the page shows you an activity over time chart.
Here is a rundown of the data points included in this table and what we mean by them:
Number of total emails (or SMS messages) sent through Remarkety.
- Generated revenue and orders
Number of orders and total amount of revenue that your store has earned through Remarkety according to our attribution model.
- Delivery rate and delivered (estimated)
Number of emails your recipients have received compared to the total number of emails sent out.
Number of contacts who unsubscribed during the selected timeframe. This box provides a direct link to your account’s suppressions page to manage the unsubscribed contacts.
- Unique open rate
How many different contacts opened your emails. If a contact opened an email 20 times, it counts as 1 unique open.
- Purchase rate
How many orders were placed compared to emails sent. If 100 emails were sent and 10 orders were placed, the campaign has a 10% purchase rate.
- Bounce rate
How many emails bounced, meaning did not reach the inbox. This box also provides a link to review the bounced contacts.
- Unique click rate
How many contacts clicked on anything inside the email. As in unique opens, unique means that clicks per contacts. If a contact clicked anything within the email 20 times, it counts as 1 unique click).
- Revenue per message
Average revenue generated per email.
- Spam rate
How many contacts reported the email as spam.
You can also further refine these data points using different filters.
When you click by campaign type (either Automations or Newsletters) you will be able to see a table with the data metrics listed above, as well as a visual trend graph. You also have the option to view reports on the individual campaigns, shown below the graph.
(Running, testing, stopped, or archived)
This option appears after clicking on the specific campaign type to review.
(Includes all time, between specific dates, YTD, and MTD)
Clicking the calendar icon on the top right corner of the page allows you to choose a specific time period to review. Time frame can also be adjusted by directly highlighting the desired time period in the visual trend graph. The image will adjust to match your selection, as will the data metric numbers reflected in the table above.
To easily spot trends in campaign performance data, visual trend graphs are available for email engagement and revenue generation. These graphs can show either aggregate data for all or grouped campaigns, or for any individual campaign you sent out. To view sent, opened, clicked, and converted numbers, highlight your cursor over the graph wave.
Individual Campaign Data
Once you select an individual campaign to review from the list under Campaign Type, you can see even more data. Four new tabs become available for you to review: All Stats, A/B Test Stats, Clicks, and Heatmap.
- All Stats
A table with the key data metric numbers defined in the glossary earlier, as well as a trend graph below.
- A/B Test Stats
These are the results of your A/B testing. These tests send variants of the same message so you can see what your customers respond to better. For example: Does a subject line personalized with the customer’s name yield a higher open rate than one without? A/B testing will tell you the answer! A/B testing will be covered more deeply in another Remarkety Academy course.
- Clicks Mapping
To really optimize your campaigns, you want to know not only if customers interact, but how they do so. Because Remarkety tracks unique clicks inside of your email campaigns from each URL, you can easily monitor how many times your intended audience clicked on certain links in your messages.
The click map shows you unique clicks, total clicks, conversions, and generated revenue for each unique link included in that campaign. The Heatmap below uses the same metrics as Clicks Mapping so we’ll explain all the terminology there.
Remarkety's heatmap is a graphical representation of your individual campaign. In it, the graphical values contained in the matrix are represented as colors.
We record the information and display the findings in an easy-to-understand visual report so you can easily review how many times your audience clicked on certain links and images in your messages.
Remarkety highlights the following metrics in your Click Mapping and Heatmap:
- Link/area in the campaign
The unique link attached inside the campaign. There can be multiple unique links in the same campaign. This data is shown by link, not by overall campaign.
- Unique Clicks
Total number of people who clicked the link, so duplicate clicks by a single user does not affect this number.
- Total Clicks
Shows the total number of clicks made, so this is where multiple clicks by the same user will appear.
The amount of orders placed from following this link.
- Generated Revenue
How much revenue has been made from clicks on this link.
This concludes your intro to Remarkety's reports page! Keep a close eye on your campaign data as you move forward.
In the next section of Getting Started with Remarkety Academy, we take you through the steps of setting up a newsletter campaign.