The Reports dashboard lists the email campaigns that are in “Sent” and “A/B Test Sent” status.
There are presented the campaign name, the creation date, the campaign type – Regular or A/B test , the campaign scheduled sent time, the number of subscribers it was sent to and Open and Click-Through rates for the campaign.
These reports break down the figures related to each campaign in order to improve your email campaigns strategy. It is for example possible to compare the single campaigns against the benchmark average of the targeted list to identify positive and negative outliers.
A specific campaign can be searched by name in the search box which provides live results in the dashboard itself. To access a Report click on the report name or alternatively from the Campaigns Section, select a campaign and choose the Analyze option.
It is recommended to wait for some time after a campaign has been sent before consulting the Reports in order to allow the collection of meaningful and insightful data.
Regular Campaign Report
Regular Campaign Report
A Regular Campaign report consists of four broad sections :
This section gives information on
- Number of recipients in the list /segment that was targeted by the campaign and quick access link to the list /segment,
- The Subject Line used for the campaign,
- The Campaign Type i.e. Regular in this case,
- The Delivery Scheduled time and date of the campaign with a link “preview” the campaign design section to preview /test sent the email content.
Positive Key Performance Indicators
This section of the report gives easy-to-understand figures of
- Open rate is the ratio of how many contacts opened the email message to the total number of contacts to whom the campaign has been delivered i.e. total contacts minus hard and soft bounce. A percentage value of the open rate is presented in a pie chart and the unique count and the average value figures for the targeted list/segment.
- Click-through rate is the ratio of how many contacts clicked on any of the link in the email message to the total number of contacts to whom the campaign has been delivered i.e. total contacts minus hard and soft bounce.A percentage value of the Click-through rate is presented in a pie chart and the unique count and the average value figures for the targeted list/segment.
- Click to Open rate is the ratio of how many contacts clicked on any of the link in the email message to the total number of contacts who opened the email message has been delivered i.e. total contacts minus hard and soft bounce. A percentage value of the Click to Open rate is presented in a pie chart and the unique count and the average value figures for the targeted list/segment.
- Total Delivered is a bar graph and count indicating the number of email delivered against the number of recipients
- Total Open is a bar graph and count indicating the number of email opened in total against the number of delivered messages. Multiple Open actions by a contact is taken into account here.
- Total Click is a bar graph and count indicating the number of email clicked in total against the number of delivered messages.Multiple Click actions by a contact is taken into account here.
Negative Key Performance Indicators
This section of the report gives easy-to-understand figures for percentage and count of
- Hard bounced are contacts to whom the system is not able to deliver emails in a definitive way.
- Complaints are the contacts who have reported the campaign as spam.
- Unsubscribed are those contacts who opted out via the unsubscribe link contained in your email message.
This data is critical to maintain, build and preserve the domain reputation of an account which is a key factor in deliverability performance. For this reason, Pepo Campaigns has color coded the KPIs. It makes it super easy, clear and convenient for the user to deduce when the performance is not as good as it should, so that preventive measures can be discussed and taken before it damages the domain reputation . Please do not hesitate to contact firstname.lastname@example.org for further advice on this topic.
First 24hrs Development
A linear graph shows the development of open and clicks over the first 24 hours after the campaign is sent. Horizontal axis is the time axis and the vertical axis gives the count for unique open and clicks. Thanks to Pepo Campaigns first 24hrs detailed breakdown, it is possible to have an insight on whether you are scheduling campaigns too early for your audience and to improve your Open Rate and Overall conversion performance.
If the pick of the opening/clicks is happening later than the sending time, the campaigns shall be scheduled later in order to increase the open rates, while if the pick is occurring at the sent time, it is worth trying to gradually anticipate the next campaigns to see whether the pick magnitude can be amplified at an earlier hour.
A/B Test Campaign Report
A/B test campaign report
There are two main categories of A/B test reports:
- A/B tests where the winner is automatically selected on test completion or the test is conducted on 100% of the recipients and the report comes as a final element of the campaign journey.
- A/B tests where the winner has to be manually selected at the end of the test and the report represent a critical element for the choice of the winner variation that shall go to the remaining segment.
To learn more about different A/B test winner types, consult the Campaign Flow creation section in resources.
A/B test Campaign Report displays different tabs to show and aggregate the results.
First is ‘Final’, then ‘Test A’ and ’Test B’ and the fourth tab is ‘Test Comparison’
The first three reports contain the same elements of Regular Campaign Report. Test A and B represents the results for the two tests variations and Final tab shows the data for the winner final variation. The winning Test tab is also marked with a badge.
The ‘Test Comparison’ tab is divided into two sections and has its own peculiarities.
While the first section holds same to Campaign Recap, the second section aggregate the results of the two test variations next to each other for an easy and highly readable comparison, useful especially in the case of Manual Winner Selection occurrence.
The second section is a ‘Test Comparison’ Report. Here you can view how Test A performed versus Test B side by side. You can clearly see data on the percentage of Total Recipients,Total Received,Open Rate,Click Through Rate,Click to Open Rate for both tests.
Links are provided to preview both Test A and Test B campaigns and data on Total Recipients,Total Received,Open Rate,Click Through Rate,Click to Open Rate.
For the manual winner selection A/B test, once the test has run to its completion, we will send you an email and a notification. This is an update on the test completion and provides a link to the screen where to choose the winner variation.
There, via the test comparison figures the winner can be selected and remaining of the campaign can be sent immediately or scheduled for later.