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How to analyze the statistics of an email campaign?

To study the statistics of a single email campaign, you must first identify the campaign you want to analyze.

Start by selecting the "Email" type at the top left of the "Statistics" page.

If you have sent a large number of email campaigns, manually searching for your campaign in the displayed list can be tedious.

Also, several tools allow you to refine your selection to search for the campaign that interests you.

Search by date, tags, or just by name.

Your campaign selection is refined in the left pane of the page according to the selected search criteria.

Once you have found the campaign you want to analyze, click on it: you will trigger the display of the statistics specific to the campaign in question.

You may notice that several tabs appear to the right of the ""summary"" tab (which allows you to return to global statistics).

You have been automatically redirected to the ""Results"" tab, which gives you the key performance indicators of your campaign.


Browse the different tabs to discover the statistics of your email campaign:

Results | Behavioral monitoring | Geolocation | Links | Technologies

Results

 

This tab presents the main performance indicators of your campaign, namely:

  • Openers: those who opened the email at least once.
  • Opens: the sum of all times an email was opened, counting also if a contact opened the same email more than once.
  • Clickers: those who clicked on a link from inside the email at least once.
  • Clicks: the sum of all times the links were clicked, counting also if a contact clicked on any link more than once.
  • Reactivity rate: ratio between the number of useful clicks (not counting the unsubscribe link) over the number of the people that opened the email. It lets us know the effectiveness of the email.
  • Bounces: bounces are the emails that were not delivered, either because the address is not right, it's abandoned or full.
  • Unsubscribes: the total number and the ratio of people that unsubscribed. Unsubscribers are automatically added to the blacklist(s) used during the campaign.
  • Complains: some inboxes give feedback whenever a user complains and clicks the "This is spam" button. Here you can see how many people did it.
  • Actives: those who registered an open or click. This percentage is subject to statistical adjustment.
  • Inactives: those who haven't opened the email. This percentage is subject to statistical adjustment.

To know more about the methodology behind each statistic, click here.

In front of each statistic, a button ""Details"" allows you to access the list of your contacts concerned by this statistic.

Behavioral monitoring

 

The "Behavior tracking" tab allows you to analyze the behavior of each of your recipients on your campaign. Here you can know, for each recipient, if the emai lwas opened, if he clicked on any link, unsubscribed, etc. Also you can see if a user bounced.

Note that these statistics are not fixed and can evolve over time.

If you check your statistics in a very short time after sending your campaign, consider revisiting them a few hours or even days later to rely on reliable data before drawing any conclusions.

At the top right of this screen, a button allows you to export your behavioral tracking statistics. This can be useful if you want to reprocess statistical data as you wish.

 

Targeting

A button "Add an advanced filter" (above the contact grid) allows you to fine-tune the contacts displayed in this grid.

You can, for example, only display the "clickers" who clicked on the link in your email. The filter will modify the data displayed in the table by displaying only the recipients corresponding to this specific profile: this is what is called "Active view".

It is possible to restart your active view with regards to the contacts displayed in your table after targeting.

Retarget

An "Action" button (located at the top right of the "Behavioral monitoring" screen) allows you to create a new list or launch a campaign based on your results.


 

You will be able to restart your openers, clickers, active or inactive directly from this screen.

The "Active view" option allows you to create a list or restart a campaign on the recipients displayed in the table after an advanced filtering (or targeting).

Be aware that when you choose to restart a campaign from the "Behavioral Tracking" screen, regardless of the sample of recipients selected, this will duplicate your campaign with the prefix "J + XX Raise - Audience: name of the initial campaign".

Geolocation

The "Geolocation" tab allows you to geographically locate your recipients who have opened your email campaign. (You can if you wish to display only "clickers" or other...).

Blue circles indicate the areas from which your recipients viewed your email. The number of recipients is displayed inside the circle.

You can zoom in on the map for a more detailed picture of ​​where your recipients are located.

You can also click on the blue circles to display the details of your contacts included in the scope. This allows you to know your recipients better, and to target.

A "Targeting" button allows you to refine your search by geographical area (among others).

For example, you can target people who have opened your email from France.

The multi-criteria targeting engine allows you to go even further, combining the geolocation of your recipients with other criteria.

Example: display only the recipients of the region ""Aquitaine"" who clicked the CTA link.

Once you've created your targeting, you can start a targeted recipients campaign if you want.

You can also, like the other tabs, export the geolocation statistics by clicking on the ""Export"" button.
 
Note: These statistics are provided using a geolocation technology, the IP address locates each recipient as soon as he opens the email. Geotracking from the point of access to the Internet of the recipients is to put into perspective because it is not an exact science. However, the tests carried out lead us to an accuracy rate close to 85%.

Links

 

The "Links" tab allows you to accurately visualize which link (or type of link) was clicked the most, how many times it was clicked in total, and by how many different people.

Start by determining if you want to analyze:

  • Full links: Analyzes each link independently of each other.
  • Types of links: analyzes your links by type (simple links, unsubscribe links, web copy, etc.)

You then get statistics about your links:

  • Cumulative clicks: this allows you to know which link (or group of links) has been clicked the most times in all and for all (the same recipient can click several times on the same link).
  • Unique Clicks: This lets you see which link has been clicked the most. Multiple clicks on the same link by the same recipient are not counted. In other words, this statistic tells you how many people clicked on a link.

A Heatmap, next to your links, allows you to identify the most clicked areas of your email at a glance.

You can sort each of these statistics by odre ascending or descending, by clicking on the column headings.

A button "See clickers" allows you to view information about recipients who clicked on a specific link.

You can at any time export the statistical data of this tab by clicking on the button ""Export"" at the top right of this tab.

You can also start a campaign on the sample of your choice from the ""Action"" drop-down menu located at the top right of this tab.

Technologies

 

The "Technology" tab allows you to better understand the habits of your recipients, including how they view their emails.

The first pie chart gives you information about the email provider used by your recipients:

  • Applications: Applications, or messaging software, are apps installed on a smartphone or tablet, or software installed on a computer (Microsoft Outlook type software). If you work in BtoB, there is a good chance that your target will use more messaging software.
  • Webmails: webmails correspond to SaaS mail clients, that is, computer interfaces for reading, managing and sending emails from an Internet browser (example: Gmail). This is a rising trend in email consumption, the use of which is very widespread especially in BtoC and more and more in BtoB.

The second pie chart gives you some indication as to the type of device used by your recipients to view emails.

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