Once you send out an Emma campaign, your response results immediately start building on the main response page. If you're like us, you spend the next few hours obsessively refreshing the page to see how many folks are opening, clicking and sharing your campaign. It's exciting stuff, for email marketing nerds anyway. But it's even more exciting when you've got a solid handling on what you're looking at — and what you should be striving for.
Let's take a closer look at an Emma mailing, one of our Agency Insiders. I'll break down Emma's response page to explain each section and how you can use the data to inform next steps.
The chart at the top of the page gives you an at-a-glance account of the mailing's opens and clicks. Click the upper right links to adjust the view (by default, it displays a 12-hour view), and hover your mouse over data points to see numbers. Read more about our interactive charts here.
What to look for: Scan the time of day that yields the highest open rates for your audience. In many cases, this will be three hours following the mailing's send time; however, you might see different trends if you send your mailing very late at night, for example. Our mailing met expectations, as we saw the most opens in the first hour after its 11:00 am send.
Next steps: If you see open times contrary to what you expect, use this information to determine the timing of your next mailing. Perhaps you expected your audience to be opening your email during work hours, but they're actually opening in the evening. Schedule your next mailing for 6 pm and see what happens.
The Send Off
When you send an email campaign, the response tracking is actually happening at two distinct levels: the server where your recipient's inbox is hosted, and the inbox itself. (For more information on how email delivery works, take a look at this blog post by our delivery specialist, Art.) The numbers under The Send Off all happen at the server level. Emails sent refers to the number of emails we attempted to send (which will match the number of active email addresses in the audience group that you send to). Emails received refers to the number of emails that were successfully received by the servers on the other end. And the bounces include emails that were kicked back as undeliverable by the receiving servers. Read more about bounces here.
What to look for: Emma has an average 98% delivery rate so you should see that about 98% of your sent emails were received at the server level. If you're working with an updated list of addresses, you'll see even better delivery rates. (Our mailing saw a strong 99.4% delivery rate.) Keep in mind, however, that if you're sending to an email list for the very first time, you may see a few more bounces, as Emma helps to weed out addresses that are no longer valid.
Next steps: If more than 3% of your emails bounced, click to take a closer look. If all bounces are from one particular domain, Emma may have had trouble connecting to that domain. Feel free to reach out to our support team to help you uncover any curious bounce patterns. And keep in mind that Emma handles soft and hard bounces a bit differently. Addresses that soft bounce will stay on your list, and we'll mark addresses that hard bounce as "error" so you don't waste time (or money) mailing to them next time.
Here you'll notice response activity at the inbox level. You'll see the percentage (and number) of folks who opened your email in a trackable way (read more about what that means here) and the number of people who clicked at least one link in your campaign. If you have a "send-to-a-friend" envelope icon atop your email stationery, you'll also see how many folks shared your email with friends. (Not to be confused with Social Sharing via Twitter, Facebook and LinkedIn, which we'll get to in a moment.) Finally, you'll see how many new subscribers signed up and how many recipients opted out.
What to look for: The open and click-through rates are sort of like your report card grades. Have you met industry averages? That's a solid C. But why settle for average? If open rates are lower than you expected, there's a chance that a phrase or two in your email kept it from arriving in your recipients' inboxes. Proof your content, and make sure to avoid spammy words and phrases. And if you're doing well, think about how you'll maintain momentum. We're pretty pleased with a 37% open rate — and we'll continue offering the sorts of content our audience responds well to — but that doesn't mean we aren't thinking about ways to improve it as well.
Next steps: It's time to move the dial and go beyond proofing your content. Spruce up your subject line, surprise your subscribers with an unexpected format or dream up a contest. And, hey, ask them to share the email with their friends by using the send-to-a-friend feature, and thank those who do by sharing special content or a coupon.
This section shows the total number of clicks across all links, along with a link-by-link breakdown. In our example, we see 401 total clicks across 35 links (HTML and plaintext). Notice how, in the screenshot above this one, we see 255 unique clicks. Why is the number of total clicks (401) greater than the number of unique clicks (255)? Unique clicks refers to the people who clicked. In this case, 255 people clicked a combined 401 times, meaning certain recipients clicked the same link multiple times or clicked multiple links.
What to look for: Clicks tell you more than the sum of their parts. Your audience is communicating their interests to you — and their reading habits. Maybe your audience likes your video content more than your weekly wrap-up. Maybe they respond better to a call to action at the top left of the email versus the bottom. Whatever you see, pay attention and repeat what works. In our case, the marquee story, a guest post by Ilise Benun of Marketing Mentor, was the most-clicked link. It was also the story we chose to place at the top of the email.
Next steps: Use the data to guide future newsletters and content, but don't forget that those clicks come from people. Consider following up in a more personal way every now and then. Save all members who clicked on a particular link as a search group, and reach out by email, on Twitter or even by phone.
Let's depart from the Overview tab and focus on Shares. If you enabled Social Sharing in your mailing, you'll be able to track shares to Twitter, Facebook and LinkedIn on this tab. Moreover, you'll be able to see how much traffic was generated from those shares. If you're not sure about Social Sharing, read more here.
What to look for: If you enabled Social Sharing, we do hope some of your recipients shared your mailing! Take a look to see which networks are most-used by your audience, and which recipients are doing the sharing — these folks are likely some of your most enthusiastic brand advocates.
Next steps: If you're not seeing as many social shares as you'd like, take some time to plan next steps. Just because the social buttons are atop your email doesn't mean your recipients know how (or why) to use them. Give them a brief tutorial in your next mailing, or design a fun giveaway or reason for participating. For example, in last year's April newsletter, we challenged our subscribers to share the Earth Day infographic we created. If we reached 100 shares (we did, thanks to our readers!), we'd plant 100 extra trees. That plan worked swimmingly, whereas this mailing didn't see the same kind of success. It's back to the drawing board for some new ideas …
Want some more inspiration? Check out Carolyn's post on making the most of response charts and our customer stories, highlighting a slew of effective email strategies. And let us know if you have any questions about your response rates — we're here to help.