Message Activity Report
Email metrics resources available:
White Papers:
Email Marketing Metrics: Looking Beyond Open and Read Rates
Email Marketing Campaign Development: Optimize Management, Tracking, and Analysis
Email Marketing Metrics: Optimizing your Goals, Benchmarks, and Statistics
Blog Posts:
Accuracy in Reporting
Email marketers know how valuable customer data is, and they are using the data in new and exciting ways to increase the relevancy of their email campaigns. For example, metrics such as open or click-through rate were once only used to measure campaign performance. However, now the data is being tracked and analyzed to give marketers a much closer look at the type of information their subscribers are viewing so they can target them with similar content in future campaigns.
Listrak makes it easy for you to view, build, and mine data reports. The Message Activity Report provides an overview of your individual messages as well as your campaigns. The report gives you the subject line, date sent, number of messages delivered, number and percent of recipients that unsubscribed , and the number and percentage of recipients that opened, read, and clicked on a link in the message. It also breaks down the total number of clicks into number of unique and number of repeat clicks so you get a more accurate idea of the number of recipients that are actually clicking through your messages. After all, if one person clicks on an email 100 times, it is still only one interested person.
From the Message Activity Report, you can drill down to the contact-level to see which subscribers unsubscribed, opened, read, or clicked your message. And Listrak’s Add to Profiling feature allows you to add the information directly to each contact’s profile so you can use the information to target and segment your lists in new ways.
It is important to understand that email marketing lacks standardization in metrics so you must work with your ESP to gain insight as to how it compiles and tracks data. Listrak takes a very straight-forward approach and does not try to manipulate data to make your response rates seem greater than what they are. For example, some ESPs count every message sent as delivered, or count every click instead of just the unique clicks. While your reports will contain higher percentages using data that is manipulated in this way, it is not the most accurate way to report how your emails are actually performing. Listrak presents the raw data so you have an opportunity to make adjustments and corrections in your campaigns for even greater results.
For more information, or to see a demo, contact one of our email marketing experts today.
