When you’re working with email, you know that your work isn’t done when you hit the launch button. A good email marketing campaign isn’t really over until you have analyzed how your readers are engaging with your content. This is how you find out what works and what doesn’t.
While the primary focus of your analysis would likely be the data from an ESP like StoneShot, you should also consider incorporating Google Analytics reporting, if you haven’t done so already.
How can GA reporting enhance your analytics?
Google Analytics has the valuable function of customized reports that allows marketers to create reports specific to their needs. Whether you want to measure your organic acquisitions, the paid search budget spending or track and segment email campaigns, Google Analytics’ custom reports will help you do that efficiently.
A great resource for marketers wanting to create custom reports but not quite sure where to start is the Google Solutions Gallery, which stores a wide range of custom reports ready to be imported.
Getting the best out of your data
While Google Analytics is a very powerful reporting tool that every email marketer should be using, the most important data, by far, is the one from your data management system. The StoneShot App, for example, offers clients invaluable insight to campaign reporting.
How to access the reporting tools?
The ‘Campaigns’ tab under the ‘Reports’ menu is where all emails go once they have been launched this is where you’ll find the reports. When you click on Reports- Campaigns and you will have the option to choose an email campaign and review its general details, and performance. You will see graphs summarizing the progress of your campaign, and better understand the behavior of your clients.
Two of the most common reports, Unsubscribe and Bounce, are accessible from this screen. You also have the option to export information about the sent, reached, opened, not opened and clicked stats.
Unsubscribe report – this gives you a list of contacts who have unsubscribed from your mailing. Simply click on the blue bar next to ‘Unsubscribed’, and a list of everyone who clicked on the ‘unsubscribe’ link in your email will come up. Click on ‘Export’ to export the list into an excel file.
Bounce report – to create a report of everyone who bounced with the launch of an email, follow the same process as above, but with clicking on the bar next to ‘Bounced’. This shows a list of contacts not yet considered to be a ‘hard bounce,’ meaning they are not yet officially opted-out of receiving emails. Before they receive the ‘hard bounce’ status, they are allowed a certain number of failed attempts, in the possibility that their email providers are blocking the content, rather than the problem being an incorrect email address. We suggest after 3 failed attempts, (but the number is at the client’s discretion), the contact’s preferences change from receiving HTML emails to Text emails. After a certain number of bounced text emails (we suggest 2), the contact is officially made a bounce and will remain on the distribution list, but not actually sent the email or included in the sent total.
A contact that has been removed from the campaign, due to missing information (i.e. no email or necessary dynamic information being used in the campaign), will be brought to your attention on this page as well (pictured below). This contact will not be sent the email, and will not be factored into the ‘sent’ total.
What about link clicks?
In the ‘Links’ tab, you will be able to see how many people clicked on which links within an email. This tab provides a handy visual view of the entire email showing where people clicked, helping you to understand what areas and visuals your contacts are most likely to click on, or ignore.
If you’re interested in getting a more in-depth bounce report, then the ‘Bounces’ tab is where you need to go. Here, you will be able to see exactly how many email addresses failed and the exact reason why. You can also export a bounce report from this screen that includes these reasons.
Activity over time
The ‘Time’ tab is useful to get an idea of when people are engaging with your email and see an overview of how your email is performing over time. You can choose between day view, week view and month view. Generally speaking, day view is the most useful as most email interaction happens within the first few hours of the email being launched and drops off dramatically after that, as displayed below.
Lastly, we have the ‘Activity’ tab. This is a blow-by-blow stream of interactions with your email. You can keep an eye on who’s opening, clicking, and unsubscribing from your emails once you’ve hit launch, or get a quick overview later on.
For more bespoke reports the team at StoneShot are always on hand to help so get in touch at firstname.lastname@example.org.
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