All-too-often, email marketers only skim the surface of their post-campaign reporting insight. When instead, you should be knee-deep in metrics in order to improve future email marketing campaigns.

We compiled a list of the most common post-campaign reporting mistakes, and how you can avoid them to get the most from your valuable email campaign analytics.

Not Digging Deep Enough

The most common KPIs in an email marketing campaign are click and open rates, but that can only tell you so much about your recipients’ behaviors and intentions. In order to get the most value out of your data, you need to look closer at the specifics of your campaigns’ engagement.

Whenever the majority of people go through their inboxes, there’s typically a lot of skimming going on. Even if they click into an email, they may only be there for a split second. That interaction will technically count as an open even though they didn’t engage, so email open rates can often be very misleading.

What you may be overlooking in post campaign reporting is the average duration people look at your emails. You want to focus on increasing this figure since it’s much more telling of your readers’ intentions.

Visually appealing layouts and images, eye-catching copy, or bullet points that encourage skimmers to stick around will increase your readers’ average duration.

Another overlooked factor is where in your email people are clicking. This granular bit of information can guide where you position links in the future. For instance, if most people are clicking the links in the header, consider putting the most important CTAs in the top third of the email.

Looking at the Wrong Statistics

When measuring content performance, take into consideration what the content is itself. For instance, if you send out a video in your email you will be more concerned about the number video plays over anything else.

A valuable tool to help you identify relevant campaign data is called metric weighting. It allows you to choose the most important metrics in a campaign before you send it out so their importance will be reflected in their overall engagement score. This way you can tell which readers are really engaging with your emails and which readers are just opening them.

Misunderstanding Your Segments

Another important consideration in your post-campaign reporting is which the email list segment you are engaging. If you send an email about a new service to both clients and prospects, you’d value the click-through-rate of a prospect higher than you would a client.

The more you segment your audiences, the better you’ll understand each one’s preferences. Knowing and delivering tailored messages to each segment is the key to maximizing your engagement. Study the subtle differences between audiences across campaigns and deliver more of what each audience wants.

Forgetting to Clear Bounces

Part of cultivating a healthy email marketing strategy is maintaining your email lists to ensure you are achieving maximum deliverability.

Before you start cleaning bounced email addresses from your list, make sure you understand the difference between a hard and a soft bounce. Always keep in mind that building a strong email list requires trimming the weak links. Instead of lamenting the reduction of your lists size in the short term, focus on getting additional engaged readers into the fold in the long term and your engagement will skyrocket.

Not Tagging Properly

Applying tags to your campaigns lets you easily compare disparate sets of data quickly and easily. Say you wanted to compare the performance of your white paper email campaigns to the performance of your webinar videos. If you had both of those content tags set up properly, you would quickly see how they compared to each other over time, who was engaging with both, and what key differences in engagement each tagged campaign has.

You can tag by content type, audience, season, product or virtually any other metric you can think of. This tool is built with customization in mind, so figure out which metrics you want to see and build an effective tagging strategy around that.

Good post-campaign reporting requires a steady foundation – tagging, segmenting, naming and clean lists. Don’t underestimate it!

For more tips on how to get the most out of your reporting, check out these helpful articles: