Whether you want to get a high-level overview of all your campaigns or drill down into one execution channel, Mission Control now contains dashboards providing instant access to campaign insights.
For a more granular analysis than the Mission Control Dashboard, the Email Dashboard provides a high-level overview of how your Email campaigns are performing at one glance before drilling down into each campaign.
In this article, we will explain each widget included in the overview and how to use these insights to optimize your email marketing strategy.
Note: You can switch back to the Mission Control Analysis dashboard using the Overview dropdown.
Direct Response vs Increase
The Email dashboard provides you with an instant comparison of how your campaigns are performing based on the Direct Response and the Increase.
The Direct Response metric enables you to measure your Email campaigns using a last-touch attribution model. The metric summarizes the revenue (or any other KPI) generated by all customers who clicked and responded to the Email campaigns in your Mission Control view.
The Test Response metric calculates the total response from customers targeted by an Email campaign, regardless of whether they engaged with the campaign itself. The Direct Response metric is therefore a subgroup of the Test Response, representing those who clicked and then responded to the email.
The Increase metric enables you to measure your Email campaigns using a multi-touch attribution model. The metric provides a summary of the incremental impact of all your campaigns so you can understand how much additional revenue (or any other chosen KPI) you generated from your Email campaigns.
With an instant comparison of Direct Response vs. Increase, you will be able to quickly analyze the difference between using a last-touch attribution model and a multi-touch attribution model.
Open and Click Rate Trend
Another method to measure email engagement is through click and open rates.
The Open Rate calculates the percentage of Email campaigns that were opened each day in your chosen timeframe. This metric is calculated by:
Total number of Email campaigns that were opened / Total number of Email campaigns that were delivered
The Clicked Rate calculates the percentage of Email campaigns that were clicked on each day in your chosen timeframe. The Click Rate is calculated by:
Total number of clicks on Email campaigns / Total number of Email campaigns that were opened
Using this widget, you can track trends in your open and click rates over time, to easily identify campaigns that performed well or pinpoint market-wide trends that impacted your email engagement to influence future strategy.
Please note: The date of the click and open will be according to the campaign’s execution date.
Main Channel Metrics
The Main Channel Metrics widget helps you visualize where you have a funnel drop-off by tracking how many emails have been "sent" all the way to how many emails had been "clicked", helping to identify how engaged your customers are.
The funnel calculates:
- Sent: the total number of Email campaigns sent
- Delivered: the total number of Email campaigns that were delivered out of the Email campaigns sent
- Opened: the total number of Email campaigns that were opened out of the Email campaigns delivered
Clicked: the total number of Email campaigns that were clicked on out of the Email campaigns opened
Other Channel Metrics
The Other Channel Metrics widget visualizes the deliverability of your Email campaigns.
The widget calculates:
- Dropped: the number of customers removed from email eligibility, for example, customers that opted out of email campaigns, out of the number of customers targeted by an Email campaign.
- Bounced: the number of customers whose email address bounced (invalid email address or account not accepting email) out of the total number of Email campaigns that were sent.
- Unsubscribed: the number of customers who unsubscribed (opted out) from the email out of the number of Email campaigns delivered.
- Spam reported: the number of customers who actively marked the email as spam (or dragged it from their inbox to their junk folder) out of the number of Email campaigns delivered.