Email campaigns convey valuable information about how the campaign performed for open, clicks, conversions, did the recipients consider it spam, did it lead to unsubscribing, and so on. Email Analytics help improve the emails you send and to which users you send these emails.
MoEngage aggregates the information and displays it on the campaign info page of the email campaign. Navigate to MoEngage Dashboard > Engage > Campaigns and click any campaign on the All Campaigns page to view the analytics.
- SENT: This is the total number of emails that have been sent. This number is arrived at after removing dupilcate/invalid emails, bounces/unsubscribed/complained users and removing emails due to email Frequency Capping and Personalization failures. Read more about Email Campaign Delivery breakdown.
- OPENS: Total number of unique users who opened the email
- CLICKS: Total number of unique clicks on various links within the email.
- CONVERSIONS: Total number of conversion events that occurred as part of the campaign conversion goal
- UNSUBSCRIBES: Number of users who unsubscribed after receiving this email. No further emails will be initiated to this unsubscribed user.
- CONVERTED USERS: Total number of unique users who performed the conversion event
- COMPLAINTS: Number of users who marked this email as spam complaint.
- HARD BOUNCES: Number of email addresses that hard bounced because they were incorrect and mail server rejected these emails.
UNSUBSCRIBES, COMPLAINTS and HARD BOUNCES
The following helps improve campaigns to ensure better opens, clicks, conversions, and lower unsubscribes and complaints.
Revenue Tracking is optional. If you toggled Revenue Performance during Email Campaign Creation for any campaign, Revenue Metrics will be tracked on Campaign Analytics Page
For your campaign, you then will be able to see three revenue metrics as below:
Total Campaign Revenue is the sum of the total order value across conversion events attributed to the campaign.
Average Order value is calculated as:
Average Revenue Per User is calculated as:
Revenue metrics are tracked for all attribution types such as View through, Click Through, and In-session attribution. Change the attribution type using the filter on the top right of the Campaign Analytics page and view the respective revenue metrics.
The variation performance is displayed when a multivariate A/B email campaign is created. You can compare the multivariate performance and use the best performing variate.
Campaign Delivery Stats
A very common question that marketers sending email campaigns ask is "Why is the number of actual emails sent is lower than the user segment count", This can be explained by the delivery funnel under campaign delivery stats
The various delivery points are as follows:
- Segment Count - Total number of users that belong to the segment of the campaign
- Users with Email - Total number of users who have an email attribute
- After B/U/C removal - Number of users obtained after removing email addresses that have earlier bounced, unsubscribed or spam complained.
- After Invalid/Duplicate removal - Number of users obtained after removing Invalid emails (missing "@" & ".") and Duplicate Emails (multiple users with the same email address)
- After FC Removal - Number of users obtained after removing emails that have crossed Frequency Capping as defined in the FC Settings.
- After Personalization Removal - Number of users obtained after removing emails for which the email could not be sent due to personalization failure.
- Sent - This is the final count of emails that have been sent.
The exact number of email removals is broken down in "Campaign Delivery Breakdown" as shown in the image:
Email Call-to-actions (CTAs) can be highly crucial to your email marketing strategy. User click data on these links in your email can tell if your users are finding a reason to click your emails. You can view the data as a Click Map or Click Graph.
This shows the link click data on a preview of your email. You can click on each link to view the link and no. of clicks (unique & total) that occurred on that CTA. You can also export this preview along with click data a pdf by clicking on the printer icon.
This will show the link click data as a list of links - you can sort this list on the basis of total/unique clicks and also export this data as CSV.
This shows the link click data as a histogram where you can identify the popular and most clicked CTAs in your email and tailor your email templates accordingly.
You can view the information of the campaign sent using the Campaign Info tab.
Segmentation and Scheduling
You can view the following:
|Target Audience||The set of users who received the camapign.|
|Filters||The conditions or filters used in the campaign.|
|Conversion Goal Event||The conversion event that is used in the campaign.|
|Start Sending||The sent time of the campaign|
You can view the following:
|Variation||The variations of the campaign.|
|From||The email address using which the campaign is sent.|
|Reply||The return email address to receive response to the sent campaign.|
The subject of the campaign.
|Sender Name||The name of the person or team sending the campaign.|
|Preview||The preview of the sent campaign.|
Delivery Control and Goals
You can view the following:
|Ignore frequency capping for this message||The Frequency Capping set for the camapign.|
|Campaign Goals Info|
|Goal Name||The Name of the campaign goal set for the campaign.|
|Event Name||The Event Name based on which the campaign goal is set.|
|Attribute Name||The Attribute Name based on which the campaign goal is set.|
|Attribute Value||The Attribute Value based on which the campaign goal is set.|
|Revenue Performance Info Value|
|Event Name||The Event Name based on which the campaign revenue information is set.|
|Attribute Name||The Attribute Name based on which the campaign revenue information is set.|
|Currency||The Currency used to calculate the campaign revenue.|