The Campaign Dashboard allows you to track the performance of a launched campaign, understand the links that are attracting the most clicks by the recipients, and identify any patterns when your audience is reading your emails.
On top of the dashboard is the campaign overview which includes the campaign status, language, starting and ending date, and the number of prospects who have entered and exited the audience so far.
Below that widget is the message picker. In case you have created a campaign that includes a sequence of messages, the message picker allows you to select if you want to summarize the performance of all messages in the campaign or focus on the performance of a specific message of the campaign.
When you select a campaign message, the preview button, which is located next to the message picker, is activated. By clicking on the preview button, a modal will appear so you can preview the look and the content of the selected message.
The campaign dashboard includes 11 metrics that provide information on the volume and the deliverability of the emails sent by the campaign, as well as how the recipients interact with the emails they have received. To help you make better sense of them, you can group them as follows:
- volume metrics
- delivery metrics
- engagement metrics
The volume metrics appear on the top of the 3 widgets and provide you the information on how many emails were sent, how many of them were opened and how many of them received at least one click.
The first widget includes four metrics that help you understand if the emails are sent to the recipients as expected:
- Delivery rate: The number of emails that were delivered successfully divided by the number of emails sent.
- Bounce rate: The number of bounces divided by the number of total emails sent.
- Unsubscribed: The number of recipients that unsubscribed divided by the number of emails delivered.
- Marked as spam: The number of recipients that marked an email as spam divided by the number of emails delivered.
Bounce is an email that can't be delivered to an email server, either because of a permanent issue (hard bounces) or because of a temporary issue (soft bounce). A hard bounce is an email message that can't be delivered because the recipient's address is invalid, either because the domain doesn't exist or the email doesn't belong to any recipient. A soft bounce is an email message that couldn't be delivered to the recipient either because the email server is down or the recipient's inbox is full.
These metrics are focused on how many recipients interact with an email, out of those who receive them:
- Open rate: The number of emails that were opened divided by the number of emails delivered.
- Response rate: The number of emails that received a reply divided by the number of emails delivered.
- Click rate: The number of emails that were clicked divided by the number of emails delivered.
- Click through rate: The number of emails that were clicked divided by the number of emails opened.
It's important to keep in mind that all engagement metrics except for click through rate are calculated based on the number of emails delivered successfully and not the number of emails sent. For example, if 110 emails are sent, out of which 10 bounce and 100 are delivered, and 20 emails are opened, the open rate will be 20% and not 18%.
Track clicks on the campaign links
Whenever a link or a button in a campaign message is clicked by a prospect, this information is collected and displayed in this widget. This way you can understand if the links that you are including in a campaign's message are attracting the attention you were expecting.
Total clicks vs Unique clicks
Every time a prospect clicks on a link in a campaign message, the click is counted in the Total Clicks. So, if the same person clicks on the same link in a message 5 times, each time will be counted separately and the Total Clicks will increase by 5.
Unique clicks count only the first time a prospect clicks on a link. Therefore, they are equal to the number of prospects who have clicked on this link. So, if two people click on the same link, 3 times each, the number of Unique Clicks will increase by 2.
By default, we are displaying the number of unique clicks. You can switch between the two views from the button on the top-right of the widget.
Links will appear in the widget only after they have received at least one click.
The heatmap helps you identify if there are any patterns when your audience is reading your messages so that you can optimize the sending windows of campaigns in the future.
Every time a prospect opens a campaign message, we are storing this information. We then summarize this for all the prospects who have read the campaign message and plot it by the day of the week and the time of the day. All times are converted to the timezone of the user who is viewing the dashboard.
We have been saving the data on when prospects first opened the campaign messages they received since the 7th of August. For campaigns that were completed before that date, the heatmap will be empty. Since the 20th of April, we saving and displaying every time a prospect is reading a campaign message, instead of just the first.