Reporting and Subscriber Timeline
Now that you have your email program set up, let’s take a look at your results! We’ll guide you through finding your key performance indicators for your Newsletters, Automations, and how to see your Subscriber Profiles with Seguno.
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About Email Metrics
Email is generally considered to have one of the highest ROIs for any digital marketing channel but great results are earned through list health and following generally accepted best practices. There are several metrics to track the effectiveness and health of your email program.
- Delivery rate - measures the percentage of your targeted recipients that were delivered the email. Failed deliveries, or bounces, occur when an email address is invalid or a domain rejects the delivery for a variety of reasons outlined below.
- Open rate - measures the percentage of recipients that opened your email. Opens are identified when a tracking pixel is loaded in the message. A strong open rate indicates you have a healthy, engaged subscriber list and likely follow industry best practices for your email program.
- Click rate - measures the percentage of recipients who clicked your email. Clicks are tracked when the shopper is redirected to your site by Seguno. A high click rate indicates your email has good content and is designed with a clear call-to-action (buttons or linked images) in your emails. A low click rate may acceptable depending on the intention of the email or may be caused by content that is not enticing, poor email design with content that is not linked to the site, or a lack of call-to-action in the email.
- Unsubscribe rate - measures the percentage of recipients who unsubscribed from your email progam. A low unsubscribe rate indicates your subscribers are generally happy to receive your emails. While nobody likes to see contacts unsubscribe, it is important to give your contacts a clear, easy way to unsubscribe from your list to avoid spam complaints. DO NOT resubscribe a contact who has unsubscribed unless clearly requested by the contact. A higher unsubscribe rate may be influenced by several factors such as unclear subscription language on your site, email fatigue from sending too many newsletters, or using unfamiliar sender details. A low unsubscribe rate with a low open rate may indicate your emails are getting filtered to the spam folder for the majority of your subscribers and cleaning your list of non-engaged addresses may be recommended. Reach out to Seguno's support team if you'd like us to investigate further - we're here to help!
- Complaint rate - measures the percentage of recipients* who reported your message as Spam. Complaints rates that exceed .2% indicate you may be at risk of being relocated to the spam folder and remediation will be needed. If this happens, Seguno is here to help! Open a support case and our team can provide personalized recommendations to help your email program recover. *Gmail does not report spam complaints from their users, so it's safe to assume that your actual complaint rate is higher than what you see in your dashboard.
- Bounce rate - measures the percentage of targeted recipients that were not successfully delivered the message. Bounces are classified as either a hard bounce or a soft bounce. A hard bounce indicates that an email address will never accept your email, generally because it is invalid or has been retired. Subscribers that hard bounce are immediately cleaned from your list. A soft bounce event is when your email is rejected by the domain provider for issues that may be resolved in the future. Email addresses that soft bounce are kept as subscribers unless they bounce on five consecutive sends. At that point, these addresse are then unsubscribed.
Newsletters are a great tool to generate spikes of interest and traffic to your site. There are two main ways to consider the effectiveness of your newsletter - with Seguno email metrics, and as part of your Shopify Marketing events.
To review the Seguno email metrics, navigate to the newsletter tab and find the newsletter you wish to review. From the newsletter page, you'll see the Email Metrics above the preview.
To review the marketing events, select the View Report button on the Newsletter page.
You can also view your newsletter events in the Marketing tab of your Shopify admin. Newsletters are listed under "Activities created outside Shopify Marketing".
Since automations are emails sent individually when the trigger event occurs results and send volume will likely be very different from your Newsletter sends. Automations generally send much lower volume but have much higher engagement rates for both email metrics and Shopify Marketing events. Automations do not need to be constantly monitored due to their lower event stream but should be checked periodically to evaluate if your trigger settings and email content are effective.
To review the Seguno email metrics for your automation, navigate to your Automations tab and select the automation from the list. Email metrics are available at the overall Automation level and when viewing the individual messages. To review the marketing events, select the View Report button on the Automation overview page.
If your automation has multiple emails as a series, each message will have its own email metrics summary available. Conversion metrics tracked by Shopify will be aggregated for the series.
You can also view your newsletter events in the Marketing tab of your Shopify Back Office. Seguno's standard Automations will not be in the Marketing-Automation tab, but listed under Activities created outside Shopify Marketing.
Due to the nature of these events and the timing, it may be difficult to find these in your event stream. Using the Seguno View report button is recommended.
If you need to see how a specific subscriber has been engaged with your Seguno emails, you can view their overall Seguno activity in their Subscriber Profile. The subscriber profile will show the customer's subscription details, active discount codes sent through Seguno emails, email metric summary and a detailed timeline of email engagement. The subscriber profile will be available for all of your Shopify Customers, regardless of their current subscription status.
Viewing the subscriber profile is a great place to start troubleshooting if a customer has any questions about why they received an email or has lost an email that contained a discount code.
The subscriber profile can be accessed from the Shopify Customer overview or while reviewing an email's metrics in Seguno.
From your admin Customers table, select the customer from the search or table. While on the customer profile page, select the More action's menu and choose View subscriber profile. If the customer has not yet subscribed or has previously unsubscribed, they will still have an available subscriber profile.
From your Newsletter overview, select one of the email engagement metrics to see a list of the subscribers associated with each activity.