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 healthy subscriber list and likely follow 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 good content and design with clear call-to-actions 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-actions in the email.
- Unsubscribe Rate - measures the percentage of recipients who unsubscribed from your email address. A low unsubscribe rate indicates your subscribers are generally happy to receive your emails. While nobody likes to see unsubscribes, 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 unsubscribed unless clearly requested by the contact. A high unsubscribe rate may be influence by several causes such as unclear opt-in language, email fatigue from over-sending, or unfamiliar sender details including your From name. 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.
- Complaint Rate - measures the percentage of non-gmail recipients who reported your message as Spam. 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. 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.
- 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 indicated an email address that will never accept your email and is generally an invalid or retired email address. Subscribers that hard bounce are unsubscribed from your list. A soft bounce is when your email is rejected by the domain provider for an issues that may be resolved in the future. Subscribers that soft bounce are kept in your list unless they bounce on five consecutive sends and then are 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 Back Office. Newsletters are listed under Activities created outside Shopify Marketing.
Since Automations occur in single sends based on when the trigger events occur, results and send volume will likely be very different from your Newsletter sends. Automations will generally send much lower volume but have much higher engagement for both email metrics and Shopify Marketing events. Automations do not need to be constantly monitored due to their slower event stream but should be checked periodically to gauge if your trigger settings and message content are effective.
To review the Seguno email metrics for your automation, navigate to your Automations overview tab and select the automation from the list. Email metrics are summarized at the Automation level and when viewing the individual messages. To review the marketing events, select the View Report button on the Automation overview page.
If you Automation has multiple messages in a series, each message will have its own email metrics summary available. Conversion metrics tracked by Shopify will be summarized for the overall Automation.
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.
From the resulting list, select the customer you're interested in to see their full Subscriber Profile.