The basics of email statistics

Go to statistics and click on scheduled email reports in the bottom left. Here you can specify after how many days you want to receive the statistics. Make sure you also specify what email address the statistics should be sent to, and what language they should be in.

Comparing your email reports is quick and easy. You can see immediately which of your emails are performing well. You can even compare emails from different campaigns.

Go to Statistics > compare statistics. Click on the menus and select the campaign and email you want to compare. Click on the icon below the two menus to add another email to the comparison and enter the campaign and the email. Simply repeat this process if you want to add yet more emails to the comparison. Clicking the icon underneath the entry fields again will remove the email from the comparison.

You’re happy to see your email has been opened a lot, but how can you be sure it’s truly been opened properly by each of your customer groups? Surely you haven’t spent all that time personalising your content for no reason?

To find the answer to that, you can segment the results of your statistics. You can do so using the information you have in your database, so it only works if you actually used segmentation in your database. This then allows you to see (among other things) the difference in the open ratio between men and women, or the CTR per industry.

Simple click on the little funnel () in the upper right in your results summary. You can then choose from all fields in your database. The only prerequisite is that the field in question can contain a maximum of 30 different values.

Clicking behaviour tells you a great deal about what people thought of your email and which articles they found interesting. In order to properly measure clicks, this needs to be set up correctly. This is done through so called click names, also called titles. If you don’t add a click name to a link, clicks on that link cannot be included in the statistics. Once the click names in your email have all been included and the mailing is sent, the clicks will be registered.

Adding a click name in the Webpower block editor, or in an HTML email:

Enter all titles with links correctly.

Adding a click name in the Webpower drag & drop editor:

Add a click name to every URL

Webpower features a comprehensive sub-menu for analysing your emails. But where to start? And how to interpret the data? After this introduction, you will have learned all the basics.

Through the Summary, you can view the most important information regarding your email, and zoom in. You can export this summary in various file formats, or share the PDF file with others via email.

Did you know that... you can automatically receive the statistics by email? You can enable this via Reports > Scheduled email reports. 

Segmentation

First, select your email in order to view the desired statistics. By default, the last actually sent email will be selected.

Click on the name to change the email or to choose a different segmentation.

Summary

View the general statistics in order to see how many emails have been accepted.

Click on the ‘i’ for an explanation of the term. For ‘unique click-throughs’, for example.

Details

Click on the test link of the summary to view the details. For ‘unique click-throughs’, for example, the details show you which links have been clicked.

Use the magnifier to zoom in on the details. This allows you to see which contacts clicked on this information.

S.A.M.E.

The option S.A.M.E. (Support the Adoption of Metrics for Email) is a standard definition of email statistics in which the criteria regarding what counts as ‘unique open’ or ‘unique click’ have been determined. The statistics are presented accurately and uniformly, allowing you to compare them to other ESPs (Email Service Providers). This is useful when benchmarking various ESPs.