The Compare Mailing Results reports give you a variety of ways to dissect your mailings so that you can, if necessary, change your practices and tactics to have more successful mailing campaigns. Check out these valuable reports that are based on templates, number of recipients and links, and time of day, and use them to sharpen your mailing skills.
View the Answer Marketing Questions Reports
- Navigate to Mailings > Reports > Mailing Summary Report (or navigate to Mailings > View Mailings and click Reports in the upper right corner.
- Click the View Reports tab.
- Expand the Compare Mailing Results folder in the Reports panel and you'll have access to the Compare Mailing Results reports.
Click the topic links below to learn more about these reports.
Manage the Report
Before you jump into the reports, take a look at the tool bar options that you can use to manage the appearance, results, and availability of your report. Note that these options are based on the report, so the Search and Columns selections will vary.
|Option||Image||How to use|
Click Search and then select an option from the dropdown to refine the results based on any data that is available in the columns you've selected.
|Reset||Click to reset the grid to the default results list.|
Click Columns to open the column selector. You can Remove all, Add all, or use the - and + signs to select columns.
Click Export and then click Download Excel File in the resulting pop-up to share a report with colleagues.
Your template is a really important tool in your email arsenal. Not only does it contain your branding and required information, it also presents your content in a specific layout. How do you check to see if all of your assumptions are correct about what makes for a good template? Specifically for your segments of subscribers?
A great starting point is the By Templates report. By slicing and dicing your data with an eye toward the template, you can zero in on your better performing templates and those that might need some reworking.
TIP: Review your templates annually, and use this report to set some parameters for you to create design approaches that support your performance goals.
Now that you see which template performed best, you want to drill down farther to identify which characteristics of this template helped it perform better than other templates. Does it complement your stories better? Are the colors more welcoming? Are there additional links in the template that give your subscribers direct access to the content they are looking for, in addition to the custom stories you provide? This is a great learning experience for you.
Having your mailings sorted into folders may provide insights down the road, particularly if you've separated them by publication or by some other meaningful property. Let's think about the publication differentiator. If you've got each publication type in a separate folder, you can use the Mailing Summary Reports to determine how each group of publications are resonating with your audience.
If you are separating your mailings into separate folders, or even all your mailings, year by year, in their own folders, you can use the Mailing Summary Report to get mailing performance information based on those factors. Organize your mailings into folders into meaningful ways. That way, you can analyze the results in meaningful ways.
By Accounting Code
If your organization uses accounting codes to have additional tracking around what groups of users are sending what set of mailings, you can run reports on that activity. This is a great way to get a sense for the effectiveness of a department's aggregate mailings. You would certainly want to do further research to highlight specific successes or problem spots, but this is a great place to start.
NOTE: If you don't have the Accounting Code feature enabled in your account, contact Higher Logic Support at firstname.lastname@example.org.
Now you know how your mailing block is being used at a departmental, or group, level by using accounting codes. When you view the Mailing Summary Report based on accounting codes, you can see which parts of your mailing block are performing best.
By Day of Week
You send out a lot of mailings. Does it matter if you send mailings on a Monday or Wednesday? Use this report to see which day has been giving you the best open and click rates by reviewing your mailing results by day of the week.
Analyzing the mailing summary for which day of the week is the best day to send is a great way to answer that persistent email marketing question. Remember, the day of the week may change based upon the target group you are sending to. Be prepared to do a few different filters to ensure that you are analyzing the right segments of your data.
By Time of Day
You might be sending mailings all day long. It doesn't matter if you send mailings at 9:30 AM or 2:00 PM...or does it? See which time of the day has been giving you the best open and click rates by reviewing your mailing results by time of the day.
Analyzing the mailing summary for which time of the day is the best time to send is a great way to answer a simple question: "What time should I send my email?"
By Subject Line Length
Your first impression is very important. When you are sending email, you've got two elements to create that positive first impression. As you go sailing into the inbox you want to pay special attention to your sender information and your subject line.
When it comes to subject lines, you can retrieve general stats from the internet about how long they should be, or you could find out for yourself what works best for your organization. Send out a handful of mailings with varying subject line lengths and then head to the Mailing Summary Reports to see what your data tells you.
Analyzing the length of the subject lines not only tells you where you should land in your character count, but it also gives you a perspective in your subject line creativity. Make a good first impression, have fun, and if you have to, change the subject...line.
By Number of Recipients
When it comes to ROI for your mailing block, it may be good to see click rate and open rate data for large and small audiences. Maybe improving your ROI will result in more mailings that speak to narrower audiences? Or maybe you can rule that out, concluding that your message is "one size fits all"? The answers are secondary, but the primary objective would be to examine the mailing results by the number of recipients.
Analyzing the mailing summary for the number of recipients in relation to click throughs and open rate performance can be a great tool to answer the question, "Do I need to narrow my focus for the various demographics I am sending to, or are things fine the way they are?" You may even find it appropriate to take an even simpler approach and send the same message to a wider audience. In the end, it will either save you time or get you a better return on your mailing block investment.
By Number of Links
How many links are in your mailings? Do you think your mailings suffering as a result of having too little content with appropriate hyperlinks? Shed some light on the topic by comparing mailing results based on the number of links in your mailings.
Regardless of what you are looking for in the link reporting, there are plenty of things that could be concluded from the By Number of Links report. Reducing or increasing the number of links could be a major adjustment in content that will resonate with your subscribers.
By Email Body Size
How much content to provide in a mailing is a tough question to answer. Having an approach to the quantity of your stories will help to set the expectations for the reader experience.
Rather than guessing as to what size resonates best with your audiences, why not base it on data? The By Email Body Size report counts the characters in the story and then groups them to make it easy for you to spot what content size works best.
Analyzing the size of your email body copy could reveal that your messages are too long and are negatively impacting click-throughs. It may be time to reduce the amount of content, increase the amount of direct language, and cut back on unnecessary content. If you can evolve your mailing creation tactics based on what the reports reveal, you can turn any poor results into a positive learning experience.