The Message Summary Report (MSR) is a great way to quickly compare various aspects of your sent messages. From it, you can generate several reports that focus on bird's eye metrics, trends, advertising, and email domains.
NOTE: References to Message Summary Reports reflect a current rebranding initiative. Message Summary Reports and Mailing Summary Reports refer to the same set of reports with the same options and functionality.
Access the Message Summary Report
Classic admin interface
- Navigate to Mailings > Reports > Mailing Summary Report.
New Admin Experience
- Navigate to Messages > Reports > Message Summary Reports.
To access the reports discussed in this article, select your message criteria on the Select Messages tab and then click View Reports. These reports are organized into several categories, like Overview, View Trends Over Time, and Compare Mailing Results.
This article focuses on a few of the Overview reports to illustrate some high-level results.
Snapshot report
To view this report, expand the Overview folder and select Snapshot.
At the top, the total number of messages included in the report metrics are displayed, with the delivery, open, click, and unsubscribe statistics shown in their associated bar graphs.
TIP: Click the Benchmarking Details button to view your organization's benchmark statistics for delivery, open, click, and unsubscribe rates compared to other organizations.
You can set your benchmarking Classification on the Settings > System Settings page, via the Classification dropdown.
Below, several pie charts present the open and bounce rates, click vs. not clicked rates, the percentage of opens on mobile devices, and an overview of total reach.
Link Name Summary Results report
Taking the time to name your hyperlinks as you create your templates and messages saves you time when you want to analyze how these links are performing. The Link Name Summary report provides an easy-to-understand view of your hyperlinks.
To view this report, expand the Overview folder and click Link Name Summary.
You'll see a summary for all the links in each message you chose to include in the report, including the number of clicks they received and the number of messages they're used in.
TIP: If you want to share this information, click the Export button above the list.
If you want to drill down farther or want to modify this information, there are several ways you can do so.
View link information
Because the Link Name Summary is an overview of how links perform, you'll likely want to drill down to see which messages house the links, when those messages were delivered, and the available click-through information. To expand a link to see this level of detail, click the + (plus) icon to the left of the Link Name. Click the - (minus) icon to collapse the view.
Choose columns
You can choose which columns display in the Link Name Summary. If, for example, you are only interested in the URLs and how many times they appear across a variety of messages, you really only need the Link Name and the Number of Mailings columns to appear in the report. To customize your column choices:
- Click the Columns button above the list to access the column selector dialog.
- You can Remove all, Add all, or use the - and + signs to select individual columns.
- Click OK to finalize your columns and to narrow in on the details that matter most to you.
Refine the links that display
While you already filtered to the messages you're interested in on the Select Messages tab, you may still find yourself looking at links that are not pertinent to the insights you're seeking. To further zero in on the links that matter, click the Search button above the list.
You can specify the link name, link URLs that should or should not appear in the Link URL field, how many messages the link was included in, along with details on click through. When you want to start fresh, click Reset at the top of the list.
Opens, Clicks, and Recipients report
The Opens, Clicks, and Recipients chart is a great way to compare your "open" and "click-through" rates.
To view this report, expand the Overview folder and click Opens, Clicks, and Recipients.
A chart displays the open rates (percent) and click rates (percentage) per message, based on the number of recipients; the larger the bubble, the greater the number of recipients. The position of the bubble on the chart indicates the relationship between click rate and open rate.
This data helps you see if there's a correlation between the number of recipients and the open rate and click rate. Based on this data, you may be prompted to adjust your approach.
Know your mobile users
Do you know how many of your contacts open messages on a mobile device? Knowing which devices your contacts are using is vital to keeping them engaged: If the majority of your contacts are using mobile devices, you may need to focus more heavily on mobile-friendly message designs.
For a birds-eye view, look at the Mobile Opens chart in the Snapshot report (discussed above). It shows a breakdown of how many contacts are opening on a mobile device.
TIP: Hover on the pie chart segments to see exact numbers for each segment.
Mobile users for individual messages
To see which types of devices your contacts are using for an individual message:
Classic admin interface
- Navigate to Mailings > View to see a list of messages.
- Hover over the menu icon for a message and select Report.
- Navigate to the Details tab > Opens > Email Client Type to view the mobile opens.
New Admin Experience
- Navigate to Messages > List to see a list of messages.
- Select Sent from the menu to the right of the page tile to list your sent messages.
- Select a message, followed by Track from the More menu.
- Navigate to the Details tab > Opens > Email Client Type to view the mobile opens.
Share report details
Now that you know how to view these reports, let's take a look at how to share results with others in your organization.
Details from all of the Message Summary Reports, even those not discussed in this article, can be shared. The method to do so, of which there are two, depends on the report.
Share specific details
Many reports comprise charts (bar, chart or pie). Most of these charts include a button (shown below) you can click to share its details in a few ways:
- By printing,
- downloading the chart as an image file (.png or .jpg),
- downloading the chart as a PDF,
- and even downloading the chart as an SVG vector image.
Export the full report details to Excel
Table-based reports include an export option enabling you to save their data to an Excel spreadsheet, which can then easily be shared to whomever may need it.
TIP: Most of these tables include a Columns button you can click to control which data columns are displayed. This enables you to fine-tune the precise data you want before exporting.