The importance of tracking and measuring your email marketing campaigns cannot be overstated. It eliminates the guesswork and enables you to calculate your campaign ROI (return on investment), so you know just how effective it was and whether you should spend your marketing budget in this way in the future.
Bearing this in mind we thought it was time we explained our LIVE! Reports section in detail to make sure you are getting the most out of your email marketing. Please note all NewZapp accounts come with LIVE! Reporting, however, the degree of features available within each of the tabs does vary depending on the type of account you have. If your account is missing something mentioned below, we can upgrade your account please contact your account manager to discuss your needs.
Once your campaign has been sent, you can view all of the actions taking place in real time. All you need to do is load the report and leave it open on the main “Hotspot” tab.
You will see in the top left hand corner, a ‘Right Now’ panel. This information will refresh whenever there are any campaign actions, e.g. when an email is opened or a link is clicked.
Below this we show the 5 most recent actions (clicks or opens) as they happen; with details of the subscriber as well as the date and time of each action made.
This is followed by another real time indicator of campaign actions in the last 45mins in bar chart format and a complete list of URLs included in your campaign.
Using our Hotspot email view on the right you can easily see which links were more popular than others. You will be able to see at a glance:
- Which links on your email have been clicked
- Where the ‘hottest’ hotspots (red circles) are on your email
- Number of clicks received on any link
- Which subscribers clicked them
The data tab gives you access to all the raw statistics of your email marketing campaigns and an invaluable insight into your subscriber’s preferences.
The top part of this screen summaries the key data – total number of emails sent in your campaign, and the number (and percentage) of emails opened, clicked, bounced and failed.
Underneath this summary is a data table containing an A-Z of every subscriber you sent to, with details on number of opens, first open, clicks & time of first click made by each subscriber.
You will also find other tools to make the most of your data, such as:
- Clickable headings on your data table to sort results
- Filter tools to narrow your results or search
- A ‘Group’ tool to add or remove selected subscribers from new or existing Groups
- Exporting of data
By using the Graph tab in NewZapp LIVE! you can view the amount of opens by time and date up until the present time. This will allow you to look for any spikes in opens or clicks and see when majority of these occur over the last hour, day or week. You can also use the slider to manually narrow down the time frame to your own requirements and run a comparison between the selected and other campaigns.
The NewZapp LIVE! Device tab tracks two vital aspects of your email campaigns:
1. Device summary – Breaks down in number and percentage terms, which devices are being used to open your emails e.g. Desktop, Mobile or Tablet.
2. Inbox Summary – Shows you which email readers your subscribers are using on those devices to open your emails e.g. iPhone Mail, Outlook 2016, Webmail, and others.
The Social tab shows the activity of your email campaign on the social networking sites Twitter and Facebook. Data here includes how many shares, opens and clicks your campaign received.
As well as summarising the activity on Twitter and Facebook at the top of the screen, we show you more in-depth data in the overview panel e.g. which subscribers shared your campaign, the date and time of the share, and how many opens of your email campaign were achieved as a direct result.
If you use Google Analytics, then this LIVE! feature is a must have! Integration is as simple as adding your Google Analytics campaign name to the Properties panel of your NewZapp email campaign, before you send out to your subscribers.
The Analytics tab will then report back to you with an in-depth look at website traffic which occurred as a direct result of your email. No need to wade through the complexities of Google Analytics reporting, NewZapp extracts the information related to your campaign in clear and concise style, with a summary of:
- Number of website visits
- How many people viewed more than 1 page
- Goal starts
- And goal completions
The Print feature provides a quick and simple means to create a customised report of your email campaign – no more cutting and pasting of stats and screen grabs! Start by adding your own cover image / logo and then all you need to do is select the items you wish to include in your report.
Operations Director at NewZapp