Email Marketing Campaigns

A monthly email to your existing customers, informing them of special offers or promotions, is a great way to make them re-visit your site on a regular basis.

A newsletter or email-shot is also a great way to atract new customers to your site.

Mistera can design and manage your email marketing campaigns, giving you full visibility of their progress via detailed statistics and reports.

Email Campaign Statistics

Four charts allow you to view specific campaign statistics:

• Campaign overview
• Response vs. time
• Contact list summary
• Comparison chart

The Campaign Overview Table:
The campaign overview chart shows the clicks, replies, bounces, and unsubscribes for the selected campaign. These statistics are calculated as percentages of both the total number of received campaigns as well as the total number of unique opens. You can click on each statistic to get results in the "response vs. time" chart and the "comparison" chart.

The Contact List Summary:
The contact list summary displays a pie chart indicating the percentage of contacts that are available, pending, soft and hardbounced, and unsubscribed for the selected campaign. Caution: the contact list used for a given campaign can be reused for other campaigns, so it may show values that don't necessarily match the ones shown in the campaign overview table. Click on the more on the contact list summary to go to the full list report.

The Response Vs. Time Chart:
The response vs. time chart shows the number of opens for the 48 hour period after the campaign was sent. The chart bars are color-coded to indicate the type of activity: recipients who clicked any link are displayed in green, click-throughs are shown in blue-green, recipients who replied to the email are displayed in blue, recipients who unsubscribed are shown in orange, hard bounces in red, and soft bounces in purple. The more button on both the overview and the response vs. time reports will take you to the full report associated to that campaign.

The Comparison Chart:
The comparison chart shows the statistics of this campaign as compared to the global average.

The average is campaign-based, not customer-based, therefore a campaign with 10 contacts is weighted the same as one with 100,000 contacts.

The graph shows a horizontal bar representing the % (from 0 to 100) with a vertical line showing the Campaigner average. The grey zone indicates a deviation that is considered neutral (close enough to the average). Red indicates that the campaign may require some reworking, and green indicates that it has performed above-average.

Industry Terms

Opens

This is the number of HTML message recipients who opened your email, usually as a percentage of the total number of emails sent. The open rate is considered a key metric for judging an email campaign's success, but it has several problems. The rate indicates only the number of emails opened from the total amount sent, not just those that were actually delivered. Opens also can't be calculated on text emails. Also, some email clients also users to scan message content without actually opening the message, which is falsely calculated as an open.

Soft Bounces

This is where an email is sent to an active (live) email address but which is turned away before being delivered. Often, the problem is temporary -- the server is down or the recipient's mailbox is over quota. The email might be held at the recipient's server and delivered later, or the sender's email program may attempt to deliver it again. Soft-bounce reports are not always accurate because they don't report all soft bounces or the actual reason for the bounce.

Hard Bounces

These are messages sent to an invalid, closed or nonexistent email account. To avoid this pitfall, follow best practices like proper list hygiene to keep your list fresh and build a double opt-in mechanism into your registration process.

Unsubscribes

The number of recipients who click to remove themselves from an email list, either via an emailed command to the list server or by filling in a Web form.

Would you like to find out more?
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