What is Email Communication Stats Dashlet
To begin with, Email Communication Statistic provides us a picture of overall email performance basis the activity and engagement channel in a single view.
How to access the Dashlet.
Navigate to Dashboard > Admin Dashboard
Click on “Add Dashlet” just beside the “Edit Layout.
A box named “Add Dashlet” will open
And click on “Save view”
The Dashlet looks something like this.
More about the Dashlet
Email Statistic contains two buttons named “Activity” and “Engagement”.
- Activity represents the system generated email that are sent on the basis of lead activity. ex- OTP, Payment confirmation,etc.
- Engagement represents the email that are sent manually or by automation for marketing purpose
The bifurcation basis the Emails that have been triggered.
For instance: The total Emails Sent and against it the status of the Email, that is number and percentage of Emails that had been
Delivered – Out of the Emails that has been Sent, the percentage/number of Emails that have been delivered successfully.
Opened - Out of the Emails that have been delivered, the percentage/number of Emails that are opened.
Clicked - Out of the Emails that have been delivered, the percentage/number of Emails that are clicked.
Bounced - Out of the Emails that have been sent, the percentage/number of Emails that are bounced.
Dropped - Out of the Emails that have been sent, the percentage/number of Emails that are Dropped.
Unsubscribed - Out of the Emails that have been sent, the percentage/number of Emails that are Unsubscribed.
Spam - Out of the Emails that have been sent, the percentage/number of Emails that landed in the Spam.
Glossary - The Email Status
Delivered: The receiving server has accepted the message.
NOTE: At that point, the receiving server still has to decide what to do with that message.
Most often, the two options facing that server are:
- To deliver the message to the intended inbox
- To send it to the spam or junk folder.
Opened: Measures how many people opened up your email and looked at it. Hopefully, they read it, but there’s no stated guarantee they did any more than glance at it, and there is absolutely no way to track how long they looked at the email that has been sent.
NOTE: Open rates often have more to do with how compelling your subject line is for it to get opened by the recipients.
Refer: Creating Subject Lines For Email Templates
Clicked: Measure how many people clicked on a link within your email. While “opens” only measures how many people look at your email, your “clicks” represent how many people read the content of your email and were compelled to click through to your target page
This is an important number as it helps you measure how effective your emails are at driving traffic and convincing readers to take action.
P.S. If you’re getting lots of “opens,” but your “clicks” are suffering, you need to look at the “meat” of your email.
Bounced: Bounced emails are the addresses that could not be delivered successfully to recipients of email.
There are two types of bounced emails:
- Hard bounces
- Soft bounces
Hard Bounces: The addresses that were rejected outright.
- The recipient's address no longer exists.
- The email's domain name no longer exists.
Generally, hard bounced emails are flagged in your mailing list, as well as the email unsubscribes list, reason being that you do not send to those emails again. Apparently, this is done to ensure your deliverability. Also, to ensure that the IP reputation are not damaged from repeat sends to addresses where an email bounced back.
Dropped: Typically, Emails will start getting “dropped”, if a user has previously bounced, unsubscribed, or reported the email as spam.
Usually, a dropped message is a good thing, it’s the ESP (Email Service provider) respecting the wishes of that user and preventing them from receiving an unwanted email.
Unsubscribed: To unsubscribe means to remove your email address from a company’s mailing list in order to not receive any further emails or communications.
Every email campaign must include an unsubscribe link to provide subscribers an option to remove themselves at any time.
Calculation: The unsubscribe rate percentage is calculated by dividing the number of people who unsubscribed by the number of emails delivered times hundred (Unsubscribed number/Emails delivered x 100 = Unsubscribed rate %).
Spam: Spam email, AKA junk email, is an email sent without explicit consent from the recipient.
If we talk about the general practice, people to get rid of mails that are not relevant to them or is constant put email under spam.
Spam is an issue about consent, not content.
P.S. There is a graphical representation of the same as well, with month wise status bifurcation
To have a more thoroughgoing view, you can select the “Date Range” between which the traffic has come in.
NOTE: After you select the date range, the date range will turn blue in color.
Click on “Apply”.
NOTE: You can also download the data.
In order to download, click on the “Down Arrow” just beside the date range.
Once you click on the “Down Arrow”, a drop down named “CSV” will show.
Click on “CSV”, a CSV file will download.
NOTE: The CSV file will contain the Status (i.e., Sent, Delivered, Opened etc.) and the total Email statistics along with the month wise bifurcation.
What is the benefit of keeping a check on Email Statistic?
To check out -
- The delivery rate, open rate, click rate.
- The ways to improve the ROI
- The ways to improve the Email content, Subject Line in order to increase the delivery or click rate for that matter, if any.
In a crux, there isn’t any hard and fast rule, it entirely depends upon your data, that tells you what area you need to focus upon.
However, some key pointers to increase email open rates:
- Use subject lines that compel your audience to open your Email, to get the best open rate
- Personalize subject lines with the reader's name.
- Use a recognizable sender name.
- Optimize your email campaigns for mobile.
- Segment your email lists
Of course, the best option for you might not be to use any of the above. It depends entirely on what your reports tell you.