Analyze Your Efforts — A Few Words on Mailing Statistics

Analyze Your Efforts — A Few Words on Mailing Statistics

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Before you send a mailing, you have to make some choices — think what title to give, what to put in the message, and who should the recipients or your press release should be. All these decisions will ultimately result in a mailing, the effects of which should be measured by analyzing your mailing statistics.

Mailing statistics are an element of Prowly’s comprehensive analytical module. You can access them by clicking on a specific mailing on your list:

What data can you find in your mailing statistics?

1. General information about the mailing (Summary) — title, sender’s email address or name, preview text, number of recipients, campaign name, groups or segments that make up your audience, Prowly ID, and the date on which your mailing was created and sent.
Mailing statistics summary in Prowly

Mailing statistics summary in Prowly

2. Numerical data and percentages concerning your mailings (Mailing statistics), including open rate, click rate compared to your account average and campaign average (if this particular mailing was assigned to a campaign), number of recipients (Recipients), number of emails sent (Sent), number of emails opened (Opened), number of unique links clicked (Clicked), and the number of emails that could not be delivered successfully to recipients and were returned to the sender (Bounced).Mailing statistics including figures and percentage valuesClick rate and is the ratio of unique clicks on a link added to the content of your email to the number of all emails sent, while open rate is the ratio of unique opens to the total number of emails sent.
Mailing statistics - basic details

Mailing statistics - basic details

Example: If I sent 50 emails, of which only 25 were opened, then the open rate for this mailing is 50%; if my recipients clicked on 10 out of 50 emails I sent, then the click rate is 20%.
We are talking about unique actions, so if — as the recipient of your email — I clicked on your link 10 times, my action will be counted only once. Thus, only the first instance of a particular action is taken into account.

Email bounce means that for some reason your message could not be delivered successfully to the recipient and thus was returned to the sender. The reasons for this may be permanent (hard bounce), which means that there’s no way you can eliminate them, e.g. the recipient’s email address does not exist. A temporary delivery issue results in a soft bounce, which means the reason for this may be handled, e.g. the recipient’s mailbox is full. If you’d like to learn the exact cause of an email bounce, go to the contact’s card and look into the activity logs.
3. Because Prowly also lets you mange follow-ups, you can find the summary of your follow-up activity in mailing statistics. Here you can see how much is to be done (To do), how much is completed (Done), and the number of contacts that are not assigned any of these statuses yet (Pending).
Follow up statistics

Follow up statistics

4. If you’d like to see how the activities of your recipients have spread over time, you can view a chart showing 24 hours of your mailing’s lifecycle . This tells you when most of your recipients opened your email or clicked on your link.
Mailing lifecycle 

Mailing lifecycle 

5. Finally, let’s talk about the results of A/B tests, if you’re using such solutions (and we do recommend them, you can read more about this topic here).
A/B test results

A/B test results

So, now that you’ve learnt about your mailing statistics, perhaps you’d like to look into your mailings in more detail and get to know the statistics for individual recipients. Just go to Detailed statistics:
In Detailed statistics, you’ll find recipient lists together with the statuses assigned to the emails that you’ve sent. These statuses are: open (eye icon), click (mouse icon), and bounce (warning sign icon). You’ll also be able to see the exact time of the most recent action.If any of your contacts was placed on the so-called black list, it will be flagged as Blacklisted. This means that the sending server saved this contact as generating “bad reputation”, e.g. a large number of bounces.
To sum up:
  1. You can analyze each mailing in terms of key metrics such as open rate, click rate, bounce rate.
  2. Mailing statistics will also allow you to see the detailed statuses of individual recipients.
Enjoy fruitful results! 🍓

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