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Campaign Stats Higher than expected

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4 comments

  • Phil Bosley

    Act-On Email Reporting surfaces 3 types of metrics

    Unique Opens
    Total Opens
    Total Effective Opens

    These differences are not always clear and often account for reporting discrepancies.

    For this reason, I only use Act-On Data Studio (Available as an addon).

    Not only does this give me more accurate reporting, compiling the reports is built of raw data exports and therefore provides me with easier data consolidation (no adding messages to campaigns) and flexibility in the visualization of the data using excel or a BI Tool.

    I typically use Google Sheets, but for higher value priorities I use Microsoft Power BI ($9/mo)




    ------------------------------
    Phil Bosley
    CEO, Tactical MA
    Act-On Professional Services Partner
    ------------------------------
    -------------------------------------------
    Original Message:
    Sent: 12-03-2018 12:22
    From: James Matney
    Subject: Campaign Stats Higher than expected

    We collect stats quarterly for leadership. I have been creating campaigns that include all marketing emails (not reengagement, confirmation emails, etc.) to a campaign and use the report for our quarterly stats.

    As I review individual email stats, we rarely have an open rate over 30% and a click rate over 7%. But for our latest quarterly campaign, we are showing a 36% open rate and a 10% click rate.

    This doesn't seem correct. What am I missing? It is hard to compare this to what we believe is our industry rate standard when it seems so much higher than our individual stats.

    ------------------------------
    James Matney
    E Communications Specialist, TEEX - Texas A&M Engineering Extension Service
    ------------------------------
  • Paul McDevitt

    Assuming you are using the same method to collect the stats, it is not likely that it is an issue of misunderstanding the terms as Phil Bosley is assuming. And, using as an unabashed ad for Data Studio and Power BI. Both of which will still not help if the numbers are correct.

    Are you using campaign level numbers or have you looked at the individual email stats?

    Depending on your subject line, content, how well you have segmented your target list for the campaign you can and will get large variations in your numbers. Your variation does not sound like a massive anomaly (but then you have only provided broad numbers.

    Generally I find that the first email in a series to an audience will have higher response rates than the last one. Except if you have used steps in your campaign to weed out non responders at each step, narrowing down your audience at each step can provide better hit rates for each successive email.

    Also, if this campaign was too a much smaller audience than your prior averages it is quite possible to have a higher rate.

    I guess the point is that there are many reasons you may have for variations in your reports, it might require drilling down a level to see if the data is valid. At first blush it would not automatically be inconsistent.

    Cheers

    Paul



    ------------------------------
    Paul McDevitt
    Director, Marketing, Unity Connected Solutions
    ------------------------------
    -------------------------------------------
    Original Message:
    Sent: 12-03-2018 12:35
    From: Phil Bosley
    Subject: Campaign Stats Higher than expected

    Act-On Email Reporting surfaces 3 types of metrics

    Unique Opens
    Total Opens
    Total Effective Opens

    These differences are not always clear and often account for reporting discrepancies.

    For this reason, I only use Act-On Data Studio (Available as an addon).

    Not only does this give me more accurate reporting, compiling the reports is built of raw data exports and therefore provides me with easier data consolidation (no adding messages to campaigns) and flexibility in the visualization of the data using excel or a BI Tool.

    I typically use Google Sheets, but for higher value priorities I use Microsoft Power BI ($9/mo)




    ------------------------------
    Phil Bosley
    CEO, Tactical MA
    Act-On Professional Services Partner
    ------------------------------

    Original Message:
    Sent: 12-03-2018 12:22
    From: James Matney
    Subject: Campaign Stats Higher than expected

    We collect stats quarterly for leadership. I have been creating campaigns that include all marketing emails (not reengagement, confirmation emails, etc.) to a campaign and use the report for our quarterly stats.

    As I review individual email stats, we rarely have an open rate over 30% and a click rate over 7%. But for our latest quarterly campaign, we are showing a 36% open rate and a 10% click rate.

    This doesn't seem correct. What am I missing? It is hard to compare this to what we believe is our industry rate standard when it seems so much higher than our individual stats.

    ------------------------------
    James Matney
    E Communications Specialist, TEEX - Texas A&M Engineering Extension Service
    ------------------------------
  • Chris Bjorklund
    Another reason the campaign open and click rates are higher than any one message is that while 30% may have opened any one message, 36% opened at least one of them. Meaning different people are opening the emails. That's a good thing. More people than you think are seeing at least one of the emails. That's one of the reasons I use campaigns, so we can see an aggregate of who is opening and clicking.

    --

    Chris Bjorklund

    Marketing Automation Coordinator

    800.999.4660 x 585 cbjorklund@donjohnston.com


    Learning is for Life

    donjohnston.com

       





    ------Original Message------

    We collect stats quarterly for leadership. I have been creating campaigns that include all marketing emails (not reengagement, confirmation emails, etc.) to a campaign and use the report for our quarterly stats.

    As I review individual email stats, we rarely have an open rate over 30% and a click rate over 7%. But for our latest quarterly campaign, we are showing a 36% open rate and a 10% click rate.

    This doesn't seem correct. What am I missing? It is hard to compare this to what we believe is our industry rate standard when it seems so much higher than our individual stats.

    ------------------------------
    James Matney
    E Communications Specialist, TEEX - Texas A&M Engineering Extension Service
    ------------------------------
  • James Matney
    Thanks to All!
    I believe what Chris mentioned answered my concern. We will just have to approach the stats in a different way, probably with benchmarking against our previous stats, rather than attempting to keep up with industry standard stats.

    Phil, I will need to look into the tools you mentioned for aggregating the information in different ways. There may be a way to actually 'average the averages' of the individual emails and get a report more like what I was expecting.

    Paul, I like your point about the change in stats over time. Though the report/campaign I mentioned above is simply an accumulation of all of our emails sent, what you mentioned would definitely be a consideration if I have a drip campaign.

    Thanks again all.

    James

    ------------------------------
    James Matney
    E Communications Specialist, TEEX - Texas A&M Engineering Extension Service
    ------------------------------
    -------------------------------------------
    Original Message:
    Sent: 12-04-2018 09:02
    From: Chris Bjorklund
    Subject: Campaign Stats Higher than expected

    Another reason the campaign open and click rates are higher than any one message is that while 30% may have opened any one message, 36% opened at least one of them. Meaning different people are opening the emails. That's a good thing. More people than you think are seeing at least one of the emails. That's one of the reasons I use campaigns, so we can see an aggregate of who is opening and clicking.

    --

    Chris Bjorklund

    Marketing Automation Coordinator

    800.999.4660 x 585 cbjorklund@donjohnston.com


    Learning is for Life

    donjohnston.com

       






    Original Message------

    We collect stats quarterly for leadership. I have been creating campaigns that include all marketing emails (not reengagement, confirmation emails, etc.) to a campaign and use the report for our quarterly stats.

    As I review individual email stats, we rarely have an open rate over 30% and a click rate over 7%. But for our latest quarterly campaign, we are showing a 36% open rate and a 10% click rate.

    This doesn't seem correct. What am I missing? It is hard to compare this to what we believe is our industry rate standard when it seems so much higher than our individual stats.

    ------------------------------
    James Matney
    E Communications Specialist, TEEX - Texas A&M Engineering Extension Service
    ------------------------------

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