From 9e7b234939eae71424617f0141c3c2393f9833b2 Mon Sep 17 00:00:00 2001 From: jero-odoo Date: Fri, 26 Apr 2024 11:19:41 -0400 Subject: [PATCH] [ADD] email marketing: analyze metrics closes odoo/documentation#9171 X-original-commit: 753d561fe85c7629598a2da993537945e7f7e64d Signed-off-by: Samuel Lieber (sali) Signed-off-by: Jessica Rogers (jero) Co-authored-by: larm-odoo <121518652+larm-odoo@users.noreply.github.com> --- .../email_communication/email_domain.rst | 2 + .../marketing/email_marketing.rst | 11 +- .../email_marketing/analyze_metrics.rst | 113 ++++++++++++++++++ .../analyze_metrics/metric-smart-buttons.png | Bin 0 -> 8418 bytes 4 files changed, 123 insertions(+), 3 deletions(-) create mode 100644 content/applications/marketing/email_marketing/analyze_metrics.rst create mode 100644 content/applications/marketing/email_marketing/analyze_metrics/metric-smart-buttons.png diff --git a/content/applications/general/email_communication/email_domain.rst b/content/applications/general/email_communication/email_domain.rst index 11d4a7d92..5c8254d78 100644 --- a/content/applications/general/email_communication/email_domain.rst +++ b/content/applications/general/email_communication/email_domain.rst @@ -96,6 +96,8 @@ the :abbr:`DNS (Domain Name System)` zone of the domain name. The most common pr Check if the :abbr:`DKIM (DomainKeys Identified Mail)` record is valid with a free tool like `DKIM Core `_. If a selector is asked, enter `odoo`. +.. _email_communication/DMARC_compliant: + Check the DMARC policy ====================== diff --git a/content/applications/marketing/email_marketing.rst b/content/applications/marketing/email_marketing.rst index 04bdc5a9e..f8ffdbf33 100644 --- a/content/applications/marketing/email_marketing.rst +++ b/content/applications/marketing/email_marketing.rst @@ -21,16 +21,19 @@ detailed reporting metrics to track the campaigns' overall effectiveness. .. card:: Manage unsubscriptions (Blacklist) :target: email_marketing/unsubscriptions - :large: - Allow recipients to unsubscribe from future mailings, and blacklist themselves from future - mailings. + Allow recipients to unsubscribe and blacklist from future mailings. .. card:: Lost leads reactivation email :target: email_marketing/lost_leads_email Target lost leads with Email Marketing. + .. card:: Analyze Metrics + :target: email_marketing/analyze_metrics + + Analyzing campaign metrics. + Email marketing dashboard ========================= @@ -822,6 +825,7 @@ entire campaign, click :guilabel:`Discard`. - :doc:`email_marketing/mailing_lists` - :doc:`email_marketing/unsubscriptions` - :doc:`email_marketing/lost_leads_email` + - :doc:`email_marketing/analyze_metrics` .. toctree:: :titlesonly: @@ -829,3 +833,4 @@ entire campaign, click :guilabel:`Discard`. email_marketing/mailing_lists email_marketing/unsubscriptions email_marketing/lost_leads_email + email_marketing/analyze_metrics diff --git a/content/applications/marketing/email_marketing/analyze_metrics.rst b/content/applications/marketing/email_marketing/analyze_metrics.rst new file mode 100644 index 000000000..0d8b27d5f --- /dev/null +++ b/content/applications/marketing/email_marketing/analyze_metrics.rst @@ -0,0 +1,113 @@ +=============== +Analyze metrics +=============== + +.. |CTR| replace:: :abbr:`CTR (Click through rate)` + +In order to properly understand the success or failure of an email marketing campaign, it is +necessary to monitor several key metrics. The insights gained from these metrics can then be used to +optimize future campaigns. Odoo's *Email Marketing* application tracks several :ref:`key metrics +`, that can be interpreted to improve future campaigns. + +View metrics +============ + +After a mass mail has been sent, the results for that particular mailing are displayed in multiple +locations. + +To access the metrics for an individual mailing, navigate to :menuselection:`Email Marketing app +--> Mailings`. Locate the specific mailing in the list view, and use the column headings to view the +results for that mailing. Click on one of the mailings in the list to open the record. At the top of +the record, detailed metrics are displayed as smart buttons. + +.. image:: analyze_metrics/metric-smart-buttons.png + :align: center + :alt: The smart buttons on a mass mailing, displaying the results of the message. + +.. tip:: + Click on the smart buttons to see the recipient records for each metric. + +.. _email-marketing/key-metrics: + +Opened rate +----------- + +The *Opened* rate measures the percentage of emails opened by recipients against the total number of +sent emails. + +A high open rate may indicate that the subject line was timely, compelling, and successfully +prompted the recipients to view the message. + +A low open rate may indicate the subject line failed to capture the recipients' interest. It could +also indicate the email ended up in a spam or junk folder due to having a poor sender reputation or +failing to :doc:`configure the proper DNS records <../../general/email_communication/email_domain>`. + +Replied rate +------------ + +The *Replied* rate measures the percentage of recipients who responded to the email directly against +the total number of sent emails. + +A high replied rate may indicate the email resonated with recipients, prompting them to take action +or provide feedback. + +A low replied rate may suggest that the message lacked relevance or did not contain a clear call to +action. + +Clicked rate +------------ + +The *Clicked* through rate (CTR), measures the percentage of recipients who clicked on a link within +the email against the total number of sent emails. + +A high |CTR| may indicate the email content was relevant and appropriately targeted. Recipients were +motivated to click the links provided, and likely found the content engaging. + +A low |CTR| may indicate issues with either the targeting, or the content itself. Recipients may +have been unmotivated by the calls to action, if there were any, or the message itself may have been +directed toward the wrong audience. + +Received rate +------------- + +The *Received* rate measures the percentage of emails that were successfully delivered against the +total number of sent emails. + +A high received rate can indicate that the mailing list used is up to date and the sender +authentication is trusted by email providers. + +A low received rate may indicate issues either with the mailing list used for the mailing or with +the sender authentication. View the :ref:`email-marketing/deliverability-issues` section for more +information. + +Bounced rate +------------ + +The *Bounced* rate measures the percentage of emails that were unsuccessfully delivered, against the +total number of sent emails. + +A high bounce rate could indicate issues either with the mailing list used for the mailing or with +the sender authentication. + +A low bounce rate may indicate that the mailing list used is up to date and the sender +authentication is trusted by email providers. View the :ref:`email-marketing/deliverability-issues` +section for more information. + +.. _email-marketing/deliverability-issues: + +Deliverability issues +===================== + +The following define possible reasons for a high bounce rate or low received rate: + +- Using a mailing list that contains outdated contact information, or malformed email addresses are + likely to result in a high bounce rate and/or a low received rate. +- Mailings sent using a *From* email address that differs from the sender's domain are likely to + bounce with certain email providers due to failing :ref:`DMARC authentication + `. +- Failing to :doc:`configure the proper DNS records + <../../general/email_communication/email_domain>` can also result in a high bounce rate. + +.. seealso:: + - :ref:`Mailing campaigns ` + - :doc:`Manage unsubscriptions ` diff --git a/content/applications/marketing/email_marketing/analyze_metrics/metric-smart-buttons.png b/content/applications/marketing/email_marketing/analyze_metrics/metric-smart-buttons.png new file mode 100644 index 0000000000000000000000000000000000000000..262260ab35a16ecd71619ecd7632294aab6273f6 GIT binary patch literal 8418 zcmZ8nWmFYTu-{8JNJ*D;NJvXbH=-yZ(jmg1Mv%O8cc*lBHAI-pe7po z-Wc`Y8shX$K^jz!QSJP%_FGjgxu>Tm#L~*+Dl??)6@L?Jj6R-V{_}~ z_V)1b`10=I>FIHA|KRfC^8TN})BW zJ-IzPKH1sXzP`SmTUdI$J%4&SbJMgoFmsyQI6J+%TUl8l4T*fX+&Q?sM}-FA282G| z9AEFkkIrusmb{O4np0I&VgSKsCR!A3GQGa|G;!1;%zoo9xX^Wr4j&B}3m|2#W5EzHt; zBqM13?_tDe`-i*hk>d2M*4f#E8}opI#kK94=E29uwV^-Tote6pk_XQn)CmTwR|EAl(p4ngAy%<{EI$xi1^^2L>zw$H*|7;x)RsE;I-#^#E-O?jt@BGsFom-IZeyo zdJ*cnb{|c>bUX`e$||q#&rDro=l1r`&QA0`8vR|KYl-~k+1_=y@T;z-y(70s3tG2% zdaC<5@MOB<*W}btS$X5)L87gWkdi@@s=C}z z&x)9gqCD8*=%`!yoTho~`O;uW?2m-Ok;RdYfuzW%$F01QU!e|Bd1HSLHs%8w7pv3C zDkkTAKl@~Og)1mK26gupW>q>x*H$M7=fsqj)Jz3_35HKjL|Iv?MsU@>={}tQ*7`eF^i*`@(aP};X^6{x_aB-=h{x#AQ>WG-zOeq`KzC^_R zsJxo0Jw#0BeYd{ZNc{`|HB?FVjg}jHKgC1!(=7GC!5;ATZ^4@jIxe-Q=_jzC>%qy_ zn^9Dy>yGf3dHcQ37Led(98)M}GvN%p;TJ<9COmtKX?2TXLckvgB9j>M8IKj>i?TVTA-q~s-_RSd~Ue1SgGWO2s@#VIP5r77L8ERL+Bv(KiR$v-~~INIDSsX zU<8by5~DE0%FgYuM+rQRcQZlk57-np?6Hr{j2VF$>a`L?${59#7Klwms$D;)H!NeU zLIDx|=ktmJj}P>X@7`|h?@iG^X=8)K9r@mX_oW!-(4GOrPmb$Jwkm;W2S>ckE)!tS zjJu3DFp{solV5yax}A&;MTUPe51jOA8xE!eROV8}bhqdv)j`e+3@46wa`(;NgR{v@ zhmsQNzWz^?$S_3rhpP*buGfVjEN!LC3rL+y3HtOd> zC;WCDO+Q(R9^fCdZbe)yENKvEKxgHpt=DqJkmF?<%Xd_j#6+UVtvXsJ*`cR3yG!j9 zK{p#N(6aZC>i8NuBT; zKj7CLa&B}X0VML*;$ll!@yfkX>Y@iL8P>O#p@y6k7$r8;(6gNEyDTjV@^4K`Ln*=i zhXr!$*J3^|fLRxO@9Y$~VM*P^D^5tb_hS0SJoHCxH9c2wg@D>Fq1z63V1KASv80eJ zf7qtIb&YTS?M_xdZ1s1E8iwNSf^AhYDl||`62OhM$3!j-#}C{(6HJ;ZYDhpp0AyuQ z!fW#R+PbTty97rQ!SuV;RBom{$clO2hb)__a?i@^WdQw+1S3QN)IWX6B^Qu0+`hk3 zo^mKm6b30pV934QGA^>+aV!T& zMzF1&DQmn`c$)yxa>q7Eq;scg^Q|C`44^ z)~2H81fn8?o**4stSb71w533xNT`HR>*4v7;<9}#2w?U}L$(0O&6!dE1yYtsOu}4+ zKhZUi)Qs>`cc~-u==1+bz1CxnGve9#!Z{~~x6wI3_6G3WdloC*L3P_Sd|v~ebPXjc zYqZhdNGd#0EXfCB3-QCGe!|7?RsDSv4P696}4RrvYY(kOd1Ra|z&JOPE-=kH(Hk)Y@ry7$s8I|mxpQg(D$ zPyzf30Oe}z8D*PRlaX7IZTR-Fp`ky-w3YIvJq%s%zkx5EJfAp8T_coPPn`7rQ_VqA z$?(TRHU{=d-?=!!M1g|koH}@$3oW!)3ll74!{=7>O%^)%`vP=+)~bo;qp|*3hwjxQ zAX+mw*CGe(g~A)jfvDGV{((Jvy0u^x8xozj%e-Mq9pMXGQFI_%A-FljPp7Z*HxZ*p zZ(R^nXIr9z*yz^~5U>3^W@wsSQvD}#O|yG3hov0HA&rU8(^k@2BIz6j4gSGz=w96i z3BE{DeHILmK!cACw$Ix(n~A_`+4^?_&1^QB$W1jb-XkVeYta;@;KV9hv$I=jG^dOz zPNmRil$c0#BW{ydu9ovG-e@RPf9>=jd={ox5x#oC%6_2OjfcW`Y55uGY3e>jJuDdD zai~AltNC_5pBdO19u`Gq;Hz*eK>rha5fZ);L8vyC3v?ZzE{}CLC*h+JHKhY z*JQD{)zU_c+tao^D|Uu=NkmKcyQq;VhxRcK(uUavrp^X7}kZ&f{YfK-pml z-Z`9oYufFeMpdi~uj?{KnDij_z5^7%=zXn)f2|q9`Iw~eCl1Np*SQR&&zc&;wP~M9 z%XW~YHSbWqI7)gn9qYc#n8#R#RG-bel;xS2A?{S=Te%Gjf%LHy_Yl8NWn|96m~zJito=38D|Zhlbt;D zlI6;fF&A2p=bR?cK&JQ4)>RmFw&Tw)tfO|5B&97Pt+}t`a;=f}IL$uRiZZ_A?|Dhy<)I)^O)6(^#huueXwmN7UvO+R-0F9#D0 zhtv!rNzG!%Z%aqBeQLsh$`HaK*;h(D)~Kvbl{`ZTU*3X7)xtpUigyj@-$x$Nny#KY z{#{13yMCNreh6j<;P@@#kAMwN1iUkN9x|5)ap|27`2pQO{=TFIK}&YV#?)xQ!Rnok0Q9`F#~URs)0W%h`5u-(Yy)G?`9U@P z5Vy3+wUrhLL}8?jmgd)t^)k;ot@f+q0L0jXPpHsUc3~wybRhk*Cm(Y|eJyf6-vWt= zkd7X$N98vPg)tc_seKzKsw|o8_fWrTI@T|2B%V1bU%euvbd97OpcTbBTuClgv+UJ} zqUx^No=-W8sbOQzmadl>cNjvexuINc78&|SEr_FxBhRiguVs-fK8TJ&0YnxLHYE9Y z#E@+ggX39g2?2u4;WjwS?l99!}i)%Qfw}? 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