[ADD] Email Marketing: Analyze metrics backport

closes odoo/documentation#10636

Signed-off-by: Samuel Lieber (sali) <sali@odoo.com>

content/applications/marketing/email_marketing.rst

@@ -16,6 +16,7 @@ successful campaigns, and track their overall effectiveness in a single applicat
 .. seealso::
    - :doc:`/applications/marketing/email_marketing/mailing_lists`
    - :doc:`/applications/marketing/email_marketing/unsubscriptions`
+   - :doc:`/applications/marketing/email_marketing/analyze_metrics`
 
 Email marketing dashboard
 =========================
@@ -441,3 +442,4 @@ the mailing, as well.
 
    email_marketing/mailing_lists
    email_marketing/unsubscriptions
+   email_marketing/analyze_metrics

content/applications/marketing/email_marketing/analyze_metrics.rst

@@ -0,0 +1,118 @@
+===============
+Analyze metrics
+===============
+
+.. |CTR| replace:: :abbr:`CTR (Click through rate)`
+
+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
+<email-marketing/key-metrics>`, which 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.
+
+Below is a non-comprehensive selection of percentage-based metrics that are key for analyzing the
+success of an email marketing campaign.
+
+.. tip::
+   Click on any smart button to see the recipient records for that respective metric.
+
+.. _email-marketing/key-metrics:
+
+Opened rate
+-----------
+
+The :guilabel:`Opened` rate measures the percentage of emails opened by recipients against the
+total number of sent emails.
+
+A high open rate may indicate 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 :guilabel:`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 :guilabel:`Clicked` rate, represents the *Click Through Rate (CTR)*, which 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. If there were any
+calls to action, recipients may have been unmotivated, or the message itself may have been directed
+toward the wrong audience.
+
+Received rate
+-------------
+
+The *Received* rate measures the percentage of emails successfully delivered against the
+total number of sent emails.
+
+A high received rate can indicate the mailing list used is up-to-date and the sender
+authentication is trusted by email providers.
+
+A low received rate may indicate issues with either 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 unsuccessfully delivered, against the
+total number of sent emails.
+
+A high bounce rate could indicate issues with either the mailing list used for the mailing, or with
+the sender authentication.
+
+A low bounce rate may indicate 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 defines possible reasons for a high bounce rate or low received rate:
+
+- Using a mailing list that contains outdated contact information, or malformed email addresses, is
+  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 :doc:`DMARC authentication
+  <../../general/email_communication/email_domain>`.
+- Failing to :doc:`configure the proper DNS records
+  <../../general/email_communication/email_domain>` can also result in a high bounce rate.
+
+.. seealso::
+   - :doc:`Mailing campaigns <../email_marketing>`
+   - :doc:`Manage unsubscriptions <unsubscriptions>`