diff --git a/content/applications/marketing/email_marketing.rst b/content/applications/marketing/email_marketing.rst index 16bfcc40e..56c8286bb 100644 --- a/content/applications/marketing/email_marketing.rst +++ b/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 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..2da9ca345 --- /dev/null +++ b/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 +`, 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 ` 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 000000000..ea0a70d03 Binary files /dev/null and b/content/applications/marketing/email_marketing/analyze_metrics/metric-smart-buttons.png differ