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 000000000..262260ab3 Binary files /dev/null and b/content/applications/marketing/email_marketing/analyze_metrics/metric-smart-buttons.png differ