[ADD] email marketing: analyze metrics

closes odoo/documentation#9173

X-original-commit: 753d561fe8
Signed-off-by: Samuel Lieber (sali) <sali@odoo.com>
Signed-off-by: Jessica Rogers (jero) <jero@odoo.com>
Co-authored-by: larm-odoo <121518652+larm-odoo@users.noreply.github.com>

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 <https://dkimcore.org/tools/>`_. If a selector is asked, enter `odoo`.
 
+.. _email_communication/DMARC_compliant:
+
 Check the DMARC policy
 ======================
 

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

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
+<email-marketing/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
+  <email_communication/DMARC_compliant>`.
+- 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 <email_marketing/mailing-campaigns>`
+   - :doc:`Manage unsubscriptions <unsubscriptions>`