64f4e8d46c
1/ Revamp of email_servers to be a introduction and allow correct redirection
+ redirection to other pages linked to mailing + ToC of email_communication folder
2/ Splitting inbound and outbound message into subfiles:
2.a/ email_servers_inbound: all documentation related to incoming emails
2.b/ email_servers_outbound: documentartion related to outgoing emails
3/ email_domain (as before) about authentication protocols to set on domains.
4/ faq: complete revamp to better match usual issues about mailings.
Also: removed unused images, adding anchors on other docs.
RST co-authored-by: jorv-odoo, jqu-odoo, xpl-odoo
doc writers:
- email_servers_inbound by qco-odoo
- email_servers_outbound by EMBR
- email_servers by abridbus
- email_domain by jqu-odoo
- faq by jorv-odoo
related documentation task-3875591
closes odoo/documentation#10609
X-original-commit: a6a6fcf1e0
Signed-off-by: Xavier Platteau (xpl) <xpl@odoo.com>
114 lines
4.5 KiB
ReStructuredText
114 lines
4.5 KiB
ReStructuredText
===============
|
|
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-domain-dmarc>`.
|
|
- 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>`
|