da8e2dfe6a
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>
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===============
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Analyze metrics
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===============
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.. |CTR| replace:: :abbr:`CTR (Click through rate)`
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In order to properly understand the success or failure of an email marketing campaign, it is
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necessary to monitor several key metrics. The insights gained from these metrics can then be used to
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optimize future campaigns. Odoo's *Email Marketing* application tracks several :ref:`key metrics
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<email-marketing/key-metrics>`, that can be interpreted to improve future campaigns.
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View metrics
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============
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After a mass mail has been sent, the results for that particular mailing are displayed in multiple
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locations.
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To access the metrics for an individual mailing, navigate to :menuselection:`Email Marketing app
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--> Mailings`. Locate the specific mailing in the list view, and use the column headings to view the
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results for that mailing. Click on one of the mailings in the list to open the record. At the top of
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the record, detailed metrics are displayed as smart buttons.
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.. image:: analyze_metrics/metric-smart-buttons.png
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:align: center
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:alt: The smart buttons on a mass mailing, displaying the results of the message.
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.. tip::
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Click on the smart buttons to see the recipient records for each metric.
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.. _email-marketing/key-metrics:
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Opened rate
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-----------
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The *Opened* rate measures the percentage of emails opened by recipients against the total number of
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sent emails.
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A high open rate may indicate that the subject line was timely, compelling, and successfully
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prompted the recipients to view the message.
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A low open rate may indicate the subject line failed to capture the recipients' interest. It could
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also indicate the email ended up in a spam or junk folder due to having a poor sender reputation or
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failing to :doc:`configure the proper DNS records <../../general/email_communication/email_domain>`.
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Replied rate
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------------
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The *Replied* rate measures the percentage of recipients who responded to the email directly against
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the total number of sent emails.
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A high replied rate may indicate the email resonated with recipients, prompting them to take action
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or provide feedback.
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A low replied rate may suggest that the message lacked relevance or did not contain a clear call to
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action.
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Clicked rate
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------------
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The *Clicked* through rate (CTR), measures the percentage of recipients who clicked on a link within
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the email against the total number of sent emails.
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A high |CTR| may indicate the email content was relevant and appropriately targeted. Recipients were
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motivated to click the links provided, and likely found the content engaging.
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A low |CTR| may indicate issues with either the targeting, or the content itself. Recipients may
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have been unmotivated by the calls to action, if there were any, or the message itself may have been
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directed toward the wrong audience.
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Received rate
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-------------
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The *Received* rate measures the percentage of emails that were successfully delivered against the
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total number of sent emails.
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A high received rate can indicate that the mailing list used is up to date and the sender
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authentication is trusted by email providers.
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A low received rate may indicate issues either with the mailing list used for the mailing or with
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the sender authentication. View the :ref:`email-marketing/deliverability-issues` section for more
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information.
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Bounced rate
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------------
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The *Bounced* rate measures the percentage of emails that were unsuccessfully delivered, against the
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total number of sent emails.
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A high bounce rate could indicate issues either with the mailing list used for the mailing or with
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the sender authentication.
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A low bounce rate may indicate that the mailing list used is up to date and the sender
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authentication is trusted by email providers. View the :ref:`email-marketing/deliverability-issues`
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section for more information.
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.. _email-marketing/deliverability-issues:
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Deliverability issues
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=====================
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The following define possible reasons for a high bounce rate or low received rate:
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- Using a mailing list that contains outdated contact information, or malformed email addresses are
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likely to result in a high bounce rate and/or a low received rate.
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- Mailings sent using a *From* email address that differs from the sender's domain are likely to
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bounce with certain email providers due to failing :ref:`DMARC authentication
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<email_communication/DMARC_compliant>`.
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- Failing to :doc:`configure the proper DNS records
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<../../general/email_communication/email_domain>` can also result in a high bounce rate.
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.. seealso::
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- :ref:`Mailing campaigns <email_marketing/mailing-campaigns>`
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- :doc:`Manage unsubscriptions <unsubscriptions>`
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