Analytics overview
Tracking your success is key to email marketing. It is the most informative way to get feedback from how well your subscribers are engaging with your campaigns. Delivra has over 50 reports available, from highest level account statistics to nitty-gritty delivery statistics for your latest campaigns. With Delivra's reporting, you'll have everything you need to keep a pulse on your account overview, your mailings, and your audience as well.
Report Types
Account Reports Delivra's Account Overview report helps you analyze the overall health of your organization. Keep track of your delivery and tracking statistics over a specific period of time. Having a strong sense of your delivery rates can help ensure you have strong deliverability. Click here to learn more about email deliverability best practices. Campaign Reports Honing in on the success of your campaigns can help you spot trends to improve future mailings. Delivra's Campaign Analytics comes with a robust list of standard campaign reports to give you the insights you need. From clickthrough heatmaps, delivery successes, and tracking statistics over time, you can pinpoint any type of data you need. Audience Reports In the Contacts tab in Analytics, you can look at your audience by their status, which can help ensure you're not seeing any negative unsubscribe trends. The Domains Table report shows you the distribution of your contacts across domains to keep a check on how your audience sees your emails. The examples above highlight just a few common report types. Having a baseline understanding of these metrics can help improve deliverability as well as spot trends in audience engagement. Along with an abundance of other standard report templates, many offer custom settings to fit what is most relevant for you.
Google Analytics
Google Analytics is a web analytics service offered by Google that tracks and reports website traffic. Two Google Analytics integrations to enhance your email marketing efforts are offered: Tracking Tags Once enabled, all links in an email sent will be appended with Google Analytics tracking tags. The resulting data is reported back to your instance of Google Analytics to see what traffic is a result of your mailing. Available to all clients. Campaign Tracking Once enabled in your account (and applicable java script implemented on your website), visitor campaign information will be reported back to a mailing sent through the application. Campaign tracking is typically used to send aggregate purchase data back by tying that information to a sent email. Available to Enterprise license clients.
Clickstream Tracking
Most audiences expect relevant and personalized content, both online and offline. To meet these demands, we as marketers, need to leverage personalization to create as much of a 1:1 experience as we can to our entire audience. With Delivra, Clickstream Tracking is a key bridge to give you a better understanding of your subscribers while going above and beyond to create customer loyalty. What is Clickstream Tracking? Clickstream tracking gives you the full picture of an audience member's engagement post-click in an email. With Clickstream tracking, you can further target you audience through segmentation, automation, and analytics. After properly setting up your webpages to track post-email click activities, Clickstream takes note of the pages they view so you can react with highly-personalized follow-up campaigns or to grow a deeper understanding of the user experience. Clickthrough Tracking with Segmentation & Automation Much of the value of Clickstream is being able to react to certain page visits on your site. By building segments from your Clickstream data, you can follow on the exact pages that were visited, or speak specifically to a purchase that was made. These 1:1 actions can lead to a stronger connection to your brand that builds loyalty. You can also incorporate Clickstream data in your automation workflows to drive specific activity over multiple email campaigns. NOTE: Enterprise customers can enhance their Clickstream integration with Anonymous Browse Tracking. Learn more about Anonymous Browse tracking here.
Wrap Up
It can be challenging to hit the pause button to analyze your account's activity. From building and scheduling campaigns, to growing your audience, and putting on the other hats that are commonly expected from email markers, stepping back to evaluate this work may seem like a low priority. But having an understanding of these trends can empower future decisions that drive engagement and grow your audience in new ways.
