How Our New Email Summary Enhances Analytics for Email Marketers
By Miles Price | June 25, 2020
Throughout the past three months, retail site traffic declined and store traffic all but disappeared, while ecommerce and email open rates have increased. Similarly, publishers have seen subscriptions skyrocket as people stayed home, glued to the news. Email engagement remains high even as different regions reopen, which means email marketers have to adapt faster than ever. Sailthru’s latest email analytics tool, Email Summary, is here to help them do that.
Text-only data dashboards are not only difficult to absorb, but require a lot of manual work (and often a separate BI tool) to visualize that data. Email Summary offers Sailthru customers access to the same wealth of customer data they’ve always had, but with a reimagined user experience. Far more visual, the new interface enables email marketers to identify trends quickly and act accordingly.
How Email Summary Helps Email Marketers Visualize Trends and Pivot Quickly
Combing through data and manually pulling reports is a time-consuming affair that can easily change an actionable insight into a nice-to-know hindsight. Displaying both aggregate views and time-series graphs, the visual nature of Email Summary makes it easy to immediately identify spikes in send performance during any given date range. The data also refreshes multiple times each day, enabling email marketers to easily assess performance trends over longer periods of time, and easily adjust and pivot their marketing efforts.
Every marketer knows it’s far more cost-effective to retain existing customers than acquire new ones. Email Summary is ideal for driving retention because those performance trends aren’t presented as numbers without context. Aggregated from email campaign data within a given date range, Email Summary displays the metrics that matter most to each user.
For a retailer, that may be which promotional emails had the highest engagement alongside their purchase data. Publishers may be more interested in the pageviews generated by email around a specific event. The metrics are customizable, allowing email marketers to compare and contrast any seven, including:
- Time period
- Open rate
- Clickthrough rate
- Click-to-open rate
- Conversion rate
- Email revenue
- Deliverability metrics, such as delivery rate, opt outs and bounces
The GIF above displays the Graph view. Once you’ve identified a time frame there, you can drill further down into campaigns with the Table view, which you can see below. For example, say last Wednesday’s clickthrough rates were unusually low. Email Summary lets you keep the filter active as you switch from Graph to Table view, investigating the anomaly and comparing metrics.
Getting Started With Email Summary
Email Summary — including Table and Graph view toggle, and list filtering — is available for all Sailthru customers. And that’s just the beginning. Later this year, we’re releasing new filters to let you drill down even further based on labels and campaign names.
If you’re a customer and want to learn more, please reach out to your Customer Success Manager. If you haven’t worked with Sailthru before, click here for a demo.
2020 Holiday Marketing Playbook
With all that has happened this year, we expect to see a holiday season unlike any other. That said, the time to start testing and building out email and CRM strategies is now. Along with our Retail Advisor, former JustFab VP Monica Deretich, Sailthru has developed this playbook to help retailers crush Q4 and beyond.
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