In the Bronto Fall 2010 release, we made several changes to reports in an effort to provide you with relevant metrics at a glance. Once you open this page for a message, you will notice the new gray bar at the top of the page. I'd like to give you a quick overview of what you will see on this bar and why it is useful for you as a marketer.
The Sent metric represents the total number of emails sent for a particular message, delivery, A/B split test, automated message rule, or delivery group.
What's it for?
The Sent metric is important to know for two main reasons. First, you need to know the number of emails Sent for the purpose of making sure you don't exceed the number of emails allocated for your account. Second, the Sent metric is the starting point for evaluating how many of your emails actually got delivered.
The Delivered metric represents the total number of emails that were successfully delivered as part of a particular message, delivery, A/B split test, automated message rule, or delivery group.
Is this important to me?
Yes! The Delivered metric is important because it let's you know how many total emails were successfully sent for a particular message, delivery, A/B split test, automated message rule, or delivery group. Once you know how many emails were successfully delivered, you can begin further evaluating the levels of contact engagement (Opens, Clicks, Conversions). You can also figure out how many unsuccessful emails were sent.
The Opens metric represents the Unique Opens for a particular message, delivery, A/B split test, automated message rule, or delivery group. A Unique Open is recorded the first time a contact opens an email. If a contact opens an email 5 times, then only 1 Unique Open is recorded.
Why do I need this?
The Opens metric is important because it represents the first level of contact engagement. Although you can't actually tell what your contacts are doing with the email you sent them, you can at least tell that they were interested enough to open it. A high number of Opens is usually indicative of a strong Subject Line and a trusted From Name, since these are the only things a contact can see in their inbox before actually opening the email you sent them.
The Clicks metric represents the Unique Clicks per contact for a particular message, delivery, A/B split test, automated message rule, or delivery group. A Unique Click is recorded the first time a contact clicks any link contained in an email you send them. If a contact clicks a link 9 times, 1 Unique Click will be recorded. However, if two contacts each click the link 10 times, then two clicks will be recorded. If a single contact clicks 5 different links, 1 Unique Click is recorded.
This means what?
The Clicks metric is important because it represents a level of contact engagement beyond just Opens, and begins to highlight the effectiveness of the content contained in emails you send. With Clicks, you can tell that contacts were not only interested enough to open the email you sent them, but they were also interested enough in the content to click the links contained in it.
The Conversions metric represents the Unique Conversions that have been recorded. Conversions track when a contact performs an action as a result of an email you send them, such as making purchases, making donations, or filling out surveys. A Unique Conversion is only recorded the first time an action from an email is performed. If a contact buys something from you via an email you send them, and then later on purchases something from you via that same email, then only 1 Unique Conversion is recorded.
Is this relevant to me?
The Conversions metric is extremely important because at the end of the day, the reason you send email marketing messages is to compel your contacts to perform an action. Opens may tell you if the Subject Line is well written and Clicks may tell you how engaging the content is, but Conversions tell you if your contacts are actually performing the action that is the goal of your email marketing campaign.
The Total Revenue metric represents the total amount of revenue (in dollars) recorded.
And There's More...
Please be sure to remember that this information is all from a very high level. There is so much more that reporting has to offer. If you would like some help finding the metric that you need, please contact Bronto Client Services or check the Help & Learning Center link on the Home dashboard of the Bronto application.
Bronto Client Services