Introduction

After an email has been sent, it is always important to check the email analytics to view how well the email performed. By viewing this information, you can gain knowledge on what works and what does not when it comes to sending emails. The most important data to look at is the delivery rate, the conversion rate, the opt-outs, and the actual audience size.

While this article will provide detailed assessment on an individual initiative, there are additional reports available through the Reports & Analytics Campaign section which can provide a user with a higher level overall email delivery performance.

Prerequisites

1. -While the following is informational, we recommend reviewing an email initiative within your account to evaluate the results.  
2. The following article provides user guidance on individual initiative analytics. Additional reports are available through the Reports & Analytics App > Campaigns. Reports such as Email Deliverability will provide a higher level email performance dashboard. While more detailed reporting and trends on send failures, mail bounces, spam complaints, and email list health. 

Instructions: How to access email initiative analytics

1. 1. 1. Analytics presented on the left represent data sets in creating and launching of the email initiative - this includes the unique identifier, the audience, sending dates and status.
         1. The Audience detail can demonstrate to the user the number of initial audience segment and those who were suppressed due to opt out, duplicates, deceased, inactive contacts, blacklisted counts. These are important elements when determining the variance from the initial audience source count vs. the final deliverable audience count. 
      2. Analytics presented on the right represent data points following the email delivery to email service providers. This can include delivery rates, views, clicks, and conversions (financial engagement). Hovering over each percentage will expose additional data points with available click through for contact details and analysis.

-You then have the option to blacklist, deactivate, or delete the contacts.

Taking Action on Initiative Analytics

As a bulk sender, list management and cleansing is an important aspect to ensuring successful delivery to email inboxes. CharityEngine offers several reporting tools to assist users with analysis and information to take action on email sending practices. Below are a few examples of reports and suggested actions.

To access the portfolio of reporting, navigate to the Reports & Analytics App > Campaigns section for these and more...

Audience/List Management

1. Audience: Review contacts across various email status (via quick filter). This is a great report for audience list cleansing activities. Easily sort for invalid contact records, duplicates, deceased records, inactive records. As a bulk sending, cleansing sending lists will provide the user with improved audience member counts. Note, CharityEngine will complete cleansing at each initiated email send to ensure the sender is in compliance with CAN-SPAM Act requirements, including suppression of sends to blacklisted emails, spam complaint opt outs, and individual opt out requests.
2. Recipients: Review individual initiatives to see an audience itemized view of engagement and actions.
3. List Unsubscribe: Review users who have unsubscribed. While CharityEngine will suppress, the sending organization should also consider cleansing lists and removal of unsubscribed users. Doing so will provide the user with a more accurate listing of audience counts.
4. Spam Complaints: Evaluate where users reported to their ESP that the email was spam. These can have negative impact to a bulk sender's reputation. Industry rates should remain under 0.01%. If a bulk sender is exceeding these rates, please evaluate sending practices. Evaluate target audience and creative/subject content which may be triggering the audience to report the email as spam.
5. Outbound Messages: Quickly assess total initiative sends by month - determining if users may be experience email fatigue which may result in higher spam complaints or email opt out.

Email Engagement

1. Landing Pages & Links: Evaluate how audience members are interacting within one or more initiatives. Data can provide users with insights on where and what frequency in which audience members click on embedded links.
2. Email Message Heat Map: (Note: located under Email section) This provides the user with a visual representation of a selected email to see where users are clicking and navigating most frequently.
3. Initiative Actions: View a listing of individual audience actions to evaluate views, conversions, click throughs

FAQ & Further Reading

• List Management: How to Create an Opt-In List
• Sustainers: How to Create and Manage Recurring Donors
• Creating Emails for Email Blasting
• Web Forms: Using Email Auto Responders with Forms
• Web Forms: Using the WYSIWYG Editor for Forms and Emails
• Peer-To-Peer Dashboard: Emails
• Queries: What Can I Do with Queries - Locating Contacts Within X Miles
• Queries: What Can I Do with Queries - Event Registration
• Adding a Seed List
• Email Blast: How to Configure a Sender Override
• Assigning Groups, Tags, and Opt- In Lists Through Importer
• Campaigns
• Queries: What Can I Do With Queries - Resend Initiatives to Contacts Who Have Not Opened Them
• Web Forms: How to Add an Email Opt-In List
• Reports & Analytics: How to Use the Report Builder Tool
• Sending Email Campaigns from the Contact Listing Screen
• Reports & Analytics: How to Access Lapsed Donors Reporting
• Campaign Analytics
• Opportunity - Moves Management: Opportunities Standard Reports
• Reports & Analytics
• Email Campaigns & Web Forms: How to Add System/Global Tokens and Conditional Blocks
• Email Campaign: How to Create a Simple Email
• Email Campaign: How to use A/B Email Testing
• Email Campaign: How to Schedule an Email
• Email Campaign: Basic Email Checklist
• Campaign - Surveys: How to Create a Poll & Survey Form and How to View the Results
• Email Campaign: Investigating Failed Email Delivery
• Email Campaigns: How to Test Emails
• Email Campaign: How to Send an Email using a List
• Email Campaign: How to Restore a Previous Creative
• Email User Guide
• Communication: How to Send Messages from Listing Screens
• Using Landing Page URLs to Populate and Override Attributes for an Initiative
• Removing Audience Members From Lists
• Reports & Analytics: An introduction to custom dashboards within CharityEngine
• Tributes: How to Clean Up Tributes with Acknowledgees
• Managing and Maintaining Communication Series
• Online: Widgets - Embedding Donation, Sign-Up, and Legislature Look-up Forms
• Reports & Analytics: How to leverage the Out-of-the-Box Campaign Dashboards
• Contact Emails
• Leveraging Internal (Carbon Copy) for notification of donations
• Contacts: How to Manually Validate Email Addresses.
• Sending Your First Email Campaign
• Shared email domain
• Selecting Email Audience
• Contacts: How to Identify and Use the Outlook & Constituent Ranking
• Why did my email test go to my SPAM folder?
• Emails: Helpful Resources to Assist with Email Deliverability, Monitoring and Best Practices
• Email Open Rates
• Automation & Workflow: Creating a Suppression Email List
• Online: Printing Newsletter
• Accounting: Accounting and Financial Reconciliation
• Automation & Workflow: Manually Sending Year End Statements to Households
• Campaigns and Initiatives in CharityEngine
• SMS Campaigns: How to Set up SMS/Text to Give Functionality
• How to leverage SMS Campaign Blast Feature to Reach Your Donors
• Sending Tracked Emails
• Email Campaigns: How to Bulk Add to an Opt-In List through the Importer Tool
• Opportunities & Moves Management: Comprehensive Guide for Set Up, Configuration, and Reporting
• Advocacy: How to create an audience for a communication initiative
• Reports & Analytics: An Introduction to Frequent Reporting Options within CharityEngine
• Automation & Workflow: An Introduction to Queries
• Data Governance: How to Manage Data Storage Limits
• Queries: What Can I Do with Queries - Creating A Comm List including People, Households, Orgs
• Queries: What Can I Do with Queries - Creating A Transaction List - People, Households, Organization
• Campaigns: Creating and Managing a Communication Series
• Reports & Analytics: How to Use the Constituent Density Report
• Outlook Connector
• Events & Volunteers : Registrations
• Campaigns: Widget Generator
• Email Deliverability Best Practices
• Spam Removal: Provider Recommended Actions
• Bounce and Failure Code Quick Reference Guide
• Contacts: Adding Contacts to an Email List
• Exporting Data: How To Export Data from a Query