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As soon as you've dispatched your email marketing campaign, the first question that will probably come to mind will be "How many people are looking at my newsletter?". It's only natural to want to know! For this very reason we created our Campaign Overview, which acts as a quick and easy way to learn a lot of things about your campaign as soon as they happen, without having to tackle different statistics on different pages.
The Campaign Overview allows you to see multiple charts reports pertaining to the performance of each newsletter you have sent out.
To see how it works just follow the steps described below:
A. Finding the Campaign Overview
1. Click the Reports button, located on the left side of your Dashboard page.
2. Click on the name of the campaign whose performance you want to view.
3. Click on the Overview option, on the vertical bar that appears.
B. Navigating the Campaign Overview
1. At the very top of your Overview page, the campaign name and type are displayed, followed by general information about your campaign (Subject, Sender, Delivered, Mailing List / Segment).
2. In the four boxes beneath the general information, the campaign's Recipients, Opens, Clicks and Unsubscribes are displayed respectively.
3. Look at the Opens/Links clicked by graph, containing statistics about unique opens and unique link clicks for your chosen campaign.
4. Click on the available Hour and Day buttons to change the time-frame of the graph. You can also click on the options Unique Opens or Unique Clicks to see the graph separately for each option.
Click on the "three dots" icon in the top right corner above the graph to send the information in csv format to your account's email, or to download it as a pdf (just select your preferred format from the drop-down menu which appears)
Note that the pdf option downloads the graph as it is displayed on your screen, whereas the csv option sends you the full data used to produce the graph as a csv file.
5. Check the Campaign Status pie-chart which showcases the number of emails Opened, Not Opened and Bounced.
Once again, you can click on the "three dots" icon in the top right corner above the chart to receive the information as a csv file on your account's email, or download it as a pdf. Note the the pdf option will download the chart displayed on your page, whereas the csv option will send you the date used to produce the graph.
C. A brief report analysis
Let's take a more detailed look at what the metrics described above actually mean!
The four boxes at the top of your Overview consist of the following information:
The total number of recipients of your campaign.
The open rate of your campaign.
- Open rate
This percentage is calculated as follows: Open Rate = Unique Opens / (Total Recipients – Bounces). If you have sent a campaign to 100 recipients and you have 20 unique opens, open rate percentage is 20%.
- Unique opens
The number of unique recipients who have opened your campaign. If you have sent a campaign to 500 recipients and half of them have opened it, then the Unique opens are 250. Unique opens do not include how many times a single recipient has opened a campaign - even if the same person opens a campaign 10 times it only counts as one Unique open.
- Total opens
The total number of the recipients that have opened the campaign. If a recipient has opened his campaign 10 times, Moosend calculates 10 total opens and 1 unique open.
- Open rate
The percentage of recipients who clicked your campaign. The number of unique link clicks is also displayed.
The percentage of the recipients that have clicked on the unsubscribe link included in your campaign. The total number of recipients who unsubscribed is also displayed.
The Campaign Status pie-chart provides you with the following information:
The percentage of emails that were opened.
- Not Opened
The percentage of emails that were not opened.
Your campaign's bounce rate (the percentage of emails not delivered due to a bounce).
D. Top performance aspects of your campaign
Scrolling down towards the bottom of your Overview will provide you with a wealth of information concerning your campaign's "Top" performing settings and characteristics!
- Top recipients
The recipients who opened the campaign the most times.
- Top custom fields
The total opens of your campaign, broken down by the values of openers' custom fields.
- Top locations
Shows the cities where the most opens took place.
- Top Links
The links that were clicked the most.
- Mostly viewed on
Shows which clients and devices your engaged subscribers mostly use.
Click on the "three dots" icon above any of the titles to receive the information they contain as a csv file to your account's email, or to download it as a pdf. Note the pdf option includes only the information visible within each section, whereas the csv option will include the entirety of entries contained within each "Top" section.
E. Desktop and Mobile chart
The Desktop and Mobile pie-chart displays the open and click statistics based on whether they originate from desktops, laptops or another device.
Click on the "three dots" icon in the top right corner above the chart to send the information to your account's email as a csv file, or to download it as a pdf, by selecting your preferred format from the drop-down menu which appears. Note that the pdf option will download the chart displayed on your screen, whereas the csv option will send you the date used to produce the chart.
F. Additional options
Click on the "three dots" icon at the very top right corner of your campaign Overview, to open a drop-down menu of actions you can take in terms of your campaign report, as well as the campaign itself.
Your options are:
- View Design
Allows you to view your newsletter design.
Allows you to share the campaign report tab your are currently viewing (Overview), with third parties. You can share for example the content inside the Overview tab, the Recipient Activity tab, etc.
1. Click on Sharing in the drop-down menu.
A pop-up window appears.
2. Toggle the Make this item public option to On.
A copyable url appears. Anyone you share the url with will be able to view the specific section of the campaign report that you chose to share.
Note that when you disable the Make this item public option and then enable it again, the sharing url will change, and the previous sharing url will no longer work
Allows you to print the section of the report that is currently open on your screen.
- Old Reports
Allows you to access the older Moosend report version for this campaign.
- Delete Campaign
Allows you to delete the campaign from within the report.
- Duplicate Campaign
Allows you to duplicate the campaign from within the report.
- Duplicate for non-openers
Allows you to duplicate the campaign for non-openers; Your duplicated campaign will appear at the top of your list of campaigns, and the automatically created mailing list will consist specifically of the non-openers of the original campaign.