Campaign Overview Page

The Campaign Overview page is where you can view all of the metrics associated with a campaign, as well as the statistics associated with each email and delivery that is part of the campaign.

The metrics on this page are a collection of the metrics for messages and deliveries that were part of a campaign at the time a message was sent. Summary, Revenue, and Rates are aggregate metrics, or a combination of all of the metrics collected for this campaign, while the metrics in the Email Messages and Email Deliveries sections are specific to a message or delivery.

All metrics in all sections of this report are listed in the table below.

Summary

This section offers a quick glance at the metrics that are related to counts, i.e. how many times did something happen. This includes things like how many times your message was sent.

Revenue

This section provides a quick breakdown of the revenue per email and revenue per order so you can see how these relate to the total revenue a campaign has generated. Look here to quickly see if your revenue is being driven more by the number of contacts making purchases or the amount of money contacts are spending.

Rates

This section breaks down the percentages for you. While the Summary section gives you the different count (how many) metrics, this section gives you the percentage of engagement. These percentages are frequently calculated by comparing different counts.

Email Messages

Any message that has ever been a part of the campaign is displayed in this table. The metrics in the table are only for deliveries of the message that were sent while the message was part of the campaign. Any delivery that occurred either before the message was added or after the message was removed is not reported as part of this campaign.

All of the metrics in this table are listed in the All Campaign Metrics section below.

Field Description
Message Name Name of the message that is stored in Bronto. This is not the same thing as the subject line.
Type Currently the type will always be email.

Email Deliveries

Any delivery that was included in this campaign when it was sent is displayed in this table.

All of the metrics in this table are listed in the All Campaign Metrics section below.

Field Description
Subject Subject line used for this delivery.
Delivery Type
The delivery Type represents the type of send. Each type is described below:
  • Normal - The Normal email delivery type represents a regular email delivery sent to more than one contact.
  • Bulk - The Bulk email delivery type represents email messages that were sent in bulk and includes normal deliveries and split deliveries.
  • Skipped - The Skipped email delivery type represents email messages that were skipped by Bronto and not sent.
  • Single Contact - The Single Contact email delivery type represents emails deliveries that were sent to only a single contact. Email deliveries sent via workflows are always marked as Single Contact, but this delivery type also includes email deliveries manually sent to a single contact or sent to a single contact via the API.
  • Test - The Test email delivery type represents email deliveries that were sent as test deliveries.
  • AMR - The AMR email delivery type represents email deliveries that were sent via an Automated Message Rule.
  • Split Group - The Split Group email delivery type represents email deliveries that were sent as part of an A/B split test. If you hover over the Split Group text, a tool-tip will appear that contains the name of the split group.
  • FTAF - The Forwards to a Friend email delivery type represents email deliveries that were sent as part of a FTAF webform. FTAF deliveries do not appear in delivery groups.
  • Transactional - The Transactional email delivery type represents email deliveries were sent as transactional emails.
Note: A transactional email facilitates an agreed-upon transaction, or updates a customer in an existing business relationship. The primary purpose of the email must be transactional in both the subject line and body. It is permissible to mix in a marketing message/offer in the body. But if a marketing message/offer is added it cannot be the primary purpose of the email and must be included after the transactional content. The marketing portion can be up to 50% of the message as long as it is below the transactional content in the message. Examples of transactional emails include order confirmations, shipping notices, changes in account status, etc. Transactional emails are exempt from CAN-SPAM compliance in the US, but we suggest that all transactional emails adhere to our suggested best practices.
Note: Transactional deliveries are hidden by default. For information on how to show them, see View Transactional Email Deliveries.
Send Date Date and time the delivery started.

All Campaign Metrics

All of the metrics from every section of this report are listed below in alphabetical order.

Clicks, opens, orders, and conversion count metrics are counted on the day they occur, regardless of when their associated delivery was sent. On a message report, this means that there could be more opens than sends, for example, on a given day since some of the opens could from previous days' deliveries. If your click, open, or conversion rate is larger than 100%, it's due to metrics being collected for deliveries whose sends and/or delivered metrics were collected before the start date on the report.

Metric Description Why It's Useful
Average Order Value (AOV) The average order value is a comparison of the number of orders to the total revenue. This is important because it provides insight into how much contacts are spending, on average, each time an order is placed.
Click Rate

The click rate represents the number of unique clicks that were recorded, as compared to the number of unique opens recorded. DMA/EEC equivalent: Click to Open Rate (CTO) The calculation does not take into account the history for individual messages. Therefore, on Over Time and Date Range reports, it is possible for the rates to equal a value greater than 100% if enough messages sent on a day prior to the start of the report are included in the calculation. For example, a contact may have opened a message on a previous day, but clicked on the message on a day within the report range.

The click rate is important because it represents the second level of contact engagement. The click rate gives you an indication of how effective the email you sent was at getting contacts to click the links contained therein. The click rate can also give you an idea of how effective the placement and design of your calls to action are.

Conversions
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 downloading a whitepaper. 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.
Tip: In order to track conversions, you need to set up the Orders Service. For more information on setting up the Orders Service, see Configure Order Settings.

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.

Conversion Rate

The conversion rate represents the percentage of conversions made, as compared to the number of clicks recorded. The calculation does not take into account the history for individual messages. Therefore, on Over Time and Date Range reports, it is possible for the rates to equal a value greater than 100% if enough messages sent on a day prior to the starting date of the report are included in the calculation. For example, a contact may have clicked on a message on a previous day, but converted on a day within the report range.

The conversion rate metric is important because it indicates how effective the email you sent was at getting your contacts to perform an action. Whether it's making a purchase or downloading a white paper, the goal of email marketing is to compel your contacts to perform an action.

Delivered

The emails delivered metric represents the total number of emails that were successfully delivered. DMA/EEC equivalent: Accepted

The Emails delivered metric is important because it let's you know how many total emails were successfully delivered. 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.

Net Response Rate Net Response Rate is a composite metric that represents open rate times click through rate times conversion rate. This is important because it represents the most comprehensive performance of your email content as it relates to opens, click throughs, and conversions from end-to-end.
Open Rate

The open rate represents the percentage of emails that were opened, as compared to the number of emails that were successfully delivered. DMA/EEC equivalent: Render Rate The calculation does not take into account the send history for individual messages. Therefore, on Over Time and Date Range reports, it is possible for the rates to equal a value greater than 100% if enough messages sent on a date prior to the start of the report are included in the calculation. For example, a message was sent 100 times a previous day and 100 times on a date within the report range. The message is opened 125 times within the report range. In this case, the Open Rate on the report is 125% because the message was opened more times than it was sent.

The open rate is important because it represents the first level of contact engagement. The open rate lets you see out of all the contacts who received the email you sent, who actually took the time to open it. You can use the open rate to gauge the effectiveness of your from name, from address, and subject line.

Orders The number of unique orders that are associated with the message. This is important because it lets you compare the number of orders to the revenue and revenue per email metrics to determine if revenue is coming from a high volume of orders or from a small volume of high-revenue orders.
Revenue/ Total Revenue

The Email Revenue metric represents the total revenue tracked for emails sent from the application. This revenue is tied to specific emails sent from the application.

The Email Revenue metric is important because it allows you see the revenue that directly ties to your email marketing efforts.

Revenue Per Email

The Revenue Per Email metric represents the average revenue tracked for an email successfully delivered from your account.

The Revenue Per Email metric is important because it allows you to see how much revenue, on average, a successfully delivered email earns.

Sends
The emails sent metric represents the total number of emails that were sent.
Note: Deleted email deliveries will still be counted as part of the emails sent metric.

The emails 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 emails sent metric is the starting point for evaluating how many of your emails actually got delivered.

Total Clicks

The total clicks metric, similar to clicks, is important because it represents a level of contact engagement beyond just opens and begins to highlight the effectiveness of your message content. Where as with clicks your are able to determine that contacts were interested in the content of your message, total clicks allows you to get some idea of the frequency of that interest.

The total clicks metric is a total of all times links were clicked in a particular message, delivery, A/B split test, automated message rule, or delivery groups

Total Opens

The opens metric represents the unique opens. A unique open is recorded the first time a contact opens an email. If a contact opens an email 5 times, only 1 unique open is recorded. DMA/EEC equivalent: Unique Renders

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.