E-Mail: Übersicht, Öffnungs-/Klickrate
The overview summarizes the most important key figures and recipient reactions of your mailing.
At the top right you will find two quick links:
--> Open rate, click rate, bounce rate
How to adjust the red|yellow|green color switching to the values of your own mailings is described under 'Own settings' -> 'System settings' -> 'Statistics settings'. This way, you can see at first glance whether your current mailing is outperforming or underperforming underoerforming compared to your previous mailings based on the color.
FAQ: When can I expect the first statistics data? Please give the statistics some time after sending your mailing. Experience shows that you will see a first trend about one hour after sending. The reason for this is that the opening and click reactions of your subscribers as well as the bounce responses of the recipient side must first be awaited and evaluated. The statistical data is only actually representative a few days after the mailing.
Note: The statistics display always refers to the "historical" subscriber base at the time of dispatch. This means that it is independent of currently unsubscribed or deleted subscribers. Internally, MAILINGWORK uses a copy of the subscriber data at that time, which was "frozen" especially for the statistics evaluation.
This area shows the dispatch success of your mailing.
In the middle of the pie chart you can see the delivery rate of your mailing. This refers to the proportion of mailings actually sent compared to the planned number of recipients:
In practice, the delivery rate is usually below 100%. There are two reasons for this:
Reason 1) Some mails were not sent because they were already sorted out before being sent:
Reason 2) Some mails were sent but are undeliverable:
Tip: Click on 'Deliveries' in the legend on the left to hide the large 'Deliveries' segment in the diagram next to it and zoom in on the "small" segments to 360°. Their percentages also adjust to the new arrangement, so that the ratio of the remaining segments can be easily compared.
--> Regional distribution
The map shows the regional distribution of mailing openings, which were automatically determined by geotargeting.
By clicking on 'full screen' the map is displayed in the entire window. Directly below the full screen link you can download the graphic of the map in different formats via the download button.
Note: Although IP addresses are generally not bound to a specific location, the known IP address spaces of Internet providers, universities and similar institutions can be used to determine the location in many cases. Since regional dial-up nodes often have a fixed IP address pool, the procedure also works with dynamic IP assignment. For mapping, ###system_name## uses a regularly updated local copy of a geotargeting database provided by an external service provider.
--> Top 5 links + openings by date and devices
As with any other chart, the data displayed can be downloaded as a graphic or Excel file via the download button (top right corner).
Individual chart segments can be shown or hidden by clicking on the corresponding point in the legend, e.g. on 'Desktop clients' in the 'Openings by devices' chart. This zooms the remaining segments to 360° and their percentages adjust to the new arrangement. In this way, the ratio of any segments can be compared directly.
In the three charts you can see:
The opening history shown above is typical of a well-chosen dispatch time that immediately picks up the target group. Around 80% of openings take place in the first 24h after dispatch.
If you have assigned interests to the links of your mailing, then the distribution of interests is displayed according to the click frequency of these links.
--> Trends of the last mailings
Here, the trend of the most recently sent mailings is displayed for various parameters.
Here you will find three additional options to evaluate the openings of your mailing in detail:
By the way: a mailing is considered opened when the recipient loads an image of the mailing or clicks on a tracked link. For this purpose, MAILINGWORK links an invisible tracking pixel in the mailing as soon as automatic tracking is activated in the 'Advanced settings'. The measurement via tracking pixel requires that the recipient allows the display of images in his inbox.
Filter settings for standard mails
A period of 10 days from the start of shipping is preset. All displayed values refer to the selected filter of target group and time period. Therefore, depending on the selected filter, they can be significantly lower than the unfiltered total values of the 'Overview' tab.
The following screenshot shows the filtered opening data of subscribers of the target group "Women" in the period of 7 days from the start of dispatch.
Filter settings for dialog- and campaign emails
Deshalb werden für Dialog- und Kampagnenmails die Öffnungen separat ausgewiesen, deren Mails wurden. Als "Extrembeispiel" soll der folgende Screenshot dienen. Er zeigt eine alte Kampagenmail, die seit 2018 nicht mehr aktiviert ist.
The filter options correspond to those of standard mails, see above. However, the default setting "10 days" does not refer to the 10 (oldest) days from the start of sending, but to the 10 most recent days at the moment.
These are much more interesting for dialog and campaign mails, because there is a significant difference in sending compared to standard mails:
Therefore, for dialog and campaign mails, the openings are shown separately whose mails were delivered in the selected period delivered in the selected period. The following screenshot serves as an "extreme example". It shows an old campaign mail that has no longer been activated since 2018.
The 'Sending time' shows the date when the mail was activated for the first time.
On the right side, the 'Deliveries' number shows the total value of all deliveries, regardless of the filter period.
The openings shown always refer to the set filter period, just like for standard mails. For the two yellow marked lines there is an additional restriction:
Since the sample mailing has already been deactivated since 2018, there were no new deliveries in the last 10 days. Nevertheless, there were still 2 openings in the last 10 days, quasi "late igniters", who opened the mailing only years after delivery. An admittedly somewhat constructed example, but which hopefully clarifies the function.
Daily course of openings
Here, the 'total openings' and 'unique openings' are displayed for each day in the selected period, i.e. each value relates to a single day. The 'unique' rating also always applies anew each day, i.e. 'local' for this one day.
Example: The day table shows a period of 7 days. If the same subscriber opens the mail daily, this results in a unique daily opening for each of the 7 days. In relation to the entire period, he still has only one unique opening. Therefore, the sum of unique openings in the day table will often be greater than the unique number at the top of the summary or on the 'Overview' tab.
This tab complements the 'Overview' tab in two essential ways:
Each click of the recipient on a tracked link is counted.
At the top right, the 'Sort elements' link can be used to change the order of the charts shown.
Regarding 'Filter settings', the same applies as described in the previous section on the 'Open rate' tab.
In the link listing, the 'unique' actually refers to that one link. This means that if the user has clicked on 10 different links in the mailing, this will result in a unique link click for all 10 links in the link list. In relation to the entire mailing, however, only one unique click is included in the statistics. Therefore, the sum of unique clicks in the link list will often be greater than the unique number at the top of the summary or on the 'Overview' tab.
In the left column, the link ID is displayed for each link. This is used to uniquely assign the links in the activity export and as a parameter for the web service functions to query the link statistics.
Note: The statistics display always refers to the subscriber base at the moment of dispatch. This means that it is independent of subscribers who have been unsubscribed or deleted in the meantime. Internally, MAILINGWORK uses a copy of the subscriber data at that time, which was "frozen" especially for the statistics evaluation. Thus, under 'Filter settings', it is even possible to select a newly created target group in order to filter the statistics of an "old" mailing according to new criteria. This option is only available in the statistics. Outside the statistics, target groups always filter the current subscriber data.