Campaign reports are your main source of information when it comes to monitoring how well your campaigns are doing. You will find the detailed reports of every campaign you run with Omnisend in our Reports section. Just select the campaign you want to check and you will see all the details related to that particular campaign.

Contents

Campaign performance, Sales, and Device reports
Tracking opens for each of the messages
Other metrics

Campaign performance, Sales, and Device reports

Based on your subscribers' reaction to the campaign, we calculate the following rates: opens, clicks, sales, unsubscribes, hard bounces, marked as spam emails. We also monitor the devices your subscribers use and the 24-hour performance of your campaign after it was sent out.

On the first page of the Email Campaign report, you may see the critical metrics determining its performance. The report looks different for each of the channels as not all of the metrics can equally be tracked for each of the channels.

Email Campaigns reports

SMS Campaign reports

What's important to note here is that the Open rate for the SMS Campaigns is not tracked. For the SMS channel, the key metric for the performance estimation is the click-rate. So make sure you include a clickable link in your SMS campaign to see how much action that campaign initiated. Adding a link will let you know the click rates and measure client engagement via the SMS channel.

Another important aspect is that adding an opt-out instruction to the SMS message is mandatory for the promotional Campaigns sent to the US customers and optional for the rest of the world. Therefore, the Unsubscribe rate for the SMS Campaign includes additional metrics telling ones how many of the unsubscribed contacts had that option available. If all of your messages were sent to US customers, 100% of them would have this option. For more information check this article.

Here, you can also see the general information about the newsletter, including your Campaign ID and the total cost for the SMS Campaign.

Tracking opens for each of the messages

Open rate of your campaign shows how many recipients of the particular campaign opened your email. In our reports, the open rate is expressed as a percentage, but if you hover the mouse over the % rate, you will see the natural number of the subscribers who opened your email. Only the first email “open” by the same person is tracked.

To track whether an email has been opened, we place the tracking pixel in the email. Since the subscriber opens the email, the pixel loads and gives us a signal of “opens”. This way of tracking “opens” can happen if the subscriber hasn’t turned off the option of loading images. However, if he/she has turned on the option not to show the images and receives only plain text emails, the HTML version with the tracking pixel loads immediately after he/she clicks on the link in the email.

Open rates depend on various different reasons, such as campaign subject lines and context, sending to the targeted audience, or choosing the right time. Learn how to improve your open rates with better subject lines as well as how to send a successful email campaign that your subscribers will open!

Other metrics

Click rate of your campaign indicates the proportion of subscribers who have clicked on any of the links included in your email. Moreover, we add the UTM parameter to every single link so you could see the traffic from your email campaign in the Google Analytics account.

All the clicks can be seen in the click map in your campaign report. It counts the unique (unique clicks on the different links) as well as total clicks (all the clicks, including multiple ones).

Sales graph indicates the number of sales generated by a campaign and the number of orders placed. In e-commerce, sales are the main indicator of the success of email marketing campaigns. Omnisend tracks sales from all channels (emails, SMS, push notifications, Facebook Messenger) and shows it next to other metrics of that particular campaign or automation, so that you can get a full view of the results.

Removed refers to the emails that are sent back because of permanent reasons, marked as spam or unsubscribed emails.

Unsubscribed is a bad stat. It shows a number of those recipients who decided to opt-out of your emails. The lower this rate is, the better. The average unsubscribe rate for e-commerce is 0.2%.

When it comes to the SMS messages, a high unsubscribe rate may bring even more damage. Therefore, always keep an eye on this metric, try adjusting the content of the message, offer more incentive, and try bringing more value to your customers.

Reported spam. This metric means that some of your subscribers have complained and treated your email as spam. An average rate of such reports in e-commerce is 0.03%. A spam rate greater than 0.3% of all recipients can result in the account being marked as spamming and getting it locked or terminated. Learn more about good and bad email marketing statistics.

Bounced emails. In this report only hard bounced emails are included. If the emails to the same subscriber are soft bounced three times in a row, our system counts it as a hard bounce and does not send any emails to this address anymore. The average bounce rate for e-commerce is 0.3%. A bounce rate greater than 4% indicates a stale subscribers list and can damage your sender's reputation with no possibility to regain it.

There is also a device report. It shows on which devices recipients opened and clicked your newsletter: mobile, tablet, or desktop computer.

Monitor your reports and keep on improving!

Have any additional questions? Feel free to contact us at support@omnisend.com.

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