In this article, we'll present the fifth session from our Onboarding series. It will walk you through the following stages:
- What data we track — the information we collect for each of the assets and how you can access it.
- Reports overview on Omnisend — different reports presented in Omnisend and what information they provide.
- Next steps — how reports can help you improve your marketing strategies and gain more sales.
You can start from the video recording or look through the instructions provided below.
1. What data we track
Omnisend tracks a variety of different data using various techniques and approaches. As a result, we present the information:
- collected from the user interaction with the assets you've set-up on Omnisend;
- synced from your store, other integrated platforms, and applications;
- tracked on your website with cookies that we place.
The more features you use on the platform, the more information we can collect and present for your attention. Therefore, do not ignore any of the features and strive to use the full power of Omnichannel marketing.
The reporting available in the platform will help you track the following data:
- Open & click rates based on a particular campaign, automation workflow, or even a specific message in the flow.
- Sales, orders, revenue — total or attributed to a campaign, automation flow, or contact.
- Spam, bounce, unsubscribe rates for your messages — some of the data that you should keep an eye on, to understand if your list is clean and your promotions are relevant.
- Activity per device or message sent, per different channels you use for communication or even individual contacts.
- Audience growth
- Different events happening in your store.
- Email performance by domain and even more.
2. Reports overview in Omnisend
Let's go through the different Reports available in Omnisend and see what information each of them is presenting.
The Omnisend Dashboard
The first page that you see after logging in to your account is the Dashboard, that presents the overall performance of your store. It consists of two main sections, Sales performance, and Audience growth.
With just one look at your dashboard, you can see when most sales are generated, and whether you need to pay more attention to your automation workflows or Campaigns.
In the Audience growth tab, you can also see how many Emails or SMS subscribers were collected within a specified period. With this view, it will take you exactly one second to recognize any trending threads you have in your store.
This page will present information about your website visitors and the activities they perform. You may also apply different filters to see which customers performed a certain action or whether we were able to recognize them.
If Omnisend recognizes the visitor, you will see the name or email address, otherwise, Anonymous ID will be shown. We are refreshing data every 5 seconds here, so you can actually spy on what is happening on your store in real-time 🕵️
Apart from recognizing the global problem, you may also want to see how each of your Campaigns is performing. By checking Campaign reports, you will see your key results, including Opens, Clicks, Sales, Bounces, Unsubscribes, and Spam reports.
💡 In the Clickmap, you can also see which areas of the email have brought the most clicks and therefore understand which content brings the most attention.
The information presented in the Automation reports is quite similar to what you see in the Campaigns. However, this data is also crucial when you need to troubleshoot any issues with the delivery of your emails.
Here you can see each of the email performance, as well as the list of the customers who opened, clicked, purchased from, etc.
Sign-up form reports
In the Sign-up forms reports, you may find the information about your customer's location, devices, and browser's language.
Customers on the Trial, Pro, and Enterprise plans may also benefit from more Advanced reporting that will calculate and present even more information on your Campaigns and Automations performance.
Here you can see what Campaigns and Automations perform the best and which of them have problems with bounces or spam reports. You may also check your Campaigns' performance by different domains and even compare the information across all of the channels you are using.
3. Next steps
Let’s have a brief look at the behaviors you should aim for or strive to avoid.
- Identify common activities — the content your customers engage most with, which newsletter headlines earn more opens. Which products are mostly abandoned in your store? Which days bring you the most engagement with the newsletters and what forms convert more visitors to subscribers.
- Once you identify common activity, use the patterns to target your communication. Segments in the audience tab will help you filter out your most engaged audience, send more targeted communication, and gain more opens, clicks, and sales.
- To engage your audience more, make sure to have a story-line of your brand, so your customers get to know you better. Give something to your community and only then push for sales.
- Finally, review your campaigns and automation workflow strategy. See where your customers are located and create a National holiday calendar based on those countries to send your promotions. Use A/B email test campaigns to test which subject lines earn more opens. Create a Browse abandonment flow if your shoppers browse your store a lot, but don’t purchase. Use more channels in both campaigns and automation for the best results.
And finally some takeaways from this session:
- Use Omnisend reports to check your store’s performance — email or other channels, like SMS activity, sales & engagement.
- Analyze contact behavior, find common patterns & trends, and use that information to grow your business.
- Sunset old inactive emails to earn outstanding sender reputation from google, yahoo, and other email service providers.