Available for Growth merchants with Klaviyo; Available for Pro 2.0 merchants with Klaviyo, Bronto, Emarsys, Attentive
The rise of SMS as a marketing vehicle has completely changed how merchants interact with their customers. At Daasity, we've completely re-written our email schemas (tech speak for the code that delivers your numbers in dashboards) to account for SMS and push notifications.
The Notifications Dashboard has several sections that show both aggregated and performance trended over time.
The top section illustrates your monthly performance in the key metrics for customer retention:
- Opens / Open Rate
- Clicks / Click Rate
Your sends will increase or decrease over time based on a few factors:
- File size growth: how many new names / emails / phone numbers are you adding to your file
- Unsubscribe rate: the vast majority of your file should stay subscribed, but this will decline slowly over time
- Automations: automated campaigns are an excellent way to recoup potentially lost revenue, such as abandon cart emails. These programs will both increase your sends, and increase your revenue.
- Campaigns: as you plan more or less campaigns each month, quarter and year, your sends will fluctuate accordingly.
While sends will likely be an upward trajectory, open rate and click rate will vary depending on your campaign strategy and content.
The general rule of thumb is that the more relevant your subject line and messaging is to the recipient, the more likely they will act on it. Therefore, sending a broad message to your entire file may result in a high send number, but opens and clicks may decrease if the content and messaging does not speak to the masses.
Open Rate is the number of emails opened / total emails sent.
Click Rate is the number of unique clicks / unique opens.
File Size Section
Easily see how your file size(s) have grown over time, along with subscribes/unsubscribes in the left most tile.
The middle tile displays the proportion of campaigns vs. automations so that you may easily see the mix you have among your sends.
The right most tile breaks down your sends by day to give an easy visual of peaks and valleys in your outbound communications to customers, which likely may affect your sales as well.
Performance vs. Last Month
The prior sections illustrated trends and high level performance for main metrics, this section digs into the details across many metrics that are important to running a successful retention program. The top two rows of tiles are absolute figures vs. the prior month.
Each metric includes the actual delta from the prior month as well as the change in either percent or basis points.
This section is a good place to look if you notice a large change in performance to determine the root cause.
- Open Rate
- Click Rate
- Bounce Rate
- View Through Revenue: the revenue reported out of your email/sms platform
- View Through Orders: the orders reported out of your email/sms platform
- Spam Rate
Below the performance vs. prior month, you'll find your program's daily performance which can also show you what a potential root cause is of over or under performance.
Graphs & Table Performance
This section shows you time trended performance based on the dashboard date filter for additional events such as
- Bounces / Bounce Rate
- Spam / Spam Rate
- Sends and Sessions (measured via GA)
- Sales and Orders, as reported from your ESP/SMS platform
If you really want to dig into the details, we've supplied a table with individual campaign stats as well so you can dig deep into the campaign or campaigns that are driving your performance.
The final two tiles are the last but certainly not the least.
The unsubscribe rate over time is something you will want to keep an eye from time to time as it will affect your forecasts as your file grows, knowing that you can't count on every customer to receive emails or texts. You'll also be able to notice big jumps in performance which will help zero in on the cause.
The email client % of file chart gives you a breakdown of which email clients are most popular among your customers. This tends to change slowly over time, but knowing the general breakdown can also help understand performance. Do gmail customers perform better or worse for your brand? Knowing this and how it is growing (or not) can help when it comes to forecast season.
As always, if you have questions, email email@example.com , we're here to help!