The rise of SMS as a marketing vehicle has completely changed how merchants interact with their customers. The Notifications dashboard is designed to give merchants a view into Email and SMS performance at both an aggregated level and individually, with data broken up between standard campaigns and automated notifications. Analysis of this dashboard will enable you to answer the following questions:
- Are customers engaging with your Email and SMS campaigns?
- Are automated notifications (also known as "Flows" or "Journeys") performing as expected? Are there additional automated notification series you should put in place?
- Are unsubscribe rates increasing?
- How are recent campaigns performing?
- How fast is your house file growing (the number of customers that you can send an email / SMS to)?
There are eight sections in the dashboard:
- Campaign Performance (Does Not Include Automated Emails)
- Monthly Performance - YOY - Campaigns
- Campaign Performance (Date Range Filter Applied)
- File Size and Unsubscribes
- Flow And Journey Performance (Automated Notifications)
- Notifications Metrics - Flows And Journeys
- Total Email/ SMS Performance
- Recent Campaign Performance
Campaign Performance (Does Not Include Automated Emails)
The first section of this dashboard contains standard notification metrics for campaigns (automated notifications are filtered out). Note that you can filter these metrics using the filters at the top of the dashboard to select a different date range, service provider (e.g., Klaviyo), or message type (Email vs SMS).
Some key metrics to keep any eye on in this section:
- Open rates are important but can be misleading. An "open" does not mean that someone is reading your email, just that their email provider logged a piece of the email getting downloaded. In addition, open rates will become less valuable with the release of iOS 15.
- Email open rates can be improved with strong subject lines.
- Click-to-open rates can be improved by providing customers with appropriate content. Use customer segments and product affinity to determine what customers might like to see in an email. Click to Open Rate is a metric you should be monitoring, watch this video to find out why!
- View Through Revenue per 1,000 Sends is a great metric to understand how much revenue is getting generated from your emails.
- TEST, TEST, TEST. Every merchant should be constantly running A/B tests to determine which copy, images, colors, pricing, email layouts, etc. produce the best response.
- "View Through Orders" and "View Through Revenue" are defined by Daasity as orders and revenue coming from customers within 5 days of receiving an email or SMS.
Monthly Performance - YOY - Campaigns
The next section focuses on send, open rate, and click rate comparisons for the last 2 years for campaigns only (no automated Journeys or Flows). This allows you to see a YoY comparison for these metrics to ensure that these metrics are remaining consistent or improving.
The message type and service provider filters will impact this section, but the date range and date type filters will not.
Campaign Performance (Date Range Filter Applied)
The next sections shows sends, open rates, click rates, bounce rates, and view through sales and orders for campaigns only (no automated Journeys or Flows). The date range filter and date type filter will both impact this section, so if you want to see this data for the last 365 days by month you can use those to change the visualizations.
File Size and Unsubscribes
The File Size and Unsubscribes section shows the growth of your File (the number of customers you are able to email) as well as your monthly unsubscribe rates.
Unsubscribe rates will tend to stay relatively flat unless you dramatically increase cadence (the number of emails / SMS message you are sending), or start sending material unrelated to your products. However they are worth keeping an eye on as every unsubscribe represents a customer that you can no longer reach through Email / SMS.
For people that have unsubscribed, consider the following:
- If someone has unsubscribed from email but not from SMS, try reaching them through your SMS provider (and vice versa).
- Create custom segments for customers that have unsubscribed and consider using our Audiences tool to push those segments to other marketing vendors like Facebook. See here for more about Audiences.
Flow and Journey Performance (Automated Notifications)
The next section of this dashboard contains many of the same standard notification metrics from the first section but for automated notifications only. Once again you can filter these metrics using the filters at the top of the dashboard to select a different date range, service provider (e.g., Attentive), or message type (Email vs SMS).
Automated notifications (known as flows or journeys in most notification vendors) are your messages that are sent to customers based on a trigger. For example, most merchants set up an abandoned cart automation to send an email or SMS to customers that place an item in their cart but do not purchase.
A few things you should consider when viewing these metrics:
If metrics are declining over time, dig into specific automated campaigns. Your abandoned cart emails may be performing fine while your welcome email series may be lagging.
Also dig into performance for emails vs SMS. You may find that certain automated campaigns work better as SMS rather than email.
Automated emails are powerful because you already have information about these customers / potential customers. Make sure you use information like products purchased / viewed to put the most relevant information in front of your customers.
- Because they are so powerful, you should try and create as many automated notification types as possible. Make sure you have abandoned cart notifications, a Welcome series for new customers, about-to-lapse emails for customers that have not purchased in the last 12 months, and anniversary emails that are sent 12 months after a customer made a purchase.
Notifications Metrics - Flows and Journeys
This sections is the same as the second section, but again only contains information for automated notifications.
Total Email / SMS Performance
This sections shows combined data for automated and campaign notifications over time, with Email and SMS combined. Every dashboard filter will impact these visualizations if you want to see data for a specific provider or by week or month.
Recent Campaign Performance
Finally, this last section shows performance for specific campaigns that have been sent in the date range selected in the dashboard. Note that sales and orders are "view through" data as defined above.
You can use this final visualization to look for issues with specific notifications sent, whether it's a campaign or an automated notification. Look for specific campaigns with low click or bounce rates.
The Notifications dashboard requires at least one notification integration with Daasity. It can be an email or an SMS vendor or both.
Total Campaign Sends
Unique Campaign Opens
Unique Campaign Clicks
Campaign Open Rate
Campaign Click to Open Rate
Campaign View Through Orders
Campaign View Through Conversion Rate
Campaign View Through Revenue
Campaign View Through Rev per 1,000 Sends
Sends YoY - Campaigns
Opens and Open Rate YoY - Campaigns
Clicks and Click Rate YoY - Campaigns
Opens and Open Rate YoY -Automated
Clicks and Click Rate YoY -Automated