Note: Daasity will display up to 2 years of email data, regardless of the amount of data your account contains.
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 contains key email metrics such as sends, opens and click-to-open rate.
Metrics are set to the past 30 days by default, but this time range can be updated by adjusting the filter on your dashboard and clicking Run to refresh the data.
Click to Open Rate is a metric you should be using. Watch this video to find out why!
You’ll also see View Through revenue, a metric typically reported for paid ads. With email or SMS, View Through revenue is revenue generated from members of your house file who have received an email within the most recent 5 days prior to their purchase.
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.
This section provides a high level summary of your overall email performance trends over the past several weeks. This section is a good place to look if you notice a large change in performance to determine the root cause.
Evaluate your sends, opens, clicks, bounces and sales
If you want to dig into the details, there’s a table with individual campaign stats at the bottom so you can dig deep into the campaign(s) that are driving your performance.