Marketing Email Performance Analysis

After you send an email from Marketing, Email, Marketing emails, analytics automatically track the open, click, transaction, and bounce rates for each message to help identify areas for improvement. For example, if you notice a high bounce rate, revisit the recipients included in your lists.

Under Sent emails, view the average performance for all marketing and workflow designer email sent from the web view. To view analytics for a specific email, select it under Recent emails.

To track whether recipients open email messages, the content includes an invisible graphic. When the graphic downloads from the sending server, or the recipient clicks a link, the email registers as open.

  • Open rate is the percentage of delivered messages that recipients opened.

  • Opens is how many email messages recipients opened. To view a list of the names and email addresses of the recipients, select the total. To then save or adjust the list for future use in Lists, Constituents, select Create list.

Note: If someone opens the same email to an email address more than once, only the first open counts toward the metrics. Conversely, if someone doesn’t allow images from an email, it doesn’t register as open.

To improve these metrics, make sure your communications have descriptive and inviting subject lines that capture their recipients' attention.

When recipients interact with your messages, they're engaged with your organization.

  • Click rate is the percentage of delivered messages that recipients clicked.

  • Clicks is how many email messages recipients used to click at least one link. To view a list of the names and email addresses of the recipients, select the total. To then save or adjust the list for future use in Lists, Constituents, select Create list.

Note: If a recipient selects more than one link in an email — or the same link multiple times — only the first click counts toward the metrics.

Transactions

When you include links to Raiser's Edge NXT forms in your email messages, our system tracks when recipients use them.

  • Transaction rate is the percentage of delivered messages that resulted in transactions, such as registrations or donations.

    Tip: To improve the transaction rate, consider making the first link in your communication a donation link. As most recipients click the first link in a message, the first link should be the most important.

  • Transactions is how many times recipients used links in delivered messages to access and complete forms. Transactions details by currency are displayed in the Transactions table.

    Note: If a recipient uses the same link multiple times, only the first click counts toward the metrics.

When delivery of an email message fails, the mailbox provider sends our email system a response called a bounce.

  • Bounce rate is the percentage of sent messages that failed delivery.

  • Bounces is how many messages failed delivery. For more information, see Hard Bounce Failures and Soft Bounce Failures. To view a list of the names and email addresses of the recipients, select the total. To then save or adjust the list for future use in Lists, Constituents, select Create list.

If you notice a high bounce rate, clean up your list and check for invalid email addresses.

Recipients is how many email addresses you sent to, less the number of messages that bounced. To view a list of the names and email addresses of the recipients, select the total. To then save or adjust the list for future use in Lists, Constituents, select Create list.

Unsubscribes is how many recipients opted out of future email from your organization. Requests to unsubscribe can come from the opt-out link that's included in all your email messages, or from links that some mailbox providers — including Gmail and Outlook Mail — add to the top of messages. To view a list of the names and email addresses of the recipients, select the total. To then save or adjust the list for future use in Lists, Constituents, select Create list.

Note: When a constituent unsubscribes, the status of their email address changes to Do not email, and Raiser's Edge NXT suppresses them from future email messages. For more information about suppression, see Email Lists.

Note: You can generate lists for sent emails for up to 13 months. After 13 months, you retain access to the metrics summary but not the expanded metrics or the ability create lists.