There is lots to like about the new Real Magnet interface. The graphical Dashboard and in particular the robust Reports module are rich enough with data to make a quant jock out of any of us. Over the coming months I’ll look at a number of different applications of some of the new Reports. The right combination of simple clicks and pull-downs can give you insight into any aspect of your email program.
This week I’m going to focus on some of the new reports that allow you to measure Engagement. Increasingly, engagement metrics are impacting message deliverability, so boosting interaction is no longer the desired effect of email — it is the cost of doing business. Here are some new Real Magnet Reports to help you measure and lift your email’s engagement:
1. Domain Reporting: With the new Reports module, you can run view open and click-through rates by domains. Stock reports already track the major ISPs, and you can also add up to 25 additional domains of your choice. The reports allow you to see which domains are the most responsive and – more importantly – which are the least or even unresponsive. If you’re seeing zeros for some of your target domains, you may have a deliverability issue to address with that company. Your emails can’t be engaging if they’re not received or read.
2. Highest Open Rate Subject Lines: I love this report, found under the “Opens” tab of the Reports module. It’s like a puzzle that is asking to be solved, or a code ripe for cracking. You might have dozens or even hundreds of subject lines from your previous emails. Now you can rank them by open rate for a historical analysis of what compelled a response, and what didn’t. Our exceptionally smart developers also included the number of recipients for each message, so you can limit your analysis to like-sized messages if you wish. (A list of 100 recipients is likely more targeted than a list of 5000, so comparing open rates among the two isn’t always productive. You can also use the “modify” option to limit reports to certain size lists.) The puzzle here is in finding points of commonality among the high-scorers, which might be on altogether different topics. Start to look for patterns. Do you see strong open rates when the words “New” or “Now” appear in the subject line? What about names of companies or people? Industry terms or jargon? Does a casual voice pull better than an announcement? What impact does punctuation seem to have? Every keystroke in your subject lines could be a clue to cracking this code, so study them all. Test your (newly informed) hunches in subsequent messages and keep tracking your results with this report.
3. Highest Click-Through Messages: You’ll find these reports under the “Links” tab. Use them to pull up the reports that show which messages (again, filtered by the number of recipients if you like) were the most successful at driving click-throughs. For each of your top scorers, highlight by clicking on the message name. Then click on the “Track message” icon in the results box. That brings you to an analysis of the clicks generated by that message. Click on “Click-view” under the thumbnail preview of the message on the right-hand side. That will show you graphically which links on the message pulled in the most clicks. Pay attention to placement, language, content. Do this with your other high-scorers to look for patterns, and try to draw some conclusions on what drives links.
4. Lowest Click-Through Messages: Now run the Lowest Click-Through Rate Messages report (also in “Links”) and look at the Click-view tracking for your low-scorers. Based on the conclusions you just drew for what works well, do you see what these messages are missing? If you could send them again, how would you change them, knowing now what has compelled clicks for you? For your next message, remember to include what drives clicks, and to fix the blank spots where few click-throughs appear.
5. Recipient Tracking: Sometimes even the best crafted messages fall on deaf ears, which suppresses your engagement and can ultimately harm your deliverability. Recipient Tracking allows you to identify who within your lists has not been responsive, so you can move them into a different group and target them with a win-back campaign, instead of continuing to send them messages they do not open or click-through. Recipient Tracking is available under both the “Opens” and “Links” tabs, and allows you to generate a list of every subscriber who has not opened or clicked through a message within a date range that you specify. This is an extremely powerful and eye-opening report. For example, a Real Magnet user that ran this report recently found that almost 50% of its subscriber list had not opened anything in the past six months, and limited the report to include only those subscribers who had received at least 10 messages during that period. Moving these subscribers out of its main newsletter group and into a win-back campaign would nearly double the company’s open rate for newsletters, and have no impact on the number of click-throughs generated. (Because of the additional data storage expense required to keep recipient-level data available for real-time reporting, there is an incremental charge for these reports. Please inquire with your account manager.)
So dive into the new Reports module and unlock some of your own secrets to improved engagement.