After you send an email, the best part is reviewing your stats and seeing who clicked and/or opened your promotion. The process is a short but important one; below are the steps to review your email stats.
View Email Stats
From the Email Center, navigate to the "Sent" tab on the left side of the screen. This action will bring you to all the emails you sent in chronological order. To view an email's status, expand the three-dot menu, and click "View Stats."
Clicking "View Stats" will bring you to the stats page for that specific email. Here, you can see who your email was sent to, who opened and who clicked. You can also see important information, such as bounces and opt-outs.
When viewing your stats, we break things down into "Directory Contacts" and "Personal Contacts;" this allows you to view engagement from the Agency Access directory and your personal contacts separately. If contacts have been removed from the database, they will be identified differently and disabled from any list building or tagging options.
To view your "Personal Contacts," select the drop-down and make your selection. You can continue to toggle back and forth between "Directory Contacts" and "Personal Contacts" anytime.
Click within the "Clicks" column to view the specific URL's a contact selected from your email promo. Multiple links would show up here if a contact selected more than one link within your email. This will also show the time and date of the most recently recorded click. Regardless of how many URL's a contact clicks, we will only record this as a single click; this will supply you with more accurate stats when reviewing the overall success of your email promotion.
Pro Tip: Unsubscribe clicks are not recorded as a click, but if the contact clicked your email promotion before they unsubscribed, those would be recorded.
Between the time your email was scheduled and the time it was sent, some changes to the directory happened. As a result, certain contacts can be omitted for one of the following reasons:
Unreachable by email: These are contacts who have been flagged as unreachable by our email system. Our research department will continue to update and test these emails so members can start emailing them again.
Unsubscribed: These are contacts who have indicated they no longer wish to receive bulk email. These can be contacts that unsubscribed from the Agency Access database or have decided they no longer want to receive emails from you.
No email available: These are contacts who no longer have a verified email address listed or contacts who have been removed from the directory entirely.
Email Stats Filters & Export
Within any of the sections of email stats, you can filter your results further down to see who is doing what. Filters are different for each section you are viewing but the most common selections are Role, Promo Engagement, and Status. These filters will come in handy when you are looking to create highly targeted follow-up lists.
After you have your filters selected, you can pick the contacts you want to add to a list or even create a new list. Check off the contacts you wish to add, select the "Add to list" button on the bottom of the page, and the "Manage Lists" modal will open up. Add a new list or choose to add these contacts to an existing list.
You can also choose to tag contacts from your email stats page. Check off the contacts you want, select the "Manage Tags" button on the bottom of the page, and your "Choose Tags" modal will open up. Add a new tag or choose to add these contacts to an existing tag.
Lastly, you can choose to download contacts from your email stats page.
Hard & Soft Bounces; Adding These Contacts to Lists or Tags
Let's talk bounces and opt-outs. Having this information is essential to keeping your marketing relevant; it allows us to see who we are not communicating with via email. If your emails aren't getting to specific creatives in your desired audience, why not build a list and target them differently? You can send direct mail, follow them on Instagram, or even connect with them on LinkedIn. Having this information is valuable, but it all comes down to what you do with the information.
To add these contacts to a list or tag, check off the contact you want to focus on, and towards the bottom of the screen, you can select "Add to List" or "Manage Tags."
Often Bounces and Opt-outs get an adverse reaction but try to see the positives for what they are. For example, Opt-outs are contacts you know are not interested in what you are selling. We shouldn't be wasting our time or energy sending to contacts that are not interested in your work.
Bounces can be for a few reasons:
A hard bounce is an email message that is returned to the sender and is permanently undeliverable. Causes can include invalid addresses (the domain name doesn't exist, typos, changed address, etc.) or the email recipient's email server has blocked our server.
A soft bounce is an email message that gets as far as the recipient's email server (it recognizes the address) but is bounced back as undelivered before it gets to the intended recipient. A soft bounce might occur because the recipient's mailbox is full, the server is down or swamped with messages, or the message is too large.