This article is about the tools you can use to report on Dotdigital email campaigns. We'll also cover the differences between Spektrix reports and Dotdigital reports.
There are three main ways you can report on Email Campaigns:
Dotdigital Reports
In Dotdigital, you can use the following reports to measure the performance of your Email Campaigns and the status of your account:
Email Dashboard
The Email Dashboard shows a visual overview of how your Email Campaigns are performing in general.
To view the Email Dashboard, go to Analytics > Dashboards.
From the dropdown menu under MORE DASHBOARDS, select Email dashboard.
This report is broken down into five sections:
- Engagement
- Interaction
- Delivery
- Contacts
You can click on the Engagement, Interaction and Delivery sections within the report for more information.
TIP: You can filter the Email dashboard using Dotdigital Tags. Dotdigital Tags can be used to group subsets of your email Campaigns, for example, your monthly newsletters.
Sender Reputation Report
The Sender Reputation Report shows how your data and email engagement affects your sender reputation. Having a good sender reputation means your emails are more likely to be delivered to inboxes rather than spam or sales folders.
To view your Sender Reputation Report, follow the steps below.
- Expand the User menu and select Settings.
- Go to General > Sender reputation.
Your current sender reputation is displayed here, along with your reputation indicators.
The different reputation statuses are Bad, Neutral, Good and Very good, and this range is applied to all reputation indicators. Indicators with the value Evaluation are pending and will be updated when the statuses are available.
Email Campaign Report
The Email Campaign Report is a report in Dotdigital that you can use to measure the success of your individual Email Campaigns.The Email Campaign Report gives information on:
- Link clicks
- Opens
- Domain information
- Bounce activity
- Dynamic Content
TIP: Apple's iOS15 and MacOS12 Monterey software updates mean that open metrics are no longer a reliable success measure.
Read our article on the Email Campaign Report to find out how to run and understand this report.
Spektrix Reports
In Spektrix, you can use the following tools to report on the effectiveness of your Email Campaigns:
ROI Report
You can run the ROI Report on either Standard or Integrated mailings.
The ROI Report in Spektrix balances the cost of sending the mailing against the income generated from Customers who go on to purchase tickets for the target Events associated with the mailing.
Learn more in our article on the ROI Report.
Email ROI Report
The Email ROI Report is only available for Integrated Mailings.
The ROI Report in Spektrix balances the cost of sending the Integrated Email against the income generated from Customers who go on to purchase tickets for the target Events associated with the Integrated Email.
Learn more in our article on the ROI Report.
Customer Lists
You can use Customer Lists to analyse Email Campaigns.
Below we’ve listed some examples of ways you can do this:
- Run a Customer List through a Report. You can take the Customer List you sent an Integrated Email to and run it through one of our Standard Reports. This can help you analyse impact on Customers who have received your latest Email and whether they went on to make Donations, purchase Memberships or Merchandise.
- View purchasing trends using the Weeks Since Last Order, Weeks Since Last Visit or Weeks till next Visit metrics.
- Using a Marketing Segment, you can identify which Customers opened the Email. You could then use this information to send a follow up to those that didn’t open, or choose only to engage with Customers who clicked a specific link. You could also choose to exclude any Customers who haven’t clicked a link in the last six months.
Differences between Dotdigital Reports and Spektrix Reports
When comparing Reports generated in Dotdigital with reports generated in Spektrix, you may see differences.
In Dotdigital contacts may become suppressed due to hard and soft bounces.
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- Hard bounce: The email address is invalid or misspelt.
- Soft bounce: A temporary reason such as the recipient's inbox is full or a technical reason such as the receiving domain being unavailable.
Hard and soft bounces are recorded in Spektrix but your customers won’t be unsubscribed.
This can lead to your reported sends appearing as higher in Spektrix than in Dotdigital.
- Spektrix reports show all customers that you attempted to contact, including suppressed contacts.
- Dotdigital shows the figure after suppressed contacts are removed.
This variation will usually be small but if you see a large variation it could be time to look at tidying your mailing list to remove older inactive contacts.
In Dotdigital you can see more details about hard and soft bounces but this information is not available in Spektrix. Therefore, the Delivered and Total Bounced metrics in Spektrix will not be as accurate as in Dotdigital.
Why don't we unsubscribe suppressed contacts?
When a customer’s email addess generates a hard or soft bounce, this is not a record that the customer has actively unsubscribed. Therefore, we do not automatically remove these customers from your Customer Lists.
With both hard and soft bounces it’s possible that your customers stop being suppressed and start receiving your emails again.
For example, a customer whose email generates a hard bounce might get in touch to correct their email address.
With a soft bounce, it’s possible that customers could reactivate their email address or empty their full inbox.
Using Google Analytics to track links
If you use Google Analytics, you can set up UTM tracking to analyse your Email Campaigns.
Using UTM tracking you can:
- Track Performance: Understand which email campaigns are driving traffic and conversions.
- Analyse Behaviour: Gain insights into user behaviour after they click on email links.
Read our article on Using Google Analytics to track Email Campaigns for more information about how to set up UTM tracking.
Further Reading
To learn more about reporting on email campaigns, read:
To continue learning about Dotdigital, take a look at the Communicate with your Customers category on the Support Centre.