Feathr's Email Campaign reports show how well your campaign is performing. If you've run ad campaigns in Feathr, the reporting will look familiar, with a few differences that are specific to email. Read on to learn how to use your Email Campaign reports.
Table of Contents
- Accessing Your Report
- Setting a Custom Date Range
- Showing Verified Activity Only
- Reading Your Report
- Conversions
- Link Performance
- Daily Stats
- Drip Campaign Reports
- Common Questions
Accessing Your Report
Once you've published your Email Campaign, you can open its report. Go to Projects, choose the Project where you published the campaign, and click the campaign's name. That takes you straight to the report. Reports are only available after a campaign is published. If you click the name of a campaign that hasn't been published yet, you'll go back to the campaign wizard, as with every Feathr campaign type.
Setting a Custom Date Range
Email Campaign reports support custom date ranges. Use the date range selector at the top of the report to see how your campaign performed during a specific period. For example, you could look at the week after a big announcement, or compare the months of a year-long Auto Send campaign. The metrics and charts on the report update to match the date range you choose.
Showing Verified Activity Only
Some email opens and clicks come from automated sources, like security scanners and email checking services, instead of real people. Use the verified activity toggle on your report to filter out suspected non-human activity and see only verified engagement.
- The toggle is off by default, so the report shows all activity, including suspected non-human activity.
- When the toggle is on, the report shows only verified activity. Open and click numbers may drop noticeably, sometimes by a lot. That's expected. The lower numbers are a more accurate picture of how real people engaged.
- You can turn the toggle on or off for each report.
Reading Your Report
Your report has a box for each category of information, along with its data. Hover over the question mark icons in the report for in-app definitions, or keep reading for the full definitions.
Along with the categories across the top, the report includes an activity graph that shows Total opens and Total clicks over time. Sends and deliveries appear in the summary boxes at the top of the report.
Targeted
The total number of people the campaign targeted. This is the number of email addresses in the target Group, minus the email addresses in the exclusion Group, if you used one. This number doesn't change, so it's accurate as soon as it appears in your report.
Sends
The total number of times your email was sent. This counts successful sends only and doesn't reflect what recipients did with the email. For a Single Send campaign, this number can take 15–30 minutes after the scheduled send time to finish calculating. For Auto Send and Drip campaigns, this number keeps growing for as long as the campaign runs.
Bounces
The number of people who didn't receive your email because of a hard or soft bounce. A hard bounce usually means the receiving address no longer exists or is blocking all email. Soft bounces happen for many reasons, mostly related to the recipient's inbox or domain settings. Feathr reports all bounces in this one stat. For a Single Send campaign, this number can take 15–30 minutes after the scheduled send time to finish calculating. For Auto Send and Drip campaigns, it may keep growing for as long as the campaign runs.
Deliveries
The number and percentage of emails that successfully reached recipients' inboxes. For a Single Send campaign, this number can take 15–30 minutes after the scheduled send time to finish calculating. For Auto Send and Drip campaigns, this number keeps growing for as long as the campaign runs.
Not Sent
The number of people who were targeted but didn't receive the email. Emails can be suppressed for several reasons, such as an unsubscribe (from all your emails or from this Project) or a previous hard bounce. You'll find the specific reason on each individual person record. You can also use filters in your Community section to spot trends in why emails weren't sent, or build a Group of people with Not Sent Email activity for a specific campaign.
Unique opens
The total number of individual people who opened the email. "Unique" refers to individual inboxes, so someone who opens the email more than once is only counted once. Open rate is calculated as (Unique opens / Deliveries) x 100. Open rates update on a rolling basis, as our servers refresh about every 5 minutes.
Total opens
The total number of times the email was opened, including repeat opens by the same person. Open rates update on a rolling basis, as our servers refresh about every 5 minutes.
Unique clicks
The total number of people who clicked a link in the email. Click-Through Rate (CTR) is calculated as (Unique clicks / Unique opens) x 100. Click rates update on a rolling basis, as our servers refresh about every 5 minutes.
Conversions
If your campaign had a trackable conversion goal, your report also shows a conversions table that lists each conversion by individual. Read more about conversions here.
Personally identifiable information may or may not be available for each person. It depends on how your Feathr account is set up and what information each person has shared with your organization. Read more about privacy here.
Link Performance
The link performance table shows how your audience interacted with the links in your email. It lists the URL of each link in the body of the email, along with its total (not unique) number of clicks.
Daily Stats
Your report also has a daily stats table that shows how your campaign performed during each 24-hour period it was live. There are no budget or spend metrics, since email campaigns don't use a media budget.
Drip Campaign Reports
Drip campaigns have two levels of reporting:
- All Steps: Combined reporting for every email in the Drip. This view includes a campaign engagement table that shows how people engaged across the whole series. It makes it easy to see who's opening and clicking, and who isn't.
- Individual steps: Separate reporting for each email in the Drip, using the same metrics described above.
Note: You can reorder Drip steps before the campaign runs. After it has run, the step order is locked so each step's stats stay accurate.
Common Questions
Why are my numbers lower when I turn on verified activity?
The verified activity toggle filters out opens and clicks that look like they came from automated systems instead of people. The lower numbers are expected. They're a more accurate view of real engagement, and they're easier to compare with reports from other email platforms.
My Smart Send campaign now shows as an Auto Send. Will my report change?
Smart Send is being retired. Live Smart Send campaigns are being moved to Auto Send with the same settings. The campaign works the same way and reports on the same metrics described in this article.
Can I see stats for just part of my campaign?
Yes. Use the custom date range selector at the top of the report to focus on a specific period.