What should you be looking to report on and why? Part two

In the second of this two part series on email reporting (the first can be found here) I am going to look at delivery reporting, what it means and how it affects your email campaigns. Delivery reporting – what is it and how can you use it to improve your list health (which ultimately improves future inbox placement and subsequently ROI)? The first thing to look at is a reporting overview to give you a snapshot of your campaigns. This should immediately highlight any causes for concern. The numbers you are looking at here are delivered, anything under 98% for an opt in list should lead you to look at the reasons the undeliverable number is above 2-3%. Whether the…

What should you be looking to report on and why?

These days there are many reports that you can get on your email campaigns – from sent, opens, clicks, bounces and unsubscribes, to the more obscure delivery reports like SPF/DKIM authentication, data cleansing and feedback loop complaints. In part one of a two part series, I am taking a look at some of the types of report and what they offer you as a marketer. Summary reports Most ESPs will provide you with a summary report with sent, delivered, bounced, opened, clicked, opt outs and sometimes feedback loop information at a headline level. These reports are great for a marketer to get a feel for a campaign but give little depth and are really only used to confirm that all…