Phân tích số liệu¶
Để đánh giá chính xác hiệu quả của chiến dịch marketing qua email, cần theo dõi một số chỉ số quan trọng. Những thông tin chi tiết từ các chỉ số này có thể được sử dụng để tối ưu hóa các chiến dịch trong tương lai. Ứng dụng Marketing qua email của Odoo theo dõi nhiều chỉ số chính, có thể được phân tích thông qua các báo cáo để cải thiện những chiến dịch trong tương lai.
Xem chi tiết¶
After a mass mail has been sent, the results for that particular mailing are displayed in multiple locations.
To access the metrics for an individual mailing, navigate to . Locate the specific mailing in the list view, and use the column headings to view the results for that mailing. Click on one of the mailings in the list to open the record.
At the top of the record, detailed metrics are displayed as smart buttons.
Tỷ lệ mở¶
The percentage of emails opened by recipients, against the total number of sent emails.
In cases where a reply is expected, such as cold outreach emails, high open rate may indicate the subject line was timely, compelling, and successfully prompted the recipients to view the message.
In cases where a reply is not expected, such as promotional emails, it may indicate an issue with the email, such as incorrect product links or coupon codes.
In cases where a reply is expected, a low open rate may indicate the subject line failed to capture the recipients' interest or the message ended up in a spam or junk folder. It could also indicate the email ended up in a spam or junk folder.
Ghi chú
Emails that consistently land in recipient spam folders could be due to having a poor sender reputation (i.e. high unsubscribe rate, high percentage of past emails marked as spam, etc.), or failing to configure the proper DNS records.
Tỷ lệ trả lời¶
The percentage of recipients who responded to the email, against the total number of sent emails.
A high replied rate may indicate the email resonated with recipients, prompting them to take action or provide feedback.
A low replied rate may suggest the message lacked relevance or did not contain a clear call-to-action.
Tỷ lệ nhấp¶
This represents the Clicked through rate (CTR), which measures the percentage of recipients who clicked on a link within the email, against the total number of sent emails.
A high CTR may indicate the email content was relevant and appropriately targeted. Recipients were motivated to click the links provided, and likely found the content engaging.
A low CTR may indicate issues with either the targeting, or the content itself. Recipients may have been unmotivated by the calls-to-action, if there were any, or the message itself may have been directed toward the wrong audience.
Tỷ lệ nhận¶
This rate measures the percentage of emails that were successfully delivered, against the total number of sent emails.
A high received rate can indicate the mailing list used is up-to-date, and the sender authentication is trusted by email providers.
A low received rate may indicate issues, either with the mailing list used for the mailing, or with the sender authentication. View the Mass mailing analysis section for more information.
Tỷ lệ trả về¶
This rate measures the percentage of emails that were unsuccessfully delivered, and did not enter a recipient's inbox, against the total number of sent emails.
A high bounce rate could indicate issues, either with the mailing list used for the mailing, or with the sender authentication.
A low bounce rate may indicate that the mailing list used is up-to-date, and the sender authentication is trusted by email providers. View the Mass mailing analysis section for more information.
Mẹo
Click on the respective smart buttons to see all the corresponding recipient records that are attributed to each metric. When these filtered records are in view, multiple types of reports can be run for further analysis.
Create metrics reports¶
Individual metrics can be analyzed by creating a report. To begin, click on the smart button of the desired metric.
Next, click the (down arrow) to the right of the search bar to see a drop-down menu of filtering and grouping parameters.
Filters, located in the left column of the search options, can be used to keep only the results that fit the filter. For example, selecting the Bounced filter only shows emails that could not be delivered.
Group By, found in the middle column, is used to organize the results into groups, and can be used with or without filters.
Ghi chú
Thiết lập nhiều tùy chọn Nhóm theo sẽ tạo các nhóm lồng nhau, tùy thuộc vào tùy chọn được chọn trước. Ví dụ: chọn Kỳ gửi, sau đó chọn Thêm nhóm tùy chỉnh --> Người phụ trách trong cột Nhóm theo, sẽ sắp xếp tất cả kết quả đầu tiên theo kỳ gửi, sau đó theo thành viên nhóm phụ trách. Đây là chỉ số hữu ích để phân tích ai trong nhóm đang gửi với khối lượng hoặc số lượng trong một khoảng thời gian nhất định.
This can be verified by looking at the direction, and order, of the selections in the group tile that appears in the search bar after the selections are made.
Example
A monthly newsletter has been sent out, and 6.9% of the sent emails were bounced.
Để xem những người nhận bị trả lại này có điểm chung gì, các bản ghi được nhóm lại bằng cách sử dụng nhóm tùy chỉnh nhắm mục tiêu Danh sách liên hệ, nhóm tất cả bản ghi theo danh sách liên hệ mà chúng nằm trong đó. Sau đó, các bản ghi được lọc bằng bộ lọc tùy chỉnh với quy tắc Được tạo vào >= 07/01/2024 00:00:00, để lọc theo thời điểm danh sách liên hệ được kiểm tra lần cuối. Bộ lọc này chỉ bao gồm những người nhận được tạo vào hoặc sau ngày 1 tháng 7 năm 2024 trong báo cáo.
Using these configurations, it is evident that all the recipients with bounced emails were added after the list was last checked. Looking closer at the domains, it is evident that each recipient has a malformed email domain (i.e: @yaoo.com instead of @yahoo.com), likely due to a manual entry error while updating the database.
Xem thêm
View Tìm kiếm, lọc, và nhóm bản ghi for more information about making custom groups and filters.
Mass mailing analysis¶
It is also possible to analyze the success between mailing campaigns by creating a Mass Mailing Analysis report. To begin, navigate to .
A dashboard appears displaying a bar chart containing each mailing campaign. By default, Sent is selected, displaying the number of sent records on the y-axis. To change the measure, click the Measures button, and select the desired measure from the drop-down menu.
Example
The following chart displays the number of opened emails from two different mass mailings.
Trong chế độ xem này, có thể thấy rằng chiến dịch gửi thư hàng loạt đầu tiên có tỷ lệ mở cao hơn so với chiến dịch thứ hai. Vì tỷ lệ mở thấp đôi khi có thể do dòng tiêu đề không thu hút được sự chú ý của người đọc, nên dòng tiêu đề của từng chiến dịch gửi thư hàng loạt có thể nên được xem xét đầu tiên.
Comparing the two subject lines, it is clear the newsletter's subject line was less engaging, which may have led to the lower opened rate, when compared to the other mass mailing.
Deliverability issues¶
The following define possible reasons for a high bounce rate or low received rate:
Using a mailing list that contains outdated contact information, or malformed email addresses are likely to result in a high bounce rate and/or a low received rate.
Mailings sent using a From email address that differs from the sender's domain are likely to bounce with certain email providers due to failing DMARC authentication.
Failing to configure the proper DNS records can also result in a high bounce rate.
Xem thêm