For us marketers, one of the biggest problems is to understand how customers react to our creativity and/or our newsletters.
If we do not have the numbers to do an A/B testing, then one of the biggest problems is using the Behavior reports that are provided by the PowerAddon Marketing Cloud reporting.
We must select a target audience that acts as a test case whenever we prepare a new concept or a new format for our newsletter. The test case is done in order to use the advanced reporting results made available by the PowerAddon Marketing Cloud.
First of all, I would like to explain the graphs that have been provided by the PowerAddon team.
Let’s click on the “Trend” tab in order to access the reports that analyze the behavior of our users in real time.
Once “Trend” is selected, click on the secondary “Behavior” tab.
There are 2 sets of charts. The first is called “Engagement by Device”, and the second is “Engagement by OS”.
The first chart, “Engagement by Device”, demonstrates swiftly and quickly how customers interact with the sent campaign. Each chart is divided into three different sets:
- Glance/Deleted: these are the customers who read the mail for less than 2 seconds or just trashed it immediately
- Skim Read: Customers who took between 2 and 8 seconds to read the newsletter that was sent to them
- Read: Customers who took over 8 seconds to read the newsletter.
Due to this subdivision, we have an immediate view of the way our readers are split by device and operating system.
The most important KPI to consider is the “Behavior Rate“. This rate helps us understand how many customers actually read our newsletter. Having a value above 50% means that, once the email is opened, our campaign has an excellent user reading rate.
Another fundamental KPI is the “Engagement Rate”. This rate immediately assesses the engagement generated by your newsletter on the total number of emails sent.
There are other rates that allow you to understand and evaluate where to begin refining your communications. For example, the KPI “Open Rate” allows for analyzing the feedback of the newsletter “Subject” or “Preheader” text right away.
These are just some of the rates provided by the PowerAddon Marketing Cloud tool for Dynamics 365. Register today for the free demo and start analyzing the Email Marketing campaigns in detail.