Sticky Tutorial

How to Assess the Success of Your First Campaign

  • 14 October 2020
  • 0 replies
  • 101 views

Userlevel 4
Badge

When you click on any sent campaign, you'll be taken to a page with more detailed analytics for that individual campaign. The example below shows the overview for an email campaign.

bgVfY5qjt26Z9rjDGBGV2JoHR9douhFlrniDt2hR8nEDxFpWTk58k2QLGRtLP8yZrQxVaT2p-echbWY6XaPaP3GE5QVKLTwNQKRoUEC33BiH8vzKTwhAI7DXACNGg8NwUoAbVVJP

The graph at the top of the page shows hourly engagement for the first 48 hours after your campaign was sent. You can toggle on/off the different metrics that populate this graph, choosing from Delivered, Opened, Clicked, and then a Conversion Metric of your choice.

camps_movinggraph.gif

The conversion metric you see here can be adjusted—the same way it can be adjusted when viewing front-page analytics. To change the conversion metric in this view, just click on the metric itself and you will see a change menu pop up.

-Px6G9hgCnwH8KRH0jE5GXroYPbKb68AM7iW_duC3vur0em-4GaCVXQ2OMdDF5swDXNTISMQgZt7zdxsaIOnevC1VUEqIUqr4DNojBj1Ty4Q8oclb57Q71LGGYKDAVgQeoBhgZmz


Looking to Improve Your Campaign Performance?

There are a lot of numbers in your Klaviyo account, so you might be wondering what good deliverability looks like. Good deliverability promotes good email performance, which means your recipients are more likely to convert. When we are advising customers on deliverability, we look at the following ranges for key email metrics.

 

 

Unique Open Rate

Unique Click Rate

Bounce Rate

Unsubscribe Rate

Spam Rate

Great

25% or more

2.5% or more

Less than 0.4%

Less than 0.2%

Less than 0.05%

Proficient

15-25%

1.5-2.5% 

0.4-0.8%

0.2-0.3% 

0.05-0.08% 

Room for Improvement

10-15%

1-1.5%

0.8-1.5%

0.3-0.7%

0.08-0.15%

Critical

Less than 10%

Less than 1%

1.5% or more

0.7% or more

0.15% or more

 

You should monitor these ranges based on the last three campaigns you have sent. If the averages fall in the Room for Improvement or Critical ranges, you should take action. To improve your deliverability, one of the things you can do is to create a segment of engaged subscribers and focus on sending your campaigns to those subscribers.

Sending to engaged subscribers is a fundamental rule of good email marketing. If you don't send to engaged subscribers, you put your sender reputation and email deliverability at risk.

If you are migrating your list from another ESP (Email Service Provider), building an engaged segment is a critical part of warming your sending infrastructure, which you should do before sending to any of your contacts. Most major email service providers (like Gmail and Yahoo) track how recipients interact with emails from your domain and look at things like:

  • How many emails get marked as spam

  • How many emails are opened

  • How many emails bounce

  • How many links are clicked

These elements are combined into a ranking that is known only to the inbox providers. This helps prevent spammers from gaming the system but also makes triaging deliverability issues difficult.

The key to deliverability success is to follow best practices. If you send to an unengaged list or segment—e.g., recipients that haven't opened an email in 3-6 months—an email client like Gmail will start to place your emails in spam for all recipients.

Swap your master list out for an engaged master segment and you'll watch open, click, and conversion rates climb. 

How do you create an engaged segment? Use Klaviyo's segment builder to isolate engaged profiles. This means that you will not send to your master list, but instead to a segment of engaged customers only.

If you send daily, the segment definition is this: Customers who have clicked or opened an email at least once over the last 30 days.

In the example below, you'll see an OR condition that includes subscribers added to your master list in the past 30 days—this is meant to capture subscribers who were recently added to your list and may not have opened or clicked an email from you in the past 30 days.

sknDQoL355KHRv2M3_v0tg0g1eIqpAfr0ltI5fWa_BuTBvOs6BVUyRH1baWMwasPPP-lwLlSym4M7FuVjJaJP5bvGaihKGa4xjaa4QUc9SCPNqXLSn7B7O2laFiZ019iS1uCVY76

If you send weekly or monthly the segment, lengthen 30 days to 90 days to be more inclusive.

  1. Send exclusively to your "very engaged" segment for four weeks

  2. Monitor your open rates using the Engagement Report

  3. As your open rate increases, adjust settings on your “very engaged” segment and continue monitoring open rate performance

    • If you send campaigns daily, you can expand the segment to customers who have clicked or opened an email at least once over the last two months

    • If you send campaigns weekly or monthly, you can expand to customers who have clicked or opened an email in the last 120 days

Please Note: the condition Someone is or is not in a list > person is in Master List > and was added in the last 30 days condition will include anyone who was added to the list within 30 days. If you have very recently added an integration (Mailchimp, Constant Contact, etc.), these contacts will be included in the segment, even if they are much older. We recommend only including this OR condition if you have been collecting new subscribers with Klaviyo for 30 days or more.

If you are migrating from a previous ESP that has a native integration with Klaviyo, add engagement criteria for your previous email service provider to the segment.

Klaviyo has integrations for the following ESPs:

If you are moving over from one of these platforms, add open/click criteria from your previous platform to ensure that you are targeting your most engaged subscribers.

 

Additional Resources for Campaigns & Deliverability:

https://help.klaviyo.com/hc/en-us/articles/115005258568-Review-Campaign-Analytics

https://help.klaviyo.com/hc/en-us/articles/115000201131-How-to-Monitor-Deliverability-Performance


0 replies

Be the first to reply!

Reply