[en] Marketing Insights in Marketing Automation

[en] This feature is in beta and is being gradually rolled out to accounts.

[en] Marketing Insights provides an overview of campaign and automation performance. Use Marketing Insights to track email engagement, marketing activity, and performance over time.

[en] Select 7 days, 14 days, 30 days, or a custom date range to change the reporting period.

[en] Overview Metrics

[en] The following metrics provide an overview of your email performance:

[en] Delivery Rate: Percentage of sent emails that were delivered.
[en] Open Rate: Percentage of delivered emails that were opened.
[en] Click Rate: Percentage of delivered emails that received a click.
[en] Bounce Rate: Percentage of sent emails that bounced.
[en] Unsubscribe Rate: Percentage of delivered emails associated with an unsubscribe.
[en] Spam Complaints Rate: Percentage of delivered emails associated with a spam complaint.

[en] If a metric cannot be calculated because there is nothing to divide by, a dash (—) appears instead of 0%.

[en] Engagement

[en] Use the engagement metrics to understand how contacts interact with your marketing emails:

[en] Email Open Rate: Unique opens divided by delivered emails.
[en] Email Click Rate: Unique clicks divided by delivered emails.
[en] Goal Completion Rate: Contacts who reached an automation goal divided by contacts enrolled in automations that have a goal.

[en] An open or click is counted once per recipient for each message, regardless of how many times the recipient opens the email or clicks its links. Clicks on unsubscribe links are not included in the Click Rate.

[en] Insights

[en] The Insights section provides an overview of your marketing activity, including:

[en] Campaigns Sent
[en] Active Automations
[en] Total Enrolled

[en] Performance Over Time

[en] Use Performance Over Time to view changes in:

[en] Email Open Rate
[en] Email Click Rate
[en] Goal Completion Rate

[en] Results are attributed to the date the email was sent, not the date the recipient interacted with it. For example, if an email is sent on Monday and opened on Thursday, the open is reported on Monday.

[en] Campaign Performance

[en] The Campaigns table provides performance information for individual campaigns, including:

[en] Sent
[en] Open Rate
[en] Click Rate

[en] Use this table to compare engagement across your campaigns.

[en] Automation Performance

[en] The Automations table provides performance information for your automations, including:

[en] Status
[en] Enrolled
[en] Goal Completion

[en] Click Full Stats to view additional performance information for an automation.

[en] Understand Email Tracking

[en] Email open tracking is an estimate and can be affected by the recipient's email client.

[en] For example:

[en] Apple Mail privacy features can automatically load tracking images, which may increase recorded opens.
[en] Recipients who block images may read an email without generating a recorded open.
[en] Automated opens are filtered when they can be identified.

[en] Because of these limitations, open rates may not always reflect the exact number of recipients who read an email.

[en] Interpret Your Results

[en] Use Marketing Insights to identify trends and compare performance over time.

[en] Delivery Rate can help you understand how successfully emails are reaching recipients.
[en] Bounce Rate can help identify email delivery issues. Contacts who hard bounce are automatically prevented from receiving future marketing emails.
[en] Open Rate provides an estimate of how many recipients opened an email. Keep email tracking limitations in mind when interpreting this metric.
[en] Click Rate shows how many recipients interacted with links in your emails and is generally a more reliable engagement indicator than Open Rate because it is less affected by email-client privacy features.
[en] Goal Completion Rate shows how many enrolled contacts reached the goal configured for an automation.