Antsomi CDP 365 Manual for Beginners | Understanding Email Campaign Key Metrics

Introduction

Congratulations on your first email campaign! Now, let's review the results of your campaign sent with Antsomi CDP 365 and use them to drive future success. This report acts like a "health check" to show you how effective your campaign was. We will explain complex terminology using everyday language, so don't worry!

Understanding Basic Reports: "Email Campaign Health Check Report"

Step 1: Accessing the Report Screen

First, to view your campaign's "Health Check Report," let's access the report screen in Antsomi CDP 365.

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  After logging into Antsomi CDP 365, select "Marketing" Hub from the left-hand menu. Then click on "Orchestration".
  
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  Click on the “Campaigns” tab, and a list of previously executed journeys will appear.
  

Step 2: Understanding Key Metrics

While reports contain various numbers, let's first focus on the following important metrics:

Delivered

In everyday terms, it's like the "number of invitations sent for a party".

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  What it means: This indicates the total number of emails actually sent by Antsomi CDP 365 to your target customer segment for your email campaign.
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  Tip: If this number is significantly different from the size of your target segment (e.g., too low), check your segment settings and sender list for any issues.

Opens & Open Rate

In everyday terms, it's like "how many people saw the invitation".

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  What it means:
  Opens: The number of times a sent email was opened by recipients.
  Open Rate: The percentage of opened emails relative to the number sent (Opens ÷ Sent × 100%).
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  Example of good results: A higher open rate indicates that your email subject line and send time were appealing to customers.
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  Example of bad results: If the open rate is low, it could be due to the subject line not grabbing customer interest, an inappropriate send time, or low relevance.

Tips for next steps:

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  Review subject lines: Try shorter, personalized, urgent, or curiosity-inducing subject lines.
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  Adjust send times: Experiment with A/B testing to send emails during peak activity hours.

Clicks & CTR (Clicks/Opens)

In everyday terms, it's like "how many people came to the party".

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  What it means:
  Clicks: The number of times links within the email were clicked.
  Click Rate: The percentage of opened emails that resulted in a click.
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  Example of good results: A higher click rate indicates that the email content successfully engaged readers.
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  Example of bad results: Unappealing content, unclear Call to Action (CTA), or an unattractive offer.

Tips for next steps:

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  Improve content: Provide information that solves customer problems.
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  Clarify CTAs: Improve button color, size, and wording (e.g., "Learn More," "Shop Now").
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  Conduct A/B testing: Test which variants yield the highest click-through rate.

Conversions & Conversion Rate

In everyday terms, it's like "how many people who came to the party took a special action".

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  What it means:
  Conversions: The number of times your desired campaign goal was achieved (purchase, form submission, etc.).
  Conversion Rate: The percentage of clicks that resulted in goal completion.
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  Example of good results: A higher conversion rate directly contributes to your business objectives.

Tips for next steps:

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  Enhance email and landing page consistency.
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  Optimize the landing page for clear information and prominent CTAs.
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  Improve the offer with more valuable incentives or discounts.

Important Notes

1. Not all metrics are unique counts by default.
In Antsomi CDP 365, metrics such as 'Opens' and 'Clicks' initially track every single action. This means if the same recipient opens an email multiple times, each of these individual actions will be counted towards the total.

If you require these metrics to reflect unique actions (e.g., counting only one open per user), a separate request to Antsomi is required.

2. Customizing Metrics Display
The metrics displayed in the "Campaigns" tab can be customized. Click the "COLUMN" button, then select "Modify Column" to access the customization screen.

On this screen, check the boxes next to the metrics you wish to display. On the right side of the screen, you can also drag and drop them to reorder them into your preferred display order.

Email Campaign Metrics Definitions

*As mentioned above, for "Custom metrics", since they are not available by default, you must request them separately from the Antsomi team if you wish to view them as report metrics.

Email Campaign Metrics Definitions Reference

Check the official guide for more details on Antsomi CDP 365 metrics and reports.

View Reference