The Variants tab is the fourth screen you see when monitoring the performance of an individual broadcast campaign:
This tab contains the Variants report for the selected broadcast campaign, allowing you to analyse the performance of your variants.
See also: Segmenting your broadcast recipients
Each variant represents a customised campaign (including split tests).
You can also preview the campaign template from this tab:
Select the KPIs you want to report on from the Columns dropdown in the top-right of this tab.
|Variant ID||The variant's ID number at campaign level.|
|Variant title||The name of the variant as defined in the broadcast campaign builder.|
|Variant letter||The letter (e.g. A, B, C) used to identify this variant.|
|Contacts targeted||The number of contacts that met the entry conditions for this variant.|
|Emails sent||The number of emails sent to this variant.|
|Emails delayed||The number of emails in this variant that were delayed.|
The number of sent emails that were delivered - meaning that the recipient's mailbox provider acknowledged receiving the email.
Note: It is possible that the mailbox provider has accepted the email, but it is not being displayed in the contact's inbox.
|Email opens||The number of unique opens in this variant. A unique open means that an individual contact opened the email at least once. If the same contact opens the same email more than once, this counts as one unique open.|
|Email clicks||The number of unique clicks in this variant of the campaign.|
|Email bounces||The number of emails in this variant that bounced.|
|Email hard bounces||The number of emails in this variant that have hard bounced.|
|Email soft bounces||The number of emails in this variant that have soft bounced.|
|Number of unsubscribes||The number of contacts in this variant who unsubscribed after receiving the email.|
|Delivery rate||The percentage of emails in this variant that were delivered (i.e. that reached the recipient's inbox).|
|Open rate||The percentage of delivered emails in this variant that have been opened at least once.|
|Click through rate||The percentage of delivered emails in this variant that have been clicked at least once.|
|Click to open rate||The percentage of opened emails in this variant that have been clicked at least once.|
|Order to click rate||The percentage of clicked emails in this variant that resulted in a valid order.|
|Bounce rate||The percentage of sent emails in this variant that bounced.|
|Conversion rate||The percentage of delivered emails in this variant that resulted in a valid order.|
|Unsubscribe rate||The percentage of contacts in this variant who unsubscribed after receiving the email.|
|Complaint rate||The percentage of emails in this variant that led to a spam complaint.|
|Orders||The number of valid orders attributed to this variant.|
|Total revenue||The total gross revenue from valid orders attributed to this variant.|
|Average order value||The average revenue per valid order attributed to this variant.|
|Revenue per email||The average revenue per delivered email in this variant.|