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 wish to report on from the Columns dropdown in the top-right of this tab.
KPI | Description |
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. |
Emails delivered |
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. |
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