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.
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.
|
Emails opened |
The number of emails opened per variant, including those pre-opened by the contact's email provider. See also: Human opens vs. pre-opened emails |
Emails opened (human) |
The number of emails opened per variant, excluding those pre-opened by the contact's email provider. See also: Human opens vs. pre-opened emails |
Emails clicked | The number of unique clicks in this variant of the campaign. |
Emails bounced | 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). |
Email open rate |
The percentage of delivered emails in this variant that have been opened at least once, including those pre-opened by the contact's email provider.
See also: Human opens vs. pre-opened emails |
Email open rate (human) |
The percentage of delivered emails in this variant that have been opened at least once, excluding those pre-opened by the contact's email provider.
See also: Human opens vs. pre-opened emails |
Click through rate | The percentage of delivered emails in this variant that have been clicked at least once. |
Email click to open rate |
The percentage of opened emails in this variant that have been clicked at least once, including those pre-opened by the contact's email provider.
See also: Human opens vs. pre-opened emails |
Email click to open rate (human) |
The percentage of opened emails in this variant that have been clicked at least once, excluding those pre-opened by the contact's email provider.
See also: Human opens vs. pre-opened emails |
Email order to open rate |
The percentage of opened emails that resulted in an order, including those pre-opened by the contact's email provider.
See also: Human opens vs. pre-opened emails |
Email order to open rate (human) |
The percentage of opened emails that resulted in an order, excluding those pre-opened by the contact's email provider.
See also: Human opens vs. pre-opened emails |
Email 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. |
No available coupons |
The number of contacts who didn't receive this variant due to a lack of coupon codes in the selected pool. This might happen if:
|
Coupon pool |
The name of the coupon pool Ometria is using to get these metrics. Also the name of the pool used in your campaign or variant. |
Coupons assigned |
The total number of coupon codes assigned to contacts in this campaign.
Note: This includes coupons that were sent as reminders, i.e. already assigned before the campaign was sent. This is to avoid underrepresenting the coupon redemption rate for each campaign.
|
Coupons redeemed | The total number of coupon codes redeemed by contacts in this campaign. |
Redemption rate |
The percentage of contacts who redeemed a coupon code from this campaign. This is calculated by dividing the number of coupons redeemed by the total number of coupons assigned and multiplying that by 100. |
Total coupon revenue |
The total revenue attributed to coupon codes used in this campaign. This is based on orders attributed to the campaign. See also: Order attribution in Ometria E.g. If you use the WELCOME10 coupon pool as a reminder in your "Easter sale" campaign, you'll see the revenue associated with that pool for the "Easter sale" campaign, not the total revenue for that pool across all campaigns. |
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