The Email interaction cohort report is built to help you gain insights on how your subscribers are interacting and engaging with your email campaigns over time. 

A ‘cohort’ is a group of contacts that share a common characteristic. In this report, a cohort is a group of contacts that subscribed in the same month. 

To learn more about customer cohorts in Ometria, see the Cohort report.

Go to Reports > Email interaction cohort report:

Once you’ve configured the Email interaction cohort report to your liking, you can select Export at any time and download the report as a CSV file or an .XLSX file (optimised for MS Excel).

Use the Showing data for drop-down to select a saved segment to analyse:

You can also use the Customer filter to further filter your contacts (either in a specific segment, or all contacts):

Whatever segment you select or filters you configure, the report will show contacts currently in that segment at the time of selection (i.e. today), regardless of whether they were in that segment at the time the email metric (e.g. send) occurred.

E.g. If you have a segment for ‘loyal customers’, the ‘emails opened’ metric in this report will show how the customers who are now in the loyal segment interacted, from the first month they subscribed.

The report does not show how the email interaction of loyal customers evolves with time; it shows how the email interaction of customers who are currently loyal has evolved with time. 


Grouping your cohorts

Further options are available for more specific cohort analysis:

The Metric field lists all of the email metrics you can view in the report: 


Metric
Description

Emails Sent

The number of emails sent per month to each cohort.

Emails Bounced

The number of emails which bounced per month for each cohort.

Emails Opened

The number of emails opened by recipients per month in each cohort.

Emails Clicked

The number of emails clicked by recipients per month in each cohort.

At Least One Delivered

The number of contacts in this cohort who have received at least one email (i.e. the email reached their mailbox).

If one contact received two emails, they are only counted once.

At Least One Opened

The number of contacts in this cohort who have opened at least one email.

If one contact opened three emails, they are only counted once.

At Least One Clicked

The number of contacts in this cohort who have clicked on at least one link in an email.

If one contact opened and clicked on four separate links, they are only counted once.

Percentage At Least One Delivered

The percentage of contacts in this cohort who have received at least one email (i.e. the email reached their mailbox).

Percentage At Least One Opened

The percentage of contacts in this cohort who have opened at least one email.

Percentage At Least One Clicked

The percentage of contacts in this cohort who have clicked on at least one link in an email.

Contacts Unsubscribed

The number of contacts who unsubscribed per month in each cohort.

Percentage Contacts Unsubscribed

The percentage of contacts who unsubscribed per month in each cohort.

Cumulative Contacts Unsubscribed

The cumulative number of unsubscribed contacts in each cohort per month.

Cumulative Percentage Contacts Unsubscribed

The cumulative percentage of unsubscribed contacts per month in each cohort.


You can also choose to select the type of campaign to report on:

  • All campaigns
  • Automation
  • Broadcast


Note: This report does not include email sent by the transactional email API (whether the email is transactional or part of a marketing campaign).


Select a Date format:

  • Relative - months labelled relative to the month of subscription (e.g. Month 1, Month 2, etc.)
  • Calendar - months labelled as calendar dates (e.g. December 19, January 20, etc.)

Finally, select your reporting time period from the Month subscribed drop-down:

Defining your time period helps you deep dive into a specific time frame. 

For example, if you updated your ‘Welcome’ campaign six months ago, then selecting the last 12 months will show you the difference in engagement metrics for the six months before your update and the six months following. 

Once you’ve configured the Email interaction cohort report to your liking, you can select Export at any time and download the report as a CSV file or an .XLSX file (optimised for MS Excel).


Note: If you can’t see the Export button, you may not have the correct user permissions


Use cases

After how much time do contacts most commonly unsubscribe?

To answer this question, set up your report as follows:

FieldSelect

Showing data for

All contacts

Metric

Contacts Unsubscribed

Campaign type

All campaigns

Date format

Relative

Month subscribed

Last 12 months (in this example, April 2019 - April 2020).


From these results you can understand in which month most unsubscribes are happening, and you can investigate campaigns sent out that month for possible issues.

Compare this to ‘Metric: Emails sent’ for additional insight. 

Which seasons have high email engagement and which don’t?

It’s useful to know how often contacts engage with your campaign emails when activity is ramping up, e.g. over Black Friday. 

For this you will need two reports: 

  1. Email opens
  2. Email clicks
FieldSelect

Showing data for

All contacts

Metric

Report 1: Emails Opened

Report 2: Emails Clicked

Campaign type

All campaigns

Date format

Calendar

Month subscribed

Last 12 months (in this example, April 2019 - April 2020).

Emails Opened:

Emails Clicked:

How do one-time buyers engage with campaigns?

The Email interaction cohort report is an effective way to observe the email interaction trends for different kinds of customers, e.g. one-time buyers, frequent buyers, high spenders etc.

This example looks at customers who have only placed one order.

FieldSelect

Showing data for

Use the customer filter to segment on:

  • Purchase Activity: Number of valid orders
  • Has made number of orders: equal to 1

Metric

Emails Opened

Campaign type

All campaigns

Date format

Select any

Month subscribed

Last 12 months


Customer filter:


How do leads engage with emails?

Measure the email engagement success for leads as a first step to facilitating orders from this cohort.

See Lifecycle stages in Ometria for more information on these definitions. 

FieldSelect

Showing data for

Use the customer filter to segment on:

  • Customer Attributes: Customer lifecycle stage
  • Has customer lifecycle status which is: Lead

Metric

  • Emails Opened, or;
  • Emails Clicked

Campaign type

All campaigns

Date format

Select any

Month subscribed

Last 12 months


Customer filter:

Remember, whichever segment you select or filters you configure, the report will show contacts currently in that segment at the time of selection (i.e. today), regardless of whether they were in that segment at the time the email metric (e.g. send) occurred.