- 1. How to use the Email Interaction Cohort Report
- 2. Examples
- 3. Email Metrics Explained
If you want to get a quick idea about how well ‘email’ as a marketing channel is impacting your subscriber base, then a look at the Email Interaction Cohort Report can tell you that.
Fig 1: The Email Interaction Cohort report
The Email Interaction Cohort Report is specifically built to help you gain insights on how your subscribers are interacting and engaging with your email campaigns over time. This helps you measure the health of your campaign strategies and their long-term impact. So that you can adjust your strategies accordingly.
A cohort in this report is a group of contacts that subscribed in the same month. To learn more about and analyse different customer cohorts in Ometria, see Cohort Report.
For example, you can answer questions like:
- How many contacts are unsubscribing with time and when? So you can investigate reasons for high unsubscription in those particular months.
- How is their interaction evolving in holiday months and with seasonal changes?
- How well are my engagement strategies performing over time?
- How well do different segments interact with emails? Should I be targeting them less or more?
- How many subscribers are opening/clicking through our marketing emails over time?
Read on to see how to use the dashboard.
Use the Email Interaction Cohort Report to:
- Get a quick idea about how well ‘email’ as a marketing channel is impacting your subscriber base
- Gain insights on how your subscribers are interacting and engaging with your email campaigns - over time.
- Measure the health of your campaign strategies
1. How to use the Email Interaction Cohort Report
1. Firstly, you can access the dashboard from Reports> Email Interaction Cohort Report.
Fig 2: Go to Reports> Email Interaction Cohort report to access the report.
2. Select a segment of contacts to analyse their email interactions.
Click on the drop-down menu to reveal a list of existing segments and pick one. For example, All Contacts.
Fig 3: Select segment or filter one on the fly
Or segment contacts on the spot by selecting Filter Customers > and adding relevant conditions to filter contacts.
This will update your contact cohorts in the second column of the table based on the size of your segment. The cohorts are split into rows according to the month they subscribed in.
Fig 4: Cohort sizes update according to the selected segment, time period, and campaign type.
Important Note on Segments:
Any segment you select will show contacts currently in that segment or the time of selection. That is regardless of if they were ever in that segment at the time the email metric occurred.
For example, If you segment on loyal customers, the resulting emails opened will show you how the customers who are now in the loyal segment, interacted from the first month they subscribed and how their interaction evolved with time.
Now, at the time of filtering, these customers are loyal. However, they were not necessarily loyal at any past time in the selected duration.
In short, the report will not show how the email interaction of loyal customers evolves with time. It will show how email interaction of customers who are NOW loyal has evolved with time.
3. Pick the email metrics that you want to use to evaluate your cohorts.
Click on the drop-down menu as shown and select an email metric, for example, Contacts unsubscribed.
Fig 5: Pick email metrics
The table will update to show how many contacts have unsubscribed each month, following their subscription.
For example, the demo data in Fig 1, shows that most unsubscribes occur in the first month after subscription.
6. Pick Automation, Broadcast or both campaigns
Depending on which kind of emails you send most, select the campaign type in the drop-down shown below.
Fig 6: Select Campaign Type
For example, All Campaigns will show the interaction statistics for all campaigns, broadcast and automation emails combined. This is a powerful feature that groups email engagement metrics across both campaign types.
Note: this doesn’t include transactional emails.
7. Pick Date format: Whether you want to view months relative to the month of subscription or months as named on a calendar.
Fig 7: Select Date Format whether relative or based on Calendar
8. Pick a time period to show email interaction data for all the contacts that subscribed in that time period.
Selecting a time period lets you dive deep in a particular time frame to analyse the impact of email or strategy changes on a cohort. The dark blue mark the start and end points of the time period, while the light blue shows included months in the time period.
Fig 8: Select the time period
For example, if you updated your ‘Welcome’ campaign six months ago, then selecting the last 12 months in the time period selector, can show a difference in the engagement metrics between the six months before updating the campaign and the six months after.
9. Export report data.
Note that you can always export any of the report data to CSV format by clicking the Export button.
Fig 9: Export Report data to CSV
Refer to the examples below to get an idea on how to use the Email Interaction Cohort Report to gain insights into your subscriber base and monitor the health of your campaign strategies.
- Go to Reports > Email Interaction Cohort Report.
- Select a segment of contacts to analyse their email interaction.
- Pick the email metrics you want to use to evaluate your cohorts.
- Pick a time period to show email interaction data specifically for that time frame.
- Select the campaign types to analyse. E.g., broadcast, automation or all campaigns.
- Export reports to CSV as needed
2.1 Monitor the number of unsubscribers by month
When do contacts unsubscribe most following subscription? To answer the question, select:
- Showing data for: All contacts
- Metric: Contacts Unsubscribed
- Campaign Type: All campaigns
- Date Format: Relative
- Month Subscribed: select last 12 months
Fig 10: Demo data to monitor the number of unsubscribers
Following are some kind of deductions you can make from the above data. (Remember that this is demo data and might not reflect an actual campaign.)
- Most unsubscribes occur after the first month of subscription, representing an initial drop off.
- Overall unsubscribes are low across the board which implies new subscribers are engaged and email strategies are generally successful. Get additional insights by comparing this to Email Opens.
- April had the highest unsubscribes > investigate possible issues in April email campaigns.
You can monitor the number of unsubscribes from the Email Interaction Cohort Report by selecting Contacts Unsubscribed from the Metrics drop down.
2.2. Find out how opens and clicks vary across seasons
Which seasons have high email engagement and which don’t? As a marketer, it is useful to know how much do contacts engage with your campaign emails when activity is ramping up, for example during Black Friday. Set up your first report for Email Opens and then another report for Email Clicks.
- Showing data for: All contacts
- Metric: Email Opens (switch this later to Email Clicks)
- Campaign type: All campaigns
- Months Subscribed: