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Analyzing Email Overview

How to analyze the collective impact of all your Email campaigns to gain valuable insights into user-channel interactions

Once you have launched a few Email campaigns through the channel or journeys, you will be able to analyze their collective impact on user engagement, conversions, and revenue through Email Overview.

How to Access

As shown below, this section can be accessed from the central hub of Email by selecting Overview from the navigation bar.

Click to enlarge

So without much ado, let's dig in!

Define the Scope of Analysis

By default, Email Overview shows you the overall impact of all the Email campaigns sent over the Last 7 days against key performance indicators like Deliveries, Impressions, Conversions, Revenue, Deliveries, Failures and so on.

You can alter this by selecting a Time Frame and Data View as per your analytical needs. Here's how you can go about it:

Step 1: Select a Time Frame

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As shown above, using the filter placed on the top right, you can choose to analyze the channel's performance for a specific time frame.

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The following time periods can be selected here:

  • Yesterday

  • Last 7 Days

  • Last 30 Days

Step 2: Select a Data View

As discussed under Campaign and Channel Performance Indicators, you can choose to analyze campaign events in two ways:

  • Funnel View: Helps you analyze the channel's performance only on the basis of the campaign events (deliveries, opens, clicks, failures) tracked for the campaigns sent within the selected time frame.

  • Events View: Helps you analyze the channel's performance on the basis of the campaign events (deliveries, opens, clicks, failures) tracked within the selected time frame, even if the campaigns were sent before the selected period.

By default, a Funnel View is shown for the stats shown across the various sections. You can select an Events View using the overflow menu highlighted below:

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How to Analyze

Now, let's show you how you can analyze Email Overview to gain valuable insights into the channel's impact on user engagement, conversions, and revenue.

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Get all this data delivered to your inbox!

In addition to analyzing Email Overview, you can schedule reports for analyzing the collective impact of your Email campaigns, for all your team members through the Scheduled Reports, nested under Settings in your dashboard.

Overview

This section provides a comprehensive overview of the channel's performance against broad metrics like Channel Reachability, New Subscribers added, Unsubscribers, Users Engaged and Total Revenue generated.

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Let's go over each card:

Reachability

Reachability is a measure of whether or not a user can be reached through the various channels of engagement. Thus, this card indicates the number of users that can be engaged via Email Notifications, at present.

  • Reachability Percentage: As highlighted in the visual above, the Email reachability of your entire user base is also indicated as a percentage value, helping you gauge the viability of leveraging this channel to engage all your users.

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Please Note

Channel reachability is calculated over the entire lifetime of your users and is updated daily to factor in the reachability of new users and the changing channel preferences of existing users. For the same reason, Reachability cannot be analyzed for a particular time frame.

Detailed Read

New Subscribers

All users who have shared an email address on your app or website, within the selected time frame, are considered towards the total number of New Subscribes.

Unsubscribes

All users who have unsubscribed to your channel by clicking the Unsubscribe link in your Email campaign, within the selected time frame, are considered towards the total number of Unsubscribes.

How Users Can Unsubscribe

We have made it extremely easy for your users to convey their channel preferences with our smart Unsubscribe Link. Unsubscribing is a simple two-step process and ensures that all users who opt-out are automatically deemed unreachable through Email.

Simply click the 'Insert Unsubscribe Link' button while drafting your email campaign as shown below, and we'll take care of the rest.

How to insert an unsubscribe link in an Email campaign (click to enlarge)

Users Engaged

Indicates unique users that have received at least one Email campaign within the selected time frame. If a user receives multiple Emails, then they will be counted towards the total number of Users Engaged only once to avoid double counting.

Revenue

Indicates a sum of the revenue generated by the Total Conversions tracked for all the Email campaigns within the selected time frame, as per the chosen data view.

Revenue numbers are always shown in the currency selected by you while setting up Revenue Mapping.

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Please Note

If you have not specified a Conversion Event for a campaign while creating it, or if the specified Conversion Event is not mapped as a Revenue Event, then Revenue will not be tracked for it. Detailed read on how Revenue Tracking works.

Campaign Comparison

The most insightful section of Email Overview, Campaign Comparison helps you analyze the collective impact of all your campaigns and identify trends of user-channel interactions against key metrics, split by campaign types.

It has been divided into two subsections to facilitate multi-dimensional analysis:

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By default, Campaign Comparison shows you the overall performance of all Email campaigns for the selected data view and time frame. You can further customize the data by selecting a campaign type.

Here's how you can go about it:

Select a Campaign Type

As discussed under Campaigns and Its Types, messages sent through the various channels of engagement are called campaigns and can be of the following types: One-Time, Triggered, Recurring, Transactional, and Journey.

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Using the navigation bar highlighted above, you can select a campaign type to narrow down the scope of analysis.

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The following options can be selected here:

  • All: The default option selected here, it helps you analyze the channel's performance on the basis of all types of campaigns sent through it.

  • One-time: Helps you analyze the channel's performance only on the basis of its one-time campaigns.

  • Triggered: Helps you analyze the channel's performance only on the basis of its triggered campaigns.

  • Recurring: Helps you analyze the channel's performance only on the basis of its recurring campaigns.

  • Transactional: Helps you analyze the channel's performance only on the basis of its transactional campaigns.

  • Journey: Helps you analyze the channel's performance only on the basis of its journey campaigns.

  • Relay: Helps you analyze the channel's performance only on the basis of its relay campaigns.

Now let's get you acquainted with each subsection:

Top Panel

Here you can analyze the performance of Email, as a channel, against broad metrics and collect valuable insights.

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Analyzing Channel Performance

In the visual above, we have analyzed Journey campaigns for the Last 30 Days. We can see that 98 campaigns were sent to all users, out of which 191 users converted (Unique Conversions) and contributed $ 2.3M in Revenue.*

This means that:

  • Each campaign contributed a massive $23K, on an average.

  • Each user spent $12K, on an average, indicating high-value transactions.

Further, 0 Spam Reports and negligible Unsubscribes indicate that all the campaigns resonated well with the target audience.

Such insights not only help you gauge ROI but also help determine the viability of engaging users through the channel in the long run.

Let's quickly go over the performance indicator shown here:

Campaigns: Indicates the total number of campaigns sent within the selected time frame, for the chosen campaign type and data view.

Users Engaged: Indicates unique users that received at least one Email campaign within the selected time frame, for the chosen campaign type and data view.

Delivered: Indicates the total number of campaigns delivered to all users within the selected time frame, for the chosen campaign type and data view. It includes multiple campaign deliveries to a user, and is thus, significantly higher than the number of Users Engaged.

Spam Reports: Calculated against Delivered messages, it Indicates the percentage of users that have marked your Email campaigns as spam in their inbox, within the selected time frame.

Unique Opens: Calculated against Delivered messages, it indicates the percentage of users that have opened an Email campaign at least once, within the selected time frame.

Unique Clicks: Calculated against Delivered messages, it indicates the percentage of users that have clicked on a link included in an Email campaign within the selected time frame, for the chosen campaign type and data view.

Unique Conversions: Calculated against Delivered messages, it indicates the percentage of users that have performed the Conversion Event of an Email campaign within its Conversion Deadline, in the selected time frame, for the chosen campaign type and data view.

Revenue: Indicates a sum of the revenue generated by the Total Conversions tracked for all the Email campaigns within the selected time frame, for the chosen campaign type and data view. Detailed read on how revenue tracking works.

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Related Read

Please refer to Campaign and Channel Performance Indicators for a comprehensive list of all the metrics tracked for Email campaigns.

Select a Data Format (Optional)

Using the overflow menu highlighted below, you can choose to analyze the following metrics as a numerical value (#), or as a percentage value (%):

  • Spam Reports
  • Unsubscribes
  • Unique Opens
  • Unique Clicks
  • Unique Conversions

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Graph

Here you can analyze the correlation between (Unique) Opens, (Unique) Clicks, and (Unique) Conversions as trend graphs, split by days, for the selected time frame and campaign type.

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Analyzing Email Open, Click and Conversion Trends

In the visual above, we have analyzed the performance of Journey Email campaigns over the Last 30 Days.

It reveals that;

  • Highest number of Opens occurred on April 19 (265), followed by April 20 (217).

  • Keeping up with Open trends, the highest number of Unique Clicks too, occurred on April 19 (25), followed by April 20 (15).

  • Interestingly, the highest number of Conversions occurred on April 20, 47, which is considerably higher than the number of Unique Clicks, 15.

    • Such Conversions are tracked as Open-through-Conversions and can be further analyzed through the campaign's Overview section.

So, what happened on April 20? How did these campaigns achieve such high Conversions?

And what happened on April 19? Why did campaigns record such a poor conversion rate on this day?

We will need to dig deeper into the following aspects to find our answers:

  • How many Email campaigns were sent on these days?

  • Who was the target audience of each campaign?

  • What were the campaigns about? (message, layout, campaign type and so on)

  • Did all these campaigns have a link included in the body? (If not, then no Clicks will be tracked for the Email campaign. This is an important factor that could skew your insights.)

  • Did all these campaigns have a Conversion Event attached to them? (If a Conversion Event was not specified while creating the campaign, then conversions will not be tracked for it. This too, is an important factor that could skew your insights.)

Similarly, you can individually analyze the performance of all your One-time, Triggered, Recurring, Transactional, Journey and Relay campaigns to assess what works the best for your users.

Select the Format of Visualization (Optional)

Lastly, while the default format of visualization is a Line Graph, using the overflow menu highlighted below, you can choose to analyze data as a Bar Graph.

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Why do I see 'No Data to Display' in this section?

The message indicates that campaigns of the selected type do not exist. This usually occurs if:

  • The campaigns were deleted
  • No campaigns were sent within the selected time frame
  • No data was tracked for the selected campaign type within the chosen time frame

For example, let's say that you select One-time as the campaign type and choose to analyze the user-channel interactions that occurred Yesterday (time frame), as Events (data view).

However, instead of data, you are shown No Data to Display. This means that no data was collected for One-time Email campaigns within the selected time frame.

Delivery Failure & Unsubscribe Trends

This section helps you analyze all the campaign failures and unsubscribes that have occurred within the selected time frame. Let's go over the various trends and metrics shown here:

Delivery Failures Against Days: Indicates campaign failure trends for the selected duration against days, the number of devices and the reasons for failure.

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For example, in the visual above, we have analyzed Email campaign failures for the Last 30 Days. It reveals that:

  • Maximum Email campaigns failed on March 13 due to the reason, Recipient Missing, indicating an Email campaign was triggered for users who are not reachable through the channel. This generally occurs in the case of journey campaigns.
  • Apart from March 13, all other campaign failures occurred sporadically, attributed to various reasons.

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Related Read

Here's a complete list of all the reasons due to which an Email campaign could fail to get delivered to your users.

Number of Emails before Unsubscribe: Indicates the total number of Email campaigns a user was sent before they unsubscribed.

Days from First Email to Unsubscribe: Indicates the total number of days within which a user unsubscribed, after receiving the first Email campaign.

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For example, in the visual above, we have analyzed Unsubscribes for the Last 30 Days. It reveals that:

  • Maximum users (54) who unsubscribed to the channel within the selected duration, received 22 - 26 Emails before doing so.
  • Maximum users (88) unsubscribed within 82 - 90 days of receiving the first Email campaign.

Engagement Trends

This section helps you analyze user engagement trends for all the Email campaigns as per the selected time frame and data view against the most crucial performance indicators - Opens, Clicks, and Conversions.

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Analyzing Email Engagement Trends

In the visual above, we have analyzed Open, Click, and Conversion trends for the Last 30 Days.

It reveals that:

  • Highest number of users opened Email campaigns on Wednesday between 4 pm to 8 pm, and Friday between 4 pm to 12 am.

  • Keeping up with the Open trends, the highest Clicks too occurred on Wednesday between 4 pm to 8 pm, and on Friday between 4 pm to 12 am.

  • Interestingly, Conversion trends suggest that the highest number of Conversions occurred on Friday, followed by Sundays, spread evenly throughout the day.

    • This indicates that Email campaigns sent on Sunday inherently enjoyed higher conversion rates, compared to the other days.

    • These insights also suggest that Fridays, between 12 pm to 8 pm is the best time to engage users with Email campaigns.

    • Even though a high number of users interacted with Email campaigns on Wednesday, the conversion numbers seem to be comparatively low. We will need to dig deeper into all the campaigns sent on this day, throughout the month, to identify factors contributing to the same.

  • Lastly, while a majority of the Opens occurred on Desktop and Mobile devices, maximum users clicked on an Email through a Mobile device.

    • This suggests that most high-intent users preferred to interact with Emails on their mobile phone.

Now, let's get you acquainted with the various metrics shown here:

Opens Against Days and Time: Indicates Unique Open trends for each day of the week against the following durations, for the selected time frame:

  • 12 am to 4 am
  • 4 am to 8 am
  • 8 am to 12 pm
  • 12 pm to 4 pm
  • 4 pm to 8 pm
  • 8 pm to 12 am

Opens Against Device Type: Indicates Unique Open trends as per the device (desktop, mobile, tablet) used by users to interact with your Email campaigns.

Clicks Against Days and Time: Indicates Unique Click trends for each day of the week against the following durations, for the selected time frame and data view:

  • 12 am to 4 am
  • 4 am to 8 am
  • 8 am to 12 pm
  • 12 pm to 4 pm
  • 4 pm to 8 pm
  • 8 pm to 12 am

Clicks against Device Type: Indicates Unique Click trends for the selected time frame and data view, as per the devices (desktop, mobile, tablet) used to interact with all your Email campaigns.

Conversions Against Days and Time: Indicates Unique Conversion trends for each day of the week against the following durations, for the selected time frame and data view:

  • 12 am to 4 am
  • 4 am to 8 am
  • 8 am to 12 pm
  • 12 pm to 4 pm
  • 4 pm to 8 pm
  • 8 pm to 12 am

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Related Read

Please refer to Campaign and Channel Performance Indicators for a complete list of all the metrics tracked for Email campaigns.

We hope this gives you a good idea of how you can analyze the collective impact of all your Email campaigns on user engagement and revenue. Please feel free to drop in a few lines at support(AT)webengage.com in case you have any further queries or related feedback. We're always just an email away!

Updated 8 months ago

Analyzing Email Overview


How to analyze the collective impact of all your Email campaigns to gain valuable insights into user-channel interactions

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