Marketing Engagement Statistics is the first thing you'll see when navigating to the Connect Dashboard. These metrics help you understand how well your Engagement performed, from deliverability to interaction.
What do these metrics mean?
- Sent: The total number of Engagements that were sent out. This includes all Engagements that were successfully dispatched to recipients.
- Delivered: The number of Engagements successfully delivered to recipients' inboxes. This excludes any Engagements that bounced.
- Hard Bounce: An Engagement that couldn’t be delivered for a permanent reason, such as an invalid email address. These Engagements will not be retried.
- Soft Bounce: An Engagement that couldn’t be delivered due to a temporary issue, such as a full inbox or a server issue. These may be retried later.
- Open: The number of recipients who opened your Engagement. This is usually tracked through a small invisible image or link embedded in the Engagement.
- Click: The number of times recipients clicked on links within the Engagement, which is an indicator of engagement.
- Spam: The number of Engagements marked as spam by recipients or email services can negatively affect your sender reputation.
- Queued: The number of Engagements that are waiting to be sent or are in the process of being delivered.
- Total: The cumulative total of the above metrics aggregates all the different actions and statuses.
How to View a Sent Engagement's Statistics
Below the statistics area is an option for Drafts, Scheduled Engagements, and Sent Engagements. You can only view statistics for Engagements that have already been sent.
- Select Sent Engagements
- Locate the engagement for which you want to view statistics.
- In the Action column on the far right, check the box labeled "Use for Stats." The stats area above will automatically update.
Why are Marketing Engagement Statistics important?
Marketing Engagement Statistics provide insights into how well your Engagement performed, from deliverability to interaction. You can optimize your efforts and refine your content, subject lines, and sending strategy by tracking metrics like open rates, click-through rates, and bounce rates. For organizations, especially in theatre and education, comparing these metrics to industry benchmarks helps fine-tune your marketing and boost engagement.
Tracking performance also helps identify issues like high bounce rates or unsubscribes, allowing you to address them proactively. Ultimately, this helps measure success and improve future Engagements, keeping your audience and attendees engaged.