7. Analyzing Email Stats: Engagement & deliverability
You've just completed the big send — excellent!
Next up: Understanding how the your invitees engaged with your email.
Splash's Email Sender gives you access to advanced engagement analytics post-send.
These analytics are incredibly powerful for identifying trends across multiple events, helping you develop hyper-targeted, engaged power lists full of key players in your event marketing strategy.
How to view your email analytics
Popping into the Sent tab of your Email Sender will give you a quick overview of your email analytics.
Note: By using the Campaign Name feature, you're able to clearly label each email's title, making it much easier to analyze how each message performed.
Additionally, you're able to export your email analytics to a spreadsheet by following these steps:
You'll notice that you can download analytics for ALL emails you've sent by simply checking the box!
Understanding email analytics
There are five key terms (or statuses) to understand when it comes to your Splash email analytics: Sent, Delivered, Opened, Clicked, and Bounced. Check out our definitions here.
Each is broken out into its own tab within Email Analytics.
I see a lot of emails were in fact Delivered, but not Opened or Clicked. What's up with what?
We always recommend keeping a close eye on not only Bounced (which we'll cover later) but also on Delivered as well. Why you ask?
Delivered could mean a few things — it was delivered but never opened, it was delivered to a spam folder due to internal triggers, or it was delivered to the server but inevitably blocked by IT restrictions!
Let's say you sent the Save the Date to 10 people at Hooli, and you garner 0 opens or clicks. A little fishy...
It's likely that a firewall was preventing your email from reaching them. No sweat! There are strategies we'll discuss in our next article to help re-target these individuals.
Remember to keep your sample size in mind!
Consider a situation where you only sent the Save the Date to 2 people at Hooli and both are marked as Delivered. In this case, it's tough to determine if there was a true problem with the email, so it's more of a judgment call if you want to follow up with both folks.
Read more about how Save the Date emails are among the best strategies for proactively understanding email deliverability.
The dreaded bounce
Ah, the infamous bounce. A typo, an unknown address, a server block — emails can bounce for a variety of reasons. When an email bounces after sending to a specific guest, that email address is flagged as invalid in Splash and marked in your Guest List in red.
There are two distinct places to locate the reason an email bounced:
1. Within the Bounced tab of your Email Analytics (which will also appear in your export!).
2. Within your Guest List.
- In the Guests tab on your page's editing toolbar, select the Filters button in the Action bar.
- Click "Bounced".
- Select "Invalid Email Address - Last email sent to this email address bounced".
- Save and Apply Filters to view all bounced addresses in your guest list.
- Click directly on any email address to open the contact card. An alert will show at the bottom of the contact card with the bounced details including the date and time the email bounced as well as the reason it bounced.
For a full understanding of all the reasons an email bounced, check out this guide: Bounce and Block Reasons for SendGrid - Deliverability Center.
In our next article, we'll discuss the best course of action for bounce remediation.