The Campaign Detail report provides an in-depth analysis of individual email campaigns. It focuses on metrics such as revenue, engagement, and overall performance, enabling you to evaluate the success of your campaigns and refine your strategies for future efforts. Below is a breakdown of each block and its functionality.
Block 1: Campaign Template
This block displays a snapshot of the email campaign template:
• Shows a screenshot of the email design used in the campaign.
• Usefulness: Helps you assess the visual and structural aspects of the campaign, ensuring consistency and quality in your messaging.
Block 2: Campaign Revenues
This block provides insights into the financial impact of the campaign:
• Key metrics include:
• Revenues: Total revenue generated by the campaign, displayed in currency with percentage change compared to previous data.
• Number of Orders: Total number of orders placed through the campaign, along with percentage change.
• Average Price: Average value of orders, with percentage change.
• A simple graph visualizes the revenue trends over the selected timeframe (default: this week).
• Usefulness: Enables you to track the monetary success of the campaign and identify high-performing strategies.
Block 3: Engagement Ratio
This block evaluates how effectively the campaign engaged its audience:
• Key metrics include:
• Engagement Ratio: A main score (1-5, with one decimal) that summarizes the campaign’s engagement.
• Delivered Emails: Total emails successfully delivered, with percentage representation.
• Opened Emails: Number and percentage of emails opened.
• Clicked Emails: Number and percentage of clicks on links within the emails.
• Unsubscribed: Number and percentage of users who unsubscribed.
• Usefulness: Provides a clear picture of audience interaction with the campaign, helping to optimize engagement strategies.
Block 4: Overview of the Campaign SmartFlow
This block summarizes the campaign’s SmartFlow structure:
• Provides an overview of the automated steps and processes involved in the campaign flow (e.g., triggers, follow-ups).
• Usefulness: Helps you review and refine the logic and automation of your campaign workflows for better efficiency and results.
Block 5: Campaign Over Time
This block tracks the campaign’s performance metrics over time:
• Key variables include:
• Sent Emails.
• Opened Emails.
• Clicked Emails.
• Conversions resulting from the campaign.
• A time-based visualization displays trends in these metrics, making it easy to identify peaks and dips in performance.
• Usefulness: Allows you to monitor the progression of your campaign and evaluate the timing and effectiveness of your email sends.
Table
In the table, you will find all metrics associated with the selected campaign. Using the date filter, you can also adjust the time frame to view the performance of individual metrics over a different period. If the campaign included an A/B test, the individual rows will also show the results for the tested versions with all metrics.
Incomaker evaluates A/B tests using standardized algorithms such as Fisher’s Exact Test when the volume of statistical data is smaller, and the Z-test for larger data volumes. At the bottom of the table, after the critical testing period has elapsed, you will see whether or not there was a statistically significant difference between the individual A/B test variations. If there was no difference, the results for that metric will be displayed in grey. If one of the variants was statistically more significant, the metric for that variant is marked in green as “Winner A” or “Winner B”.
For A/B testing of campaigns to be meaningful, it is necessary to create individual variants with substantial differences. A single word or image alone is highly unlikely to lead to any difference that would determine a clear winner from a statistical perspective. Therefore, it is advisable to test completely different versions of the email subject and body text, different graphics, customer benefits (e.g., discount vs. free shipping, percentage vs. specific discount amount), or potentially different products.
How is this report useful?
• Evaluate individual campaigns: Gain detailed insights into the performance and revenue generated by each campaign.
• Improve audience engagement: Analyze engagement metrics to refine your email content and targeting strategies.
• Optimize workflows: Review SmartFlow processes to ensure your campaigns are efficient and impactful.
• Monitor performance trends: Use time-based data to identify what works and adjust your strategies accordingly.
The Campaign Detail report empowers you to make data-driven decisions, improve email marketing efficiency, and maximize the success of your individual campaigns.
