What makes a successful campaign and how do you measure that? AI Email (AIE) provides insights into how your campaign is performing.
Email Campaign Performance Insights page
You can monitor your campaign’s performance at the Insights page, available from the main menu’s Insights option.
The Performance Insights page breaks down the status of the campaign and provides filters to help you dig deeper.
Performance insights panel
The Performance insights panel rolls up key data about your campaigns. You can sort your campaigns by date range, campaign, and email inbox.
Campaign data includes:
Qualified contacts
Conversations started
Emails sent
Hours saved – calculated by 3 minutes per email (3 *emails sent/60 minutes)
Conversations started
Conversations reached
Conversations opened
Conversations responded
Conversations engaged
Goal conversion
How’s their performance across time? panel
All campaigns panel
Campaigns panel
You can see additional information in the Campaigns panel for each campaign.
The data shows:
Contacts enrolled: how many email recipients are enrolled in the campaign.
Started: how many email recipients started in the campaign. This may be fewer than the contacts enrolled, due to domain limits.
Reached: Percentage of contacts who received the email, compared to those that bounced. The suggested target rate is greater than 90%.
Opened: Recipients who opened at lest 1 of the emails in the campaign. The suggested target rate is greater than 40%.
Responded: Recipients who responded to one of the emails in the campaign. The suggested target rate is 2-10% or greater.
Qualified: Recipients who expressed positive intent and were passed to a sales rep for a meeting. The suggested target rate is 0.2-1% or greater.
Not interested: Recipients who were not interested.
Not interested now: Recipients who were not interested now, and indicate a future time when they may become interested. For example, “I am not interested now but please reach back in 3 months.”
Unresponsive: Recipients of all the emails who never responded
Bounced: Recipients whose email bounced, compared to those reached. The target is less than 10%.
Cancelled: Recipients whose conversations were manually cancelled or set as Do Not Contact (DNC) in Salesforce.
Paused: Recipients whose conversations were manually paused.
Human review: Recipients pushed to a human review so that a human can act on the conversation.
Evaluation criteria to consider
If you experience the following situations, here are some questions to help you follow up and make adjustments to the campaign.
High bounce rate, low reached rate
Who is enrolled? Is the data stale?
What is the data source?
How old are the email addresses?
Can the data be updated?
Low open rate
Can the subject line be improved? Try A/B testing different subject lines.
Add the first name into the subject line.
Is it too long? Keep it to less than 5 words.
Low response rate
Is the copy too “marketing-sounding”?
Is there too much or too little copy? Keep it between 50-150 words.
Is there a strong call to action?
Low qualification rate
Does the audience align with the campaign message?
Is the copy too “marketing-sounding”?
Is there a strong call to action?