I ran an email performance report earlier this month for a bunch of email programs we have running. From that I recorded the various open rates, CTR, sends, etc... to make recommendations on.
I've returned to the same report this month, for the same time period as before and no change in setup, but now Marketo is showing me vastly different results.
For example, I had a few low performing emails that had almost 790 sends with very low open rates and CTR. Now, those low performing emails only have 3 sends with a much higher CTR and 100% open rate.
Why is there such a discrepancy? Shouldn't Marketo give me the same results with its reporting if I'm looking at the same time period regardless of when I look at the report?
Thank you in advance,
Did you delete any data?
Are you sure the email and date of activity cover the original send dates?
Did you constrain the report with a smart list?
Yes, absolutely sure that the date of activity is the same. Also, we didn't have any constraints on the report through smart lists. I'm pretty sure no data was deleted or altered. All the emails are part of nurture programs.