Email performance analytics sits at the heart of every digital marketer, you want to be aware of how the performance has been and need the ability to report on the same using various dimensions relative to your marketing. More often than not, all marketing automation systems have a performance issue when it comes to providing analytics quickly with the parameters that you would like. Marketo has also been lacking in this area for quite some time since RCA is sold as a separate product and that also had performance issue till last year or so, when the UI was changed but still performance is not up to the mark and Marketo analytics is not that powerful a feature to suffice the digital needs of today.
As a resolution to the same, Marketo has introduced Email insights to provide lightning quick reporting on Email performance with a plethora of dimensions/parameters to filter your report. It works real fast and allows you to report on performance which not only includes batch campaigns but can also include trigger campaigns and operation emails (You can choose to exclude them as well). There are options of choosing performance relative to one/multiple workspaces, you can add parameters such as segmentations, channels and program tags and include them as dimensions and report on them. There’s an option to filter the report on Audience (country and state parameters), Content (email, program, smart campaigns, theme) and Platform (Device OS and Device type). You can generate charts to assess the performance during selected period based on Time (Day, Week and Month) and filter on various parameters.
On the right hand side you can also select metrics such as opens, clicks and unsubscribes to check on the performance by parameters of audience, content and platform.
You also have the ability to save these reports as quick charts for periodic performance review, you can save up to 20 quick charts. Although it’s a fresh new option for analytics there’s a lot of scope for improvement, for example. The ability to export data/reports/charts is not available so if you want to share the data with anyone outside Marketo you can’t, which is a huge disappointment. There’s no option to report on custom parameters such as conversions, program successes etc. There are only 10 custom dimensions that can be added which makes the set up limited. The ability to report on custom lead filters using smart lists as available in Email performance reports is not there. There’s no email link performance analysis.
Overall a fresh new interface and a much needed option for Email performance reporting but still has a lot of scope for improvement.
Here’s the Summary:
Here’s an example of how to use Email insights for your reporting purposes, it includes the steps you need to follow to leverage the various capabilities available for reporting.
Hope this was informative and helps you in leveraging Email insights for your organization.
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