Advanced Reporting Is Awesome: Part 5 — Comparison Reports


by John Habib Here at VerticalResponse headquarters, we’re pretty excited about all the insights  Advanced Reporting  offers users. T...

by John Habib

Here at VerticalResponse headquarters, we’re pretty excited about all the insights Advanced Reporting offers users. To showcase the unique edge Advanced Reporting brings to your email marketing, we’re examining each feature individually to highlight its advantages.

Today’s feature is Advanced Reporting’s comparison reports.

Click on “Compare” in the Advanced Reporting toolbar to see how recent campaigns have performed by a number of different metrics: by the words and characters in their subject lines, by their open and click rates, and by the day and time you sent them.

In our example below, take a look at how our current email stacked up against recent campaigns that we sent on different days of the week. The current campaign performed well, but not as well as ones we sent on Tuesdays, Wednesdays, and Thursdays.

With this information at your fingertips, you can plan and schedule your emails to reach your readers on the days they’re most likely to open them.

Likewise, comparison reports show you how the time of day you send emails affects their open rates, and you can also see how the length of your subject lines affects your emails’ performance. You may find that shorter, more direct subject lines draw their attention; or that your readers are more likely to click when the subject lines are longer and convey a little mystery. (However, we typically find that shorter works better!)

By clicking on “Lists” in the Advanced Reporting toolbar, you can easily compare the performance of an email that you sent to multiple subscriber lists. For instance, let’s say you want to send an email to two subscriber lists: your in-store signups and your website signups. With Advanced Reporting, you can send the email to both lists simultaneously, and then see how it performs with each list.

There’s no need to send the email to one list at a time and then try to compare performance manually.

With this level of granular detail, you can easily see how your different lists react to your email campaigns. This information is one more factor to take into consideration when crafting your messages. When you know what works for your various lists, you can tailor your content to them.

Similarly, when you know which days of the week, times of the day, and types of subject lines resonate with your readers, you’re better equipped than ever before to craft emails that will capture their attention and entice them to take the action you want them to.




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#DIGITAL: Advanced Reporting Is Awesome: Part 5 — Comparison Reports
Advanced Reporting Is Awesome: Part 5 — Comparison Reports
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