How do sent email statistics work?

Analyzing the statistics of your sent emails is crucial to check if your campaigns are generating the expected results.

In RD Station Marketing, for each campaign sent, you can view the key engagement and performance indicators that will assist you with your analysis.

Please see below for the meaning of each indicator and find out how you can use them to gain insights:

There are four analytics tabs: Statistics, Events, Campaign Leads and Lead Scoring. Within each, there are specific actions you can take to carry out thorough analysis of your campaign results. To learn more about each of these actions, click on the title of the tabs below:

1. Statistics

The Statistics tab shows a dashboard with the key engagement indicators of your email campaign. The table below briefly sums up the meaning of each of these indicators:

In the Email Details column, you can view the total emails successfully sent, i.e., those that have reached your leads' email inboxes. The rate of successfully delivered emails is calculated by dividing the total number of leads that received the email by the total number of emails sent. The difference between these two values is a function of the classification of bounces of your campaign.

Below, you can view the total leads to whom the email was sent and the total leads selected to receive the campaign. The difference between the first and second value corresponds to the amount of leads that have invalid emails or were discarded by RD Station Marketing's email service.

2. Events

In the Events tab, you can analyze the specific send status for a lead. The information available in this tab is a response from our email sending server which displays the response status of the lead's email service to your campaign. This analysis is especially useful to identify the reasons for the bounces identified in your lead base.

Next to the status you can find a URL that directs you to the details of this status. This page's content is very technical, so it is recommended that you consult your technical team for a more accurate interpretation of the data displayed.

3. Campaign Leads

The Campaign Leads tab allows you to create filters based on the leads selected to receive your campaign in order to have a segmented view of your base. In addition to filtering, you can add tags to these leads if you want to segment them in your lead base.

4. Lead Scoring

Lastly, the Lead Scoring tab is intended to configure scores in Lead Scoring based on the opening and clicking actions of the email in question. To understand how the score calculation in Lead Scoring works, please see this article.