We have just added a few new email reports to our advanced email package that show engagement and also the devices and email clients used by your recipients. The new reports are available on two new tabs inside of the list email report. If your account does not yet have the advanced email package, please contact your client advocate for details.

Note: We started collecting specialized data for the two new reports last Friday so list emails sent before that may not show the two additional tabs, even if you have the advanced email package enabled on your account.

Engagement report

Open rate can be a useful metric but don’t you want to go beyond that and see if your email was actually read? Now you can. This new report shows you what percentage of recipients who opened your email (loaded images) actually read it (had it open for 10 seconds or more), skimmed it (had it open for 2-10 seconds), or glanced at / didn’t read it (had it open for less than 2 seconds). You can also see how many people forwarded your email (using the forward button in the email client rather than having to rely on a “forward to a friend” link) or printed it. Hint: no one prints emails except my dad.

We only report on this data in aggregate so you cannot see which of your opening prospects glanced vs read at this time, only what percentage of each there were.

Email Engagement Report

Report on the devices / email clients your recipients use

Knowing what devices or email clients your prospects use can clue you in to where to spend your design time. If you know that almost none of your prospects use a certain client, you know that you don’t need to beat your head into your desk trying to make your email pretty for it. On the flip side, if you see that a significant portion of your recipients open their emails on a mobile device, make sure to have a simple template, use responsive design, or include a link to a mobile version of your content.

Again, we report on this data in aggregate so you cannot see which of your opening prospects are using which device — only the totals.

Email Client / Device Report

New report format

While we were adding those two new reports, we took the opportunity to make the basic report prettier. We present three important stats in a heads up view so that you can see them at a glance (you can also drill into them by clicking on the numbers) and also present the link clicks higher on the page. This new design is available to all clients.

New Email Report Format

Adam Blitzer

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16 responses to New email reports: skims, reads, glances, and forwards and recipient device type

  1. A lot of great information added here, Adam. Hoping at some point it becomes available at the email template report level too, so that I can have that information for drip emails.

  2. Nolin @ Brainrider February 27, 2013 at 5:57 pm

    Very useful insights, guys.

    For the geeks in the crowd, can you explain a bit about how the engagement data is collected or sourced? Does it work the same way in all email clients?

    • You bet — engagement is from a tracking pixel that pings back to our server. We check open to close so we can see how long the creative is open. Obviously if the person left the email up and went to the bathroom it would count as a read so it’s not 100% accurate — much better than nothing though!

      • Impressive – it’s great to see you guys pushing forward the data we get with this.

        I can’t wait to see if/when this gets to the contact level!

  3. Great additions to the email reports :-) I’m happy to see these!!
    Any idea if or when we can see also percentage of emails delivered in texts or HTML?

    • Great question — no timeline on that one yet — I agree that it would be great to see. With the pervasiveness of smart phones, luckily almost no one receives text versions these days but I agree that having data to back up that assertion would be great.

  4. Can wait to start using these new features and sharing with the team!

  5. Really like the new reports and the visual representation. I would like to send the pie chart to my stakeholders but cant figure out a way to export it so it retains the graphically-pleasing look. It would be great to be able to save just the graph portion to a PDF that I could then forward on.

  6. Love the new reporting features! They have already been super insightful as I’ve looked through the reports from the email campaigns that have gone out this week:-)

  7. This is great! Any idea on the timeline for viewing which prospects read/skimmed/viewed the email on a certain device?

    • Hi Angela — the technology we use only aggregates this info right now. I’ll certainly let you know if we can ever open that up to individuals. That would be excellent as you could score opens differently based on read vs skimmed, etc.

  8. You guys are awesome. These new (and improved) reports will really help. Thanks for the early birthday present!

  9. This is very exciting, Adam! We’re looking forward to sharing this with our clients too!!!

  10. These reports are awesome! It will be fun to do some A/B testing with this kind of data and analytics. Great job, guys!