Overview:
While individual campaign reports offer limited snapshots, the Campaigns Performance report aggregates data across multiple campaigns, allowing marketers to analyze trends in open rates, click-throughs, unsubscribes, and bounces over specific time frames.
Our last few newsletters have been focused on the hard work of how and why to keep your open rates high and your lists clean. Now we want to show you where to find the data in ActiveCampaign so you can keep on top of things.
Previously:
Campaign performance data can be found in multiple places throughout the ActiveCampaign dashboard, and most publishers are likely familiar with viewing the reports for individual campaigns. While that’s helpful, it’s a snapshot of a single campaign and isn’t very useful for drawing insights from trends.
To get the bigger picture, use the left-hand menu to navigate to Reports > Campaign Reports > Campaigns Performance. See below.
Based on the size of your database, this report can be a little slow to generate, and sometimes needs to be reloaded. Be patient: it’s pulling together a lot of data.
The report can be narrowed by date sent, as well as result date — which is especially helpful to see how things like your welcome series is doing recently, rather than over the entire lifetime of the automation.
The report shows you subject lines, send dates, and rates for opens, clicks, unsubscribes, bounces and more. Having it in this format, and being able to export it to CSV, is incredibly helpful for comparing subject lines and performance for days of the week. It can also spotlight some red flags: did a specific email have a lot of unsubscribes? Check it out and try to reverse engineer what’s going on.
Most importantly, make a habit of using this report. A good practice is to document your overall open rate and unsubscribe rate every month, keeping track of it in a spreadsheet. This allows you to benchmark against yourself, and run small experiments to push the numbers in the right direction.
Need more help? Email support@bluelena.io and we’ll get you what you need.
About BlueLena
BlueLena is a strategy consulting and audience management platform founded in 2020 to support the sustainability of independent local media. By combining cutting-edge technology with expert-driven services, BlueLena helps over 250 news organizations across North America develop and manage subscription, membership, and donation models. Its unique shared-resource management approach provides publishers, regardless of size, with access to enterprise-level tools and personalized support, enabling them to focus on high-quality journalism while building loyal, revenue-generating audiences.
BlueLena is majority employee-owned, and backed by investors including Automattic(the parent company of WordPress), the Local Media Association, and Old Town Media.