Analyze the performance of email marketing

 

Updated: November 1, 2016

Applies To: Dynamics Marketing

System_CAPS_importantImportant

Microsoft Dynamics Marketing is scheduled to be retired on May 15, 2018. After that date the service will no longer be available. Please plan accordingly. For details, see the blog post Microsoft Dynamics Marketing service will be discontinued, and learn what’s coming next.

Microsoft Dynamics Marketing provides a powerful suite of analytics and performance-measurement tools for measuring all email marketing activities. The system records and presents many key performance indicators (KPIs), including opens, bounces, clicks, and more.

There are many places in Dynamics Marketing where you can read email performance statistics as they relate to various entities like campaigns, jobs, events, and contacts, The collection of statistics presented varies based on the type of entity you are viewing, so not all of the available metrics are visible everywhere. The following table summarizes the various places where related email statistics are available.

Entity type and scope

Where to find it

Notes

All messages per contact

Go to the target Contact maintenance page and open the Email Marketing tab.

Here you can see a list of all of the marketing email messages sent to the current contact. Click the expansion button for any message listed here to see a record of clicks the current contact made from that message (if any).

System_CAPS_noteNote

Messages sent to a contact by a campaign set to high-volume tracking will not be listed here unless the contact also opened, clicked, or forwarded it. More information: Manage campaigns

All contacts per message

Go to the target Email Marketing Message maintenance page and open the Contacts tab.

Here you can see a list of each contact that received the current message. Choose any contact listed to see a record of clicks that contact made from the current message (if any).

System_CAPS_noteNote

For messages sent by a campaign set to high-volume tracking, you will only see those contacts that opened, clicked, or forwarded the message (not all contacts it was sent to). More information: Manage campaigns

All metrics per message

Go to the target Email Marketing maintenance page and open the Performance tab.

Displays all available metrics for your selected email message.

All metrics per list

Go to the target List or Query maintenance page and open the Email Performance tab.

Displays all available email metrics for all messages sent using the current list or query.

All metrics per job

Go to the target Job maintenance page and open the Performance tab.

Displays all available email metrics for all messages that are related to the current job (messages that specify the current job in the Job field).

All metrics per program

Go to the target Program maintenance page and open the Performance tab.

Displays all available email metrics for all messages that are related to the current program (messages that specify the current program in the Program field).

All metrics per campaign

Go to the target Campaign maintenance page and open the Email Performance tab.

Displays all available email metrics for all messages that are related to the current campaign (messages that specify the current campaign in the campaign field).

Dynamics Marketing tracks and reports several key performance indicators (KPIs) for evaluating the performance of marketing email messages. These include both absolute KPIs (such as the total number of opens) and relative KPIs (such as the open rate, which might compute the percentage of opens in relation to the total number of messages sent). You can choose to display standardized KPI rates, or to continue using the legacy calculations shown in earlier versions of Dynamics Marketing.

  • Legacy KPIs calculate all rates related to the total sent quantity.

  • The standardized KPIs calculate rates according to industry standard practice, with some rates related to the total sent quantity, and others related to total delivered, total blocked, or total addressed quantities.

The raw data (absolute quantities) do not change based on your selection of KPIs to use; only the calculated rates do.

Your administrator can choose which types of KPIs to show for your organization, and can change them at any time. To see which types of KPIs are currently being shown on your site, hover your mouse over the alert symbol KPI alert icon next to the Performance tab heading. For details about how to make this setting, see Configure email marketing and marketing automation options.

The following table shows equations and examples of how the various rates are calculated for each type of KPI selection for email results.

Qty.

Legacy KPI Rate (%)

Standardized KPI Rate (%)

Total addressed

1000

(not shown)

(not shown)

Sent

950

100% (sent/sent)

95.00% (sent/addressed)

Blocked

50

5.26% (blocked/sent)

5.00% (blocked/addressed)

Delivered

900

94.74% (delivered/sent)

94.74% (delivered/sent)

Soft bounce

30

3.16% (soft/sent)

3.16% (soft/sent)

Hard bounce

20

2.1% (hard/sent)

2.1% (hard/sent)

Opened

300

31.58% (opened/sent)

33% (opened/delivered)

Clicked

50

5.26% (clicked/sent)

5.56% (clicked/delivered)

Forwarded

15

1.58% (forwarded/sent)

1.67% (forwarded/delivered)

Unsubscribed

25

2.63% (unsubscribed/sent)

2.78% (unsubscribed/delivered)

Total clicks

65

6.84% (totalClicks/sent)

7.22% (totalClicks/delivered)

Blocked due to cross-campaign rules

15

1.58% (rules/sent)

30.00% (rules/blocked)

Blocked due to contact permissions

8

0.84% (permissions/sent)

16.00% (permissions/blocked)

Blocked due to duplicates

6

0.63% (duplicates/sent)

12.00% (duplicates/blocked)

Blocked due to missing email

5

0.54% (missingEmail/sent)

10.00% (missingEmail/blocked)

Blocked due to inactive contacts

2

0.21% (inactive/sent)

4.00% (inactive/blocked)

Blocked due to do not email

4

0.43% (doNotEmail/sent)

8.00% (doNotEmail/blocked)

Blocked due to invalid sender

8

0.84% (invalid/sent)

16.00% (invalid/blocked)

Blocked due to failures

2

0.21% (failed/sent)

4.00% (failed/blocked)

All entities that provide a Performance tab for analyzing email results include expandable sections for viewing a Chart, Summary, and selected Details. The Summary section provides the metrics described in the following table; The Chart section provides most of these same metrics, shown as a percentage of the total sent. The Summary table shows each metric both as a total quantity and as a percentage of the total sent; it also includes fields for specifying your own estimates and calculates the variance between your measured and estimated values. See the next section for information about working with the Details.

Metric

Description

Sent

The total number of email messages sent, including bounced messages, but not including blocked messages.
(Sent = TotalSendListQuantity – TotalBlockedQuantity)

Delivered

The total number of messages sent, not including hard- or soft-bounced messages.
(Delivered = Sent – TotalBounced)

Unique opens

The total number of messages that were opened by a contact at least once. This value does not count multiple opens of the same message by the same contact.

System_CAPS_importantImportant

Dynamics Marketing can only count opens when the email recipient allows images to load. No open will be recorded if the contact does not load images. In some cases, this can result in statistics that show more clicks than opens.

Unique clicks

The number of sent messages where the recipient clicked at least one link at least once. Clicks on multiple links and multiple clicks on a single link are not counted after the first click, so the maximum unique clicks per message is one.

Total clicks

The total count of all the links clicked in all sent messages. Multiple clicks of the same link in a single message are counted multiple times, so the proportion of total clicks per total sent can sometimes be more than 100%.

Hard bounces

The total number of sent messages that resulted in a hard bounce, which indicates that the address is invalid. A hard bounce might occur because the domain name doesn't exist or because the recipient is unknown.

Hard-bouncing addresses are considered invalid and may be deleted from their contact records (depending on your message settings).

Soft bounces

The total number of sent messages that resulted in a soft bounce. A soft bounce occurs when an email is sent to a valid server, which recognizes the user, but still rejects the message for some reason, such as because the recipient's mailbox is full, the mail server is temporarily unavailable, or the recipient no longer has an email account at that address.

A message is marked as a soft bounce only after Dynamics Marketing has tried repeatedly for 24 hours to deliver it, but received a soft bounce every time. After 24 hours, Dynamics Marketing will stop trying to send the message and mark it as a soft bounce.

If five messages in a row sent to a given address result in a soft bounce, then that address is treated as a hard-bounce address and may be deleted from the contact record (depending on your message settings).

Forwards

The total number of forward-to addresses that any recipient submitted via the forward-to-a-friend link included in the message. The submitted addresses are not necessarily unique. (This value does not record forwards made using the mail-client forward feature.)

Unsubscribes

The total number of times that a recipient clicked the subscription center link and then unsubscribed from one or more mailing lists. This value counts, at most, one unsubscribe per message per contact.

Unsubscribes per list

The total number of unsubscribes requested using the subscription center link included in this message. Each list is counted separately, so if a single contact unsubscribes from three lists, this value will increase by three.

This label is a link; click this link to see a list of which contacts unsubscribed from which lists.

Blocked due to cross-campaign rules

Cross-campaign rules limit the total number of emails sent to a given contact in a given period (for example 3 emails per week). This value shows how many times this particular message was blocked for this reason.

This label is a link; click this link to see a list of which contacts were blocked by which rules.

Blocked due to contact permission rules

Dynamics Marketing provides a feature that enables organizations to integrate it with an external system that manages contact permissions (see also Configure email marketing and marketing automation options). This value shows the total number of contacts that were included on the send list, but which were blocked as a result of this system.

This label is a link; click this link to see a list of which contacts were blocked for this reason.

Blocked as duplicate

Dynamics Marketing applies duplicate detection on outgoing email blasts and prevents the message from being sent to the same recipient more than once. You can configure the system to identify duplicates by email address or by contact ID on a per-site/client company basis (see also Company settings and configuration).

This values shows the total number of contacts that were included on the send list, but which were blocked as duplicates. The label is a link; click the link to see a list of which contacts were blocked for this reason.

Blocked due to missing email

Shows the total number of contacts that were included on the send list, but which were blocked because their contact record does not include an email address.

This label is a link; click this link to see a list of which contacts were blocked for this reason.

System_CAPS_noteNote

Dynamics Marketing automatically removes email addresses that result in a hard bounce or five soft bounces in a row, or that belong to black-listed servers.

Blocked due to inactive contact

Shows the total number of contacts that were included on the send list, but which were blocked because their contact record is inactive (marked as deleted). Note that contacts are never permanently deleted,; they're just soft deleted (marked as inactive) and hidden by default.

This label is a link; click this link to see a list of which contacts were blocked for this reason.

Blocked due to Do Not Email status

Shows the total number of contacts that were included on the send list, but which have their Do Not Email flag set.

This label is a link; click this link to see a list of which contacts were blocked for this reason.

Invalid sender email

All messages must include a valid sender email (“from” address). You can't activate or send a message when the sender email is blank, but you can define the sender address as an expression (based, for example, on the personal sales representative associated with each contact; see also Design message content using the graphical editor). In some cases, your expression might not produce a valid address; if so, then the affected message(s) will be blocked.

This label is a link; click this link to see a list of which contacts were blocked for this reason.

Failures

Shows the number of messages that were blocked due to a system failure or other unexpected error that occurred during sending.

This label is a link; click this link to see a list of which contacts were blocked for this reason.

All entities that provide a Performance tab for analyzing email results include expandable sections for viewing a Chart, Summary, and selected Details. The Summary and Chart areas are described in the previous section. This section gives you information about the Details areas.

The Details area gives you a few different ways of digging into your email performance results. The most important setting here is the View drop-down list, which controls which types of information are shown in this area. The following table summarizes the information available in each view.

View setting

Description

Internet Service Provider

Breaks down statistics based on the domain to which each message was delivered. Controls are provided to filter the list by date if you want. The metrics provided in this table are a subset of those provided in the Summary (see the previous section for details).

System_CAPS_noteNote

Messages sent by a campaign set to high-volume tracking will not show values in the Sent or Delivered columns for ISPs, but will show the other KPIs. More information: Manage campaigns

Link

Provides unique-click values for each individual link included in the message. Controls are provided to filter the list by date if you want.

System_CAPS_noteNote

One KPI that is shown as a column here but nowhere else is CTR. This reports the ratio of unique clicks per delivered message (as a percentage). The value is similar to the Unique Clicks rate reported in the Summary section when you are using the standardized KPIs, but here it is shown by link.

List

Provides individual statistics for each marketing list that you included in the send list. Controls are provided to filter the list by date if you want. The metrics provided in this table are a subset of those provided in the Summary (see the previous section for details).

Performance over Time

Shows how performance metrics varied over time, both as table and a graph. The table shows most of the same metrics as in the Summary, but organized by date interval. Use the following controls to generate the view most relevant to you:

  • Interval: Establishes the date interval represented by each point on the X-axis of the graph and each column in the table (daily, weekly, or monthly).

  • Chart: Establishes the metric shown on the Y-axis of the graph. The options available here match the metrics shown in the Summary area, as described in the previous section.

  • Dates: Use these controls to limit the date span of values shown in the chart and table.

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