Analisar métricas¶
To properly understand the success or failure of an email marketing campaign, it is necessary to monitor several key metrics. The insights gained from these metrics can then be used to optimize future campaigns. Odoo’s Email Marketing application tracks several key metrics, which can be interpreted to improve future campaigns.
Ver métricas¶
Após o envio de uma distribuição em massa, os resultados desse envio específico são exibidos em vários locais.
Para acessar as métricas de um mailing individual, navegue até . Localize a correspondência específica na exibição de lista e use os títulos das colunas para visualizar os resultados dessa correspondência. Clique em um dos mailings da lista para abrir o registro. Na parte superior do registro, as métricas detalhadas são exibidas como botões inteligentes.
Below is a non-comprehensive selection of percentage-based metrics that are key for analyzing the success of an email marketing campaign.
Dica
Click on any smart button to see the recipient records for that respective metric.
Taxa de abertura¶
The Opened rate measures the percentage of emails opened by recipients against the total number of sent emails.
A high open rate may indicate the subject line was timely, compelling, and successfully prompted the recipients to view the message.
A low open rate may indicate the subject line failed to capture the recipients’ interest. It could also indicate the email ended up in a spam or junk folder, due to having a poor sender reputation, or failing to configure the proper DNS records.
Taxa de resposta¶
The Replied rate measures the percentage of recipients who responded to the email directly against the total number of sent emails.
Uma alta taxa de resposta pode indicar que o e-mail repercutiu entre os destinatários, levando-os a fazer uma ação ou dar feedback.
A low replied rate may suggest that the message lacked relevance or did not contain a clear call-to-action.
Taxa de cliques¶
The Clicked rate, represents the Click Through Rate (CTR), which measures the percentage of recipients who clicked on a link within the email against the total number of sent emails.
Um CTR alto pode indicar que o conteúdo do e-mail era relevante e adequadamente direcionado. Os destinatários foram motivados a clicar nos links fornecidos e provavelmente foram engajados pelo conteúdo.
A low CTR may indicate issues with either the targeting, or the content itself. If there were any calls to action, recipients may have been unmotivated, or the message itself may have been directed toward the wrong audience.
Taxa de recebidos¶
The Received rate measures the percentage of emails successfully delivered against the total number of sent emails.
A high received rate can indicate the mailing list used is up-to-date and the sender authentication is trusted by email providers.
A low received rate may indicate issues with either the mailing list used for the mailing, or with the sender authentication. View the Problemas com entrega de e-mails section for more information.
Taxa de devolução¶
The Bounced rate measures the percentage of emails unsuccessfully delivered, against the total number of sent emails.
A high bounce rate could indicate issues with either the mailing list used for the mailing, or with the sender authentication.
A low bounce rate may indicate the mailing list used is up-to-date and the sender authentication is trusted by email providers. View the Problemas com entrega de e-mails section for more information.
Problemas com entrega de e-mails¶
The following defines possible reasons for a high bounce rate or low received rate:
Using a mailing list that contains outdated contact information, or malformed email addresses, is likely to result in a high bounce rate and/or a low received rate.
Mailings sent using a From email address that differs from the sender’s domain are likely to bounce with certain email providers, due to failing DMARC authentication.
Deixar de configurar os registros DNS adequados também pode resultar em uma alta taxa de devolução.