Reports, metrics, and analytics will always be the life blood of a good marketing and sales strategy. For emails sent through Sequences, LeadFWD offers several metrics for quick view.
These metrics include:
Opens - emails that have been opened by recipients
Clicks - emails that have have hyperlinked URLs click in the message
Replies - records that have replied to a message
Downloads - records that have opened an attachment to an email.
This article will include the overview of these metrics and where they can be found for your Sequences.
Sequence Manager Overview
From the Sequence Manager overview screen users will see a breakdown of the different email steps in their Sequence. To right of the email name, there will be five icons representing different metrics
The metrics from left to right represent:
Total sends - number of emails sent for this step
Open rate - percentage of messages sent that have been opened
Click rate - percentage messages registering a hyperlink click
Reply rate - percentage of messages that have received a reply
Download rate - percentage of contacts that have opened an attachment
Clicking on the link associated with each metric will redirect the user to a view of specific records that have performed that action.
Engagement Activity view
From the Sequence Manager overview screen users have the option to click on a report for records that have either completed or are in-progress for the current Sequence. Each report will give a breakdown of the records depending on their status.
The table on the page will show six (6) columns of information. This includes:
Contact - name of the record
Account - company name associated with the record
First Touch - timestamp of first email sent in sequence to the record
Engagement Activity - what activity (reply, download, click, or open) did the record participate in. The amount of boxes present in this column will be dependent on the amount of active email steps in the whole Sequence.
Last Touch - timestamp of the last time an email was sent to the record
Status - what is the current status of the record in the sequence
For the Engagement Activity column there are boxes that will change color and value to show what action the recipient took with a specific email step in the Sequence. LeadFWD weighs the actions a record can take as follows: Reply, Download, Click, Open. This means a record that has done more than 1 action will show the action that is given the greater weight. In this case Reply will always show first even if the recipient has Downloaded, Clicked, and Opened.
For records that have not interacted with your message, the boxes will remain shaded black. If a record in the future interacts with one of the message then the Engagement Activity will change to reflect that interaction.
For records that have opened an email, the cell will turn a shade of green with a white 'O' in the middle indicating the open.
For records that clicked a link in an email, the cell will turn a shade of green with a white 'C' in the middle indicating the click.
For records that downloaded an attachment in an email, the cell will turn a shade of green with a white 'D' in the middle indicating the download.
For records that have replied to an email, the cell will turn a shade of green with a white 'R' in the middle indicating the reply.
And last but not least, if a record has unsubscribed or opt-ed out during the Sequence, the cell will be shaded red to indicate the change.