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Informes de rendimiento de la campaña

Introducción

Después de publicar una campaña, tendrá acceso a informes de rendimiento. El informe de rendimiento le permite evaluar la eficacia de su campaña en Campaign Builder. Le permite ver el rendimiento de su campaña a un nivel "macro" y luego cavar en piezas específicas de marketing (como correos electrónicos) con el fin de ver lo bien que están realizando.

Instrucciones paso a paso

1 - Haga clic en la ficha Rendimiento de una campaña

2 - Vista activa vs. vista histórica
Tenga en cuenta la lista desplegable Ver. Active View es lo que está sucediendo ahora, mientras que las vistas Históricas muestran el rendimiento durante un período de tiempo específico, ya sea las últimas 24 horas o los últimos 30 días. Puede hacer clic en el botón de actualización en cualquier momento para obtener la información más reciente.

3 - Contactos activos vs en cola
El número azul representa los contactos activos. Un contacto se considera "activo" si actualmente se está comercializando activamente en la secuencia de la campaña. Un contacto activo aún no ha recibido todos los correos electrónicos en una secuencia de campaña.

Los números naranja representan contactos "en cola". Un contacto en cola ha recibido todos los correos electrónicos en una secuencia y ya no espera más contenido. En el ejemplo siguiente, hay 2 contactos activos que se comercializan actualmente en la secuencia de seguimiento de EcoPaint.

Tenga en cuenta que cuando se pasa el ratón sobre una secuencia, aparece un icono de persona. Haga clic en este icono para ver una lista de todos los contactos activos en esta secuencia.

Para ver los contactos en cola, simplemente cambie el filtro para que solo vea los contactos "en cola" haciendo clic en el botón Editar Criterios / Columnas y cambiando el estado a cola.

Pro-Tip!
Tenga en cuenta que al ver contactos en una secuencia de campaña, el informe siempre mostrará por defecto los contactos "activos" en primer lugar, a menos que especifique manualmente "cola".

4 - Informes de rendimiento de la campaña
Haga doble clic en cualquier secuencia de su campaña para ver más detalles. Tenga en cuenta que habrá un mensaje a la derecha que le pide que cambie a una de las opciones de vista histórica antes de ver cualquier estadística de correo electrónico. Echemos un vistazo a los últimos 30 días.

Cada correo electrónico en esta secuencia está representado por una tarjeta en el lado derecho de la página. Podemos ver rápidamente la tasa de apertura, haga clic en la tasa y opt-outs para cada correo electrónico en esta secuencia. Esta información nos puede ayudar a determinar qué correos electrónicos funcionan bien y qué correos electrónicos deben ser mejorados.

El título de cada tarjeta coincide con el nombre del correo electrónico en la secuencia. En el ejemplo anterior, el título del correo electrónico es "EcoPaint - Intro"

ProTips!
Si hace clic en una tarjeta, resaltará en qué lugar de la secuencia vive el correo electrónico. Y viceversa, haga clic en un correo electrónico y se resaltará la tarjeta. Esto facilita encontrar la información que está buscando para tomar decisiones de marketing informadas.

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