Improve Email Response with New Reporting in Luminate Online
Is there a difference in response rates when comparing recipients on Gmail vs. Yahoo mail?
You can now answer that question rather easily thanks to a new report writer option just released in Luminate Online. Given that email messages can look and act differently depending on the email system/client, you should leverage the new report to identify any performance differences among major email domains. (And use the new cross-client email preview feature to see how message layouts differ.)
Next question: Are you comparing response rates among different constituent groups? e.g. men vs. women, or large donors vs. prospective large donors?
New group performance reporting is now set to help you compare click-through’s and such by groups, and can be run on messages or message variants.
When constituents read email through their browsers at Gmail, Yahoo mail, etc., there’s often the option to mark a message as spam. Note this is not the same thing as a message getting auto-filtered into a spam folder. When a user actively marks a message as spam, that data gets tracked and reported back to monitoring services…and that is the data presented to Luminate Online admins.
There are two ways to see the spam report data: as a mini-dashboard in the upper right hand corner of the admin pages, and using Report Writer email reports. For the reports you can select these columns:
- Qualitative Spam Rating: Exemplary, Good, Poor, or Dangerous
- Spam Complaint Rate: Total number of message sent divided by the number of spam complaints
- Spam Complaints: Total number of complaints received for a message per group or domain