Understanding Your Reports
As a Truevail member, you’ll receive two engagement reports – the Monthly Campaign Report and the Quarterly Lead Engagement Report. These reports will tell you who’s engaging with your emails, how often, what they might be interested in and what they’re not.
One week after your campaign gets sent, you will receive a detailed Campaign Report. This report consists of client opens/un-opens, clicks, forwards, replies, and more. Seeing how many times someone opens a campaign is a great way to gauge their interest.
Monthly Campaign Reports
Here’s a look at the basics of how to understand the Monthly Campaign Report:
This report will tell you how many people are opening your emails. To drill down even more, you can calculate something called the Open Rates. Email open rate means the percentage of the total number of subscribers who opened your email campaign.
According to Mailchimp, the average open rate for travel-related emails are about 20%. (Due to Apple’s Mail Privacy Protection that was implemented for iOS 15+ users in September 2021 open rates for the entire marketing industry have drastically changed, please review our post to understand this major change.)
Research shows that subject lines play a significant role in open rates. We constantly look for the best subject lines we can to help improve your open rates and A/B test all of our subject lines for the best open performance.
Your newsletters will have links built into them to help bring your clients to areas on the internet that you have predetermined as necessary, such as your website, travel listings, accreditation sites, affiliate sites or review pages. Clicks will indict which of these links the email recipient clicked on. Again, this can help you gauge what their interested in, and follow-up accordingly.
According to the Digital Marketing Association, the click through rates for travel-related emails are about 2.4%.
Even though that number may seem low, email has a median ROI of 122% – over four times higher than other marketing formats, including social media, direct mail, and paid search.
Bounces indicate those email addresses in your subscriber list that have been returned by the recipient’s mail server. Bounces can be of two types: hard bounce and soft bounce. Hard bounces are either invalid or non-existent addresses that are to be deleted from your list. Since hard bounces can affect email deliverability negatively, we automatically blacklist hard bounced emails to ensure the best deliverability rates. Soft bounces are blocks that are a short-term issue–you don’t need to take these addresses off of your list permanently. Soft bounces may occur if the recipient’s server was down, their email box was full, or the message was too large.
Unsubscribes happen. We don’t take it personally. However, we do try and learn from them. Please try to spend a little time looking over these reports to see who’s not engaging. Again, there could be many reasons for this.
Lead Engagement Report
The main feature of this report is the “scores” of all your contacts. Scores are created by actions your clients take, and each “action” adds to their score.
The users with the most points are the most engaged over the period of 4 months at the time of the current report. Points for any action will fall off after a 4 months.
(Due to Apple’s Mail Privacy Protection that was implemented for iOS 15+ users in September 2021 has drastically changed the way marketers handle data, please review our post to understand this major change and how we apply it to your campaign reports.)
Open Scoring: Any time a contact opens a campaign 10 points are added to the contacts Lead Score.
Link Click Scoring: Any time a contact clicks a link on a campaign 20 points are added to the contacts Lead Score.
Forward Scoring: Any time a contact forwards a campaign 20 points are added to the contacts Lead Score.
Reply Scoring: Any time a contact replies to a campaign 20 points are added to the contacts Lead Score.
Users with the highest score are the most engaged. This is pure gold! Here’s where your investment can start to pay off.
Based on your clients’ recent actions or inactivity over the past two months, we also tag your clients as Recent Activity, Engaged, Disengaged, Inactive, or Unsubscribe due to Inactivity.
Recent Activity: Contacts who have opened a campaign within the past 14 days.
Engaged: Contacts who have opened a campaign within the past 45 days
Disengaged: Contacts who have not opened a campaign in the past 45 – 90 days.
Inactive: Contacts who have not opened a campaign in the past 3 months – 4.5 months.
Unsubscribe Due to Inactivity: (Due to Apple’s Mail Privacy Protection that was implemented for iOS 15+ users in September 2021 we will no longer be using this tag in the future and contacts with this tag should be ignored, please review our post to understand this major change and how we apply it to your campaign reports.)
It’s up to you to use this data to connect with the most active potential clients and make them new clients or score a booking. Put on your sales hat, make contact, and start a conversation.
So, let’s look at a sample email to get you started. You can also use this dialogue in a phone conversation.
Thanks for visiting my new website and reading my newsletters!
My team gives me regular reports that show how well my new newsletter and website are being received. I’m thrilled to see that you’re one of the top readers, so I wanted to say THANK YOU!
Is there anything you’ve read that inspired you or reminded you about a possible new trip?
If so, let’s chat!
Please email me or call 212-555-XXXX.
P.S. I just heard about a new travel offer, and because of my connections, I can get you some great perks like late check-out, free airport transfers, and free breakfast! Let’s chat!
Thanks for reading, and please remember to review both reports as you receive them. Hopefully, they will be a valuable resource for understanding your clients and growing your business.
And, if you have any questions or want to know more, please email firstname.lastname@example.org.