The SendForensics deliverability metric is there to fill the gap in the suite of standard metrics provided by an ESP. With it (and the analysis behind it), the email marketer finally has everything needed to fully understand, and therefore troubleshoot and optimise, campaign performance. With this live campaign data pulled in from a supported ESP via plugin, the complete set is now available in a highly visible and digestible format.
Once you have successfully activated a plugin ('Account > Plugins' from the main menu when logged-in) and sent some live emails, the next step is to view the performance of a campaign over time. If you have multiple Domains/Sending-addresses/Campaigns within the system, filter the results shown on the Overview page to give you the particular campaign progress you are interested in:
Consider the following sample campaign (we're keeping it simple for better illustration..):
|Goal:||sales of weekly special deal|
Now a typical campaign report with the standard metrics as provided by an ESP may look like this:
So what happened in weeks 2, 4 and 6 that resulted in poorer response (unique clicks)?
So what actually happened in weeks 2, 4 and 6 that resulted in poorer response (unique clicks)?
This is an illustration using data from a relatively consistent campaign. With more irregular campaigns troubleshooting can become very difficult, given the many variables in play. Taking control of your deliverability eliminates the guesswork for one major unknown, fills in the analytics gap for the others, and smoothes the way towards consistent campaign success.