Overview
Emma provides the ability to view statistics about your mailing campaigns, contacts, and overall subaccount. These analytics usually update within a few minutes after a campaign is opened or clicked, and you can access them for up to 18 months after a campaign is sent. After 18 months, the response data associated with a campaign is automatically deleted.
Understanding analytics
You can view analytics in Emma by:
- Individual campaign
- Individual contact
- Overall campaigns
Individual campaign
Emma provides the following data:
- Overall
- Total open rate
- Click-to-open rate
- Delivery rate
- Bounce rate
- Opt-out rate
- Opens by device (desktop vs mobile)
- Opens by client
- Non-human interactions
- Apple MPP open rate
- Machine opens
- Machine clicks
- Opens: Who opened the campaign and when
- Clicks: Which links were clicked, by whom, and when
- Be aware that total clicks is often a greater number than unique clicks. For instance, a USC subscriber may click a link once, but Emma interprets it as multiple clicks because USC's email system first checks the link for malicious content.
- New sign-ups: Any new subscribers who clicked the "Sign up" link at the bottom of your newsletter (typically, people who were forwarded your newsletter from a current subscriber)
- Opt-outs: Any current subscribers who clicked "Opt Out" at the bottom of your newsletter
Factors that can skew your open rate
Emma determines whether someone opened your newsletter through the use of a tracking pixel: this is a standard practice across different marketing platforms. However, depending on the subscriber's email client or server, the open rate may be skewed. For example:
Subscriber appears to have opened email when they have not
If the subscriber uses the Mail app on an Apple device, Apple's Mail Privacy Protection (MPP) pre-fetches (downloads) emails, including the tracking pixel, before the subscriber accesses the email. Consequently, Emma may indicate that the subscriber opened the newsletter even if they have not. For more information, refer to Apple's official webpage explaining this feature.
Subscriber opened the email but it appears they have not
Some email clients can be set to disallow external images, including the tracking pixel, by default. This is how USC Outlook accounts are configured, and it means that when a USC subscriber opens your newsletter in Outlook, Emma is unaware that they opened it unless they click one of the links in the newsletter or click Download external images in the banner at the top of the email.
Viewing analytics for individual mailing campaigns
Quick guide
- Click the Responses tab.
- The Mailings page appears. Click the campaign name.
- The Overview section appears. Click any tab or scroll down the page to review detailed information.
Detailed guide (with screenshots)
- Click the Responses tab.
- The Mailings page appears. Click the campaign name.
- The Overview section appears. Click any tab or scroll down the page to review detailed information.
Additional resources
Emma offers the following official documentation:
Exporting individual campaign analytics
Individual campaign response data is automatically deleted 18 months after a campaign is sent. To retain the data longer, you can export the response data before the 18 month period has elapsed:
Quick guide
To download the data as CSV files:
- In the upper right, click Export responses.
- Select the checkboxes for the data you want, and click Export. Note that each selection will export as a separate CSV file.
- Click the link text.
- The Exports page appears.
- Once the export is ready, click the Expand
icon under Actions and select Download this export.
To download the Overview tab as a PDF:
- Make sure you are in the Overview tab.
- In the upper right, click Save as PDF, and select Save response as PDF.
- A new tab opens with the PDF, which you can now save to your computer.
Detailed guide (with screenshots)
To download the data as CSV files:
- In the upper right, click Export responses.
- Select the checkboxes for the data you want, and click Export. Note that each selection will export as a separate CSV file.
- Click the link text.
- The Exports page appears.
- Once the export is ready, click the Expand icon under Actions and select Download this export.
To download the Overview tab as a PDF:
- Make sure you are in the Overview tab.
- In the upper right, click Save as PDF, and select Save response as PDF.
- A new tab opens with the PDF, which you can now save to your computer.
Viewing analytics by individual contact
You can view an individual contact's overall engagement with your newsletters, as well as download detailed data such as when the contact opened a newsletter and what links they clicked:
Quick guide
- Click the Audience tab.
- The Contacts page appears. Click the contact's email address.
- If you have a long list and do not immediately see the contact, use the search bar to narrow down the list. You can search by partial or whole email address, first name, or last name.
- The contact record appears. The top of the page shows the contact's overall emails received, open rate, and click rate.
- To view statistics on past mailing campaigns, click the Emails tab under the contact's overall statistics.
- This area shows which campaigns the contact received, when the campaigns were delivered, and whether the contact reviewed, opened, or clicked any links in each campaign.
- To download detailed information, including when the contact opened your campaigns and which links they clicked:
- Click Export at the top.
- Click Visit the exports page.
- Once the export is ready, click the Expand icon under Actions and select Download this export.
Detailed guide (with screenshots)
- Click the Audience tab.
- The Contacts page appears. Click the contact's email address.
- If you have a long list and do not immediately see the contact, use the search bar to narrow down the list. You can search by partial or full email address, first name, or last name.
- The contact record appears. The top of the page shows the contact's overall emails received, open rate, and click rate.
- To view statistics on past mailing campaigns, click the Emails tab under the contact's overall statistics.
- This area shows which campaigns the contact received, when the campaigns were delivered, and whether the contact reviewed, opened, or clicked any links in each campaign.
- To download detailed information, including when the contact opened your campaigns and which links they clicked:
- Click Export at the top.
- Click Visit the exports page.
- Once the export is ready, click the Expand icon under Actions and select Download this export.
Viewing overall account analytics
Emma can also report on your overall mailing performance over time.
Quick guide
- Click the Insights tab.
- The Insights page opens to the Engagement tab. You can adjust the time period at the top, as well as select the Growth or Trends tabs to view more data.
Detailed guide (with screenshots)
- Click the Insights tab.
- The Insights page opens to the Engagement tab. You can adjust the time period at the top, as well as select the Growth or Trends tabs to view more data.
Emma can send you a monthly email report. To turn on this feature, select the Engagement Overview toggle in Insights:
Additional resources
The following additional documentation is available from Emma: