New: Email Campaign Trend Reporting

Jake Cohen |

Like most email marketers, you’re probably mildly addicted to checking out your campaign performance. Checking in on the results of the promotion you just launched is one of the best parts of email marketing, after all.

When you can’t stop checking campaign results

While checking individual campaign performance is incredibly important, one of the best ways to understand the bigger picture of how your marketing efforts are paying off is to look at performance in the aggregate to take all the campaigns you’ve sent to your subscribers or a specific segment, see how they’re trending over time, and start looking into the best and worst performers so you can figure out what to do more of (and what you should stop doing).

Sounds like a great idea, right? Unfortunately, it typically requires a bit of manual effort on your end to pull a bunch of campaign stats together and look at them in the aggregate…and ain’t nobody got time for that.

That’s why we’re happy to announce a new aggregate reporting view: Campaign Trends Reporting, now available for all Klaviyo users! Campaign Trends Reporting will show you the results for the last 5, 20, or 50 campaigns you’ve sent.

Where do I access the report?

To view this feature, log into a Klaviyo account to www.klaviyo.com/campaigns and click on View Trends.

Why should I look at aggregate campaign trends?

When you look at the performance of an individual promotion, you can:

  • Gauge how effective your subject line was by comparing the open rate against your average send
  • Look at the click-through rate and judge your call to action’s effectiveness
  • See the total revenue you generate and your revenue per recipient to figure out the overall impact your marketing had on your business (and how well you’re monetizing your subscribers)

All of those things are important, but they’re tied to point-in-time effort. You also need to consider the cumulative effect your marketing is having on your business.

Enter Campaign Trends Report. 

We’ll show you both the open rate and the click through rate of the last 5, 20, or 50 campaigns you’ve sent, all in one view. And, of course, you’ll also be able to see the total revenue you’ve generated from each campaign and your revenue per recipient.

By looking at performance in the aggregate, you’ll be able to answer a couple of key questions about your marketing:

  • Am I generally getting better or worse at getting people to open my emails?
  • Am I generally doing a better or worse job at getting people to click through?
  • Are my subscribers getting more or less engaged on average?

We’ll also let you segment your report based on your recipient’s email domain, so you can get a feel for how subscribers from different domains like Gmail or Hotmail or Yahoo are behaving.

Once you’ve gotten a feel for how your performance is trending, you can start digging into your outliers – your best and worst performing campaigns for any given metric. Your outliers will help you start to figure out what’s working.

For example, you might see an unusual spike for one campaign on your open rate. Your next step should be checking out the factors that most commonly drive open rate outliers:

  • Your subject line: Did you take a different approach? Feature a great deal?
  • Your from field: Did you change anything? Experiment with sending from a person vs. a brand name?
  • Your send date: Was there anything special about the date or the day of the week?
  • Your send time: Did your email go out at a different time than it usually does?

Groovy! So what metrics can I see in the Campaign Trends Report?

The Campaign Trends Report shows all the metrics you’d see associated with an individual campaign report, including:

  • Total sends, or the number of recipients you’ve sent to
  • Opens, or the raw number of opens across all your campaigns,
  • Open Rate, or the total number of opens divided by the number of delivered emails
  • Clicks, or the total number of clicks you’ve received across all your campaigns,
  • Click Rate, or the number of clicks divided by the number of delivered emails
  • Spam Rate, or the total number of spam complaints divided by the total number of delivered emails
  • Bounce Rate, or the total number of bounced emails divided by the total number of delivered emails
  • Revenue or Placed Order Value, the amount of revenue attributed to a campaign, as long as you’re not using a custom integration that doesn’t have a “Placed Order” event.

By default, your Campaign Trends Report will show you the performance of the last 5, 20, or 50 campaigns sent, regardless of the list. You can also select a specific list or segment and drill into campaign performance for that group of recipients. This will help you look closely at the difference between campaigns.

Once you’ve identified your outliers, you can also click through to the individual campaigns directly from the Campaign Trends Report making it dead easy to start digging into what’s different about the ones that work well.

Campaign Trends Report in action

Over the last few weeks, we’ve been experimenting with our content newsletter here at Klaviyo – mainly by testing out different subject lines and content; send times; and newsletter designs. The Campaign Trends Report is a great way for us to see how our efforts are paying off and what’s working best.

Let’s take our segment of weekly content subscribers, for example. Over the last few weeks, we’ve been noticing a steady upward trend in our open rates:

It started on February 10th, which is when we announced our data-driven customer awards, The Klaviyos. Killer content helps, especially since we used “announcing” in the subject line but we also used emojiis in the subject line so that’s something we’ll look at experimenting with again.

A couple weeks later, on March 6th, we saw another spike. That coincides with when we changed our send time, from Friday afternoons to first thing Monday mornings. There is no universal best email send time, sure but that doesn’t mean you shouldn’t experiment with different days of the weeks or times.

Finally, we also noticed an all-time high for our open rate on our weekly newsletter on March 20th. As it turns out, that’s the same day we led with one of our most popular recent posts a write up on SEO for Amazon. Our subject line, “Why ranking on Amazon breaks regular SEO rules”, clearly struck a chord.

It took roughly 10 minutes to check the report and start looking at individual campaigns to figure out what’s working well for us at Klaviyo, and we have an immediate todo list of a couple of things we can try to optimize future emails:

  • Try emojiis in subject lines more often
  • Keep sending on Monday mornings, and consider moving some of our other emails to that time
  • Consider writing about selling on Amazon more often

Sold. I <3 Campaign Trends! What next?

Yep, we love Campaign Trends too! We’ve got a lot of exciting product news coming, so stay tuned for more updates. And in the meantime, feel free to share your feedback with our product team by hitting us up at product@klaviyo.com.

Jake Cohen
Jake Cohen is Klaviyo’s Director of Product. He loves coffee almost as much as he loves marketing funnels. Which is a lot.