Feature Launch: Advanced Deliverability Reports
This week, we’re releasing even more advanced reporting features – deliverability reports. Klaviyo will break down deliverability performance by email domain, email client, and country. This data will allow you to analyze how your campaigns are performing across several different categories, and give you insight into how your customers are viewing and interacting with your emails.
What are Delivery Reports?
Our deliverability reports will track deliverability performance by Internet service provider. Because we divided reports into these three categories, you’ll be able to easily identify commonalities amongst users. If you’re studying your performance by email domain report and there is an unusually high bounce rate amongst gmail.com users, for example, you’ll be able to tell and take steps to rectify the issue. To view these reports, simply click the ‘Advanced Reports’ tab in your campaign overview (shown above).
Performance by Email Domain
Email performance by domain outlines the performance of the major email domains, such a gmail.com, yahoo.com, etc. We track send rate, bounce rate, open rate, click-through rate, and conversion metric (which in this case is ‘Placed Order,’ but will vary from user to user). As we mentioned in the previous example, this information could alert you to discrepancies in your emails across domains, or simply give you insight into which domain your customers are most likely to use. Say the majority of your customers use gmail.com – given this knowledge, you may choose to invest in Google Ads, since you know many of your customers are frequently exposed to this site.
Performance by Email Client
Performance by email client will allow you to track open rates by your customers’ email providers, web browsers, and devices. Like the performance by domain reports, performance by client reports will reveal any unusual discrepancies.
Analyzing the difference in open rate across mobile and desktop platforms is especially useful. If, as is the case in the above example, a significant percentage of your customers view your emails on mobile devices, you should pay special attention to ensuring that your emails are mobile-ready. Luckily, Klaviyo’s email template editor makes it incredibly easy to create responsive emails and preview them for mobile devices. Simply switch to the mobile view to see how your emails will appear.
Performance by Country
While the description is somewhat self-explanatory, being able to determine open rates by country is an important piece of understanding your customer base. Once you know where the majority of your customers are, you can effectively market to your target audience.
You can look forward to even more campaign reports in the very near future. Soon, we’ll have visual click maps that will show you how many clicks each of the links in your emails accumulates for any given campaign. Be sure to check back next week to see what we’ve added!
Which advanced deliverability report are you most excited about? Are there any others you’d like to see added? Let us know in the comments.