Kennzahlen analysieren¶
To properly understand the success or failure of an email marketing campaign, it is necessary to monitor several key metrics. The insights gained from these metrics can then be used to optimize future campaigns. Odoo’s Email Marketing application tracks several key metrics, which can be interpreted to improve future campaigns.
Kennzahlen ansehen¶
Nachdem eine Massenmail versendet wurde, werden die Ergebnisse für diese bestimmte Sendung an mehreren Stellen angezeigt.
Um auf die Metriken für ein einzelnes Mailing zuzugreifen, navigieren Sie zu . Suchen Sie das gewünschte Mailing in der Listenansicht und verwenden Sie die Spaltenüberschriften, um die Ergebnisse für dieses Mailing anzuzeigen. Klicken Sie auf eines der Mailings in der Liste, um den Datensatz zu öffnen. Oben im Datensatz werden detaillierte Metriken als intelligente Schaltflächen angezeigt.
Below is a non-comprehensive selection of percentage-based metrics that are key for analyzing the success of an email marketing campaign.
Tipp
Click on any smart button to see the recipient records for that respective metric.
Geöffnet-Rate¶
The Opened rate measures the percentage of emails opened by recipients against the total number of sent emails.
A high open rate may indicate the subject line was timely, compelling, and successfully prompted the recipients to view the message.
A low open rate may indicate the subject line failed to capture the recipients‘ interest. It could also indicate the email ended up in a spam or junk folder, due to having a poor sender reputation, or failing to configure the proper DNS records.
Beantwortet-Rate¶
The Replied rate measures the percentage of recipients who responded to the email directly against the total number of sent emails.
Eine hohe Antwortrate kann darauf hindeuten, dass die E-Mail bei den Empfängern Anklang gefunden hat und sie dazu veranlasst, Maßnahmen zu ergreifen oder Feedback zu geben.
A low replied rate may suggest that the message lacked relevance or did not contain a clear call-to-action.
Angeklickt-Rate¶
The Clicked rate, represents the Click Through Rate (CTR), which measures the percentage of recipients who clicked on a link within the email against the total number of sent emails.
Eine hohe Klickrate kann darauf hindeuten, dass der Inhalt der E-Mail relevant und angemessen zielgerichtet war. Die Empfänger waren motiviert, auf die angegebenen Links zu klicken, und fanden den Inhalt wahrscheinlich ansprechend.
A low CTR may indicate issues with either the targeting, or the content itself. If there were any calls to action, recipients may have been unmotivated, or the message itself may have been directed toward the wrong audience.
Zugestellt-Rate¶
The Received rate measures the percentage of emails successfully delivered against the total number of sent emails.
A high received rate can indicate the mailing list used is up-to-date and the sender authentication is trusted by email providers.
A low received rate may indicate issues with either the mailing list used for the mailing, or with the sender authentication. View the Zustellprobleme section for more information.
Unzustellbar-Rate¶
The Bounced rate measures the percentage of emails unsuccessfully delivered, against the total number of sent emails.
A high bounce rate could indicate issues with either the mailing list used for the mailing, or with the sender authentication.
A low bounce rate may indicate the mailing list used is up-to-date and the sender authentication is trusted by email providers. View the Zustellprobleme section for more information.
Zustellprobleme¶
The following defines possible reasons for a high bounce rate or low received rate:
Using a mailing list that contains outdated contact information, or malformed email addresses, is likely to result in a high bounce rate and/or a low received rate.
Mailings sent using a From email address that differs from the sender’s domain are likely to bounce with certain email providers, due to failing DMARC authentication.
Wenn Sie es versäumen, die richtigen DNS-Einträge zu konfigurieren, kann dies ebenfalls zu einer hohen Unzustellbarkeitsrate führen.
Siehe auch