The Broadcast Report displays a series of metrics regarding your broadcasts’ delivery and activity. You will find information on failed emails, open rates, unsubscribes, and more.
The Broadcast Report Index
To access the Broadcast Report, go to Reports, click on Broadcast, then click the Broadcast Report tab. You will come to a report index that shows:
- Overall Report
- Message Names
- Date Sent
- Message Status
- Number of Emails Sent
- Number of Failed Emails
This Over Time graph, which provides a sense of trends over time, displays the average Opened, Response, and Unsubscribe Rates based on the filters selected here. If you hover over the graph, it will show individual broadcast data as you mouse over the days/weeks/years. Each point is an individual broadcast.
Click on the info icon to the right of any entry to see a detailed report of the metrics for that particular broadcast.
To pull an aggregated report of metrics across multiple broadcasts and see trends, click the "download CSV" button at the top-right corner.
The detailed report page displays a series of graphs with key metrics. These graphs cover up to four categories:
- Message Delivery and Open Rates
- Response Rates (for call to action emails only)
- Unsubscribe Rates
- Click-Through Rates (for emails including additional links)
Message Delivery and Open Rates
The Messages Sent graph shows you the percentage of messages in the broadcast that were accepted by the recipients’ email servers as opposed to those that failed. Click on the wedge of failed emails to see details for every failure. Failure reports generally fall into two categories:
- Hard Bounces (usually permanent errors such as an email address simply not existing)
- Soft Bounces (usually more temporary errors such as a mailbox being full)
The Opened Emails graph shows the messages we can confirm were opened as opposed to those that may or may not have been opened. If a contact displays images when they read an email, our servers are pinged, allowing us to confirm that the message was read. If a user does not display images, there is no way to confirm if the message was read or not. Click on the graph to see a full list of contacts in either category.
You will only see the Response Tracking and Responses by Date graphs if the broadcast in question had the stated purpose of driving your contacts to the action center (see the article on sending a broadcast). The former shows you the number of contacts who clicked the link to take action versus the number of contacts who completed the requested action, and the later shows you the number of contacts to complete the action on each of the first seven days after the broadcast was sent.
You will typically find that most activity occurs within three days of sending a call to action email. You can send a reminder email to just your contacts who have not yet taken action on the Manage Broadcasts page by clicking the Track and Resend icon to the right of a sent message.
The third set of graphs, Unsubscribe Tracking and Unsubscribes by Date, detail the number of contacts who unsubscribed from receiving communication from your association and when they did so.
The last graph, Click-Through Tracking, shows the number of “clicks” each link in the email received.
Please note that URLs that are typed out in full (as opposed to linked via text) and those that include hashtags (#) cannot be tracked.