Introduction
Email will continue to be core to Marketing Automation. While other marketing channels have come and gone, email has proven itself lucrative and effective.
Pardot reports on a variety of email metrics across different parts of the platform.
Here are some key email performance indicators and where to find them in the Pardot product suite.
Email Reporting KPIs
Delivery Rate
Emails delivered to recipient inboxes / Total emails sent (x100)
Pardot accepts a 90%+ deliverability rate – anything lower and your account will be placed under surveillance.
HTML Open Rate
Emails opened / Total emails delivered (x100)
Pardot tracks opens by loading HTML pixels; one pixel load equals one open.
Click to Open Ratio
Emails with a link clicked / Total emails opened (x100)
The Bad News (why your email wasn’t delivered)
Bounces
-Hard bounces: indicates that a prospect is permanently unmailable (eg. their email address has been disabled)
-Soft bounces: indicates that a prospect is temporarily unmailable (eg. their inbox is full and cannot receive any more emails)
Opt-outs
Prospects who clicked the unsubscribe link.
Spam complaints: prospect who reported your email as spam on their email service provider (inbox)
Pardot List Email Report
The List Email report lists metrics for an email send on a page in Pardot.
‘Report’ Tab
Find all the core KPIs here.
‘Click-through Rate Report’
Shows where prospects have clicked on your email, what’s grabbed their attention?
‘Interaction’ Tab
How long are prospects spending on your emails?
‘Glanced’ = < 2 secs.
’Skimmed’ = 2-10 secs.
‘Read’ = > 10 secs.
‘Email Clients’ Tab
Which email clients and devices are your prospects using? Is it time to switch to a mobile-first email strategy?
Engagement History
Connected Campaigns
Connected campaigns sync email performance to the Engagement Metrics Component:
Engagement History Dashboards
Out-of-the-box dashboards that you can embed in Salesforce Lightning pages that show campaign performance over time – from the campaign view, account, and opportunity!
Use the ‘Asset Type’ filter to show email metrics:
Engagement History Report Types
Building the ‘Engagement Metrics on Emails’ custom report type in Salesforce for an overview report:
B2B Marketing Analytics
With this analytics platform and the ‘‘Prospect and Activity’ Dataset, the possibilities are endless!
Further Reading
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