Indicadores servem para saber como está o recebimento das campanhas e determinar as mudanças necessárias para alcançar melhores resultados.
Cada métrica oferece um indicador, sendo importantes para saber se a sua ação está dando certo ou não.
As métricas mais importantes para análise de resultados são:
Taxa de abertura – informa quem são as pessoas que abriram o e-mail, ou seja, que se interessaram pela sua campanha, seus produtos, ou seus serviços. Ela é responsável por medir como está a entregabilidade, se a mensagem está sendo aberta e se houve queda ou aumento da abertura.
Taxa de entrega – é o que foi entregue para o provedor. A ferramenta identifica se o host de e-mail recebeu ou não as mensagens e gera uma taxa de erro que pode ser causada por hard bounce, que é quando o e-mail retorna para o remetente porque o endereço do destinatário é inválido, ou o soft bounce, um erro na entrega que pode estar relacionado à caixa postal cheia ou time out.
Cliques por abertura – o objetivo é medir a taxa de cliques únicos em relação ao total de visualizações únicas. Essa medição serve para identificar o impacto da mensagem, quem teve interesse pelo subject (assunto). Se o e-mail foi aberto mas não houve clique, o problema pode estar no call to action.
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