Comparing the rates of your campaigns
Once a campaign has been sent, it appears on the ‘Results’ page. There you will find the key figures for each campaign and an ‘Overview’ listing all your campaigns underneath each other.
Reading the rates of a campaign
At the top of a campaign’s results, you can see the number of emails sent, four rates and a link to the live details.
Click on a rate for the full definition.
Click on ‘Overview (live)’ or on one of the links below the percentages, such as ‘Sent’ and ‘Opens’, for all the data that Laposta tracks for a campaign. On that page, you can also export the statistics for this campaign to an Excel file.
Comparing campaigns with each other
In the ‘Overview’ on the ‘Results’ page, all your newsletters are listed in a single table. Alongside the rates, you can see when you sent each campaign and to how many subscribers. This allows you to quickly see which newsletters performed best or worst. Using the export link in this overview, you can export all your results to Excel with a single click.
What the figures do and do not tell you
The acceptance rate and the click rate are hard figures: they are based on what servers and links have actually registered.
You should take the open rate with a pinch of salt: email clients and security filters also open your newsletter themselves, which means the percentage does not equal the number of people who actually read your newsletter. An open is measured using a tiny invisible image in your newsletter, and only the first open per subscriber counts towards the open rate. The fact that Gmail makes repeated opens invisible and that a single address can generate dozens of opens therefore changes the total number of opens, but not your open rate. However, the open rate can turn out higher or lower:
- Higher: if that first open does not come from a reader, but from a security filter scanning your newsletter and loading the images in the process.
- Lower: for subscribers who block images and do not click anywhere in your newsletter. No signal at all is received from them.
You can therefore use the open rate effectively to compare your own campaigns against each other, but not as an absolute figure or to compare yourself with others. If you want to know whether your newsletter is working, look at the click rate and at what happens on your website afterwards.