Campaigns
A campaign is a collection of mailings. A Campaign Report is designed to show you increasingly specific information about the campaign, starting with the full campaign, then drilling down to any of the mailings in it, then drilling down further to any of the links in the mailings.
To Find a Campaign Report
- Enter part of the campaign's name and click the Search button. Search results will be displayed below the Search area.
To View a Campaign Report
- Click the Report link next to the campaign whose report you wish to view.
Understanding a Campaign Report
A Campaign Report is designed to show you increasingly specific information about the campaign, starting with the full campaign, then drilling down to any of the mailings in it, then drilling down further to any of the links in the mailings. You may set a specific date range using the timeframe drop-down menu.
There are four sections (tabs) in a Campaign report: Financial Statistics, Mailing Statistics, Mailings, and Non-Mailing Links. Click on any tab to see data about that section.
Financial Statistics
When an email recipient follows a link in the mailing to the site and makes a contribution, ARCOS attributes the contribution to that mailing. The following information is available about these contributions:
- Total Raised
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The total amount of money donated to this campaign
- Contributions
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The total number of contributions made to this campaign
- Unique Donors
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The number of people who have donated. A donor who gives twice will be counted as 1 unique donor.
- First-Time Donors
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The number of people who donated who have never donated before.
- New Members
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The number of people who donated who are new to your list
- Average Contribution
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The average amount of these contributions
- Contributions by Amount
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The number of gifts in each of these categories: Less than $10, $10 to $25, $25 to $50, $50 to $75, $75 to $100, and More than $100.
Mailing Statistics
The following information is presented regarding the send/open/click/opt-out response to all mailings in the campaign.
- Sent
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The number and percentage of emails sent in the campaign
- Failed
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If a mailing can't be sent to a recipient for some reason (for example, if the recipient's address is invalid) a counts as a failed email.
- Soft Bounces
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A soft bounce is when an email is returned due to a temporary reason — because the user's inbox is too full, for example. ARCOS tries to resend to addresses that return a soft bounce, so some messages marked as soft bounced may have been delivered successfully.
The number of soft bounces is reported along with the percentage of emails sent that soft bounced.
- Hard Bounces
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A hard bounce is when an email is returned permanently — because the recipient's account is temporarily unavailable, is over quota, has been disabled, etc. A hard bounce in response to a mailing means that mailing did not reach the recipient but it may or may not mean that the address is dead.
The number of hard bounces is reported along with the percentage of emails sent that hard bounced.
- Dead Addresses
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An email address is marked dead if it returns a bounce indicating a permanent delivery error, or if it returns multiple other bounces in a row. ARCOS will not send email to an email address that is marked as a dead address.
The number of dead addresses is reported along with the percentage of emails sent that have been marked as dead addresses.
- Opens
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Each time a mailing is opened counts as 1 open. If a recipient opens your email 3 times, that counts as 3 opens.
The number of opens is reported along with a percentage (opens per emails sent).
- Unique Opens
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Each time a unique recipient opens your mailing counts as 1 unique open. If a recipient opens your email 3 times, that counts as 1 unique open.
The number of unique opens is reported along with a percentage (unique opens per emails sent).
- Viral Open Score
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A measure of how "sticky" your mailing is — how much people are forwarding and rereading your email. Scores start at 1 and increase. A score of 2 means that each email you sent has been opened twice.
- Clicks
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The number of times that anyone clicked a link in a mailing in this campaign
The number of clicks is reported along with a percentage (clicks per emails sent).
- Unique Clicks
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The number and percentage of unique emails that were clicked through in this campaign
The number of unique clicks is reported along with a percentage (unique clicks per emails sent).
- Viral Click Score
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A measure of how "sticky" your mailing is — how much people are forwarding and rereading your email. Scores start at 1 and increase. A score of 2 means that each email you sent has been clicked twice.
- Opt-Outs
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The number (and percentage) of recipients who opened your email, followed the opt-out link and opted out of your list
The number of opt-outs is reported along with a percentage (opt-outs per emails sent).
Recent Mailings
The last 10 mailings in this campaign are shown. The following information is presented regarding the recent mailings.
- ID
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The ID number of each mailing
- Subject
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The email subject
- Sender
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The email sender
- Segment
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The segment that the mailing was sent to
- Total Dollars
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The total dollar amount raised through this mailing
- Date Sent
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The data the mailing was sent
If there are more than 10 mailings in the campaign, you can see all the mailings by clicking the View All Mailings button.
Click on the Report link next to any mailing to view that mailing's Mailing Report.
Recent Non-Mailing Links
Non mailing links are used as a way to create and track traffic through redirects. For example, imagine you wish to put an ad on TV for your site and you wish to track how many people come to the page. The page sits at yoursite.org/action/contribute/nbc/Wednesday/form/ That URL is too long. So instead you advertise yoursite.org/nbc and create a non-mailing link pointing that URL to the long URL. Then, ARCOS tracks how many people come through that URL and how many people contribute as a result of coming through that URL. Basically, it provides the same tracking and reporting as a mailing link but it didn't go out in a mailing.
Click on the View Report link next to any non-mailing link to view that link's Link Report.
Understanding a Mailing Report
Mailing Statistics
The following information is presented regarding the send/open/clickthrough/opt-out response to a mailing.
- Sent
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The number and percentage of emails sent in the mailing
- Failed
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If a mailing can't be sent to a recipient for some reason (for example, if the recipient's address is invalid) a counts as a failed email.
- Soft Bounces
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A soft bounce is when an email is returned due to a temporary reason — because the user's inbox is too full, for example. ARCOS tries to resend to addresses that return a soft bounce, so some messages marked as soft bounced may have been delivered successfully.
The number of soft bounces is reported along with the percentage of emails sent that soft bounced.
- Hard Bounces
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A hard bounce is when an email is returned permanently — because the recipient's account is temporarily unavailable, is over quota, has been disabled, etc. A hard bounce in response to a mailing means that mailing did not reach the recipient but it may or may not mean that the address is dead.
The number of hard bounces is reported along with the percentage of emails sent that hard bounced.
- Dead Addresses
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An email address is marked dead if it returns a bounce indicating a permanent delivery error, or if it returns multiple other bounces in a row. ARCOS will not send email to an email address that is marked as a dead address.
The number of dead addresses is reported along with the percentage of emails sent that have been marked as dead addresses.
- Opens
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Each time a mailing is opened counts as 1 open. If a recipient opens your email 3 times, that counts as 3 opens.
The number of opens is reported along with a percentage (opens per emails sent).
- Unique Opens
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Each time a unique recipient opens your mailing counts as 1 unique open. If a recipient opens your email 3 times, that counts as 1 unique open.
The number of unique opens is reported along with a percentage (unique opens per emails sent).
- Viral Open Score
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A measure of how "sticky" your mailing is — how much people are forwarding and rereading your email. Scores start at 1 and increase. A score of 2 means that each email you sent has been opened twice.
- Clicks
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The number of times that anyone clicked a link in a mailing in this campaign
The number of clicks is reported along with a percentage (clicks per emails sent).
- Unique Clicks
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The number and percentage of unique emails that were clicked through in this campaign
The number of unique clicks is reported along with a percentage (unique clicks per emails sent).
- Viral Click Score
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A measure of how "sticky" your mailing is — how much people are forwarding and rereading your email. Scores start at 1 and increase. A score of 2 means that each email you sent has been clicked twice.
- Opt-Outs
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The number (and percentage) of recipients who opened your email, followed the opt-out link and opted out of your list
The number of opt-outs is reported along with a percentage (opt-outs per emails sent).
Financial Statistics
When an email recipient follows a link in the mailing to the site and makes a contribution, ARCOS attributes the contribution to that mailing. Just as in the higher-level Campaign report, a Mailing report contains the following information about these contributions:
- Total Dollars
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The total amount of money donated
- Average Gift
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The average donation amount for these contributions
- Gift by Amount
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The number of gifts in each of these categories: less than $10, $10 to $25, $25 to $50, $50 to $75, $75 to $100, and More than $100.
- First Time Donors
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The number of people who were making their first donation to the organization (via ARCOS)
Domain Statistics
The Domain Statistics tab is a breakdown of how the mailing performed at various email domains.
On the Top Domains tab, the 10 most popular domains are listed. You can click the View More link to show the 100 most popular domains.
For each domain, the following information is presented:
- Sent
- Number of emails sent
- Soft Bounce
- Percentage of soft bounces
- Hard Bounce
- Percentage of hard bounces
- Open
- Percentage of recipients who opened the mailing
- Click
- Percentage of recipients who clicked on a link in the mailing
- Opt Out
- Percentage of recipients who opted out
The Compared to Last 30 Days tab displays the 10 most popular domains for all mailings sent in the last 30 days. For each domain, the total number of emails sent to that domain in the last 30 days is shown. The remaining columns present bounce, open, click and opt-out data as a comparison of this mailing to the average for all mailings sent in the last 30 days. "Good" data — data that suggests this mailing was received and read by more of your members than the average mailing — are written in green. "Not so good" data is shown in red. Neutral data is shown in gray.
An indicator light is shown at the end of each row to allow you to quickly scan the list for domains of interest. A green light means that the domain is performing at or above its 30-day average. A red light means that a domain is performing at or below its 30-day average. A clear light means that the data is mixed.
Links
This is a breakdown of the clickthroughs. It shows the URL of the link, what part of the mailing it appeared in, and the number of unique clickthroughs it received. Click the View link to see more details in the link's Link Report.
Understanding a Link Report
The Link Report presents the following information:
- Number Clickthroughs
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The number of times that anyone clicked this link in this mailing
- Unique Clickers
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The number of emails from this mailing in which this link was clicked by the recipient
- Percentage Unique Clicked
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The percentage of emails from this mailing in which this link was clicked by the recipient
- Total Dollars
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The total amount of money donated
- Average Gift
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The average donation amount for these contributions
- Gift by Amount
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The number of gifts in each of these categories: less than $10, $10 to $25, $25 to $50, $50 to $75, $75 to $100, and More than $100.
- First Time Donors
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The number of people who were making their first donation to the organization (via ARCOS)