The point of all those email blasts is to move the recipient to do something, right? The signups and donations generated are the most valuable outcomes in your email channel, so Salsa's software gives them special handling. The metrics we capture for these scenarios are collectively known as conversion data, and refer in practice to situations where an email recipient:
- Clicks through from a Salsa email blast in his or her inbox to a Salsa donation or signup page;
- Completes the page's form and presses "submit";
- Without having left and returned to that page in the interim.
If your supporter carries out those three steps, Salsa records an email conversion.
So what does the conversion data look like, and how do you use it?
How We Record Conversions
Salsa uses Tags to capture email conversion data.
Specifically, any time you send an email blast, Salsa silently creates a tag with this format, where "12345678" is the unique key number of your blast.
When your supporters click through from the blast they received to a signup page, a donation page, an action page, or an event page, that tag "follows" them ... and should they complete that page, the tag will be applied. (Other types of pages, and forms not hosted on Salsa pages, will not necessarily generate a conversion tag.)
There is nothing that you, as the campaign manager using Salsa, need to do to enable this behavior other than to create and send your email blast as normal. Salsa handles the tagging process automatically.
Tags can apply to any type of data in Salsa, so for a donation, email conversion tags apply to both the donor's supporter record, and to the donation record itself.
For example, if a supporter clicks from email 12345678 to a donation page and then contributes, the donor will be tagged with email_blast:12345678 and the donation record will also be tagged email_blast:12345678.
Where to Find Conversion Data
Once your email blast is out, you'll find email conversion data populating in real-time within an individual blast's detailed report. Pick the blast you want to see more about by following either of these navigation paths (they both lead to the same report):
- Email blasts > List blasts > Report; or,
- Email blasts > Summary report > Live details
This report offers a count of every database row associated with the email blast's unique tag: each donation made (donation conversions), each action taken (action conversions), each event registration completed (event conversions), and each supporter signed up (supporter conversions).
Salsa also calculates a thumbnail total conversions count, which is a simple sum of all the available conversion numbers recorded for that email. Bear in mind, however, that a supporter can create multiple tagged rows with a single click. Total conversions may or may not be a useful figure for you, depending on context.
For example, in this report from a fundraising email, 30 people have clicked through and completed a page. 25 of those people submitted a donation; 5 others merely completed a signup. (It's not unusual for conversion counts of donations and supporters to differ.) Relative to the objectives of this email, 25 is probably the most meaningful conversion number, while the "total" of 55 conversions probably doesn't tell you too very much.
The email blast tool doesn't "know" a priori which email blasts aim at which conversions -- whether the donation conversions are the objective here or merely an incidental benefit. You'll need human judgment to contextualize the conversion numbers in your various reports, and decide which are most meaningful for any given email blast.
Reporting on Email Conversions
Because conversions come from Salsa tags, they're very easy to roll into Salsa's custom report builder.
Just set up a report laying out the data as desired. Then, click to the report's "Filter by tag" and use the picklists to select a data table and a specific email blast tag. Your report's output will now be limited only to data associated with a specific type of conversion from a specific email blast.