When to use it
When evaluating email blast performance, it's a good idea to compare your metrics to two different standards:
- Industry standards
- Your own past email blast performance
To compare against industry standards, we recommend the M+R Benchmarks report. Each year M + R publishes a study about nonprofit industry standards for online fundraising, advocacy, and list building. Download their report and see how your emails compare to the emails of other nonprofit organizations like yours.
The Email Summary Report lists all of the completed email blasts for an organization and allows you to evaluate open rates, clickthrough rates, and unsubscribes across all of your email blasts. You can use this report to quickly identify any anomalies amongst your email blast performance.
How to get there
To compare email blast metrics across your organization's email blast history:
- Go to the Email Blast Package
- Click Summary Report in the tools menu
Important Note: The process that generates the data for the summary report runs on a daily basis. The report header contains the last time that the summary report processing was run (where it says Last Updated in the upper right). If an email blast was started after the summary report data was collected, it's possible that the email blast may not appear on the summary report until the next time the processing is run. If an email blast is in the summary report, but the statistics seem wrong, click on the Live Details link at the end of the email blasts row. Clicking there will take you to the detailed report for the email blast.
Understanding Your Email Blast Summary
Each row of the summary report is a summary of an individual blast. The columns in the row contain information about the report that can be used to
- check on the status of a report
- rank blasts on various metrics
- compare two or more blasts
What do the email statistics mean?
Summary of Fields
View -- View the email blast workflow. The email will not be editable, but you can review the settings used in the initial email blast setup.
Email blast KEY -- The email blast KEY is the value to uniquely identify the email blast in the database.
Reference Name -- The reference name is the internal-only name of the blast provided in the first setup step (not to be confused with the Subject line).
Subject -- This is what the supporter sees in the subject field for the blast. The subject is set up on the content page of the email blast workflow.
First Email Time -- The date and time that the first email was sent from the email blast.
Total Emails -- The total number of emails sent in the blast.
Emails Opened -- The number of emails that supporters opened. An open only registers to each supporter once, no matter how many times they open the message.
Emails opened and emails clicked may not be 100% accurate because Salsa is unable to count the number of opens or clicks in the following circumstances:
- Emails opened or clicked in text-only / plain-text email blasts
- Opened or clicked by supporters that do not allow images to be downloaded into the emails they receive.
Open Percentage -- The ratio of the number of emails opened to the number of emails sent. This number may vary from day to day depending upon the number of emails that were opened as time passes.
Emails Clicked -- If an email blast contains links, this is the total number of times that supporters clicked on the links in an email blast. See note above about instances in which open and click counts may not be 100% accurate.
Click Percentage -- If an email blast contains links, this is the ratio of the number of links that were clicked to the number of emails sent. This can be an interesting statistic to determine how effective the email blast content itself was. The more effective the call to action on the link, the higher the click percentage will be.
Unsubscribes -- The number of supporters who completed the unsubscribe form linked to from this email blast OR those whose Receive_Email value was set to a negative (unsubscribed) value due to a hard bounce.
Emails Failed -- The number of emails that were not delivered. The reasons why emails are not delivered can be viewed by clicking on the Live Details link and reviewing the information in the Delivery Statistics section (see below). Failed messages do not mean messages which were not successfully received, but instead messages which could not be sent at all due to various reasons.
Stats by Group -- This link will take you to a single line of that particular email's statistics, with a dropdown menu from which you can view the email performance for one particular group, as seen below:
Live Details -- Click on this link to go directly to the individual summary report for the email blast (This is the same report you get to when you click on the report link in the email blast list). The live details are usually more up to date than the summary report. If you would like to know why, see the "Important Note" at the top of this article.