Visual - Email

This dashboard provides a comprehensive view of email performance and supporter engagement, tracking delivery, engagement, fundraising impact, and unsubscribe trends.

Dashboard

The Dashboard includes the a variety of widgets that are part of other, more comprehensive reports. You can access the full report from each widget by selecting or toggling to the Predefined Reports tab.

Widget	Description	Predefined Report
Unsubscribe Rate	Measures the percentage of email recipients who opted out after receiving a campaign. Indicates email fatigue or relevance issues.	Unsubscribed Supporters
Total Raised by Email	Breaks down total revenue generated directly from email campaigns (classic and MT) to assess their effectiveness in driving donations	Email Performance
Email Performance	Displays the open, click through and conversation rate for emails over time.	Email Performance
Engagement Score	Combines various supporter behaviors into a composite score to measure overall engagement.	Email Performance

Predefined Reports

This will list the full reports associated with each widget shown the dashboard.

Unsubscribed Supporters Report

This report focuses on unsubscribe trends and supporter lifespan.

Metric	Description
Description	This report focuses on unsubscribe trends and supporter lifespan.
Unsubscribe Rate	The unsubscribe rate for all emails (including marketing automation emails) based on the selected segment and date filter.
Average Supporter Lifespan (Months)	The average supporter lifespan from the creation of supporter to the supporter receiving their last email.
Average Time Since Last Email (Months)	The average time in months since last email received based on the selected segment.
Unsubscribe Rate	Measures the percentage of email recipients who opted out after receiving a campaign. Indicates email fatigue or relevance issues.
Unsubscribes by Email	Lists the percentage of unsubscribes for each email campaign to identify messages that may cause disengagement.

Sample data reporting

Field	Definition
First Name	The supporter’s first name.
Last Name	The supporter’s last name
Email	The supporter’s email address.
City	The city where the supporter resides.
Region	The state, province, or region of the supporter.
Country	The country where the supporter is located.
Is Donor?	Indicates whether the supporter has made a financial donation (Y/N).
Is Activist?	Indicates whether the supporter has participated in advocacy actions (Y/N).
Last Action Date	The date of the supporter’s most recent action (e.g., donation, petition, event signup).
Unsubscribe Date	The date the supporter unsubscribed from receiving further emails.
Supporter Lifespan (Months)	The total number of months from when the supporter was added to the database to their last action/email.
Engagement Score	A numeric score representing the supporter’s overall level of engagement.
Last Email Unsubscribed From	The name of the last email that led the supporter to unsubscribe.
Time Since Last Email (Days)	The number of days since the supporter last received an email.

Email Performance Report

This report assesses email campaign effectiveness by tracking delivery, engagement, conversion, fundraising outcomes, and recipient feedback metrics.

Metric	Description
Description	This report assesses email campaign effectiveness by tracking delivery, engagement, conversion, fundraising outcomes, and recipient feedback metrics.
Sent	The number of sent emails based on the selected date filter.
Delivered	The number of delivered emails based on the selected date filter.
Open Rate	The open rate based on the selected date filter.
Click Through Rate	The click through rate based on the selected date filter.
Unsubscribe Rate	The unsubscribe rate based on the selected date filter.
Conversion Rate	The conversion rate based on the selected date filter.
Total Raised	The total raised based on the selected date filter.
Number of Complaints	The total number of complaints based on the selected date filter.
Bounce Rate	The soft and hard bounce rate based on the selected date filter.
Revenue Per Thousand Emails	The amount raised for every 1,000 email recipients based on the selected date filter.
Total Raised by Email	Breaks down total revenue generated directly from email campaigns (classic and MT) to assess their effectiveness in driving donations
Email Performance	Displays the open, click through and conversation rate for emails over time.

Sample data reporting

Field	Definition
Name	The title of the email campaign.
Create Time	The date and time the email campaign was created.
Category	The type or classification of the email (e.g., fundraising, advocacy, newsletter).
Sent	The total number of emails sent in the campaign.
Delivered	The number of emails successfully delivered (Sent - Bounces).
Opened	The number of recipients who opened the email.
Open Rate	The percentage of delivered emails that were opened: `Opened ÷ Delivered × 100`.
Total Clicks (All Links)	The total number of clicks on all links within the email.
Click Through Rate	The percentage of delivered emails that had at least one link clicked: `Clicks ÷ Delivered × 100`.
Clicks/Opens Rate	The percentage of opened emails that had at least one link clicked: `Clicks ÷ Opens × 100`.
Conversion Rate	The percentage of recipients who completed a desired action (e.g., donation, signup): `Conversions ÷ Delivered × 100`.
Unsubscribed	The number of recipients who unsubscribed after receiving this email.
Unsubscribe Rate	The percentage of recipients who unsubscribed: `Unsubscribed ÷ Delivered × 100`.
Bounces (hard)	The number of emails that permanently failed to deliver (e.g., invalid address).
Bounces (soft)	The number of emails that temporarily failed to deliver (e.g., mailbox full, server issues).
Total Bounces	The sum of hard and soft bounces.
Bounce Rate	The percentage of sent emails that bounced: `Total Bounces ÷ Sent × 100`.
Complaints	The number of recipients who marked the email as spam or reported it.
Number of Donors	The number of unique individuals who donated as a result of the email.
Total Raised	The total dollar amount raised from the email campaign.
Total Single Raised	The total amount raised from one-time donations.
Total Recurring Raised	The total amount committed through recurring donations.
Average Single Gift	The average value of one-time gifts: `Total Single Raised ÷ Number of One-Time Donors`.
Advocacy Count	The number of advocacy actions taken (e.g., petition signed, letter sent).
Engagement Count	The total number of meaningful interactions (e.g., shares, form submissions, video views).