Email Performance

University Relations looks at email performance to improve our email marketing strategy, and we encourage you to do the same. Looking at metrics, trends, and correlations will help you understand what your audience is most interested in and what is "working."

Basic Metrics

You may want these basic metrics to measure performance of your iModules email:

  • Open rate (interest in email), click to open rate (interaction with email), unsubscribes

Contact the email coordinator for more information about the metrics for all UC Santa Cruz iModules emails.

Basic metrics for one iModules email

  1. On the iModules horizontal tool bar at the top of your browser go to Email > Report > Email Reporting or Beta Email Reporting
  2. In Email Reporting, locate your message by send date. In Beta Email Reporting, click on the menu in the top left corner, select "All Email List," and finally locate your message by send date.
  3. Interpret results using definitions on the iModules Email Marketing Reporting page and iModules Beta Email Reporting page.

Basic metrics for all iModules emails

In Email Reporting, go to drop down menu above, labeled “More actions for this data," and Select “Export to .csv file” from the drop down menu and the file will eventually download

Cross email metrics

In Beta Email Reporting, use date and email category filters to get basic metrics of email categories for a given time range.

Other Metrics

  • Who wasn't sent the email and why

Find your sent email in the Email History section of Email Marketing Home (last section on the Email Marketing home page). Click on the gear/cog and click Email Exception Report. The pop-up window provides an overview of the exceptions (definitions of the exceptions can be found on the iModules Email Exception Report page). For a full list of recipients that had exceptions and what the exceptions were for each recipient, click on the ‘Download Exception Report’ button.

  • Who opened and click on links in the email

On the iModules horizontal tool bar at the top of your browser go to Email > Report > Email Reporting. Locate your message by send date using date range feature in left column. Click on the number of opens for a given email to get a list who opened the email and how many times they click on the email.

  • Which links were clicked on and how often

In iModules Email

On the iModules horizontal tool bar at the top of your browser go to Email > Report > Email Reporting. Locate your message by send date using date range feature in left hand column. Click on the number of clicks for a given email to get a list of which links were clicked on and how many times they were clicked.

Using Google Analytics

For event promotions, etc. you may use a host of different media—social media ads, email campaigns, websites, digital newspaper ads, etc. How can we know which is most effective? Google Analytics can track and update the performance of all of these digital media in one place.

How To

The key to building a tracking campaign is to create a consistent set of tracking links and share them with collaborators.

Example

Email built in event invitation and newsletter designs of the WCMS email builder

  • http://emailbuilder.ucsc.edu/?utmsource=emailbuilder&utm_medium=email&utm_campaign=(what user enters in Google Analytics field available in event invitation and newsletter designs)

Email

  • http://givingday.ucsc.edu/?utm_campaign=givingday-2016&utm_medium=email&utm_source=05-10-2016&utm_content=banner

Website

  • http://givingday.ucsc.edu/?utm_campaign=givingday-2016&utm_medium=web&utm_source=scalefunder&utm_content=more-info-link

Social media ad

  • http://givingday.ucsc.edu/?utm_campaign=givingday-2016&utm_medium=social&utm_source=facebook&utm_content=event

To see the results of your Google Analytics campaign, visit Google Analytics (contact the web team for access).