How Do I Review Email Activity?

Sending high quality emails via Virtuous is an impactful part of a Responsive Fundraising strategy. This article will cover the different ways you can review, access and report on email activity. 

What Data is Available and for How Long?

Before we jump into all the different ways you can report on email data, let's take a second to cover what data is available.

• The data presented across all dashboards and reports is dynamic, meaning a recipient opening the same email multiple times will impact the status statistics as time passes. 
• Within 90 days of the original email send date, you will have access to all email data, including status statistics and detailed sent email tables. 
• After 90 days of the original email send date, email statistics will continue to be available but the detailed send email tables will no longer be accessible. 

Example of Detailed Sent Email Table 

This content is available for 90 days after the original email send date.

Example of Email Status Statistics

This content is available before and after 90 days after the original email send date. 

Per Email 

Each email sent via Virtuous Marketing will have a set of data and analytics available to review. To access this selection of information navigate to Marketing > Email 

On the main page you'll see the most high level analytics available. Those include number of recipients, the open rate, and the click rate. 

For more detailed information on a specific email, select the "Actions" drop-down menu and then select "Versions". 

On the next page, you may only see one version of this email available to review. If this was an email delivered via an Automated Workflow, then you'd be able to review the versions sent out per day. To access the detailed analytics of a specific version, select the "Actions" drop-down menu and then select "Activity". 

This page will provide the most detailed data for this specific email. Along the top, you'll see six different email statistics readily available. At a glance, you can see the below statistics. 

• Delivered Percentage 
• Unique Open Rate 
• Unique Click Rate 
• Spam Rate 
• Group Unsubscribes 
• Global Unsubscribes 

If you scroll down a bit, you'll have more detailed information to review. You'll be able to reference each email sent, in detail. To more easily view the data displayed here, you can lean on the Filter option available on the left-hand side of the screen. 

The next layer of data available provides two more types of content to review. 

• Subscribers with Most Opens - This section will display the recipients that have opened this specific email the most 
• Link Statistics - This is a summation of how many times recipients clicked on various links, how many unique clicks accounted for and more! 

Widgets and Reports

The Marketing Dashboard is an excellent place to quickly review email activity. To learn more about the different Dashboards and the data offered, check out this Support Article. 

One of the Standard Reports readily available to review is the Rolling Twelve Month Email Activity Report. To learn more about the Rolling Twelve Month Email Activity Report, check out this Support Article. 

Sent Email Query 

The Sent Email Query type will allow you to search by specific attributes having to do with emails you have sent via Virtuous Marketing. Below is an example of fields available to lean on. 

With this data available, you can use a Sent Email Query to target recipients that did NOT open your email, or DID click on a specific link. Leaning in to this level of data will increase the level of Responsive content your team is able to deliver.