To optimize your email marketing strategy, you'll need to have the best data possible. Seventh Sense has built an number of helpful tools to make it easier for you to spot problems with deliverability, see enegagment over time, etc. Let's dive into each of the charts on the Seventh Sense dashboard:
The Active Audience Gauges
On your Seventh Sense dashboard, you'll see two gauges that display your active audience in the current month and last month. This is calculated based on the percentage of unique people that you've sent at least one email to during the specified time period and they actively engaged.
How does Seventh Sense define "Active"? These are people that have either opened and / or clicked a marketing email during the specified time period.
How can you use the gauges to drive better engagement and email deliverability? Note, we're not referring to the receiving server stating that the email was accepted (technically delivered). Overall engagement in your domain's email are the primary driver that Google, Microsoft and corporate spam systems use to classify your email and decide whether it should be placed in the primary inbox, promotions / clutter folder, spam folder or quarantined altogether.
If you fall into the red, meaning that your active audience is below 15%, you likely have deliverability challenges or soon will.
If you fall into the yellow, meaning that your active audience is between 16% to 30%, you should be paying close attention to this and re-evaluate how you're suppressing people in your campaigns.
If you fall into the green, your audience is classified as highly engaged and are likely not having any challenges reaching the primary inbox.
All Contact Engagement Chart
If you've ever read a study on when's the best time to send an email, they all come with a chart like the below highlighting the ebbs and flows of email engagement. This is a chart of your engagement across the week across all contacts / leads in your Seventh Sense portal.
All Time Contacts
Total number of contacts that are associated with your Marketo/HubSpot account broken down by contacts that have engaged (opened or clicked at least one email) or have never engaged in your email program.
w/ Optimal Time signifies that these people have engaged in at least one email that you've sent to them out of HubSpot or Marketo or have sent you or responded to you from an email in G-Suite.
w/o Optimal Time signifies that these people have never engaged with you.
Note: The number of contacts in Seventh Sense may be higher than the active contacts / leads in your marketing platform. The reason for this is typically that you've performed a purge of contacts / leads in the past and in the backend marketing system, they were not deleted.
All Time Events
Total all-time events from your Marketo or HubSpot account (includes all email types from your marketing automation system). You can use the download link in the chart footer to download the raw event data which is used to generate the chart.
Marketing Sent
- Number of total emails sent through your HubSpot or Marketo Account (includes all email types).
Marketing Delivered
- Number of total emails delivered by your HubSpot or Marketo Account (includes all email types).
Marketing Bounced
- Number of total emails that have bounced from emails sent through your HubSpot or Marketo Account (includes all email types).
Marketing Open
- Number of total opens from emails sent through your HubSpot or Marketo Account (includes all email types).
Marketing Click
- Number of total clicks from emails sent through your HubSpot or Marketo Account (includes all email types).
Marketing Forward
- Number of total forwards from emails sent through your HubSpot or Marketo Account (includes all email types).
Marketing Print
- Number of total print actions from emails sent through your HubSpot or Marketo Account (includes all email types).
Incoming Emails
- Number of total emails sent and received from your G-Suite Account(s)
Date of Last Interaction Chart
This chart highlights the number of contacts that went dormant (stopped opening / clicking emails) within a specified timeline prior to using Seventh Sense (Before Seventh Sense) and the number of contacts that are still dormant within the specified timeline after starting to use Seventh Sense. The number of reengaged contacts is determined by the difference in the before and after bars and is aggregated in the "Reengaged Contacts" donut chart.
You can adjust the granularity of the chart by selecting "Monthly", "Quarterly" or "Yearly" in the top right corner of the chart header.
Newly Engaged Contacts
Number of contacts that have first engaged (opened or clicked on at least one email / link) in your email marketing program (includes all email types).
You can adjust the granularity of the chart by selecting "Monthly", "Quarterly" or "Yearly" in the top right corner of the chart header.
Reengaged Contacts
The Re-engaged contacts graph is the first place you are likely to see the impact of using send time optimization. It shows the total number of contacts that were dormant 90 days prior to and after using send time optimization and are still dormant.
It's not uncommon to see contacts who have been dormant for years "wake up" after turning on Seventh Sense. If you've been sending at 10 AMam on Tuesday for years but a contact works night shift or lives overseas, they may not have seen one of your emails at the top of their inbox since they subscribed,. but if they opened just one email in the past, Seventh Sense will use that data to try to re-engage them.
Setting Your Start Date
Seventh Sense will track the number of dormant contacts that have re-engaged based on the date you set as the first started time you used the system to schedule mailings. In order to set the starting date follow the below steps.
- Navigate to the "Settings" screen by first clicking on your account name in the menu bar --> Next click on "Settings"
- Underneath "Account Details" in the bottom right you'll see an "Edit" button --> Click this
- Next to the "First Mailing Date" either use the date & time picker OR manually enter the start date / time that the system was used to send your first mailing.
- Next, click the "Save" button
Please note that this is a post-processing job and can take up to 24 hours to start showing data in your dashboard.
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