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 engagement over time, etc. Let's dive into each of the charts on the Seventh Sense dashboard:
On your Seventh Sense dashboard, you'll see two gauges that display your audience reach 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've either opened or clicked a link in an email.
How does Seventh Sense define "Audience reach"? These are percentage of people that have been delivered one or more emails in the specified time and have either opened and / or clicked a link in an email during that period.
You can toggle between the percentage of people that have opened at least one email or clicked on at least one link in an email in the specified time period by clicking on Audience reach by "open / click" at the top of the chart.
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 emails 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 audience reach is below 15%, you likely have deliverability challenges or soon will.
If you fall into the yellow, meaning that your audience reach is between 16% to 30%, you should be paying close attention to this and re-evaluate how you're segmenting people in your campaigns.
If you fall into the green, your audience reach is classified as highly engaged and are likely not having any challenges reaching the inbox.
All contact engagement
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 above highlighting the ebbs and flows of email engagement. This is a chart of your email engagement based on a proprietary scoring mechanism across the week for all contacts / leads in your marketing automation platform.
When you first start using Seventh Sense, you may notice spikes in your data which is biased data. For example, if you've historically sent a majority of your campaigns on a Tuesday at 9am, then you'll likely see a big spike at 9am on Tuesday and assume that's the optimal time for your audience. The Seventh Sense system was designed to decay this biased data over time.
Audience reach by engagement type
The audience reach by engagement type chart displays the total number of marketing emails you've sent, the total number of unique people that you've sent an email to, the total number of unique people that have opened at least one email and the total number of unique people that have clicked on at least one email in a given month.
It's important to track these measurements because you can't expect everyone to open / click on every email you send. In order to measure the success or lack thereof of your email program, it's best to understand how many unique people engaged with your campaigns in any given month.
You can also turn on / off elements of the graph by clicking on the legend elements at the bottom of the chart. For example, you may want to look at the growth of the number of unique people opening / clicking each month. In this case, you would simply turn the "Total sent" and "Unique contacts sent" elements off by clicking on those in the legend.
You can also change the display to show the monthly average by quarter or year by simply clicking on the "Quarterly" or "Yearly" buttons at the top right of the chart. For example, if you want to look at the total number of emails you sent on a monthly average for the previous year, simply click on "Yearly" and it will average all of the months stats for each year.
Contacts who have engaged for the first time
This reports on the 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) within the specified time period.
You can adjust the the chart by selecting "Monthly", "Quarterly" or "Yearly" in the top right corner of the chart to display a total count of contacts that have first engaged with you within that time period.
The best way to think about this is how many new contacts are coming into the top of the funnel for your email program, monthly, quarterly and yearly.
Historical audience reach
This displays the percentage of your audience that opened and / or clicked a link in at least one email and provides a historical view.
You can also change the display to show the monthly average by quarter or year by simply clicking on the "Quarterly" or "Yearly" buttons at the top right of the chart. For example, if you want to look at the your monthly average audience reach for the previous year, simply click on "Yearly" and it will average all of the months stats for each year.
This reports on the total number of contacts and percentage of your database for each engagement segment.
One thing to point out is that this will include every contact that has ever lived in your marketing automation platform. This means if you've ever removed contacts from your marketing platform, Seventh Sense will include them in this report and which segment they were in prior to deletion.
All things considered, this chart is meant for directional view purposes.