How do I measure the engagement of my broadcast email?
After you have sent your email you can monitor the interest in your email by clicking on the individual email in the Email Broadcasts tab and selecting the Engagement Tab.
The Engagement tab includes information such as the broadcast email's Open Rate and Click-Through Rate (sometimes referred to as CTR). The Open Rate is the approximate percentage of accepted emails that were either rendered or had at least one link selected. A Click-Through Rate is the approximate percentage of accepted emails that had at least one link selected. Good Open Rates vary across industries but most fall within 17-28%. Good Click-Through Rates also vary per industry but many fall within 2-5%. It's lower than an Open Rate because these people not only opened the email message but felt compelled to click through on something within your email to take action or find more information. Your Open Rate and Click-Through Rate are impacted by many variables including but not limited to your subject line, the value of your content to the reader, the personalization found within your email, as well as things as small as the word(s) chosen for your From email.
The Engagement module will show your Open Rate, Click Rate, and Click Thru Rate by Email Provider. You can look at the same table by count using the # Counts toggle in the top right corner. The # Counts option will display your Opens (total number of opens including multiple clicks by the same recipient) and Unique Opens (number of opens by unique individuals) as well as Clicks (total number of clicks including multiple clicks by the same recipient) and Unique Clicks (number of clicks by unique individuals).
To the right of the Engagement Metrics module, you'll find quick links to view lists of your contacts by Outcome (Opened, Clicked, Frequent Openers, and Frequent Clickers) for this particular broadcast message.
Below the View Contacts by Outcome option you'll find a list of your Top Donors with the Most Opens and the Most Clicks- which you can select the dropdown option to alternate between. 