Email Performance Report in Marketo

Whether managing a single email or an automated workflow, this report offers the insights needed for continuous optimization.

Why Use the Email Performance Report in Marketo?

This report allows you to:

• Monitor Campaign Health: Evaluate delivery rates, open rates, and clicks to gauge performance.
• Identify Improvement Areas: Address bounce rates, enhance click-through rates, and refine targeting.
• Make Data-Driven Decisions: Use actionable insights to refine future campaigns.

Xgrid’s Expertise

Our Certified Marketo Experts utilized the Email Performance Report to help our clientele restructure their email marketing strategy. By analyzing the data, the team identified areas that required immediate attention, such as addressing bounce issues and improving segmentation for targeted campaigns.

These adjustments helped the client achieve better audience engagement and streamlined their email workflows, showcasing the practical value of the report.

How to Create an Email Performance Report

Follow these steps to set up a performance report:

1. Navigate to the Program containing your email.
2. Select New Local Asset and choose Report.
3. From the report types, select Email Performance Report.
4. Name and Save your report.
5. Specify the time frame for your report (e.g., a specific date range).
6. Click the Report Tab to analyze email performance metrics.

Key Metrics in the Email Performance Report

The report provides comprehensive insights into email engagement:

• Delivered: Emails successfully delivered to recipients’ inboxes.
• Opened: Number of recipients who opened the email.
• Clicked Link: Recipients who clicked links within the email.
• Unsubscribed: Recipients who unsubscribed.
• Hard Bounced: Emails rejected due to invalid addresses.
• Soft Bounced: Emails rejected temporarily (e.g., full inboxes).
• Aborted: Emails were undelivered, and no bounce was recorded within three days.
• Pending: Emails sent but not delivered, bounced, or aborted.

Understanding Marketo’s Email Reporting Rules

Marketo uses specific rules to track and categorize email activities:

Email Status

• Emails are categorized as Delivered, Hard Bounced, Soft Bounced, or Pending.

Open and Click Behavior

• Opened emails are automatically counted as Delivered.
• Emails with link clicks are recorded as both Delivered and Opened.

Bounce Priority

• Hard Bounced takes precedence over Soft Bounced if no opens occur.
• Emails with no activity after three days are marked Aborted.

Unique Counts

• Multiple sends from the same campaign to the same recipient count as one interaction.
• Sends from different campaigns to the same person count separately.

Best Practices for Using the Email Performance Report

1. Filter Out Deleted Records

Exclude invalid or deleted records to ensure accurate data representation. Use filters in the Smart List tab for this.

2. Analyze Engagement Metrics

Focus on metrics like Clicked Link and Unsubscribed to measure audience interest and content relevance.

3. Investigate Bounce Rates

Address high Hard Bounce rates by maintaining clean lists. For Soft Bounces, consider sending emails during non-peak hours.

4. Monitor Aborted Emails

Investigate emails marked as Aborted to identify potential technical issues that impact deliverability.

5. Refine Campaign Strategies

Use report insights to experiment with subject lines, timing, and content to optimize results.

Tips and Tricks

• Dynamic Email Previews: Quickly preview email content by clicking the email name in the report.
• Leverage Personalization: Adapt content for audience segments based on performance data.
• Set Reporting Cadence: Regularly review email reports to track trends and make proactive adjustments.

Conclusion

The Email Performance Report in Marketo is indispensable for driving email marketing success. By analyzing delivery, engagement, and bounce metrics, marketers can fine-tune their strategies to achieve better results. Our approach, leveraging this tool to guide clients’ email strategies, underscores the importance of data-driven optimization.

Regular reporting ensures enhanced engagement, improved deliverability, and impactful campaigns.