Contents
- Overview
- Widget filters
- Health statuses
- Metrics compared with industry averages
- Recommendations for assessing health
Overview
Mailing health is an indicator that helps you assess your email and WhatsApp mailings.
The widget shows the quality of mailings sent from the system and provides a comparison report by industry.
To generate the report, select your company’s industry.
Widget filters
The widget includes four filters:
- Mailing type: select Email or WhatsApp.
- Period: specify the period for which statistics will be generated.
- Store: select a particular store to personalise mailings and adapt their content to a specific group of customers.
- Mailings: view statistics for a particular mailing.
Health statuses
The widget uses three overall statuses: Excellent, Not bad and Poor.
Email mailings
| Status | Open Rate | Unsubscribe Rate | Click to Open Rate | Spam Rate |
|---|---|---|---|---|
| Excellent | 15% or more | 0–0.5% | 20% or more | 0–0.05% |
| Not bad | 10–15% | 1–2% | 10–20% | 0.5–1% |
| Poor | Below 15% | Above 1% | 0–10% | Above 0.2% |
The effectiveness of email mailings is calculated using two main metrics: Open Rate and Click to Open Rate.
WhatsApp mailings
| Status | Delivery Rate | Open Rate | Response Rate (RR) | Unsubscribe Rate |
|---|---|---|---|---|
| Excellent | 95% or more | 98% or more | 20% or more | 0–0.2% |
| Not bad | 90–95% | 90–98% | 10–20% | 0.2–0.6% |
| Poor | Below 90% | Below 90% | 0–10% | 0.6% or more |
The effectiveness of WhatsApp mailings is calculated using two main metrics: Open Rate and Response Rate.
Overall status calculation
The overall health status is calculated using the main metrics:
- If the main metrics are Poor and the others are Excellent, the overall health status is Poor.
- If one main metric is Poor and the other is Excellent, the system displays the intermediate status Not bad.
- If both Unsubscribe Rate and Spam Rate are Poor and the other metrics are Not bad, the overall status is Not bad.
Metrics compared with industry averages
In addition to the overall effectiveness indicator, the widget compares individual metrics with industry averages.
Email metrics
- Open Rate: the share of subscribers who opened an email out of all delivered emails. It helps you assess the subject line and whether you chose a suitable time to send the mailing.
- Click-Through Rate (CTR): the share of clicks on message links relative to delivered emails. It helps you assess whether an email encourages recipients to visit your website or take the intended action.
- Unsubscribe Rate: the share of customers who unsubscribed after receiving an email. It helps you assess whether your content meets your audience’s expectations. It is calculated as the number of unsubscribes divided by the total number of emails sent.
- Spam Rate: the share of emails marked as spam. If the rate is too high, check the content for words that trigger spam filters and other factors that may put subscribers off. It is calculated as the number of emails marked as spam divided by the total number of emails sent.
WhatsApp metrics
- Delivery Rate: the share of sent messages that reached recipients. It helps identify issues with incorrect phone numbers or blocks imposed by WhatsApp or the mobile operator.
- Open Rate: the share of delivered messages that a customer saw by opening the chat or viewing the notification. WhatsApp messages are usually read; if the rate is noticeably below 90%, check the preview text and sender name.
- Response Rate: the share of recipients who replied to a message by typing a response, clicking a built-in button or selecting an option, relative to delivered messages. This is the main indicator of engagement and effectiveness.
- Unsubscribe Rate: the share of users who unsubscribed from mailings. It may indicate irrelevant content or an excessive mailing frequency.
Recommendations for assessing health
If your metrics are Poor or Not bad, use the corresponding button in the widget to view tips for improving mailing health.
Assess the health of each mailing 48 hours after it is sent. This gives the system enough time to collect representative statistics.
If you have only recently started sending mailings from the system, mailing health will be calculated after the third mailing has been sent.