If you are wondering how one of your audiences or mailing lists has performed compared to another, you can compare their respective metrics by using the Performance tab in ‘My emails’.
This method allows you to take a closer look at your different mailing lists, to see how they are performing in relation to one another. If you’re looking for ways to compare the performance of two campaigns instead, read this article.
It is important to compare audiences to know what you are doing right, which you can implement in less responsive audiences, and also to know what you are doing wrong, so you know what to avoid doing.
To be able to access this feature, you need to have at least two audiences to compare. You can only compare two audiences at a time.
Here’s how to go about the process:
- In the My Stuff sidebar, click 'My emails’.
- Select the ‘Performance’ tab.
- In the top left corner of the tab, select ‘Audience’ from the first drop-down menu, and one of the two mailing lists you want to compare from the second drop-down menu.
This will show the two mailing lists side-by-side, along with an indication as to which mailing list is performing better.
As with Campaign metrics, Audience metrics also uses percentages to compare and conclude which mailing list is doing better relative to the other.
In the screenshot, Audience F is performing better than Audience E. This is because although the Open rate (the percentage of people opening emails) for both mailing lists is the same, Audience F is performing better because it has a high click rate. (One may argue that E is performing better because it has 0 unsubscribes for the same open rate, but the high click rate for F (compared to the 0 for E) even offsets the higher unsubscribes for F.)
The blue, green, and red colored circles beside each metric serve as visual guides to inform you which metrics are working well for your mailing list, and what you need to improve.
You can also hover your mouse on the round circles marked ‘i’ for more information on what each audience metric means.
To find more information on the significance of comparing your audiences, check out this article.