Why should I compare my email campaigns and audiences?

The Performance tab under Email Campaigns allows you to track email performance and compare your various campaigns and audiences. But why is it important to do this?

Doing a comparison of any two campaigns or audiences allows you as a marketer to gain information about your own marketing strategies.

While you may be employing a range of different tactics, designing a range of different templates, and reaching out to a range of different audiences, some of these strategies will work and some of them will be less successful.

The performance comparison feature gives you a bird’s eye view of these marketing strategies. 

Comparing campaigns

Let’s take a hypothetical example. You have sent out two different email campaigns: Campaign 1 and Campaign 2. For some reason, Campaign 1 is not performing as well as Campaign 2. 

You’re not sure the exact reasons for this, but you want to explore and find out, so you can fix any issues and make all your campaigns and audiences equally successful. This is where the performance comparison feature comes in.

You use this feature to compare your two campaigns, Campaign 1 (Pakistan International Property Expo Bahrain) and Campaign 2 (Pakistan International Property Expo).

The comparison looks like this:


You are instantly able to gauge a number of possible reasons why Campaign 1 is not performing as well as Campaign 2.

  • Campaign 1 is not reaching enough recipients (69%). By comparison, Campaign 2 is reaching a greater portion of recipients (92%). Maybe you have invalid email addresses or recipients who have already unsubscribed from receiving emails from you, which you should remove, since these are taking up unnecessary space in your mailing list as emails will not reach them. 
  • Campaign 1 is not being opened by a significant number of people. Only 82 out of 463 recipients opened your email. This isn’t good, especially when you see that another email campaign that was also created by you, Campaign 2, is doing much better in this regard. You might compare the subject and preview text of both emails, and incorporate ideas from Campaign 2 into Campaign 1 to help improve your open rate.
  • Campaign 1 is not receiving the same proportion of clicks as Campaign 2 is. You may want to consider which Call-to-Action buttons you are using for each campaign, because Campaign 2 is getting more clicks than Campaign 1. Use similar CTA buttons and phrases for Campaign 1 to the ones you’re using for Campaign 2.

However, an important point to note is despite having lower metrics overall, Campaign 1 has a lower unsubscribe rate than Campaign 2. So congratulate yourself on that! And try to figure out what it is that is working for Campaign 1 but not for Campaign 2 in this regard.

Comparing audiences

Let’s take another hypothetical example. You have two different audiences or mailing lists for all your campaigns: Audience F and Audience E. It seems like Audience F is showing a better response than Audience E.

Again, you’re unsure of the exact reasons for this, but you want to find out.

You use this feature to compare your two audiences, Audience F and Audience E.

The comparison looks like this:


You are instantly able to gauge a number of possible reasons why Audience E is not responding as well as Audience F.

  • Although the open rate for both audiences is the same, which is good, the click rate for Audience E is 0% whereas it is 11% for Audience F. A 0% click rate means that not even a single recipient from your audience clicked on any of the links in your email. Since a 'click' is a major goal for emails that a marketer sends out as a campaign, a 0% click rate is a dangerous sign that your campaign isn’t doing well. The click rate is a really important metric that you as a marketer almost always want to optimize for. One possible reason for this low click rate is that the clickable links in that email aren’t catered to Audience E as accurately as they are to Audience F. Try adding links that appeal to both audiences, or add a variety of links so each audience can click on whatever is relevant to them.
  • There is a larger number of invalid email addresses in Audience E than Audience F. This is another sign of an underperforming audience. Remove invalid email addresses the next time you send out an email campaign to the same audience.

However, despite having lower metrics overall, Audience E still has a lower unsubscribe rate than Audience F. This is a good sign. Try to figure out why Audience F is unsubscribing more than Audience E. You may want to consider catering to both audiences equitably.

Improved email campaigns

Now you are ready to delve deeper into performance comparison metrics and use them to take your email marketing to the next level.

Here’s how to use the Email Maker to create beautiful, fully customizable emails using email templates and our integrated publishing tools.


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