When we talk about email marketing reports, we usually think of the reports that we normally obtain in the different sending tools for each of the emails that we launch with the most common metrics or KPIs: openings, click-through, etc.
In Mailchimp we can find audience and campaign reports, and also others with somewhat more specific data, although not all of them are available for all plans. In this article, we are going to review the most common ones and what data we can obtain in each case.
A first report that we can consult is the status of our audience. In the left menu in your Mailchimp account, from Audience / Audience dashboard we access the data summary of our audience:
This audience has XXXX contacts. XXXXX of them are subscribers.
Frequently (the most interesting users).
Sometimes.
Infrequent.
Top locations: It shows us the 3 most frequent geographical locations from which they interact with our emails and forms, based on the IP address.
This type of report is the most used, since it shows us the activity of each of our campaigns.
Once you enter the Campaigns/All campaigns option in the left column, you can choose between the different campaigns carried out to be able to consult your Report by clicking View report.
The information provided by these reports allows us to check the efficiency of the different campaigns and, once the data is analyzed over a certain period of time, it will help us make changes and make decisions to optimize our future communications and other marketing actions.
By clicking on each of the blue values of the metrics, we can access more detailed information on each one; and even in the list of users within them, you can also access the detail from the top menu of the Report / Activity page
The main metrics that these reports show us are:
The registered email is invalid. The email address may contain an error (space, missing @, etc.) and therefore could not be delivered correctly
The user's email server/client has identified our email as spam, phishing, etc.
The security policy of the user's mail server/client only allows emails from certain domains.
Permanent problems with the connection.
User's email address does not exist. This can occur when a user changes jobs or an email address is unsubscribed
Mailbox full.
Apart from the data of the main metrics or KPIs, we can also find information on the optimization of the content of this specific email, if it has been done correctly respecting the best practices recommended by Mailchimp to obtain good email performance.
In the Benchmarking area, we can see, in addition to the average data of our audience, comparative performance data of this campaign with the average of the campaigns carried out (Open rate, click-through rate and unsubscribe rate) and the average number of campaigns carried out by companies in the same sector.
Besides, we can also see on a map the IP locations of our users according to the opening of the email.
In the same way, we can export the data to other tools such as Google DataStudio or Coupler.io, to create personalized reports with the information that Mailchimp provides us.