Last modified June 15, 2017 by Shelly Wolfe

Managing Email Campaigns

Swrve Email campaigns are currently only available as part of our Early Access program. If you would like to have it enabled for your app, contact your Customer Success Manager at support@swrve.com.

Swrve provides two main views to enable you to manage email campaigns:

  • The Email overview screen provides a summary of all of your email campaigns, grouped by type and status.
  • When you click an individual campaign, the screen displays detailed reports and results for that campaign, depending on the campaign type and email provider.

To view the Email overview screen, on the Campaigns menu, click Email.

Email Overview

You can perform the following actions on the Email screen:

  • Create a new List Campaign or Template Campaign. For more information, see Creating Email Campaigns.
  • Delete a draft campaign by clicking the delete icon on the individual campaign summary.
  • Create a copy of a campaign by clicking the duplicate icon on the individual campaign summary.
  • Archive a paused campaign by clicking the archive icon on the individual campaign summary.

Campaign Status

The Email campaign status can be one of the following:

  • Active – the campaign has been launched and is currently being delivered.
  • Paused – the active campaign has been paused.
  • Draft – the campaign has been created but not launched.
  • Archived – the campaign has been archived.

Email Campaign Management

To view the report and details screen for a particular email campaign, click the campaign summary on the Email screen.

Depending on the campaign status, you can perform the following actions on the individual campaign screen.

  • Edit and launch a campaign in Draft status.
  • Click Pause & Edit to pause an Active campaign, and then edit and relaunch the Paused campaign.
  • Click End Campaign to end and automatically archive an Active campaign.

Email Campaign Reports

When you launch an email campaign, Swrve creates corresponding rules to catch any webhooks or postback events from the associated email provider and then uses those events to report on metrics specific to that provider. The exception to this is Salesforce, as Salesforce does not currently send webhook events. Swrve reports Salesforce metrics directly via Salesforce’s API, so if metrics are missing, the API is either unavailable or not delivering any data back for that campaign.

List campaigns do not include metrics. Most email providers do not provide list campaign webhooks, therefore Swrve is not able to compile a report based on returned events.

For campaigns in any status other than Draft, the individual campaign screen displays the relevant report of your email campaign results (Campaign Report tab – Template campaigns only) and an overview of the campaign content (Campaign Details tab).

Campaign Report Tab

The Campaign Report tab displays click- and open-related figures for template campaigns. It also displays the default tracking metrics and results for any custom goals you selected when creating the campaign.

Depending on the email provider, the top of the report displays overall totals for the following performance indicators, from the start of the campaign. Click a tab below to view details for the email provider.

Mailjet

  • Emails Sent – Number of emails sent and processed by Mailjet.
  • Emails Delivered – Number of emails that were delivered.
  • Opened – Number of emails that a user has opened.
  • Clicked – Number of emails that a user has clicked.
  • Bounced – Number of emails that bounced (Mailjet doesn’t differentiate between hard or soft).
  • Blocked – Number of emails that were blocked from being sent by Mailjet.
  • Spam – Number of emails that were marked as spam by the recipient.

Mandrill

  • Emails Sent – Number of emails sent and processed by Mandrill.
  • Opened – Number of emails that a user has opened.
  • Clicked – Number of emails that a user has clicked.
  • Bounced (Hard) – Number of emails that bounced due to an unavailable server.
  • Bounced (Soft) – Number of emails that bounced due to temporary unavailability.
  • Rejected – Number of emails that were rejected by the email server for unknown reasons.
  • Marked as Spam – Number of emails that were marked as spam by the recipient.

SendGrid

  • Emails Sent – Number of emails sent and processed by SendGrid.
  • Emails Delivered – Number of emails that were delivered.
  • Opened – Number of emails that a user has opened.
  • Clicked – Number of emails that a user has clicked.
  • Bounced – Number of emails that bounced (SendGrid doesn’t differentiate between hard or soft).
  • Deferred – Number of emails that find the server temporarily unavailable and are retried later (similar to soft bounce).
  • Dropped – Number of emails that fail to complete the transaction for unknown reasons.
  • Rejected – Number of emails that were rejected by the email server for unknown reasons.
  • Marked as Spam – Number of emails that were marked as spam by the recipient.

Salesforce

  • Emails Sent – Number of emails that sent and processed by Salesforce.
  • Emails Delivered – Number of emails that were delivered.
  • Opened – Number of emails that a user has opened.
  • Clicked – Number of emails that a user has clicked.
  • Dropped – Number of emails that failed to complete the transaction for unknown reasons.
  • Rejected – Number of emails that were rejected by the email server for unknown reasons.
  • Bounced (Hard) – Number of emails that were bounced due to an unavailable server.
  • Bounced (Soft) – Number of emails that were bounced due to temporary unavailability.

Below the campaign totals, the Engagement Metrics section displays results for the default and custom metrics for users who were sent the email. (Engagement metrics are not available for Salesforce.) The engagement metrics are:

  • Subsequent Time in App – The average number of minutes spent in app by users after the email is sent and processed.
  • Number of Sessions – The average number of individual sessions of users after the email is sent and processed.
  • Revenue – The average revenue generated per user after the email is sent and processed.
  • Primary and secondary campaign goals – If set, displays the average number of goals triggered per user after the email is sent and processed. These goals are typically specific events or purchases.

The Metrics Over Time section displays a line graph of various KPIs for the campaign, including Click, Open, and Spam results, default metrics, custom goals and standard KPIs. The graph includes the following features:

  • View results for a selection of KPIs. Select an option from the KPI list to display the related graph.
  • View the results for Last 7 days, Last 30 days or All time by clicking the related link.

Campaign Details Tab

The Campaign Details tab displays an overview of the campaign details, default properties, content properties, triggers and campaign goals, if selected.

Salesforce Metrics

Swrve relies on the Salesforce API to deliver accurate metrics. Swrve does minimal calculation on our side and queries Salesforce directly, so if metrics are missing, it could be due to a couple reasons: The Salesforce API is unavailable (an error message is displayed) or their API is not delivering any results.

Additionally, to access the metrics API, you must provide a username and password for a company Salesforce account. (For more information, see the Salesforce Marketing Cloud adaptor page.) If the adaptor configuration does not include these credentials, no metrics are displayed and a notification dialog indicating the credentials are missing is displayed.

Due to the way Salesforce groups their metrics, if you use the same Template ID across multiple campaigns, you will get metrics for all campaigns. Swrve has some limits in place to try to alleviate the issue, such as pulling metrics from the campaign start date, but it is not possible to completely get around this issue.

Since Swrve has to query Salesforce directly for metrics, the Metrics Over Time results are cached for 30 minutes at a time.


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