Bronto Blog

Now that you’ve got a great feature like reporting groups, how do you start using it? We suggest the following:

Start small. Begin with a reporting group that collects data for your recurring mailings, such as your monthly/weekly newsletters. You may need to take some time to back-populate your group to include the messages you’ve already sent. Once you have a few deliveries in place, start asking yourself some questions:

How have my metrics trended over time? How many total clicks have you seen in the past six months? How can I use this information to make decisions going forward?

Make it a habit. The more you use reporting groups, the more value you’ll find. Make it a part of your routine to assign deliveries to a reporting group. The “Assign to Reporting Groups” link on the message reporting page should make it easy.

Be creative. You can create as many groups as you like, so think creatively to devise new ways to aggregate and compare delivery data. Groups that aggregate monthly or quarterly campaign stats are a great place to start, but only scratch the surface. Why not use a reporting group to compare performance by subject lines? Or to assess how delivery time impacts your metrics?

Look closely. Look beyond the aggregate numbers and the delivery graphs. Take the time understand why Message A has a higher open rate than Message B or why your click-through rate has slowly increased/decreased over time. Addressing these questions can transform a good email marketing program to a great one.