Email Marketing News and Tips

There’s a little-known reporting feature in BlastWizard that needs a lot more attention and praise.  The Variation Report allows clients to see how individuals or categories of people perform from an email activity  standpoint compared with other individuals or categories of people.

In order to use the Variation Report you will need to upload with your list the database fields that you would like to compare.  For instance, let’s say that in your CRM database you have a field for each of your customers called “estimated income level”, and you export that data as a column in your email list.

When you bring up the Variable Report you will be able to choose to vary on the field called “estimated income” from your list, which will show you how many people in your list fell into each income range as well as each group’s delivery rates, open rates, click-through rates, and so on.

Here’s how to access these very cool reports:

1.  Log into BlastWizard and click on Reports (or click on any complete or active job #)

2.  You will now be on the Job Summary Report page.  Click on or mouse over the Job Reports tab in the  upper left hand corner and find and click on “Job Variation” in the dropdown list.

3.  Note that in this new window there is a drop down list in the upper right hand corner that says “Select Field to Vary”.  In that dropdown list are all of the available fields from the list used in this job.

4.  Simply choose the field that you would like to compare and the report will auto-generate once you click on it.

That’s it.  Now you’ll be able to see how your different subscribers react to your email based on any attributes that you have on them, and over time you may note trends that allow you to tailor your email to appeal more specifically to those different groups.