Sending the email is only half the battle. To grow your business, you need to understand how your audience interacts with your content. Onyx provides detailed, real-time analytics to help you decode subscriber behavior.
1. Accessing Your Reports
Every time you send a Broadcast or run a Sequence, Onyx begins collecting data immediately.
- The Path: Navigate to Broadcasts
- Selection: Click on the name of the campaign or the Statistics next to it to open the full analytics dashboard.
2. The Big Three: Opens, Clicks, and Bounces
The overview tab gives you the “health score” of your campaign. Understanding these three metrics is vital:
- Open Rate: The percentage of recipients who opened your email. If this is below 20%, your subject lines might be boring or your “From” name isn’t recognized.
- Click-Through Rate (CTR): The percentage of people who clicked at least one link. This measures how persuasive your content and buttons are.
- Bounce Rate: The percentage of emails that couldn’t be delivered. A high bounce rate (over 2%) usually means your list is old or contains “fake” emails.
Use the Click Map: Don’t just look at numbers. Check the Click Map (or Link Tracking) section to see exactly which buttons or images got the most attention. This tells you exactly what your customers want to see more of.
3. Unsubscribes and Complaints
While it hurts to see people leave, these metrics are essential for maintaining your sender reputation.
- Unsubscribe Rate: A normal rate is around 0.2% to 0.5% per campaign. If it spikes, your content might be too aggressive or irrelevant to that list.
- Spam Complaints: This is the most “dangerous” stat. If people mark you as spam, Gmail and Outlook will start blocking you. Always make sure your unsubscribe link is easy to find so they choose that instead of the “Spam” button.
Monitor Your Bounces: If you notice a high number of “Hard Bounces,” remove those emails from your lists immediately. Onyx usually does this automatically, but keeping a “dirty” list will eventually get your account flagged.