Noctern records what happens to every marketing email after it leaves: whether it was delivered, opened, clicked or bounced, and whether the people who received it went on to buy tickets. You can read those results in three places, from a summary down to a single email. All three are for venue admins.
Where to find it
| You want | Go to |
|---|---|
| Every sent campaign side by side | Admin → Venues → [your venue] → Marketing, then Full analytics. The same page opens from the Analytics button at the top of the Email campaigns page. |
| One campaign in detail | All campaigns, then click the campaign's name |
| Totals, the 12-month chart and revenue | The Marketing page itself — see The Marketing hub |
The Campaign analytics page
Six tiles add up every campaign you have sent:
- Campaigns sent
- Emails sent
- Delivered
- Open rate
- Click rate
- Bounced
Below them, a table lists each sent campaign with its Audience, Delivered, Open rate, Click rate and Bounced. Click a campaign's name to open it. Drafts are not listed, and neither is a campaign that failed to send.
This page has no revenue on it. Revenue is on each campaign's own page and on the Marketing page.
One campaign
Open a sent campaign to see seven tiles, with a copy of the email as it was sent underneath:
| Tile | What it means |
|---|---|
| Recipients | How many patrons the campaign was addressed to |
| Sent | How many emails the email service accepted |
| Delivered | How many reached the recipient's mail server |
| Opens | Opens recorded, and the open rate |
| Clicks | Link clicks recorded, and the click rate |
| Bounced | Emails that could not be delivered |
| Attributed rev. | Revenue credited to this campaign, and the number of orders ("ord") |
If a send went wrong, the reason is shown in red under the tiles.
How the numbers are worked out
Open rate and click rate are opens or clicks divided by delivered emails. Until delivery reports arrive, the campaign pages divide by emails sent instead, so a rate can shift slightly in the first few minutes.
Opens, clicks, deliveries and bounces are reported back by the email service after the send, so they keep rising for hours or days as people read the email. Every open and every click is counted, so one patron who opens an email twice, or clicks two links, counts twice — the rates are a measure of activity, not an exact share of recipients. Open counts are approximate everywhere in email in any case: some mail apps open messages automatically and others block the tracking. Compare one campaign with another rather than reading a single rate as exact.
Attributed orders and revenue work like this:
- A ticket order is credited to a campaign when a patron who received that campaign completes the order within 7 days of the send. The patron does not have to click a link in the email.
- An order is credited to one campaign only — the first one to claim it. If you email the same people twice in a week, their orders are not counted twice.
- The revenue figure is the total of those orders.
- Orders are matched once an hour, so a sale can take up to an hour to appear, and the figure stops growing 7 days after the send.
Attributed revenue shows what your recipients bought in the week after an email, not proof that the email caused the sale — some of those patrons would have bought anyway. Compare campaigns with each other rather than reading any one figure as exact.
A patron whose address bounces, or who reports your email as spam, is left out of every later campaign and automation automatically.
Automations
Automation emails are counted separately from campaigns. Open an automation to see its Sent, Delivered, Opens, Clicks and Bounced; the Marketing page shows the combined open rate. Automations are not credited with revenue. See Marketing automations.
Which report answers which question
| Question | Where to look |
|---|---|
| Did people open and click my last email? | The campaign's own page |
| Which of my emails did best? | Full analytics |
| How much did email bring in? | Attributed revenue on the Marketing page, or Attributed rev. on a campaign |
| Which shows have had no email at all? | Channels & campaigns in Marketing reports |
Open the Marketing page, click Full analytics, and find the campaign with the highest click rate. Click its name and read Attributed rev. to see how many orders followed it.