Below you will find details pertaining to the metrics provided in the Dealer Email Nurture report and how to interpret them.
Overview
The report is broken down into five key areas.
Dealership Details - Indicates for what dealership location you're viewing the data.
Reporting Timeframe - Indicates for which month of the program the data pertains to.
Key Performance Indicators - Here you'll gain insight into key metrics for your program within the reporting timeframe. More on each specific KPI below.
Count of Program Emails Sent - Indicates how many of each email in the program has been sent within the reporting timeframe.
Count of Unique Clicks per Link Across Program Emails - Demonstrates how many times each link in the emails has been clicked by the recipients within the reporting timeframe.
KPIs
Within this section of the report, you'll find 8 key performance indicators which will help you understand how the nurture program is performing in a given month for your dealership location.
Leads Nurtured
The number associated to the first KPI is reflective of the number of leads submitted for the program within the reporting month which had an email address (valid or not) present on the lead.
Sent
The number in the Sent KPI box represents the number of nurture emails successfully sent from the platform within the month. You'll notice that this number is significantly higher than the number of leads nurtured. In this example, 431 represents a send of any of the 6 emails within the program that were sent within the reporting timeframe.
For example, if a lead was sent in on April 1st, the count of the ‘Email 1 (Day 0) Welcome’ send would be reflected within the April report. The ‘Email 2 (Day 3) Financing’ email (which would be scheduled to send on April 4th) would also be reflected in the April report.
NOTE: The emails counted within the sent KPI are not always successfully delivered to the recipient. If an email address is invalid, the recipient's mailbox is full, or any other barrier to delivery exists, the person would be counted as sent, but they would not be counted as delivered.
Unique Opens
The total of unique opens indicates the number of recipients who opened the email. The terminology ‘unique’ opens alludes to the fact that if a recipient opens the email repeatedly, only the first instance of the open is counted for that individual.
Unique Open Rate
The % reflected within the unique open rate KPIs is calculated by taking the number of unique opens divided by the total number of emails delivered. This allows you to understand how frequently customers are opening the emails they're receiving from the program.
NOTE: If you're interested in knowing how many of the emails sent were actually able to be delivered to the recipients, you can calculate this number by dividing the number of unique opens by the unique open rate. In this example:
171/.4243 = 403
This tells you that of the 431 emails sent, 403 of them were successfully delivered to recipients.
Unique Clicks
Within the unique clicks KPI you'll find a number indicative of the number of people who clicked a link within an email. While calculating this metric, only ONE click per recipient is counted. That is to say, if the same recipient clicked both the Welcome email and the Financing email, only ONE click would be reflected in the metric.
Unique Click Rate
The unique click rate is calculated by dividing the number of unique clicks by the number of emails that were successfully delivered to recipients. This percentage helps you understand how engaged your customers are with your nurture emails. Unique click rate is a more reliable metric than opens due to the variances in how different email providers count an ‘open’ and the fact that a user's individual configuration of their inbox can also impact whether ‘open’ data is communicated accurately.
Lead Conversion
The lead converstion KPI indicates the number of leads that have been entered by prospects that interacted with a previously sent email (within the last 90 days). As an example, if a prospect received the last email within the nurture program, clicked the email to go back to your website, and from there submitted an additional lead within the reporting month, that lead is reflected as a lead conversion in this metric.
Closed Sales
The number reflected in the closed sales KPI indicates the number of leads that have been marked as Sold by your dealership within the reporting month (regardless of the date the lead was sent to Rollick).
NOTE: If your leads are being provided to Rollick through email/ADF, does not send lead updates (i.e. Sold status) back through the data feeds, then your report will not reflect closed sales.
Program Emails Sent
The Email Sends Detail table breaks out the sent, unique opens, unique open rate, unique clicks, unique click rate and lead conversion metrics from the KPIs section of the report by nurture email. This more granular look displays the aformentioned metrics broken down by the specific email included in the program. The numbers within the unique clicks column are not meant to total the unique clicks KPI. This table is reflective of the unique click a recipient made on that particular email.
Unique Click URL Detail
Within the Unique Click URL Detail table is insight into which links within the various emails were clicked by the recipients. These metrics differ slightly from the simpler unique click numbers. In this table, if a recipient clicks multiple links within a single email, the first instance of each individual link click is counted. Within the unique click count number above, only one click of the email per person is counted. These metrics allow you to better understand, when emails are clicked, which links are getting the most engagement and therefore, driving prospects back to your website.
By default, the numbers on this chart reflect the totals for all emails in the program sent within the reported month.
