In Mapp Engage, you can send different types of messages and analyze their success metrics in Statistics. Mapp Engage generates different statistics for different types of messages. For example, single messages (like a birthday email) have different success metrics than group messages (like your main newsletter).
This topic explains the different message types in Mapp Engage, and how statistics are generated for each.
Group messages are messages that are sent to many or all members of a group. This type of message is the standard form of communication with recipients in Mapp Engage. An example of a typical group message would be the newsletter of an online store, which is sent to a specific target group.
The Group Message Statistics Overview window lists all group messages that are sent in the system. The overview provides important information and KPIs for each message.
The Message Statistics window shows important performance indicators for the following categories:
Losses and Potential Reach
A single message is a copy of a prepared message that is sent to a single recipient.
Single Messages Include:
Automated sendout of a prepared message to a contact, address, or selection in the Automations area.
System messages (for example, unsubscribe confirmations).
Single sendouts that are initiated by an API call.
A contact can receive the same single message multiple times. For example, contacts can receive many purchase confirmations if they frequently make purchases in your shop.
All figures that are listed in the statistics and which refer to a recipient or recipient activity as unique must be critically evaluated for single messages. In a normal sendout, the recipient is contacted once and the data that are related to recipient activity (open, click, and so on) are calculated as unique and totaled. In this case, unique is calculated as once for each action. For example, only the first opening for a message is calculated. For single messages, this behavior is initially the same. However, when the recipient receives another email (such as a second birthday message), the first opening of this second message is included again in the statistics. Each first action is repeated in the statistics.
In a split sendout, multiple versions of an email message are created. These versions are sent to a small portion of the group as a test to determine which message variation achieves the best results. In this way, you can measure the effect that different subject lines, sender addresses, images, or content have on the success of a message. Afterward, the most successful version of the message is sent to the remaining addresses in the group.
The statistics for split sendouts provide a detailed analysis for the categories Delivery Performance, Recipient Activity, and Losses and Potential Reach. All messages that were sent as part of the split sendout are listed here individually. The main sendout is also available for separate evaluation. In the analysis of the split sendout, the different versions of a message are compared to various factors. These factors are the highest open rate, the highest click-through rate, the highest number of conversions (total), and the lowest unsubscribe rate. This process helps you better understand the factors that contribute to better or worse responses to a message. You can use this information to optimize your campaigns for future sendouts.
A super message is a message that you send to a supergroup. The message is sent to all subgroups that are a part of the supergroup. Supergroups allow you to send messages to more than one group at a time.
In Mapp Engage, an address is only stored once in a group. During normal sendout to a single group, the address receives only one message. All statistics are then based on the behavior of the recipient regarding this one message.
When you send a super message, you send it to multiple groups. As a result, a recipient who is a member of more than one sub-group can receive more than one message.
All messages sent to the SuperGroup can be viewed separately in the statistics. Each of these messages has its own unique message ID, regardless of the overarching message ID of the combined message. The statistics for the SuperMessage are in turn aggregations. Individual calculations for messages which were sent to the different groups are totaled. A recipient can, for example, receive two messages and open both. In the individual message statistics of the SuperMessage, the recipient appears in each as one opener. In the statistics for the SuperMessage, the results of the individual messages are added - so the recipient appears here twice, as two openers.
The figures that are presented in the SuperMessage Center window applies to all groups (contained in the SuperGroup) to which the SuperMessage was sent. As a result, there is no group-specific analysis of the activities for the message.