Last October we launched ‘Segment Reports’, a feature to allow you to analyse results in a single or series of emails broken down by segment of your database.

Now we have taken this further and launched ‘Cross-tab Reports.’

This allows you to take 2 separate types of segmentation and view email performance between them. For example you might have used Segment Reports to view performance between male and female customers, and created a second report for performance between age groups. However what differences do you see between males and females of different ages?

Here is how that report might look:

This shows we are getting good results for our older audience, but more problematic for younger groups, and in particular young males. Interestingly older males outperform females in the same age bracket. So what can we do to change if anything? How about:

• Look at the data collection process; are we getting the same quality of sign-up within these age groups to explain the difference in performance?
• Does the content appeal to all groups? If not, try utilising more targeted sends or tailored content using the Dynamic Content functions.

Using this analysis we can start to move away from the idea of each email having a target open and click rate, and move towards having targets for each specific segment of customers. As soon as we see it in this form, then it is easier to identify & measure strategies to improve smaller, specific segment performance, rather than the daunting question of how to improve the performance of the whole customer database.

To have a demo of the Cross-Tab & Segment Reports features, or have them enabled please get in touch with our Client Services team.

For marketers who have many people setting up email campaigns one of the problems that can occur is each user uses different from addresses, templates or Google Analytics tags to everyone else. Our new function allows you to define exactly what should be used by default, giving you superior control over your email marketing output.

What can I set?

You can set any of the settings that you see on the Email properties page, including:

• Character encoding
• Analytics tracking code
• ROI tracking code
• From name & address
• You can even upload default HTML/Text content

How do I do this?

1. Log into Maxemail and go into the ‘Content’ area on the menu bar.
2. Right click on the ‘Email Templates’ header and create a ‘New email Template’.
3. Create the email template in the root and call it ‘default’.
4. Set your desired defaults, then hit save.

You’ll notice that when you go back to your ‘Emails’ area and create a new one that it has all of the settings set by default.

If you need any further assistance with this or anthing else in Maxemail then please contact the Support Team on either 01327 355871 or via support@emailcenteruk.com

A new edition into the Maxemail reporting suite is our “Email Engagement Report”.

One of the questions marketers often ask is; if I get 20% open rates for each email campaign, is it the same 20% or a different 20% each time? And how many subscribers never open an email?

The engagement report answers all of these questions by providing an open and click rate for each individual recipient based upon the emails you select. For example if a recipient has received 5 emails, but only opened one and not clicked on any, the report will show their open rate as 20% and click rate as 0%.

The report also shows the last time that someone opened and clicked on an email. This means you can either target those who have not opened in the last 90 days with a different message or even simply create a segment to suppress those that have not opened or clicked in the last 365 days.

Of course you don’t want to suppress those who have only recently signed up, so the report also outputs their first email and a count of how many emails they have received.

Additional data fields can also be added to the report to show how different segments are more or less engaged with your email marketing.

If you find yourself importing updated CSV files into Maxemail on a daily basis, this new feature will come as welcome news. It is now possible to automate list imports from all major CRM systems or via FTP.

View a detailed summary report without having to log into Maxemail. Schedule a PDF summary of the campaign results to be sent to your inbox at a frequency of your choice.