Monitoring the impact of your campaigns

Campaigns are essential in Target, as they allow you to get in touch with your customers. Monitoring campaigns is just as essential, since it enables you to measure their impact and thus define and improve your future communications

1. Quick feedback on campaigns

- Campaigns are the best way of staying in touch with your customer base. They allow you to contact your customers in a precise way (via groups) and at the best time (immediately, scheduled for a specific date/time, only on weekdays, from a certain time, etc.). The result? Real flexibility, according to your wishes.

- Create a campaign via Communications > Campaigns > Create a campaign. Define all criteria for sending the campaign and its actions

- Campaign templates are available to give you ideas for campaigns, as well as to help you create them more quickly

- Duplicate your campaigns to save time, customise the typeface(s) with the help of our library, add images, create buttons, and more. Create the campaign and message that suits you!

2. Monitoring your campaigns

There are several indicators at your disposal in Target for measuring the impact of your campaigns.

Deliverability

  • The deliverability of your campaigns is one of the first indicators at your disposal. They are the first figures available when you come back to a campaign you have sent (Communications > Campaigns > click on a campaign that has been sent)

  • Email details
    • Sent: number of emails sent as part of the campaign. Send rate: percentage of emails sent compared to the initial figure.
    • Delivered: number of emails delivered, i.e. those that have been received by your recipients’ email clients. Deliverability rate: percentage of emails delivered compared to emails sent.
    • Opened: number of unique opens: for instance, an email opened three times by the same contact will only count as one. Open rate: percentage of emails opened compared to emails delivered.
    • Clicked: number of unique clicks: for instance, an email clicked four times by the same contact will only count as one. Click-through rate: percentage of emails clicked compared to emails delivered.
    • You have the details of contacts by status at the end of your campaign’s details page
  • Campaign details
    • Send time
      • For manual campaigns: a reminder of the day, month, year and time of sending. 
      • For automatic campaigns: the date of the campaign’s activation, potentially different from the send date of the first email of this campaign
    • Unsubscribe number: number of contacts who have unsubscribed via the campaign email AND the number of hard bounces. These contacts will therefore no longer receive campaigns sent from your organisation, whatever the nature of the campaign.
    • Open rate per contact: average number of times the email is opened by each contact. Also displays the total number of times it has been opened. Each time it is opened is accounted for.
    • Click-through rate per contact: average number of clicks on the email by each contact. Also displays the total number of clicks. Each click is counted, regardless of the link clicked.
    • You have the total number of clicks per link at the end of your campaign’s details page

  • Bounce details
    • A ‘bounce’ is an automated message from an email system informing the sender that an email has not been delivered
    • Two types of bounces are specified, allowing you to better understand why the emails could not be delivered:
      • Soft bounce: the email has been temporarily rejected by the recipient’s inbox; for instance, if their inbox is full. The rules can vary depending on the email client, and are independent of Target.
      • Hard bounce: the email has been definitively rejected by the recipient’s inbox; for instance, if the domain no longer exists. The rules can vary depending on the email client, and are independent of Target.

Conversions

  • Turnover (incl. VAT): Turnover (incl. VAT) generated directly by this campaign. Allows you to measure the impact of your communication on the purchase of tickets. This tracks the turnover generated by clicking directly via the email received; the impact of the campaign may therefore be greater (if the email is read but the following purchase action takes place outside the email, the turnover is not tracked here).
  • Orders: Number of orders placed via this campaign. This tracks the actions performed by clicking directly via the email received; the impact of the campaign may therefore be greater (if the email is read but the following purchase action takes place outside the email, this is not tracked here).
  • Tickets: Number of tickets purchased via this campaign. This tracks the tickets purchased by clicking directly via the email received; the impact of the campaign may therefore be greater (if the email is read but the following purchase action takes place outside the email, this is not tracked here).
  • Statistics: two complementary indicators of the impact of the campaign:
    • Average basket: average amount spent per order (placed directly via this campaign)
    • Tickets per order: average number of tickets purchased per order (placed directly via this campaign)

    Objective

    • You can set one or more campaign objectives for each campaign.
    • The campaign objective allows you to define the Key Performance Indicator (KPI) for your campaign.
    • You can create your campaign objective either as soon as your campaign is created or at a later time. 
    • For example, if your campaign targets ‘contacts who purchased a ticket in 2019 but not in 2020’, your campaign objective could be for contacts from 2019 to purchase tickets for 2020. The number of contacts in your ‘purchase in 2019 only’ group would then decrease by 500, indicating that 500 contacts purchased tickets for 2020 after receiving your campaign.

    • View any changes made to your campaign objective via Communications > Campaigns > click on a campaign that has been sent