Campaign results

Every campaign you send reports what happened to it: how many people received it, how many opened and clicked, who was not sent it and why, and how many appointments followed. This page explains what each of those numbers counts, and — for the ones that are easy to over-read — what it does not.

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Where the results are

Two places, showing the same data at different sizes:

• The Analytics tab of Marketing — Delivered, Opens (filtered), Clicks (filtered) and Booked or converted totalled across every campaign that has results, with a Campaign report picker beneath them.
• A single campaign’s report — the full funnel, who did not receive it, the links people clicked, and attribution for that campaign alone.

Before your first campaign has sent, the tab says No campaigns to report on yet rather than showing four cards of dashes. Nothing is counted before a campaign starts sending.

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The funnel

A campaign report leads with four stages, each shown as a share of the one above it. Two figures sit outside the funnel and matter as much as the ones in it:

• Who did not receive this — everyone in the segment who was refused, each shown as Not sent with the reason: Unsubscribed, Marked do-not-contact, No email address on file, Already had the maximum marketing emails this week, Previously bounced or complained at your clinic, and so on. If everybody was eligible, it says Everyone in the segment was eligible — and it only says that when the breakdown could actually be worked out.
• Unsubscribes — how many people opted out of this campaign, and what share of deliveries that is.

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Opens and clicks are filtered

The headline Opens (filtered) and Clicks (filtered) figures exclude activity no person caused.

• Apple Mail and Gmail load images automatically, for their users’ privacy. That registers as an open on mail nobody read.
• Corporate security software follows every link in every email before it lets the recipient near it. That registers as a click nobody made.

Counting those as engagement is the most normalised exaggeration in email marketing, and it is the number a practice would use to decide what to send next. So the filtered figure is the headline. The unfiltered totals are one switch away: turn on Show raw numbers at the top of the report. The labels change to Opens (raw) and Clicks (raw) so the two can never be mistaken for each other, and a note above them says plainly that raw figures are always higher than reality and should not be used to decide anything.

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A rate over nothing is not zero

Where a rate cannot be worked out, the report shows —, never 0%. A campaign that has not been delivered to anyone yet does not have a 0% open rate — it has no open rate. Printing 0% would be a statement about the campaign, and a false one. The same rule applies to counts: — means not known, 0 means genuinely none.

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Booked appointments

The Booked or converted figure is the one most worth reading carefully, because it is the one most likely to be over-read. What it counts: appointments booked by a contact who clicked a link in that campaign, in the 30 days after that click. Four things follow from that, and all four matter:

• It updates overnight, not instantly. A booking taken this afternoon appears against the campaign tomorrow. Booking an appointment is a clinical action, and it is not made to wait on a marketing calculation.
• It only counts people whose contact record is linked to a patient record. If somebody clicks your email and then phones reception, and nobody links that contact to the patient it belongs to, the appointment is not counted. The link has to be recorded — nothing is matched by name or by email address, because guessing at identity in a health record attributes one person’s appointment to another person’s contact.
• One appointment is only ever credited to one campaign — the last one that person clicked before booking. Two campaigns can never claim the same booking, so your totals across campaigns can never add up to more appointments than your practice actually had.
• A click is required. Receiving the email is not enough, and neither is opening it. Half a practice’s list books appointments anyway; crediting a campaign for deliveries would credit it with your ordinary demand.

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What it does not mean

It is not proof that the campaign caused the booking. It is a count of bookings that followed a click, inside a deadline. Some of those people were going to book anyway, and the number cannot tell them apart from the ones who booked because of your email. Treat it as a floor rather than a measurement. It deliberately under-counts: it misses the person who clicked and then phoned, the contact linked to their patient record after the window closed, and everyone who booked without clicking at all. Under-counting is the safe direction, because a practice deciding where to spend money is better served by a number it can trust than by a flattering one. The report says as much on the Attribution card: it is a signal, not a claim about cause.

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Visits in your website analytics

When someone clicks a link in a campaign, the page they land on receives three tags your own website analytics (Google Analytics, for example) can read: utm_source=clinikreach, utm_medium=email and utm_campaign set to the campaign’s ID. Those visits then show up as email traffic from ClinikReach rather than as unexplained direct visits. The tags are deliberately neutral. The campaign’s name, audience and type are never added, because they would end up in your analytics provider’s records. Links are left exactly as you wrote them when they already carry their own utm_ tags, and so are unsubscribe and preference links, links containing a token or signature, and email or phone links.

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Subject line tests

A subject line test sends two subjects to a slice of your audience, then sends the better one to everybody else. Turn it on with Test two subject lines in the Subject section of the composer, then fill in Subject A and Subject B. How it runs: The same person always receives the same version, even if a send is interrupted and retried. Nobody is ever sent both.

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Who can do this

See Staff permissions.

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Check it worked

• Shortly after a campaign starts sending, Delivered on its report begins climbing, and its status chip shows progress.
• Opens (filtered) and Clicks (filtered) fill in over the following hours as people read it — they do not all arrive at once.
• Booked or converted stays at its previous value until the following day, then updates.

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Common issues

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FAQ