Understanding Your Campaign Analytics
Each month, we provide detailed reports on your campaign performance. These metrics serve as the foundation for our recommendations on improving your campaign content, frequency, or audience segmentation. Let’s break down the key components of these reports and explore how you can use this data to track hot leads, optimize engagement, and boost conversions.
Metrics Discussed In This Article
The percentage of successfully delivered emails that opened
The percentage of successfully delivered emails that registered a click
An overview of each audience member and their activity with a particular campaign
Open Rate
Understanding the open rate of each individual campaign is essential for evaluating its success and gauging audience interest. These percentages can vary significantly from campaign to campaign, offering valuable insight into what resonates with your audience. A high open rate often indicates that the subject line and topic captured attention, while a lower rate may suggest room for improvement. By tracking open rates over time, we can identify trends, such as which topics consistently engage your audience and which subject lines spark the most curiosity. This data empowers us to refine future campaigns, ensuring they align with audience preferences and drive greater engagement.
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Benchmark open rates across all industries sit at an average of 21.3% according to MailChimp & other reputable ESPs such as HubSpot and Campaign Monitor. The Real Estate industry tends to score higher, averaging 27%. These metrics are important to keep in mind when determining next steps for campaign development.
Click Rate
Click rates are a valuable metric for measuring engagement and determining how effective your copy and call-to-action (CTA) were. A CTA prompts readers to take a specific action, such as clicking a link or button, and a high click rate often indicates that your content successfully captured attention and encouraged interaction. However, it’s important to note that click metrics can sometimes be influenced by bots. Many corporate email accounts, particularly those associated with high-security networks, use filters that automatically click links to verify their legitimacy. You can identify bot activity in several ways:​
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Clicks Before Opening:
If a link is clicked before the email is opened, it’s likely a bot.
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Excessive Link Clicks:
If three or more links are clicked in a single session, this behavior is typically not organic and may indicate bot activity.
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Hidden Link Clicks:
Our emails often include hidden links that are invisible to human readers but can be clicked by bots. If these links are triggered, it’s a strong sign of automation.
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Click Maps:
Reviewing your click map can help you identify suspicious patterns, such as unusual link-clicking behavior that doesn’t align with typical user actions.
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Benchmark click rates across the real estate industry average between 1.03% - 1.22% according to Constant Contact & other reputable ESPs such as HubSpot and Campaign Monitor.
Recipient Activity
Tracking recipient activity is key to identifying warm or even hot leads who may be ready for conversion. When recipients interact with your emails by downloading digital content, exploring landing pages, or clicking sales-related links, it’s the perfect opportunity to reach out with a personal text or call to show them you’re available. Here are some important things to look for when tracking recipient activity:
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Ensure Their Activity Is Organic:
If a recipient opens the email within seconds of delivery or clicks several links simultaneously within minutes, it’s likely bot activity due to high-security network filters, not an actual warm lead.
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Pay Attention to the Links They Click:
If recipients are clicking on links about local events or casual content, this helps build familiarity but doesn’t necessarily indicate readiness to buy or sell.
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Multiple Email Opens:
If a recipient has opened the email several times, even without clicking any links, this suggests genuine interest. They may be revisiting the email because they’re distracted or contemplating its content, making them worth following up with.
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Real Estate Content Engagement:
Recipients who download real estate resources or click on links related to market updates or listings are strong indicators of a warm lead. These actions show they’re actively seeking information, making them ideal for personal follow-up.
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By closely monitoring recipient activity, you can pinpoint opportunities to engage meaningfully and drive conversions.
Written & Published by:
Bonita Barnes of The Agent Booster
Written: 1/27/25
Last Updated: 4/2/25