00:00:04:10 - 00:00:33:19
Hi everyone, and welcome to this week's SwiftFox Masterclass. Today we're looking at redesigned email campaign overview the screen that you'll land on, once the campaign is scheduled, sending or sent. The old overview had the right information, but it didn't match the moment. Sending a campaign to your membership is a high tension event, and you want to know quickly that it's going out properly or how it's landing. Underneath that sat a quieter problem. The click rate that we showed wasn't measuring what people assumed.

00:00:33:23 - 00:00:45:29
In this session, we'll cover how the overview helps you monitor a send while it's running, how to read the performance figures correctly, and what's changed about the click rate, including why your past campaigns may now look different.

00:00:45:35 - 00:01:11:49
Every campaign carries a live status at the top of the overview, from preparing through to completed, and it updates you without needing to refresh. While a campaign is sending an in progress area shows how many contacts it's going to and an estimated time to completion, along with the option to stop the send the email preview and the campaign details. Now sit side by side so you can confirm what went out, from whom and when at a glance.

00:01:12:03 - 00:01:35:29
One figure in the campaign details deserves a closer look. Total emails sent counts what the campaign has committed to send, not what has actually gone out. On a staggered send, it reaches the full figure before the last slot has fired. If you stop a send partway, it keeps that figure even though the remaining emails were never sent. When you want to know what actually reached people, look at delivered.

00:01:35:37 - 00:01:47:29
The email status table gives you a per received view. On a staggered send. Each recipient scheduled send time shows their own slot, which makes it the clearest place to see how the stagger has spread your audience.

00:01:47:41 - 00:02:00:45
The toggle on the Campaign Performance panel switches every figure between counts and percentages. Counts tell you what happened. Percentages tell you how it went relative to what was possible, so it's worth knowing what each one is measured against.

00:02:01:05 - 00:02:18:49
Delivered and bounce rates are measured against everything the campaign set out to send. They'll read low while the staggered campaign is in progress, or on one that was stopped early and settle once the send completes. Open rates are measured against delivered emails because an email that never arrived can't be opened.

00:02:19:07 - 00:02:31:23
Treat open rates as a signal rather than proof. Opens a tract with a small invisible image, and some mail apps load it automatically whether or not somebody reads the email, this is the most important change in the release.

00:02:31:27 - 00:02:45:49
Until now, the figure we labeled click rate was unique clicks divided by unique opens. That's a real metric, but its proper name is Click to Open rate. It only counts people who opened first, so it reads much higher than its true click rate.

00:02:46:03 - 00:03:07:01
And because a click can occasionally register without a tracked open, we had to cap it at 100%. Click rate is now unique clicks divided by delivered emails. That's the industry standard definition. So you can compare your SwiftFox results against your legacy tools and industry benchmarks like for like, with delivered as the base, the cap is gone to.

00:03:07:11 - 00:03:25:03
In percentage view the click title now reads Click rate, so it's always clear which figure you're looking at. We haven't thrown the old figure away. It's kept under its proper name Click-to-open rate, and it's still useful for judging the content on its own terms – of the people who opened the email, how many were persuaded to act?

00:03:25:11 - 00:03:40:17
We've deliberately avoided the term click through rate on this screen, as it isn't a standardised term, and many platforms disagree on whether it means clicks against delivered or clicks against opens. So we've stuck to the two terms that can't be misread.

00:03:40:29 - 00:03:58:05
SwiftFox calculates rates from your stored totals, so every historic campaign now shows the corrected click rates as well. For example, if a campaign was delivered to thousands of contacts, 200 opened it and 40 clicked, the old figure would have shown 20%. The new click rate shows 4%.

00:03:58:11 - 00:04:13:15
Your performance hasn't dropped the same 40 people clicked. We're dividing it by everyone who received the email rather than only those who opened it. If you report click rates to a board or committee, it's worth a sentence explaining the change before somebody spots the difference.

00:04:13:21 - 00:04:28:11
Each performance title now also opens its own details draw. It explains what the figure means and how it's calculated, and separates unique counts from totals, so you can see how many contacts clicked, as well as how many clicks there were in all.

00:04:28:21 - 00:04:34:21
For clicks that's also where you'll find click rate and click-to-open rates side by side.

00:04:34:25 - 00:04:43:39
The new overview helps you monitor campaigns as they send, benchmark click rates with confidence and explore a detailed breakdown of every performance metric.

00:04:43:43 - 00:04:57:23
A good first step is to open one of your recent campaigns and compare its click rate with what you've reported before. If it's lower, that's the correction network, not a change in your audience. Thanks for joining this SwiftFox Masterclass and we'll see you on the next one.