Marketing Analytics in WeGive is a powerful feature designed to help organizations track and analyze supporter interactions with their marketing communications. It provides insight into subscription preferences, unsubscribe trends, and engagement metrics through tables, charts, and detailed reports. This guide will outline how to use Marketing Analytics, explore its key features, and explain how to customize it to suit your needs.
How to Use Marketing Analytics
Tracking Communication Preferences
Marketing Analytics tracks supporter interactions with marketing emails, including:
- Subscriptions – When a supporter opts in to receive communications.
- Unsubscribes – When a supporter opts out of receiving further emails.
- Do Not Contact Preferences – When a supporter requests not to receive any further communications from the organization.
These interactions are logged and visualized through tables and charts, allowing users to understand how their marketing messages impact audience behavior.
Viewing Marketing Analytics Data
Marketing Analytics data is available across several key areas:
- Messages – Analytics specific to individual messages sent.
- Journeys – Aggregate data for multiple messages sent within a journey.
- Campaigns – High-level reporting on messages and journeys related to a specific campaign.
- Communication Lists – Subscription trends and engagement for entire communication lists.
- Donor View – Detailed insights into each donor’s communication history and preferences.
Analyzing Message Performance
Each message’s analytics include:
- Sent, Delivered, Opened, Clicked, and Error Events – Standard email engagement metrics.
- Subscription Changes – How many supporters subscribed, unsubscribed, or updated their contact preferences as a result of the message.
- Revenue Attribution – Donations, pledges, and recurring plans created due to the email.
Understanding Revenue Attribution
Marketing Analytics not only tracks engagement but also attributes revenue to specific messages. If a supporter donates, creates a pledge, or starts a recurring plan after receiving an email, these transactions are linked to the message for performance evaluation.
Features of Marketing Analytics
Tables and Charts
- Communication Events Table – Displays subscription changes per message.
- Revenue Attribution Chart – Shows donations, pledges, and recurring plans linked to a message over time.
- Audience Size Chart (for Communication Lists) – Tracks list growth and attrition trends.
- Journey and Campaign Rollups – Aggregate message performance metrics for broader analysis.
Customization Options
- Filter by Time Period – View analytics for specific dates or time frames.
- Message-Level Filtering – Focus on individual messages within a journey or campaign.
- Campaign-Level Aggregation – Analyze performance across multiple journeys and messages within a campaign.
- Adjustable Data Views – Toggle between different levels of granularity for deeper insights.
Integration with Journeys and Campaigns
Marketing Analytics seamlessly integrates with Journeys and Campaigns:
- Journeys track multiple messages sent as part of a strategic email series.
- Campaigns aggregate data from multiple journeys and messages, offering a holistic view of marketing efforts.
- Hierarchical Analysis – Journeys can be related to Campaigns, allowing users to assess performance across multiple initiatives.
Actionable Insights and Next Steps
Improving Marketing Strategy
- Optimize Email Timing – Use analytics to determine when supporters are most likely to engage.
- Refine Message Content – Analyze unsubscribe trends to adjust messaging for better retention.
- Leverage Revenue Attribution – Focus on messaging that drives the highest donation conversions.
- Segment Audiences More Effectively – Use Communication List analytics to target the right supporters.
Next Steps for Users
- Test Marketing Analytics in Sandbox – Create test emails and track engagement data.
- Set Up Journeys for Comprehensive Insights – Monitor long-term supporter engagement across multiple messages.
- Leverage Campaign Rollups for Strategy Adjustments – Assess high-level trends to refine communication strategies.
Conclusion
Marketing Analytics in WeGive is an essential tool for tracking supporter engagement, optimizing communication strategies, and understanding how marketing efforts drive donations. By utilizing its tables, charts, and integration capabilities, organizations can make data-driven decisions to enhance their outreach and fundraising effectiveness.