Friday, 24 June 2016

How to more easily understand your email marketing stats

Many digital marketing services provide you with statistics to help you track your results. However, for many lay people, it can be hard to decipher just what those statistics are telling you. Here is a glossary of terms and some basic insights to help you make better sense of those numbers, graphs and heat maps.

Glossary of Common Digital Marketing Statistics Terms

  • Total Views: A view refers to an agent opening the eflyer. Agents can view an eflyer more than once. Total views includes all views including the initial view and ALL additional views they have made.
  • Unique Views: A view refers to an agent opening the eflyer. Agents can view an eflyer more than once. Unique Views includes the initial view by an individual agent and excludes any additional views an individual agent makes.
  • Repeat Views: A view refers to an agent opening the eflyer. Agents can view an eflyer more than once. Repeat Views includes any additional views all agents have made and excludes the initial view of each individual agent.
  • Total Clicks: A click refers to any click made on any link included in your eflyer. An agent can click on a link more than once and can also click more than one link. Total clicks includes all clicks for all links in your eflyer including the initial click and ALL additional clicks they have made.
  • Unique Clicks: A click refers to any click made on a link included in your eflyer. An agent can click on a link more than once and can also click more than one link.  Unique clicks includes the initial clicks made to any of the links in your eflyer by an individual agent and excludes any additional clicks an individual agent makes.
  • Repeat Clicks: A click refers to any click made on a link included in your eflyer. An agent can click on a link more than once and can also click more than one link.  Repeat Clicks includes any additional clicks all agents have made to any links in your eflyer and excludes the initial click of each individual agent.

Understanding your Heat Maps

Some statistics such as those provided by Realtour, use heat maps to help you see the hot areas that saw the most views and clicks. When you have used a map to select an area to blast out an eflyer, it might be surprising to see that there are many areas beyond the area you selected that shows views. There are a number of reasons this can happen including:
  • Someone might be viewing your eflyer from a mobile phone outside of the area you selected. The location associated with their email address would be within the boundary of your mapblast area, but they are on the road and looking at your eflyer from a different location.
  • Someone might be viewing your eflyer from a home office, as opposed to the office of the brokerage location associated with their email address.
  • Someone might have forwarded your eflyer to someone else and they are viewing it from outside the original mapped out area for your eblast.

A good use of your heat map is to look for areas that are paler in color and note that they did not respond as well as you hoped. You can then look at the darker areas, and should you choose to send a second eblast, focus on these areas so your money is well spent. This works well for price reductions, open houses or any updates you might have regarding the listing. Your heat map can be used to zero in on a series of smaller areas on the map, as opposed to one big area, with hot and cool spots. Here is an example of how you could help improve results for secondary eblasts using your heat map:

Heat Map



New Mapblast Areas



These are just a few tips to assist with understanding your email marketing statistics. 

Realtour has upgraded our stats to include the following features:
  • A new statistics dashboard on our main navigation.
  • A dashboard page showing all active listings allowing you to view statistics, set a listing as inactive or deactivate your Monday reports.
  • Quick views of your eflyer and virtual tour results.
  • Improved reporting covering the source of each view as well as the geographical location of each view.
  • A new overview of all of your listings based on the best performance in real time.


Click here to learn more about Realtour statistics.

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