This article explains how to use your account Insights to view your audience and engagement metrics over a custom timeframe.

	In This Article
	What Is the Insights Tab? Video Tutorial Engagement Tiered Accounts Timeframe Selector Summary Bar Charts Open Rate Click-to-Open Rate Click Rate Campaign Performance Trends Bar Chart Engagement Heat Map Detailed Mailing Performance Grid Growth Trends Send Time Results Trending Content Trending Subject Lines Exports Monthly Insights Email

What Is the Insights Tab?

The Insights tab is a reporting tool that tracks the performance of all of your sent mailings over time. With Insights, your open rates, clicks, sign-ups, and opt-outs are displayed as either aggregate or trending metrics. Led by informative graphs and charts, Insights gives you a bird's eye view of how your audience is growing so you can use the data to improve future campaigns and readily act on any changes in engagement.

The Insights experience offers four tab options: Engagement, Growth, Trends, and Exports. You'll find an overview of each section below.

✎	Note
	Metrics from automated mailings and test emails are not included in Insights.

Important Note on the Accuracy of Insights Metrics

Insights metrics are designed to provide a window into your marketing results which, in turn, should drive your future marketing decisions. While most users will not experience a margin of error, users with very large audiences can expect a margin of error to range between +/- 0.5% and up to +/- 3%. Allowing for a margin of error provides the capability to process and display large amounts of data in a very short time frame.

Watch a Quick Video Tutorial About Tracking Email Performance Over Time With Insights

Engagement

The Engagement section collects all opens and clicks from across your campaigns and surfaces that data in a number of meaningful ways. A few other metrics are displayed here as well including total campaigns sent, total emails sent, delivery rate, unsubscribe rate, and bounce rate. You can download a CSV of your data at any time by clicking on the Export as CSV button found at the top next to the timeframe selector.

✎	Note
	Metrics from automated mailings and test emails are not included in Insights.

Tiered Accounts

If you are the Parent or a Manager of a tiered account, you have the added ability to view your subaccounts and the aggregate metrics for each account. Doing so allows you to quickly compare subaccount performance all within a single grid view. You can use the account selection tool to limit the display to as many or as few subaccounts as you like. Toggling subaccounts will also change the aggregate metrics to only show data for the accounts selected.

Timeframe Selector

The timeframe selector, found just above the engagement overview, lets you choose a weekly, monthly, quarterly, yearly, or custom date range to view your metrics. If you choose a timeframe that does not contain mailing data, a "No data is available to display because no mailings were sent in the selected time frame" message will display.

Ⓘ	Info
	Data is available for a maximum of 24 months.

Summary Bar Charts

The three summary bar charts found at the top of the Engagement tab present the open rate, click rate, and click-to-open rate as a horizontal comparison of percentages of your audience that received the mailings within the specified time period.

If enough historical data exists, the bar chart will also show a comparison of the current specified time frame against the previous time frame.

Open Rate

The open rate is a percentage of the total number of unique opens in a given time period that is averaged against the total number of target recipients for an overall open rate. The trend line indicates the percentage increase or decrease compared to the previous time period.

✎	Note
	Trend data only displays if enough historical data is available.

Click-to-Open Rate

The click-to-open rate consists of the total number of recipients that clicked a mailing sent within the specified time period. It's a percentage that is derived from only the recipients that opened the mailings within the time period. The trend line indicates the percentage increase or decrease compared to the previous time period.

✎	Note
	Trend data only displays if enough historical data is available.

Click Rate

The click-rate is the percentage and total number of recipients that clicked the mailings sent within the specified time period. The percentage is derived from the total number of recipients, whether they opened the mailing or not. The trend line indicates the percentage increase or decrease compared to the previous time period.

✎	Note
	Trend data only displays if enough historical data is available.

Campaign Performance Trends Bar Chart

The bar chart tracks the number of opens and clicks over time. Each bar represents a 24 hour period. The lighter blue bar represents the number of opens while the darker bar represents the number of clicks. Hovering over a bar gives an exact number for that 24 hour period.

Engagement Heat Map

The engagement heat map is an aggregate of response data based on the time of day. The digit in each colored block indicates the number of campaigns sent during that hour of the day across the specified time frame. Darker squares indicate a higher number of opens or clicks while lighter squares indicate a lower number of opens or clicks. Darker squares indicate times where your audience might be more receptive to clicking on your content or opening the email. For a more accurate experience, try to change up your send times within the hours represented by the darkest squares.

Detailed Mailing Performance Grid

Each row in the grid represents a mailing sent within the specified time period. The different data points on each row include campaign name, the date that the campaign was sent, open rate, click rate, click-to-open-rate, and an abbreviated bar chart summary of the previous three points.

Growth

Audience growth metrics display the number of new subscribers for a selected time period. It can also display the number of new subscribers from a previously selected time period for easy comparison. You will see the number of net members, your beginning subscriber count as well as the end, and the growth rate percentage for the selected date range. To change the date range of the featured data, click on the dates in the upper right corner and make a new selection, then hit Apply to save your changes.

The chart shows your total audience size, lost subscribers (this includes opt-outs, archived members, erred contacts, and deleted members), and your net subscriber count for the specified time period (new subscribers minus lost subscribers).

Trends

The Trends tab is only available to tiered accounts; it surfaces your top-performing content as well as send times that have generated the highest levels of engagement from your audience.

Send Time Results

This section highlights your top send times based on previously sent campaigns’ send times and open rates, which are calculated within a specified time frame. This means that you can adjust the dates to see the result from different time periods. Hovering over each send time will highlight the above-average percentage that the mailings performed along with the total number of emails sent.

Trending Content

The trending content section highlights the top three campaigns with the highest click-to-open rate sent within the specified time frame. Adjusting the recipient count slider will filter campaigns based on audience size.

Trending Subject Lines

The trending subject lines section highlights the top three subject lines from campaigns with the highest open rate within the specified time frame. Additionally, the above-average open rate percentages for each subject line is also highlighted.

Exports

The Exports tab is populated with any CSV reports that you have generated from your account Insights. If you have not exported any reports of your Insights data, this tab will be empty. Otherwise, you can view and download your CSV reports right from this tab.

Monthly Insights Email

Emma offers a monthly automated email that features a report of your account's Insights. All you have to do is opt-in to receive the email by toggling the "Engagement overview" option from Insights > Engagement in your account.

When you have this option checked, a summary email will be sent to the email address of the user who clicked on the toggle, usually around the 2nd of each month. The summary email reports on how your campaigns performed over the previous month. The Insights Report will include the number of campaigns you sent that month, their average mailing score, open and click rates, audience growth metrics, and also identifies the highest performing mailing based on click rate. You can use this information to better understand your audience and send more effective email campaigns.