What do all of the stats on my conversion rate report mean?
The email conversion report shows you how your guests are interacting with your emails & how many PoPs are generated by guests who are interacting with your emails.
This is the best report to use to add a ROI to your email marketing, we’ve broken down each of the stats below to give you all of the information you need to choose the most appropriate stats for your business.
The first few columns are just showing you your email stats for each of these campaigns, these include:
Type of email, the time the email was sent, subject, location, quantity of the send, how many were delivered, total reads, read rate percentage, total clicks, click rate percentage, unique clicks & bounces.
We then look at the conversion rate based on guests who have received the email
Total PoPs: this is showing the number of guests who received your email & visited one of your venues within 30 days
Unique PoPs: This is the same as above but is taking out any repeat visits, for example, if I received this email & visited 3 times within 30 days, I’d only be counted once here.
Total bookings: This is the number of guests who received your email and made a booking within 30 days (their booking date isn’t necessarily within this 30 day period).
Unique bookings: This is the same as above but is taking out any repeat visits, for example, if I received this email & made 3 bookings within 30 days, I’d only be counted once here.
Booking covers: This is showing the number of guests in those bookings.
Known spend: This is any associated spend with the PoPs generated from guests who received your email & visited within 30 days. This will only include any spend we can track, so for example if the guests redeemed a voucher.
We’ve then repeated these stats based on reads and clicks instead of the number of guests who received your email:
PoPread: this is showing the number of guests who read your email & visited one of your venues within 30 days
Bookingread: This is the number of guests who read your email and made a booking within 30 days (their booking date isn’t necessarily within this 30 day period).
We’ve not included any further information on the read stats because reads can be an unreliable source of interaction. Many ESPs (such as apple) pre-open emails when they hit your device which incorrectly pulls across as a read for that email.
We recommend using the click stats below for the most reliable conversion rate, this is the stat we use across the Airship dashboard to monitor conversion rate.
PoP click: this is showing the number of guests who clicked your email & visited one of your venues within 30 days
Booking click: This is the number of guests who clicked on your email and made a booking within 30 days (their booking date isn’t necessarily within this 30 day period).
Booking click %: This is giving a percentage of guests who clicked on your email & then made a booking within 30 days.
Booking click covers: This is showing the number of guests in those bookings.
Known spend: This is any associated spend with the PoPs generated from guests who clicked your email & visited within 30 days. This will only include any spend we can track, so for example if the guests redeemed a voucher.
Assumed spend: This gives you any associated assumed spend with those PoPs, you will have given us an assumed spend per head for your guests, this is multiplying that spend per head by the number of PoPs registered by the guests who clicked on your emails.