Your template is a really important tool in your email arsenal. Not only does it contain your branding and required information, it also presents your content in a specific layout. How do you check to see if all of your assumptions about what makes for a good template? Specifically for your segments of subscribers?
A great starting point is the By Templates report within Mailing Summary. By slicing and dicing your data with an eye toward the template, you can zero in on your better performing templates and those that might need a little bit of help.
Updating a template should be at least an annual process. But rather than starting from scratch, use this report to set some parameters for you to create design approaches that support your performance goals.
Navigate to Mailings > Reports > Mailing Summary Report or navigate to Mailings > View Mailings > click on Reports in the upper right corner. Once you have done so, you may follow the steps to filter the exact mailings you are looking to report on.
Click the View Reports tab
Expand the Compare Mailing Results open in the Reports panel
Select By Templates
Here is a sample of what you can expect upon opening up this report:
This chart area can be customized to include many types of data. Click on the Columns button to select which pieces of data you'd like to include in your report. Notice that you can remove all columns for a fresh start, add all columns to jam pack your report full of every piece of data available, or add/subtract as you see fit:
It may even be in your best interest to filter based on any data that may be available in the columns you've selected. Click the Search button to refine your report further:
Share Your Insights
To share this information, simply click the Export button at the top of the report and click Download Excel File in the resulting pop-up.
Peak Mailing Performance Through Clever Template Selection
Now that you see which template performed best, you want to drilldown farther to identify what characteristics of this template helped it perform better than some other templates.. Does it complement your stories better? Do the colors look welcoming? Are there additional links in the template that give your subscribers direct access to the content they are looking for, in addition to the custom stories you provide? This is a great learning experience for you.