An Insider's Look at Sendlane's New Dashboard Analytics

In order to optimize your email marketing and maximize your revenue, you need to know what’s working and what’s not.

But, on top of running a successful eCommerce business we know it can be difficult to keep track of how all of your campaigns and automations are performing.

Sendlane’s new Dashboard Analytics was created to make your life easier and to help you be the eCommerce marketing rockstar we know you are.

The easy-to-use filtering system allows users to view data from the past 7 days, 1 month, 3 months, 1 year, or 5 years.

In this post, we’ll walk you through the different metrics you can track using Sendlane’s Dashboard Analytics and how each metric can help you boost your eCommerce business!

Let’s get started!

1. Audience breakdown

This section of the dashboard visualizes information related to your audience, from how they interact with your emails to what type of email domain they use the most.

Here’s a snapshot of what you can track under this section:

sendlane_email_marketing_analytics
  • Overall growth or reduction in the total number of subscribers
  • Audience activity (new contacts, unsubscribes, removed contacts)
  • The top domains used by contacts (e.g., Microsoft, Google and Yahoo)
  • The top sources where contacts are coming from (e.g., APIs, forms, and integrations)

eCommerce brands can use this information to understand better how their campaigns are performing, which marketing channels they need to focus on, and how to optimize their emails to perform the best in their contacts’ inbox.

For example, if most of your subscribers use Google, you’d want to optimize your email design for Gmail deliverability!

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2. Revenue breakdown

If you scroll further down your Sendlane dashboard, you’ll be able to see a summary of your revenue breakdown.

Here, you can track four critical KPIs:

sendlane_ecommerce_email_marketing_revenue
  • Change in revenue
  • Breakdown of revenue per contact
  • Top sources of revenue 
  • Breakdown of revenue by source

Knowing where you get most of your revenue will allow you to focus on what's working for you and stop wasting time (and money) on things that aren't.

For example, let’s say you're getting more revenue from automations than campaigns. Your revenue breakdown shows that sending a series of emails to your contacts converts better than a one-off email campaign!

3. eCommerce

To track KPIs under this section, you would need to integrate your eCommerce store with Sendlane.

Once you've done that, you’ll be able to measure the following:

sendlane_ecommerce_shopify_marketing
  • Revenue generated through the integration
  • Total store revenue
  • Sources of revenue

No matter what you're selling, it's essential to stay up-to-date on how much money you’re making through your online store and where most of your revenue comes from.

For example, if your business has already made a lot of sales through email campaigns created in Sendlane, you can take things up a notch and run automations to make even more sales.

4. Deliverability

This is potentially the most important section in your dashboard (and often the most overlooked). I mean, if an email isn’t delivered to the inbox, was it even sent in the first place? 

In this section, you’ll be able to find out whether your emails are reaching your subscribers’ inboxes, as well as take a peek at the state of your campaigns and automations.

Here’s a snapshot of what you can track under Deliverability:

sendlane_email_marketing_deliverability
  • Email deliverability rate
  • Number of emails sent under campaigns and automations
  • Number of active emails
  • Number of spam complaints and email bounces

Most eCommerce businesses are running multiple email campaigns and automations simultaneously. This section helps them stay up-to-date with the number of active and sent emails and whether they’re successfully reaching the recipients.

If, for example, your account is getting a lot of SPAM complaints and bounces, you might want to review your email content, the number of links you’ve added, and anything else that might be preventing your emails from getting through to subscriber inboxes.

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5. Recent campaigns

As you scroll further down the dashboard, you’ll be able to see a quick summary of the last 5 campaigns you've run under the “Latest Campaigns” section.

For each campaign, Sendlane will display the following metrics:

  • Open rate
  • Click-through rate
  • Revenue earned
sendlane_email_campaign_reporting

You can easily analyze your most recent campaigns and compare the results to see what's working and where you might need to make some changes.

By tracking the open and click-through rates, you can also quickly spot campaigns with low engagement rates and consider dropping them while they’re still new.

6. Top automations based on number triggered

Apart from campaigns, you can also see how your latest automations are performing at a glance.

Under this section, you can view the following metrics for each automation:

  • The number of times the automation was triggered
  • Active automations
  • Completed automations
  • Open rate of each automation
  • Clickthrough rate of each automation
  • Revenue earned through each automation
sendlane_email_automation_analytics

Similar to campaigns, you can find out which automations are performing better than others, then replicate what you did before for future automations, or drop the ones that are dragging you down!

7. Top pop-ups used

In the dashboard, you can also view metrics related to the top 5 pop-ups you've used as part of your email marketing strategy.

Here’s the information you can view in Sendlane for each pop up:

  • Total impressions
  • Number of people who submitted the form
  • Conversion rate
sendlane_pop_up_form

If you're using pop-ups and forms on your eCommerce website via Sendlane, you can analyze how well those forms are working in this section.

From there, you can determine if you need to adjust the placement of your forms, the language, or other pop-up related elements!

8. Site tracking

Get a quick overview of your top 5 Beacon events inside your dashboard.

Sendlane Beacon is a website and event tracking tool that tracks your contacts’ activities and journey through triggered events or tracking pixels.

For each URL that you’ve added conversion rules to using Beacon, Sendlane will record the number of impressions, giving you an insight into which page on your website is getting the most traffic.

sendlane_beacon_site_tracking

Based on the results, you can make changes to your conversion rules and the event itself. 

9. Daily Digest

The Daily Digest is the newest addition to Sendlane’s analytics dashboard! This section gives you a quick, broken down overview of your account from midnight EST to the present.

sendlane_email_marketing_analytics

If you’re running several campaigns and automations, this section is particularly useful to get a birds-eye view of how your emails are performing. This data refreshes daily at midnight EST to keep you up to date on the latest happenings in your account!

Start measuring your email marketing KPIs with Sendlane’s Dashboard Analytics

From audience engagement to revenue growth and deliverability, Sendlane’s newly upgraded Dashboard Analytics was created with you, the eCommerce marketer in mind. Allowing you to easily track and measure your analytics to make smarter, data-driven decisions for your business. 

Ready to track your email marketing campaigns? Create a Sendlane account today and take it for a 14-day free test drive!

Caitlin Hutchinson
Brand Marketing Manager
Sendlane

A native of San Diego, California, Caitlin has a passion for developing creative and engaging marketing content. Primarily responsible for overseeing the development, execution and delivery of digital content across all of Sendlane’s channels while maintaining an online presence of Sendlane's team culture. Host of The Marketing Automation Hustle Podcast and Sendlane Youtube Training Channel. Works closely with the marketing team to manage creative projects and develop creative assets/solutions to enhance the brand. Collaborates at the intersection of marketing, product, content, and sales to develop powerful and memorable stories and interactive experiences that bring the Sendlane vision to life.

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