Use the Email comparison report to compare the performance of an email for different audiences.
Part 1: Creating audiences
You are the Channel Owner at City Cool. You create audiences in Acoustic Campaign to ensure that your campaigns are targeting the correct people with the right content. Audiences are based on certain characteristics, such as specific age groups, purchase history, and interests. You can use those audiences in Performance Insights to view granular pieces of data from your databases after you've added your contact source from Acoustic Campaign to Performance Insights as an audience. If you don't add your audiences, then the data for those audiences are not tracked. You must add those audiences first because data cannot be retroactively tracked for any emails sent prior to adding those audiences in Performance Insights.
Part 2: Sending an email
Last year, your company unveiled SleekFit 2.0, a cutting-edge electronic watch. After a profitable market response and positive feedback from consumers, your company is ready to launch the new watch. You created an email for customers who bought SleekFit 1.0 to tell them about the new version of the electronic watch. You send the email to two specific audiences who you believe will react well: men and women ages 25-35 and those interested in fitness. You created contact lists in Acoustic Campaign with these attributes, and then synced them with Performance Insights as audiences.
Part 3: Determining what data to display
You want to see how many people are opening the email and how many people are clicking the link to the website. You also want to compare the two emails with the titles "SleekFit 2.0 now available!" and "SleekFit 1.0 now available!".
The information that you want to view is provided in the Performance Insights Email comparison report. You use the audiences that were pre-defined as contact lists in Acoustic Campaign and brought into Performance Insights, and the two emails that you sent from Acoustic Campaign.
Part 4: Defining the report filter sets
In Performance Insights, you open the Email comparison report under My reports, and you select the date range as the day that you sent the "SleekFit 2.0 now available!" email until today.
To review how different audiences responded to the email, you use filters to select the audiences.
You select the "SleekFit 2.0 now available!" email as the primary dimension and the "SleekFit 1.0 now available!" email as the secondary dimension.
Then, you save the filter set as "SleekFit 1.0 and 2.0 email audience comparison".
Part 5: Analyzing the results
You review the metrics for the "SleekFit 2.0 now available!" email each day for a week to see the consumer response. From looking at the Open rate (unique) and Click rate (unique) metrics, you see that the men and women ages 25-35 audience opened the email at the highest rate. However, there is only 10% unique click rate. You also see that the "SleekFit 1.0 now available!" email had a 30% unique click rate.
Part 6: Following up
You want to increase the volume of traffic to the website since SleekFit 2.0 does not have a comparable audience response rate to SleekFit 1.0. You think you can increase website traffic by offering a 10% discount on SleekFit 2.0. You create a new email to send to the audiences to re-engage and increase traffic to the web page.