Response statistics (Link Tracking) 

Recording subscriber behavior is a central and important function of BACKCLICK. Be sure to observe the legal regulations in your country in connection with this. 

 

Overview 

BACKCLICK statistics tell you which hyperlinks a subscriber clicked on within the newsletter e-mail they received. As soon as you choose the sub-menu item BACKCLICK-Statistics, you will see an overview of the newsletter that was sent with the respective mailing list. For every newsletter, you will see the total number of subscribers, plus the number of those subscribers who opened the newsletter. The number of “backclicks” carried out on the inserted hyperlinks is also displayed. 

 

Abb. 12.5.1 - Responsestatistik - Übersicht 

 

To open the detail view, click on the -button: 

 

Abb. 12.5.2 - Backclick Details (1) 

 

You can get a statistical overview of all the newsletter details by clicking on the -symbol. A detailed evaluation is shown 

here for every newsletter. The evaluation starts with a combination of the total numbers of clicked-on links, followed by a 

breakdown of the numbers for individual links. You can also have the numbers of those who did and did not react expressed 

graphically. Under certain conditions, it is also possible to get a list with the e-mail addresses of those who did or did not 

react. 

 

Overview numbers under “details” 

The name of the newsletter, the sending date, and the number of subscribers who received the newsletter will be displayed 

first. The following values will be displayed afterwards: 

 

• Activity of subscribers: The number of subscribers who clicked on one or more links will be displayed here as a percentage.
• Click rate: The rate of clicks in one newsletter will be indicated here (as a percentage). The number of subscribers will be compared to the number of clicks. Double clicks on one link will also change the value.
• Defined click rate: The rate of clicks in one newsletter will be indicated here (as a percentage). All of the links the subscriber may click on within a newsletter are used as the basis for these numbers. So, if all the subscribers click on every link they receive within a newsletter, you will see 100%. If all the subscribers only click on 1 out of 10 links, you will see a click rate of 10%, and so on. Double clicks will not change this result because they will be filtered out here.
• Newsletter view: This is the number of openings for HTML newsletters, including two or more clicks on the same link.
• Different opened newsletters: Number of openings of HTML newsletters. Double clicks will not change this result because they will be filtered out here. This is the number of subscribers who read the newsletter. This number may be expressed as a range.
• Total number of BackClicks: Number of clicks on the hyperlinks. This value includes two or more clicks on the same link.
• Clear clicks: Number of clicks on different hyperlinks. Double clicks will not change this result because they will be filtered out here.
• Clear subscribers: The number of subscribers who clicked on one or more links will be displayed here. This can also be described as a response rate.
• Manual responses: Number of bounce e-mails that could not be automatically sorted by the system’s internal bounce filter. The number of incoming e-mails since the sending began is shown here.

 

 

 

Abb. 12.5.3 - Responsestatistik - Grafik 

 

Graphical evaluation 

Time series evaluations are needed to determine the optimal sending time. For this reason, BACKCLICK provides the following values evaluated into time series: 

 

• Newsletter views: Number of HTML newsletters opened. This value includes two or more clicks on the same link.
• Various opened newsletters: Number of openings of HTML newsletters. Double clicks will not change this result because they will be filtered out here. This is the number of subscribers who read the newsletter. This number may be expressed as a range.
• Total number of BackClicks: Number of clicks on the hyperlinks. This value includes two or more clicks on the same link.
• Clear clicks: Number of clicks on different hyperlinks. Double clicks will not change this result because they will be filtered out here.
• Clear subscribers: The number of subscribers who clicked on one or more links will be displayed here. This can also be described as a response rate.

 

The different evaluations may be displayed by using the index tabs, and then choosing the report that should be created. 

 

Evaluation of links 

The numbers are then assigned to the links. The clicks are differentiated into the click rate (including all executed BackClicks and multiple clicks) and the unique click rate (BackClicks that have been executed by different subscribers) here. The number indicates the number of different subscribers who have opened this link; in other words, the unique users. 

 

 

In addition to evaluating the link data, you may also evaluate the reactions by using the link categories. You can read more about this function in the respective chapters on link categories. 

 

Abb. 12.5.4 - Responsestatistik - Details - Kategorieauswertung 

 

Evaluation of Reactors and Non-reactors 

BACKCLICK lets you generate statistics about subscribers who did or did not react to the link in the newsletter. You can have graphic evaluations generated, based on the database fields. If you want to know (for example) how many men and women have clicked on a certain link, this may easily be done. You may also request the number of subscribers who did not click on the link. Under certain data-protection circumstances, you can even have the e-mail addresses of the subscribers announced, and may export these. 

To generated the graphic, click on the -button and select the fields that should be evaluated. 

 

 

Abb. 12.5.5 - Statistische Auswertung - Wahl der auszuwertenden Felder 

 

Then click on the -button, and BACKCLICK will generate the evaluation. 

 

 

Abb. 12.5.6 - Statistische Auswertung - Anzeige der Auswertung 

 

To generate the result in a table, click on the -button. The data of the subscribers who reacted and those who did not 

react will be listed. 

 

 

Abb. 12.5.7 - Anzeige und Export der Reagierer / Nichtreagierer 

 

 

If you would like to evaluate campaigns (archived newsletters) that were sent in the past, you may select the desired campaign, from a list sorted chronologically in the statistics browser (). The statistics browser may be found in the respective category in the overview. To open it, click on this symbol . You may then search for campaigns chronologically, just as you can search for them in the archive browser. 

 

Abb. 12.5.8 - Archiv der vergangenen Kampagnen

Basics on statistics in BACKCLICK