I’m trying to create a report to learn more about engagement with a monthly newsletter than aggregate open rates can tell us - specifically, I’d like to know how many contacts have opened every single issue at least once, vs how many have opened 7, 6, 5… all the way to 0 of them. (8 issues have been sent so far). I’m trying to see if we have a core group of frequent/dedicated readers who read every issue, vs. a more surface-level engaged audience that only opens once in a while; and how big is the subset that never opens it.
I’ve tried many ways of building a custom report with both sum and distinct count of marketing emails delivered and marketing emails opened, with a filter applied to marketing email name to select only this newsletter. But it seems like the numbers are really high (like it’s pulling opens of every email despite the filter) if I aggregte by sum and distinct count isn’t working either.
I know opens are an imprecise metric but it would still be great to build this in HubSpot. Am I missing a way to get there? If I try this with clicks instead of opens might I get something useful? Open to all kinds of ideas, even completely different metrics, if it can get me to a place where I can understand how many recipients of this email are loyal readers vs occasional dabblers vs never even open it.
Hi @karenkaz,
Happy to help here. I don’t think you can create this report directly, you’ll need a custom number property (e.g. Number of newsletters opened) and a workflow.
In your workflow, you would enroll all contacts who have ever opened an email and then use a lot of if/then branches, as many as you have newsletter issues.
First if/then branch: Contact has opened newsletter 1
If yes: Increase “Number of newsletters opened” by 1, then proceed with branch 2
If no: Go to branch 2 directly (use the “Go to other action” workflow step")
First if/then branch: Contact has opened newsletter 2
If yes: Increase “Number of newsletters opened” by 1, then proceed with branch 3
If no: Go to branch 3 directly (use the “Go to other action” workflow step")
First if/then branch: Contact has opened newsletter 3
If yes: Increase “Number of newsletters opened” by 1, then proceed with branch 3
If no: Go to branch 3 directly (use the “Go to other action” workflow step")
… and so on.
You can then build a report based on the custom number property.
Best regards!
Hi Karsten,
Thanks for your help! Your response seems like it would work but I did a little digging trying to figure out how to set up the initial trigger. And I stumbled upon another idea - I wonder if I could also use a custom score property to do this, setting opening of each email as a score of 1?
I am not sure if I can continually update the custom score property to add new emails to the scoring criteria as they are sent. Does anyone know if this is possible?