Same email, two regions
The canteen sends three emails to students in two regions. In the North, 56 out of every 100 open them. In the South, only 43.
Is the South less keen, or is the email arriving at a bad time? You cannot tell until you process the results and look closely.
Key words
| Word | What it means | Example |
|---|---|---|
| Process | Collect, clean and organise results so they can be compared. | Export, tidy, total |
| Open rate | Out of every 100 emails sent, how many were opened. | 56 out of 100 |
| Rate | A count compared with a total, such as opens out of those sent. | Open rate |
| Engagement rate | Out of every 100 views, how many people liked, commented or shared. | 30 out of 100 |
| Region | A part of a country or area, used to group results by place. | North |
| Export | A file of results taken out of a tool. | A CSV file of email results |
| Compare | Put two results side by side to find a difference. | North against South |
The cells students fill in are left blank in this preview.
By the end of this lesson
Note
I can process email and social results, work out rates and compare them fairly.
Starter: what you already know
Have a go
Starter: what you already know
3 questionsYour answers are marked here and are not kept. A college account keeps every student’s marks.
Analyse the email results
Group by campaign, and then by region. Add up sent, opened and clicked. Then divide to get rates. Always divide by what was sent, so the rates are comparable.
Look for a difference between regions or campaigns, then ask why.
Worked example: open rate by region
| Region | Sent | Opened | Open rate |
|---|---|---|---|
| North | 275 | 155 | 56 out of 100 |
| South | 275 | 120 | 43 out of 100 |
The cells students fill in are left blank in this preview.
Try it: email rates by region
select region,
sum(sent) as sent,
sum(opened) as opened,
sum(opened) * 100 // sum(sent) as open_pct,
sum(clicked) * 100 // sum(sent) as click_pct
from email_log
group by region
order by region;
-- Try it: group by campaign in place of region.
Check: email results
Have a go
Check: email results
3 questionsYour answers are marked here and are not kept. A college account keeps every student’s marks.