View Multivariate Campaign Reports
This is part of paid features.
MailChimp Pro’s Multivariate Campaign reports allow you to compare your test combinations to see how different variations impact your results. You’ll get an overview of basic statistics, like open and click rate, for each combination and variation all in one place. Or, drill down for even more reporting data in the individual combination reports. You can also view how well your links performed in different content variations.
Multivariate Campaigns and reports are included with MailChimp Pro, which is available to add on to any pricing plan.
View Multivariate Campaign Reports
This report displays overall statistics for your Multivariate Campaign, like open and click rates, and a table with combination results. If you tested multiple variables, you’ll also see a table with variable results.
To view your Multivariate Campaign report, follow these steps.
- Navigate to the Reports page.
- Click View Report for the Multivariate Campaign you want to work with.
Combination Results
This table gives an overview of the statistics for each combination.
The number that appears below your open and click rate is a confidence interval, which is similar to a margin of error. It allows you to understand the best and worst open and click rate that should be expected as data collects in your report over time. The confidence interval is smaller and more accurate for larger recipient sizes and as the report collects more data.
In the example, the first combination has an open rate of 66.5% with an interval of +/- 3%. As more data collects in the report, we can expect an open rate between 63.5% and 69.5%. The second combination has an open rate of 53.7% with an interval of +/- 4.2%, so the open rate will be between 49.5% and 57.9%. This means the first combination will always have a higher open rate.
The confidence interval is based on an 80% confidence level. This means we are 80% sure that the open or click rate will fall within the indicated confidence interval.
Variable Results
If you tested multiple variables, you’ll see the
Results per Variable table, which shows the average open and click rates for each variation of your chosen variables.
Results When Winner Was Selected
For campaigns that sent a winning combination as opposed to campaigns that sent combinations to all your recipients at once, you’ll see an additional drop-down menu above the Combination results table.
Click the Time frame of results drop-down menu, and choose When winner was selected to see an overview of the statistics for each of your test combinations at the time the winning combination was chosen.
View Combination Reports
Combination reports show the report data for each combination, and include the same statistics that you’d find in a regular campaign report.
To view your combination reports, follow these steps.
- Navigate to the Reports page.
- Click View Report for the Multivariate Campaign you want to work with.
- In the Combinations results table, scroll right and click View report for the combination report you want to view.
View Link Results
A link comparison reporting tool is available in Multivariate Campaigns that test content. After you send your campaign, the report will show which combination got the best click rate for a specific link.
To see how a link performed, follow these steps.
- Navigate to the Reports page.
- Click View Report for the Multivariate Campaign you want to work with.
- Click
Link Comparison.
- In the Content click stats section, click the link in the content variation you want to view.
- In the
Link details section, view how the link performed in each combination of that content variation.
