odoo-forge-bundle 0.1.0

package/payload/skills/odoo18-docs/references/docs/applications/marketing/email_marketing/analyze_metrics.md

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+---
+title: "Analyze metrics"
+source_url: "https://docs.odoo.sbggai.top/applications/marketing/email_marketing/analyze_metrics.html"
+---
+
+===============
+# Analyze metrics
+
+.. |CTR| replace:: :abbr:`CTR (Click through rate)`
+
+In order to properly understand the success or failure of an email marketing campaign, it is
+necessary to monitor several key metrics. The insights gained from these metrics can then be used to
+optimize future campaigns. Odoo's **Email Marketing** application tracks several :ref:`key metrics
+<email-marketing/view-metrics>`, that can be interpreted through :ref:`reports
+<email_marketing/create_reports>` to improve future campaigns.
+
+.. _email-marketing/view-metrics:
+
+# View metrics
+
+After a mass mail has been sent, the results for that particular mailing are displayed in multiple
+locations.
+
+To access the metrics for an individual mailing, navigate to :menuselection:`Email Marketing app
+--> Mailings`. Locate the specific mailing in the list view, and use the column headings to view the
+results for that mailing. Click on one of the mailings in the list to open the record.
+
+At the top of the record, detailed metrics are displayed as smart buttons.
+
+.. image:: analyze_metrics/metric-smart-buttons.png
+   :align: center
+   :alt: The smart buttons on a mass mailing, displaying the results of the message.
+
+## Opened rate
+
+The percentage of emails opened by recipients, against the total number of sent emails.
+
+In cases where a reply is expected, such as cold outreach emails, high open rate may indicate the
+subject line was timely, compelling, and successfully prompted the recipients to view the message.
+
+In cases where a reply is not expected, such as promotional emails, it may indicate an issue with
+the email, such as incorrect product links or coupon codes.
+
+In cases where a reply is expected, a low open rate may indicate the subject
+line failed to capture the recipients' interest or the message ended up in a spam or junk folder. It
+could also indicate the email ended up in a spam or junk folder.
+
+> **note**:
+>    Emails that consistently land in recipient spam folders could be due to having a poor sender
+   reputation (i.e. high unsubscribe rate, high percentage of past emails marked as spam, etc.),
+   or failing to :doc:`configure the proper DNS records
+   <../../general/email_communication/email_domain>`.
+
+## Replied rate
+
+The percentage of recipients who responded to the email, against the total number of sent emails.
+
+A high replied rate may indicate the email resonated with recipients, prompting them to take
+action or provide feedback.
+
+A low replied rate may suggest the message lacked relevance or did not contain a clear
+call-to-action.
+
+## Clicked rate
+
+This represents the *Clicked through rate (CTR)*, which measures the
+percentage of recipients who clicked on a link within the email, against the total number of sent
+emails.
+
+A high |CTR| may indicate the email content was relevant and appropriately targeted. Recipients
+were motivated to click the links provided, and likely found the content engaging.
+
+A low |CTR| may indicate issues with either the targeting, or the content itself. Recipients may
+have been unmotivated by the calls-to-action, if there were any, or the message itself may have
+been directed toward the wrong audience.
+
+## Received rate
+
+This rate measures the percentage of emails that were **successfully** delivered, against the total
+number of sent emails.
+
+A high received rate can indicate the mailing list used is up-to-date, and the sender authentication
+is trusted by email providers.
+
+A low received rate may indicate issues, either with the mailing list used for the mailing, or with
+the sender authentication. View the :ref:`email-marketing/deliverability-issues` section for more
+information.
+
+## Bounced rate
+
+This rate measures the percentage of emails that were **unsuccessfully** delivered, and did not
+enter a recipient's inbox, against the total number of sent emails.
+
+A high bounce rate could indicate issues, either with the mailing list used for the mailing, or with
+the sender authentication.
+
+A low bounce rate may indicate that the mailing list used is up-to-date, and the sender
+authentication is trusted by email providers. View the :ref:`email-marketing/deliverability-issues`
+section for more information.
+
+> **tip**:
+>    Click on the respective smart buttons to see all the corresponding recipient records that are
+   attributed to each metric. When these filtered records are in view, multiple types of reports can
+   be run for further analysis.
+
+.. _email_marketing/create_reports:
+
+# Create metrics reports
+
+Individual metrics can be analyzed by creating a report. To begin, click on the smart button of the
+desired metric.
+
+Next, click the :icon:`fa-caret-down` :guilabel:`(down arrow)` to the right of the search bar to see
+a drop-down menu of filtering and grouping parameters.
+
+:guilabel:`Filters`, located in the left column of the search options, can be used to keep only the
+results that fit the filter. For example, selecting the *Bounced* filter only shows emails
+that could not be delivered.
+
+:guilabel:`Group By`, found in the middle column, is used to organize the results into groups, and
+can be used with or without filters.
+
+> **note**:
+>    Setting multiple :guilabel:`Group By` options creates nested groups, according to which option
+   is selected first. For example, selecting :guilabel:`Sent Period`, followed by
+   :guilabel:`Add Custom Group --> Responsible`, in the :guilabel:`Group By` column, sorts all
+   results *first* by the sent period, *then* by the team member responsible. This is a useful
+   metric for analyzing who on the team is sending in volume or quantity over a set time period.
+
+   This can be verified by looking at the direction, and order, of the selections in the group tile
+   that appears in the search bar after the selections are made.
+
+.. example::
+   A monthly newsletter has been sent out, and 6.9% of the sent emails were bounced.
+
+   .. image:: analyze_metrics/newsletter-metrics.png
+      :align: center
+      :alt: The metrics smart buttons of the newsletter.
+
+   To see what these bounced recipients have in common, the records are grouped using a custom group
+   targeting :guilabel:`Mailing Lists`, which groups all records by the mailing lists they are on.
+   The records are then filtered using a custom filter with the rule `Created on >= 07/01/2024
+   00:00:00`, to filter by when the mailing list was last checked. This filter only includes
+   recipients that have been created on, or after, July 1st, 2024, in the report.
+
+   .. image:: analyze_metrics/metrics-filter.png
+      :align: center
+      :alt: The custom filter creation form.
+
+   Using these configurations, it is evident that all the recipients with bounced emails were added
+   after the list was last checked. Looking closer at the domains, it is evident that each
+   recipient has a malformed email domain (i.e: @yaoo.com instead of @yahoo.com), likely due to a
+   manual entry error while updating the database.
+
+   .. image:: analyze_metrics/malformed-addresses.png
+      :align: center
+      :alt: A list of bounced email addresses with malformed email domains.
+
+.. seealso::
+   View :doc:`../../essentials/search` for more information about making custom groups and
+   filters.
+
+.. _email-marketing/deliverability-issues:
+
+# Mass mailing analysis
+
+It is also possible to analyze the success between mailing campaigns by creating a *Mass Mailing
+Analysis* report. To begin, navigate to :menuselection:`Email Marketing app --> Reporting --> Mass
+Mailing Analysis`.
+
+A dashboard appears displaying a bar chart containing each mailing campaign. By default,
+:guilabel:`Sent` is selected, displaying the number of sent records on the y-axis. To change the
+measure, click the :guilabel:`Measures` button, and select the desired measure from the drop-down
+menu.
+
+.. example::
+   The following chart displays the number of opened emails from two different mass mailings.
+
+   In this view, it can be seen that the first mass mailing led to a higher opened rate than the
+   second. Because a lower opened rate can sometimes be attributed to a subject line that failed to
+   capture readers' attention, the subject line of each mass mailing can be a good place to begin
+   looking.
+
+   .. image:: analyze_metrics/mma-opened.png
+      :align: center
+      :alt: A bar chart displaying the different opened rate between two mass mailing campaigns.
+
+   Comparing the two subject lines, it is clear the newsletter's subject line was less engaging,
+   which may have led to the lower opened rate, when compared to the other mass mailing.
+
+   .. image:: analyze_metrics/mailing-comparison.png
+      :align: center
+      :alt: alt text
+
+# Deliverability issues
+
+The following define possible reasons for a high bounce rate or low received rate:
+
+- Using a mailing list that contains outdated contact information, or malformed email addresses are
+  likely to result in a high bounce rate and/or a low received rate.
+- Mailings sent using a *From* email address that differs from the sender's domain are likely to
+  bounce with certain email providers due to failing :ref:`DMARC authentication
+  <email-domain-dmarc>`.
+- Failing to :doc:`configure the proper DNS records
+  <../../general/email_communication/email_domain>` can also result in a high bounce rate.
+
+.. seealso::
+   - :ref:`Mailing campaigns <email_marketing/mailing-campaigns>`
+   - :doc:`Manage unsubscriptions <unsubscriptions>`

package/payload/skills/odoo18-docs/references/docs/applications/marketing/email_marketing/lost_leads_email.md

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+---
+title: "Lost leads reactivation email"
+source_url: "https://docs.odoo.sbggai.top/applications/marketing/email_marketing/lost_leads_email.html"
+---
+
+=============================
+# Lost leads reactivation email
+
+In Odoo, lost leads are removed from the active *CRM* pipeline, but can still be targeted with the
+*Email Marketing* application for strategic campaign purposes, such as lost leads reactivation.
+
+A lost leads reactivation email looks at the leads that were lost during a specific period of time,
+and uses custom filters and lost reasons to exclude undesirable leads from the mailing list.
+
+Once a lost leads reactivation email is complete, it can be sent as is, modified and sent to
+different groups for A/B testing, or saved as a template for later.
+
+.. example::
+   A warehouse has leftover merchandise from a limited run of items from last year. To help clear
+   out the excess inventory, the warehouse manager creates a lost leads email to reach out to old
+   opportunities that were lost, and inform them that the limited merchandise is back in stock.
+
+   The warehouse manager uses the following filters for a lost leads email:
+
+   - :guilabel:`Blacklist` *is* `not set`
+   - :guilabel:`Created on` *>=* `01/01/2024 00:00:01`
+   - :guilabel:`Stage` *is not in* `New`, `Qualified`, or `Won`
+   - :guilabel:`Lost Reason` *is in* `Not enough stock`
+   - and either :guilabel:`Active` *is* `set` or `not set`
+
+   .. image:: lost_leads_email/example.png
+      :align: center
+      :alt: A lost leads reactivation filter list excluding lost reasons like Too Expensive.
+
+> **tip**:
+>    As filters are added and removed, pay attention to the :guilabel:`# record(s)` value below the
+   filtering section. This value indicates the total number of records that match the current
+   criteria.
+
+   To view a list of all matching records, click the :guilabel:`# record(s)` text.
+
+   .. image:: lost_leads_email/records.png
+      :align: center
+      :alt: The # record(s) text is located below the list of Recipient filters.
+
+# Minimum requirements
+
+In order to create and deliver a lost leads reactivation email campaign, the *CRM* and *Email
+Marketing* applications **must** be :ref:`installed <general/install>` and configured.
+
+Here are the minimum necessary filters that pertain to a lost leads reactivation mailing campaign:
+
+- The :ref:`Recipients <email_marketing/recipients_field>` field **must** be set to the
+  *Lead/Opportunity* model.
+- A :ref:`Blacklist <email_marketing/blacklist_filter>` filter to exclude unsubscribed recipients.
+- A :ref:`Created on <email_marketing/created_on_filter>` to target leads that were lost during a
+  specific period of time.
+- :ref:`Stage <email_marketing/stage_filter>` filter(s) to exclude leads that were already won, or
+  are still active in new stages of the sales pipeline (i.e. *New*, *Qualified*, etc.). These values
+  will be different per organization; however, it's minimally viable to exclude all the leads in the
+  *Won* stage.
+- One or more :ref:`Lost Reason <email_marketing/lost_reason_filter>` filters to exclude undesired
+  leads, such as duplicate, spam, or irrelevant records.
+- A pair of :ref:`Active <email_marketing/active_filter>` filters to target *both* active and
+  inactive leads.
+
+# Add the necessary filters
+
+First, navigate to the :menuselection:`Email Marketing` app, and on the :guilabel:`Mailings` page,
+click the :guilabel:`New` button in the top-left corner.
+
+.. _email_marketing/recipients_field:
+
+On the new :guilabel:`Mailings` form, enter an appropriate :guilabel:`Subject` line for the email in
+the corresponding field. Then, in the :guilabel:`Recipients` field, choose the
+:guilabel:`Lead/Opportunity` model from the drop-down menu.
+
+.. _email_marketing/blacklist_filter:
+
+In the rules section, located beneath the :guilabel:`Recipients` field, click the modify filter
+(:guilabel:`▶ (triangle pointing right)`) icon to expand the filter rules. Leave the default
+:guilabel:`Blacklist` rule in place.
+
+.. _email_marketing/created_on_filter:
+
+## Created on
+
+Begin by clicking :guilabel:`New Rule` beneath the default :guilabel:`Blacklist` rule. Then, click
+the first field of the new rule that appears, and select the :guilabel:`Created on` parameter from
+the drop-down menu. With that in place, a specific time period during which the targeted leads were
+lost can be designated (e.g. 30 days prior, 90 days prior, previous year, etc.).
+
+Then, in the second field, select :guilabel:`<= (less than or equal to)`, :guilabel:`>= (greater
+than or equal to)`, or :guilabel:`is between` as a date operator, in order to frame the time
+selection chosen in the third field.
+
+In the third field, use the calendar popover window to select dates, and click :guilabel:`Apply` to
+lock in the time range.
+
+.. image:: lost_leads_email/created-on.png
+   :align: center
+   :alt: A custom filter rule setting the time period to be anything before today's date.
+
+> **important**:
+>    When there is more than one rule applied, make sure the statement at the top of the
+   :guilabel:`Recipients` filter list reads: :guilabel:`Match all of the following rules`. If it
+   does not, click on the statement, and select :guilabel:`all` from the drop-down menu (as opposed
+   to :guilabel:`any`).
+
+   .. image:: lost_leads_email/match-all.png
+      :align: center
+      :alt: The statement at the top of the filters list, with the drop-down menu open.
+
+.. _email_marketing/stage_filter:
+
+## Stage
+
+Now, add the :guilabel:`Stage` filter to exclude leads that are in the *New*, *Qualified*, and *Won*
+stages of the sales pipeline.
+
+> **note**:
+>    This step assumes that the *New*, *Qualified*, and *Won* stages exist in the CRM pipeline;
+   however, stage names may differ from business to business. Refer to the database's actual stage
+   names in the *CRM* app's pipeline to complete this step, accordingly.
+
+Begin again by clicking :guilabel:`New Rule` and select :guilabel:`Stage` from the first field's
+drop-down menu. In the second field, select the :guilabel:`is not in` operator, and in the third
+field, select the :guilabel:`New`, :guilabel:`Qualified` and :guilabel:`Won` stages to define the
+rule's parameters.
+
+When the rule is added in this way, the logic in the third field renders as :code:`OR` (`|`)
+statements.
+
+.. image:: lost_leads_email/stage-is-in.png
+   :align: center
+   :alt: Include multiple Stages in the filtering rule, using the "is in" operator.
+
+> **tip**:
+>    Another way to add *Stage* rules, is to do so on a one-rule-per-row basis using the
+   :guilabel:`contains` or :guilabel:`does not contain` operators, and manually typing out the
+   defining characters in each stage name. This method, however, only allows for one selection at a
+   time, which can be useful for quickly turning on/off filters in the :guilabel:`Search...` bar.
+
+   .. image:: lost_leads_email/stages.png
+      :align: center
+      :alt: Three filter rules requiring that the Stage does not contain New, Qualified, or Won.
+
+.. _email_marketing/lost_reason_filter:
+
+## Lost Reason
+
+Next, add one or more :guilabel:`Lost Reason` rules to exclude leads that should **not** be targeted
+for specific :doc:`lost reasons <../../sales/crm/pipeline/lost_opportunities>`.
+
+To do that, create another :guilabel:`New Rule`, once again. Then, in the rule's first field, select
+:guilabel:`Lost Reason` from the drop-down menu. For the operator, choose either :guilabel:`is not
+in` or :guilabel:`does not contain` from the drop-down menu. With either selection, use the third
+field to enter a lost reason (or multiple lost reasons, depending on your operator choice) to
+include in the rule.
+
+If choosing the :guilabel:`does not contain` operator, then repeat the preceding steps to add more
+lost reasons, as needed, where each lost reason occupies one rule row at a time.
+
+For more information, refer to the section below outlining how to :ref:`select appropriate lost
+reasons <email_marketing/select_lost_reasons>`.
+
+.. image:: lost_leads_email/reasons.png
+   :align: center
+   :alt: A list of filter rules that exclude all lost reasons other than the desired reason.
+
+.. _email_marketing/active_filter:
+
+## Active
+
+Finally, add a pair of :guilabel:`Active` filters to include both active and inactive leads for the
+campaign.
+
+> **important**:
+>    Adding both active *and* inactive lead records is necessary to capture the full scope of lost
+   leads in the database. Doing one without the other greatly impacts the number of targetable
+   records for the email campaign, and does **not** include a complete or accurate lost leads
+   audience.
+
+First, click the :guilabel:`(Add Branch)` icon on the most recently created rule (e.g.
+:guilabel:`Lost Reason`), which is the middle of three icons located to the right of the rule row.
+Doing so adds a pair of :guilabel:`any of` rules. Then, in the top rule's first field of the
+newly-created branch, select the :guilabel:`Active` parameter from the drop-down menu. The rule then
+automatically fills out to read: :guilabel:`Active` *is* `set`.
+
+For the first field of the bottom rule of the branch, select :guilabel:`Active` from the drop-down
+menu again. However, this time, select :guilabel:`is not` from the operator drop-down menu in the
+second field. The rule should then read: :guilabel:`Active` *is not* `set`.
+
+.. image:: lost_leads_email/active.png
+   :align: center
+   :alt: A pair of Match Any Of filter rules that include both active and inactive leads.
+
+# Add body content
+
+Now, with the domain section of the email campaign complete, create the body content of the email
+using any of the premade stylized templates, or choose between the :guilabel:`Plain Text` or
+:guilabel:`Start From Scratch` options for more granular control. For more information, refer to the
+*Email Marketing* :ref:`documentation on how to create an email <email_marketing/create_email>`.
+
+> **tip**:
+>    To save the set of filters for later use, click :guilabel:`Save as Favorite Filter 💾 (floppy
+   disk)`, enter a name (such as `Lost Leads`), and click :guilabel:`Add`.
+
+   .. image:: lost_leads_email/favorite-filter.png
+      :align: center
+      :alt: The Save as Favorite Filter pop-up can save the lost leads criteria for later.
+
+# Send or schedule
+
+Once all the components of the email campaign are complete, either:
+
+- click the purple :guilabel:`Send` button at the top-left of the form to immediately send the
+  email; or
+- click the gray :guilabel:`Schedule` button, located to the right of the :guilabel:`Send` button,
+  to send the email at a future date and time.
+
+> **tip**:
+>    Consider using *A/B Testing* to send an alternate version of the email to a percentage of the
+   target leads. This can help determine what subject lines and body content produce the best
+   click-through rates, before sending a final version to the remaining leads.
+
+   To do so, open the :guilabel:`A/B Tests` tab on the mailing form and check the box next to
+   :guilabel:`Allow A/B Testing`. Then, adjust the parameters as needed, and click :guilabel:`Create
+   an Alternative Version`.
+
+   .. image:: lost_leads_email/ab-testing.png
+      :align: center
+      :alt: The A/B Tests tab with the Allow A/B Testing box checked to create an alternate version.
+
+.. _email_marketing/select_lost_reasons:
+
+# Select appropriate lost reasons
+
+When a lead is marked as lost, Odoo recommends selecting a *Lost Reason* to indicate why the
+opportunity did not result in a sale. Doing so keeps the pipeline organized and reporting data
+accurate, and generates potential to follow up with the lead in the future.
+
+If an existing *Lost Reason* is not applicable, users with the necessary permissions can create new
+ones, which means the lost reasons in a database can vary from organization to organization, and
+from pipeline to pipeline.
+
+For more information on *Lost Reasons*, including the creation of them, refer to
+:doc:`../../sales/crm/pipeline/lost_opportunities`.
+
+By default, Odoo includes a few common *Lost Reasons*, such as:
+
+- *Too expensive*
+- *We don't have people/skills*
+- *Not enough stock*
+
+When determining which reasons to include in a lost leads reactivation email, consider what the
+email is advertising, in order pinpoint one or more relevant lost reasons. Then, add a rule stating,
+:guilabel:`Lost Reason` *does not contain* `_____` for every reason in the database, **except** for
+the relevant one(s).
+
+.. example::
+   If the email advertises a selection of previously-limited merchandise that is now back in stock,
+   it makes sense to target leads with the lost reason: *not enough stock*.
+
+   .. image:: lost_leads_email/out-of-stock.png
+      :align: center
+      :alt: A list of filter rules that exclude all lost reasons except for Out of Stock.
+
+   If the email advertises a price reduction, it makes sense to target leads with the lost reason:
+   *too expensive*.
+
+   .. image:: lost_leads_email/too-expensive.png
+      :align: center
+      :alt: A list of filter rules that exclude all lost reasons except for Too Expensive.
+
+# Analyze the results
+
+After sending a lost leads reactivation email, marketing teams can use the smart buttons along the
+top of the email to analyze the results, and determine follow-up actions.
+
+Clicking on any of the smart buttons opens a list of records matching that button's specific
+criteria.
+
+.. image:: lost_leads_email/smart-buttons.png
+   :align: center
+   :alt: The Mailing page of a sent email showing the smart buttons along the top of the page.
+
+The smart buttons include:
+
+- :guilabel:`Sent`: total number of emails sent.
+- :guilabel:`Opened`: percentage of recipients that opened the email.
+- :guilabel:`Replied`: percentage of recipients that replied to the email.
+- :guilabel:`Clicked`: click-through rate (%) of recipients that clicked on a link in the email.
+- :guilabel:`Leads/Opportunities`: number of leads (or opportunities) that have been created in the
+  *CRM* pipeline, as a result of the email campaign.
+- :guilabel:`Quotations`: number of quotations that have been created in the *Sales* application, as
+  a result of the email.
+- :guilabel:`Invoiced`: total revenues generated, as a result of the email campaign, via invoices
+  sent to, and paid by, customers. These values are recorded in either the *Invoicing* or
+  *Accounting* application, depending on which app is installed in the database.
+- :guilabel:`Received`: percentage of recipients that received the email.
+- :guilabel:`Bounced`: percentage of emails that bounced (:dfn:`not delivered`).
+- :guilabel:`Ignored`: the number of recipients that received the email, but have not interacted
+  with it in a meaningful way (i.e. opened, clicked, etc.).
+
+# Email nurturing
+
+*Email nurturing* (sometimes referred to as *lead nurturing*) is the process of sending a series of
+timely and relevant "nudge" emails to connect with a lead, build a deeper relationship, and
+ultimately convert the lead into a sale.
+
+The point of nurturing is to keep the email campaign "visible" or at the top of a lead's inbox,
+until they are ready to buy.
+
+There are many approaches to effective lead nurturing, but they often involve:
+
+- Sending an initial email (such as, a lost leads reactivation email).
+- Sending a follow-up email each week (or according to specific triggers) for the duration of the
+  campaign.
+- Continuously analyzing results to learn what approaches have resulted in sales.
+- Continuously adjusting the approach to remain "visible" at the top of the lead's inbox, and
+  hopefully, get a meaningful response from the lead.
+
+As a campaign progresses, a marketing team may send different follow-up emails depending on how a
+lead responded the previous week.
+
+.. example::
+   A marketing team wants to advertise a restocking of limited-run merchandise to all leads with a
+   lost reason of *not enough stock*. They develop the following three-week long lead nurturing
+   campaign.
+
+   - **Week 1:** the marketing team sends an initial email, with the subject line: *“Limited run
+     merchandise is back in stock! Act now!”*
+   - **Week 2:** the marketing team sends two different emails, depending on how a lead responded.
+
+     - If a lead ignored the Week 1 email: *“Stock is almost out, did you get yours?”*
+     - If a lead clicked on the Week 1 email: *"You still have time to add this to your collection"*
+
+   - **Week 3:** the marketing team sends a final email to all leads who have not been converted
+     stating: *“20% off, don't miss your last chance to get these items before they're gone!”*
+
+   Throughout the campaign, the marketing team continuously refers to the smart buttons along the
+   top of the mailing page to see what percentages of leads are opening, clicking on, or ignoring
+   the emails. They also regularly analyze reports on how many opportunities, quotations, and
+   invoices have been generated by the campaign.
+
+.. seealso::
+   - :doc:`../email_marketing`
+   - :doc:`unsubscriptions`
+   - :doc:`../marketing_automation`