Dashboard
Get a summary of all your all time stats, or filter this to a set time period, giving you a quick and visual overview of what's happening with your campaigns.
Every time you log in to Outbase the Dashboard is the first page you'll see - giving you an overview of how all your campaigns are performing, at-a-glance, with metrics such as open rate, click rate, and lead rate.
From filtering the Dashboard to only see this week's data, to comparing different campaigns you are running, below we'll look at what information is presented on this page.
The information presented on the Dashboard is only a snapshot of the reporting available in Outbase and is designed to be used as an informational overview. For more detailed data insights, see the Reports section of the User Guide.
Filter the Dashboard by Time
As a default, the Dashboard shows your all-time data, across all campaigns. You can filter this by a set time period, such as this week, last month, or this quarter by clicking the Date button in the top right and selecting a predefined time period from the left-hand list, or custom selecting two dates from the calendars.
Campaign Performance
In Campaign Performance, you'll find a summary of your campaign performance using the metrics explained below:
1. Prospects Engaged Shows the number of individual prospects emailed from your campaign(s). E.g. If you have contacted 75 people and sent 200 emails then this would show 75 prospects engaged.
2. Emails Delivered Shows the number of emails sent from your campaign(s). E.g. If you have contacted 75 people and sent 200 emails then this would show 200 emails delivered.
3. Total Open Rate This shows the total number of emails opened, and what this is as a percentage. Formula: emails opened / emails delivered * 100 E.g. If you have sent 200 emails, and 90 of those emails were opened, then this would show a 45% Open Rate (90/200*100)
4. Total Click Rate This shows the total number of emails where link(s) have been clicked, and what this is as a percentage. Formula: number of email(s) clicked / emails delivered * 100 E.g. If you have sent 200 emails, and 12 links in those emails have been clicked, then this would show a 6% Click Rate (12/200*100)
Total clicks are per email, so if someone clicks 4 different links in an email, or the same link twice in an email, this would count as 1 total click. However, if someone receives 4 emails from you and they click on links in 2 of those emails, this would count as 2 clicks.
Clicks do not include unsubscribe link clicks but will include clicks on any other links within your email e.g. links in your signature, including social media buttons.
5. Response Rate This shows the number of prospects that have replied to your emails, as both leads and declines, and what this is a percentage. Formula: (leads + declines) / prospects engaged * 100 E.g. If you have contacted 75 people, and received 10 replies (3 leads and 7 declines), then this would show a 13.3% Response Rate (10/75*100)
6. Lead Rate This shows the number of prospects that have replied to your emails as a lead, and what this is a percentage. Formula: leads / prospects engaged * 100 E.g. If you have contacted 75 people, and received 3 leads, then this would show a 4% Lead Rate (3/75*100)
7. Global Average Rate Below your campaign performance stats, you will see the Global Average Rate - which shows the average performance for Opens, Clicks, Responses, and Leads across other Outbase campaigns, so you can see how your campaign is performing against our averages.
In the top right corner, you can slide the toggle to show Unique Click and Open Rates.
8. Unique Open Rate This shows the number of prospects who open at least one email in your campaign(s), and what this is as a percentage. Formula: unique opens / prospects engaged * 100 E.g. If you have contacted 75 people, sent 200 emails, and 45 people have opened at least 1 of the emails in your sequence, then this would show a 60% Unique Open Rate (45/75*100)
9. Unique Click Rate This shows the number of prospects that click on at least one link in your email(s), and what this is as a percentage. Formula: unique prospects clicks / prospects engaged * 100 E.g. If you have contacted 75 people, sent 200 emails, and 12 people have clicked on at least 1 link in one of your emails, then this would show a 16% Unique Click Rate (12/75*100)
Unique clicks mean that multiple clicks will not be counted, so if someone clicks 4 different links across 3 emails you send them in a campaign, this would count as 1 unique click.
As before, clicks do not include unsubscribe link clicks but will include clicks on any other links within your email e.g. links in your signature, including social media buttons.
Clicking the Expand to Campaign View below the Campaign Performance opens a breakdown of these metrics for your current campaigns, giving you the opportunity to compare these metrics across these. Use the toggle to switch between total/unique open/click rates:
In the above example, we can see at a glance that the Product campaigns response and lead rates are higher than the Webinar campaign. But the Webinar campaign has a higher open and click rate.
Prospect Funnel
The prospect funnel shows a visual representation of your prospects moving through from being engaged by your campaign, opening emails, responses and clicks, all the way through to leads!
We know the funnel doesn't end at this point, in fact, this is just the beginning! But after this, you'll need to track on your side prospects continuing through your sales process. You can use our Deal Navigator to help your team continue moving prospects closer to closing, by providing all the information and documents they need for pre-pitch, all the way through to a signed order in one place, as well as adding in any important information or how to answer commonly asked questions.
For more information about creating your own Sales Playbook, see the Deal Navigator section of the User Guide.
Run Rates
The run rate report shows the number of emails sent and is split into new engagements (initial emails) and chasers. It can be filtered to look at your sends on a daily, weekly, or monthly basis and also expanded to view across your campaigns.
Lead Types
The lead type report shows you, out of all your leads, what form they are coming from.
In Outbase leads can be classified in 3 different ways:
Positive - someone responding positively to your email's call to action. For example, if your call to action is to schedule a call, then someone responding saying they are available next Wednesday would be a positive response.
Deferred Interest - someone either asking for further information or asking you to reach out again in a few months. Example 1, your call to action is a call, but someone replies asking if the software has a specific functionality - this would be a deferred interest as they haven't replied directly to book a call, but there is some interest there (especially if you do offer what they're enquiring about!) Example 2, your call to action is a call, but someone replies saying this isn't something they are interested in right now, but to connect with them again in 3-4 months, or next quarter, when your offering will be something will have more interest in, or perhaps budget for.
Referral - someone saying they aren't the best point of contact for what you are offering, but pointing you in the direction of someone else in the company who would be interested. For example, a prospect replies saying they don't have responsibility for this, but your best contact would be John Smith. Ideally, John Smith would be in cc., but if he isn't and they don't give you his information, feel free to reply and ask how best to contact him. If not follow the email pattern used by the person you have received the reply from, e.g. if it's name.surname@company.com, then try john.smith@company.com.
The graph then gives you a quick visual of your three types of leads, so below we can easily see almost 50% of the leads are positive responses!
For more information on response types, see the Categorizing Responses section of Monitoring Campaigns and the Inbox section of the User Guide.
Responses
The Responses report shows on a linear scale your responses, broken down by leads (positive, deferred interest, and referrals as explained above in Lead Types) as well as declines, as a percentage of the total responses. By looking at the below we can see that less than 60% of our responses are delines, so over 40% of the responses must be leads! 👍
As before you can expand this view to see all your campaigns for a quick comparison.
Campaigns
Towards the bottom right you will see the Campaign overview that shows you how many campaigns you have:
Active (currently live and sending emails)
Scheduled (set to start sending on a future date)
Draft (campaigns not yet scheduled to start sending)
You also have an overview of your account including:
Users - total number of people associated with your Outbase account
Assigned users - users who have campaigns sending on their behalf
Email accounts - number of email accounts used to send emails across your campaigns
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