Group Performance Report Question

Steve Yaver

I'm trying to check on the potential performance for a group of people we want to segment out for rapid response and partnership e-mails. This group is generally people who have been non-performers in other areas (not taken action, donated...not really done anything) and I'd like to get a sense of whether it's worth creating a special e-mail for them. When I run a group performance report, there is a column marked "Actions Taken". What exactly does that include? Only actions through advocacy, does it include surveys taken, etc? In my comparsion groups, the open rates are about 30% lower and clickthroughs are about 50% lower for the poor performing group, but the "actions taken" fall off the map...8600 for one group compared to less than 50 for the non performers, hence my question...

Thanks in advance.

Alec Rothman

I have this same question. Does anyone out there have an answer?

(Sorry for not answering this)

Sally Heaven

Alec Rothman:

I have this same question. Does anyone out there have an answer?

(Sorry for not answering this)

'Actions' in this context are defined as any action taken as a result of clicking any link in the email. This could be things like participating in an Action Alert, making a donation, submitting a survey, registering for a TeamRaiser, etc.

Basically, it's whatever "actionable" link you have in the body of the email - and whether the person completes the action in the same session as clicking the link. So not limited to just Advocacy actions in this context.

Your total number of 'actions' - whether Advocacy, donations, survey responses, etc. - will likely be higher because you're probably promoting the form/campaign in other venues as well, like linking to it from the website or your Facebook page, for example. Just a heads up on that when comparing report numbers - the Group Performance Report measures what happens in the context of the email message only.