Nov 8, 2016

How Our New Dashboard Makes Your Data Actionable

Data is necessary for effective marketing, but it can be overwhelming to use. Customers tell us they need easy access to their most important metrics and trends—along with ideas for turning those numbers into smarter marketing decisions. Using those needs as guideposts, we redesigned the MailChimp dashboard to surface new metrics, show account trends over time, and provide tips to improve your marketing.

Let’s walk through each of the 4 new sections.

Learn new features

At the top of the page, the Explore MailChimp section suggests features to try based on your current account usage. Let’s say you’ve already connected your store and sent numerous campaigns. Here, we might suggest an abandoned cart automation (which, we’ve found, often pays for a user’s MailChimp account by itself), pre-built segments based on purchase history to reach customers more effectively, and A/B testing to fine-tune your campaign content or subject lines. Once you’ve tried a recommendation, it’ll be replaced with something new, like Predicted Demographics (which is now available for paid MailChimp account holders who connect a store), so you can keep learning.

Track revenue and orders

If you’ve connected your store to your MailChimp account, you’ll see the Store section next. It shows aggregate e-commerce data across all connected stores in the account.

Revenue from MailChimp is the total revenue you earned from MailChimp campaigns and automation workflows during the selected time period. We’ve also included total store revenue here so that you can see how much of your overall revenue is attributable to your MailChimp marketing activities.

Two charts show a breakdown of revenue and orders over time—with 7 days, 30 days, 90 days, and 6 months available to view. The revenue bar chart is a great way to track the performance of email campaigns compared to automation series, plus you can see how they stack up against the rest of your store revenue.

Below the metrics and charts, three tips suggest articles and best practices for increasing your revenue.

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Watch your audience grow

The Audience section shows a high-level snapshot of the contacts across all your lists. When you select a time period from the dropdown menu, you can see how many subscribers you’ve gained during that time (new subscribers minus unsubscribes and bounces) and compare that growth to the previous period. Below that, you can view the total number of contacts across all your lists, as well as how many have hard bounced and unsubscribed.

We’ve overhauled the List Growth chart from the previous version of the dashboard, too. Now, it shows your total audience size and growth rate so you can track audience trends over time.

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We’ve also moved signup sources out of the Growth chart and into a separate tab to show more granular data. When you click the Sources tab, you’ll see a list of all the places your subscribers and other contacts (such as transactional contacts gained through online store purchases) came from.

Have a signup form on your Facebook page? A pop-up form on your website? An embedded form on your blog? We’ll show you how many people signed up in each place and what percentage of your total audience they represent, so you can decide where to focus your efforts.

The Sources chart was a hit with our usability testers, so we’re super excited to introduce it for all MailChimp users!

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Explore campaign engagement

The Campaign Engagement section shows account-level trends in the way your audience interacts with your emails. If you’ve connected your store, you’ll see cart adds and purchases, too. All of the metrics in this section include data from both campaigns and automation workflows.

The metrics on the left show the number and percentage of people who complete each action. Each number is calculated based on the one above it. For example, "clicked" tells you how many of the people who opened your emails also clicked at least one link. Similarly, "added to cart" shows how many people who opened your email also went to your site and added an item to their shopping cart.

Check your stats on the go

As part of the dashboard redesign, we’ve also updated the weekly account summary email to show Store, Audience, and Campaign Engagement metrics so you can monitor your stats without signing into your account. The email will also point you to relevant Knowledge Base articles that explain each data point in more detail and suggest ways to improve your marketing.

You’ll receive the new version of the email if you have at least one list and campaign set up—even if you don’t have subscribers or haven’t sent a campaign yet. To make sure you get these emails, check your account email settings.

Dashboard for mobile, too

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Next month, we’ll be introducing similar dashboard updates in MailChimp Mobile for iOS and Android. All of the functionality we’re bringing to the dashboard will soon be in your pocket. Track revenue and orders, view subscriber performance, and measure campaign engagement—all from the comfort of your own phone.

Need more specifics?

To learn how we calculate these metrics, check out our About the Dashboard article in the MailChimp Knowledge Base.