This graph only includes email or SMS messages that contain a link to a Sense survey or a chatbot. For this type of touchpoint message, Sense measures several steps in the recipient funnel. Only the last step, a fully completed survey or chatbot, is counted as a conversion. By paying close attention to the drop off at each step in this funnel, you can identify how to improve your touchpoint.
The steps in the funnel are as follows:
Delivered: The number of email or SMS messages that were successfully delivered, as reported by the email and SMS service providers. The delivered count is not shown in this graph, but is used to calculate the percentages for each of the rates below.
Opened: After the email was successfully delivered, if the recipient views the content of the email, then in most cases that will cause an invisible "pixel" image to be requested from Sense servers. When Sense servers receive that request, we count that email as opened. SMS works with different technology, and SMS apps do not allow Sense to know whether or not the SMS message content was viewed. If the open rate is low, this may indicate that the touchpoint scheduling or email subject can be improved, or it may simply indicate stale leads.
Started: The recipient tapped on the link within the email or SMS message and loaded the page that contained the survey or chatbot, but did not answer any of the survey or chatbot questions. If the open rate is high, but the start rate is low, this indicates that the email content, and especially the call-to-action to click on the link should be examined for improvement.
Partial: The recipient answered one or more questions, but not all of the questions.
Completed: The recipient answered all of the questions of the survey or chatbot. This is also considered "converted" and shown in the conversion summary graph. If the open and start rates are high, but the completion rate is low, this may indicate that recipients don't understand or are unable to relate to the questions, or that there are too many questions.
Understanding the graph:
Tap anywhere in the box to expand or collapse it. When expanded, the box shows the exact counts opened, started, partial, and completed surveys and chatbots. All of these counts are shown separately for email and for SMS, as well as for the total of those two.
- All of the numbers in the graph are impacted by your active filters (e.g. "Last 90 days").
- The rates shown for opened, started, partial, and completed are a percentage of delivered messages (both email and SMS).
Check out these related articles for more details about Sense Metrics: