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Evergreen Stats

Statistics → Evergreen Stats shows the results of your evergreen campaigns. An evergreen campaign runs on a schedule, hourly, daily, weekly, monthly or yearly, and each time it runs it sends to the contacts who match its audience at that moment. You create them under Campaigns → Evergreen Campaigns.

Because an evergreen campaign sends many times, Mumara ONE records every run separately. You can open any single run, or line the runs up to see how results change over time.

The Evergreen Stats list​

The page is titled Evergreen Statistics and has one row for each of your evergreen campaigns.

ColumnWhat it shows
IDThe evergreen campaign's number.
NameThe name you gave the evergreen campaign.
RunsHow many times it has run so far.
Previous RunWhen it last ran, in your account's time zone. --- if it hasn't run yet.
Next RunWhen it's due to run next, worked out from its schedule.
DetailsClick the chart icon to open the runs page.

Previous Run and Next Run together are the quickest way to check that an evergreen campaign is running on schedule.

Use Search to find an evergreen campaign by name, and Show entries to change how many appear on each page.

The runs page​

Click the chart icon in an evergreen campaign's Details column to see all its runs. The page is titled with the evergreen campaign's name, and each row is one run, newest first.

To look at another evergreen campaign, choose it from the Select evergreen campaign list at the top of the table. You don't need to go back to the main list.

ColumnWhat it shows
IDThe run's own number. Each run is recorded as a separate campaign, so it has its own ID.
Campaign NameThe evergreen campaign's name followed by Run and the run number, for example Weekly digest Run 12.
BroadcastsThe broadcast the run sent.
AudienceThe contact lists or segments the evergreen campaign sends to.
Start TimeWhen the run started sending.
ContactsEveryone who matched the audience when the run started, before anyone was skipped.
SentEmails the run sent.
SkippedContacts who matched but were left out, for example because they had unsubscribed, bounced or were suppressed.
OpenedUnique opens / total opens for this run.
ClickedUnique clicks / total clicks for this run.
UnsubscribedContacts who unsubscribed through this run.
DetailsClick the chart icon for the run's full report.
DownloadClick the cloud icon to export all of this run's statistics as one ZIP file.

Hover over a figure to see what it counts. Use Search to find a run by name, broadcast, audience or start time.

A single run's report​

Click the chart icon in a run's Details column to open the full report for that run. It's the same report as for a broadcast, with the same tabs:

  • Summary: headline figures, how the run was set up and charts
  • Opened, Clicked and Unsubscribed: every event, with location and device, and an Exclude bots switch
  • Bounced and Complaints: every bounce and spam complaint
  • Logs: every email's delivery status
  • A/B: results by contact list, broadcast, pool, link or browser

The Live switch and Export Options work the same way too. On the Summary, Sending Nodes lists the pools the run was sent through. See Broadcast Stats for every tab and field.

Understanding evergreen results​

Why Contacts changes between runs​

Unlike a one-off broadcast, an evergreen campaign picks its audience afresh each time it runs:

  • Contacts added to its lists, or who start matching its segment, are included in the next run.
  • Contacts who unsubscribe, bounce or complain are skipped from then on.
  • Changing the lists, segments or criteria changes who the next run reaches.

So Contacts going up and down between runs is normal. It tracks your audience as it grows and changes.

Comparing runs​

Lining up the runs tells you more than any single run:

  • Steady open rates mean the audience is still interested.
  • Open rates falling run after run suggest fatigue: the same people are getting the same kind of email too often, or the content needs a refresh.
  • A spike in unsubscribes or complaints on one run is worth checking: what was different about that run's content or timing?
  • Skipped growing steadily means more and more of the audience is unreachable, usually through unsubscribes and bounces. Check that the audience still brings in new contacts.

Good practice​

  • Check Previous Run and Next Run regularly, so you notice quickly if an evergreen campaign stops running or runs at the wrong time.
  • Refresh the content now and then. Even a recurring email benefits from a new subject line or new content.
  • Match the frequency to the audience. Evergreens that email the same contacts often draw more unsubscribes and complaints, and complaints hurt your sending reputation. See Bounces and Complaints.
  • Target narrowly. Several evergreen campaigns aimed at well-defined segments usually do better than one aimed at everyone.

Next steps​

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