Email metrics previously focused on just opens and clicks, but those don’t always tell the full story. Reactions introduce a new metric which we call sentiment. Sentiment shows whether subscribers feel Positive, Neutral, or Negative about your email campaign content.
Accessing campaign reactions
Campaign reactions are included in the footer of email campaigns and they are enabled by default when you create a new email campaign.
Campaign reactions also have Reaction text which might be a question prompting the user to react to the email.
Reaction text can be customized in the default footer settings by going to Settings > Channels > Email > Templates. The Reaction text can also be customized on campaign level by selecting the footer and then selecting Configure on the right hand side of the screen.
Benefits of campaign reactions
Reactions and sentiment offer several key benefits:
Gain valuable feedback on email campaigns beyond open and click metrics.
Reduce unsubscribe rates - negative reactions give you a chance to improve before subscribers opt out altogether.
Stay motivated with positive feedback on your content.
How campaign reactions work
Reactions are shown in the email footer, as shown below:
Screenshot showing campaign reactions in an email footer.
When the subscriber clicks on a reaction they are taken to a hosted page, as shown below:
Screenshot showing the hosted page when a person interacts with campaign reactions.
NOTE:
The hosted page is managed through your brand book settings.
When a recipient reacts, their initial reaction is recorded. They then have a short window to change their reaction or leave a comment before the final result is saved in the email campaign report.
You can see the reaction report when you view a sent campaign. The report looks like this:
Screenshot showing the reaction report from an email campaign.
How overall reaction sentiment is calculated
The overall sentiment in the reactions report is based on the balance of positive (Love and Like) versus negative (Dislike and Angry) responses. Neutral (OK) reactions are excluded from the calculation.
Positive Sentiment: More positive responses than negative.
Negative Sentiment: More negative responses than positive.
Neutral Sentiment: Only neutral (OK) responses received.
NOTE: The emoji displayed beside the overall sentiment is determined as follows:
Love face: positive sentiment and >= 80% ratio
Like face: positive sentiment and < 80% ratio
Neutral face: neutral sentiment
Dislike face: negative sentiment and < 80% ratio
Angry face: negative sentiment and >= 80% ratio
The percentage of the overall sentiment is calculated as follows:
NOTE: If all responses are neutral (OK), then the sentiment will be neutral with a ratio of 100%
How to turn reactions off
To exclude reactions from your email campaign, simply uncheck the reactions option in the email setup tab.
Screenshot showing how to turn off campaign reactions.
NOTE: Reactions can be turned on or off at individual campaign level. Currently, there is no option to disable reactions for all email campaigns across your account.
