Workflow Overview & Reporting
Once your Workflows are set up and Leads have been enrolled, you'll want to check to see how your Workflow is being received.
After you’ve created and deployed a Workflow, you’ll first see general stats on the main Workflow page. These stats give a quick overview of where the sequence is in its lifecycle and how its performing. You’ll see the following metrics:
Active: the number of active Contacts in this Workflow (excluding any bounces or errors)
Bounce Rate: the percent of Contacts where the email failed to make it to the recipient
Response Rate: the percent of Contacts who responded to a step divided by the number of Leads who have completed the Workflow
Avg Response Time: the average number of days it takes a Contact to respond to the Workflow
These general stats can help you understand at a glance which Workflows are performing best, and which need more attention. This can help a rep make data-based decisions about what type of messaging is working. This quick view can also help sales leaders see who in their organization is having the most success with Workflows and help lower-performing reps change their messaging to something more successful.
Clicking on each metric will pull up a filtered search for those specific Leads or Contacts. This is a quick way to see which Lead or Contact is enrolled in a workflow instead of using the search feature.
The Enrolled metric encompasses all Leads or Contacts that are: Active (excluding those that haven't received the first step of the Workflow) + any Leads or Contacts that had their Workflow Paused + any Leads or Contacts that Completed the Workflow (either by finishing all steps or hitting the goal, e.g. a reply) + any Errored Leads/Contacts (e.g. Bounced).
Here we see some additional metrics to our general stats page including:
Enrolled: Number of Contacts enrolled in the Workflow
Completed: Number of Contacts who completed the Workflow by responding or going through all the steps
Error Rate: Contacts with an error in the Workflow (typically due to a user’s inactive status, a connected account being removed, etc)
A bounced (Bounce Rate) Lead or Contact is a subset of an errored (Error Rate) Lead or Contact.
Percent bounced is the percentage of emails that fail to make it to their intended recipients. There are hard bounces and soft bounces.
A hard bounce is received when your email can’t be delivered because the email address is inactive. This can also happen if an email address is misspelled.
A soft bounce happens when the subscriber’s mailbox is full or temporarily unavailable due to server issues. Soft bounces can also happen if your email is too large.
A high bounce rate typically means you need to clean your list.
The Report tab will have a more in-depth view of that Workflow for the date range you select.
You'll also see a breakdown of the response rate for each Workflow step. This is a handy snapshot to use when you want to determine how well each step is doing and if any changes should be made.
How to Use Workflow Reporting
Improve your workflows by measuring their performance
Workflow Stats and Reporting are designed to help you understand where you are having the most success or the least success in terms of audience, content or quality of leads. You can use this information to strategize where to devote more resources and where to make refinements for targeting and messaging.
It’s important to consistently measure email performance and make improvements as necessary. Data helps us understand which templates perform best versus which templates should be improved.
What’s the best way to review and use these numbers to your advantage?
First, set aside time to review them.
It’s easy to take a quick look when you first begin a Workflow, but the best strategic understanding will come with time. Set aside time to review these stats quarterly and yearly to analyze any longer-term patterns. It’s also helpful to review these stats after large company events or milestones, such as a product release or major marketing campaign.
Next, reflect on these numbers by asking the right questions:
- What type of messaging gets the most responses?
- Who sends the emails that get the most responses?
- Who are the Contacts that are responding? Are they ideal customers?
- Are these responses leading to booked appointments, and most importantly, won deals?
- What type of messaging gets the fewest responses?
- What type of contacts do not respond to the messages? Are they Contacts that fit an ideal customer profile?
When you find messaging that is provoking a response among the right type of prospect, reflect on why this type of content is more popular. Is the content more useful than other types of emails you send? Are you using more effective subject lines on certain emails?
Then replicate! Apply these lessons to your other Workflows. Re-use elements from one type of email in other emails. Keep testing and keep monitoring the results. Boosting responses, even by a small amount, can make a big difference.
You may notice that we haven’t included email opens in our Workflow reporting. While this stat is still available in the “Sent Email” report, we want to share our philosophy on email opens as a company. The accuracy of the open rate has been questionable and in decline for a few years. With Apple’s Mail Privacy Protection feature released in Fall 2021, this eliminated the ability to measure opens. iOS Mail currently makes up 40% of email client market share.
Open rates sound precise and the truth is, they aren’t. And even if they were, an ‘open’ doesn’t signify true interest and can distract from outcomes that really matter, like responses and won deals. We decided to instead focus our reporting on actionable metrics.