Hi guys. I hope you are marvellously well. We will deep dive this morning in this Marketo Tip into the most basic Marketo report, the emailing report, and we will see how to read those KPIs. I am Sylvain Davril, Founder of Merlin/Leonard and certainly the team's Leonard. Welcome to this Marketo Tip. I'm in my Marketo, in my Marketing Activity tab in my folder hierarchy, and I've taken on purpose a very old programme, one of 2021, just to show you that those KPIs stay in Marketo, even if they are older than two years. You know that in Marketo, you have this two-year period in which the behaviour activity log is kept and after that Marketo tends to delete all of them. That's not the case for the email KPIs. So here, I've got an email I've sent for my Marketo sellers of January 2021, and you see that the KPIs are still there. We will see that in the report also. So that's great. So this email I sent, I tried to send it to 263 people and 245 were delivered and here we see only the five hard bounced emails. Hard bounced meaning that the email address does not exist anymore. The difference between the 13 missing emails are basically soft bounces, which is certainly answers from the email server saying that the email is a spam. Nothing much to do here apart from correcting the wrong email address and making sure that Marketo whitelists its server again. Here I see the opening and the clicks over time. So it's very useful to see if you send your email at the right time. So here, I sent this email very early in the morning, so I see that people tend to click when they arrive at work and then at noon. Here we have this engagement score, which is basically a Marketo secret sauce. It's a score between zero and 100, zero being the worst email you can produce, meaning you send an email and everybody unsubscribes. Nobody clicks apart to unsubscribe, and 100 being the best email you can send. All your emails are opened and clicked and nobody unsubscribed. Here I've got my number of opened, 73%, the percentage, which is basically 73 divided by 245. The click, 12 clicks. Here, if your percentage is under I think 10% or 5%, Marketo tends to zoom. And this figure here doesn't mean anything. It's very confusing. The real rate is this one, the 4.9%, which is basically 12 divided by 245. So my click to open rate and my unsubscribe. If I open my email performance report, here, first I make sure that I'm in the correct programme, which is a very common mistake because when you clone, Marketo tends to not adapt, adjust your setup. So here, 8th of January 2021, that's great. That's this one. I've got nobody in the Smart List. The Smart List allows you to remove people from the report, for instance your employees. So the figures could be different if you exclude people here in the Smart List from the report and the dashboard we've seen before. We don't want to do that for the exercise. And here, in this email performance report, I find the exact same figures I had on my dashboard. So here, 263, 245, the five hard bounces, 13 soft bounces, 73 open, 12 clicks. That's great, and one unsubscribe. That's exactly what I was expecting. So here, we count the persons. We count the people. We'll see in the email link performance, it's a bit different. Let's have a look at that. So first, I make sure that I'm on the correct email programme. Pretty sure it's that. Yeah, it's the right one. Nobody in the Smart List, right, great. And here in my report, I will see I don't have the 12 clicks I was expected to see, I've got 15 and here 20. So what does it mean? It means that some people have clicked on multiple links, that one person has clicked on one or two or three links, because my email contained here five links. And so, that's why we switched from 12 to 15. But here we click again the people, but people plus link, which is the key. Here we count the clicks, meaning that on those 12 people, certainly people have clicked on multiple links, but they have clicked twice or thrice on the same link. Here, we see nine people clicked on this link, but we have certain clicks. So it means that at least several people clicked multiple times on this link, certainly to reconnect on the office hour. So that explains why the figures are different and that may be confusing sometimes. I hope it was clear and it helps. Talk to you soon. Bye-bye.