It's essential to regularly measure your message performance, so you can optimize their effectiveness.
There are two ways you can measure your message performance:
- Measure a single message's performance
- Get insights into your overall performance with the Messages Report
Measure a single message’s performance
You can easily measure how a single message is performing. Once a message is live, you’ll see key stats including percentage of sends, opens, clicks, goals hit and replies:
You can also click on each stat for more detail. For example, If you select ‘Clicked’, you’ll see the users who clicked in your message, and the number of times each link was clicked:
To take a closer look at your message's performance, you can export the data.
Get insights into overall message performance
The Messages Report lets you see how your user and visitor auto messages are performing, whether your messages are sending as expected and which users you’re sending too many messages to.
These valuable insights will help you decide which messages to send in the future. And you’ll be able to quickly spot when your messages need to be more targeted to avoid annoying the same customers again and again.
To access your Messages Report go to Reports, then 'Messages report':
See how your user auto messages are performing
Are your messages sending as expected?
You’ll see a graph that shows you how many messages you’ve sent. To see how your messages perform over a specific time period, just select 7, 28 or 90 days as the date range.
Hover over the bar for any specific day and you’ll see which and how many messages were sent that day. This lets you see things like; which messages get sent to the most users and which messages get sent to very few users in comparison.
What if some messages aren’t sending as expected?
If one of your emails is sending to fewer customers than expected, try these deliverability tips to boost your send rate.
Or if one of your in-app messages is sending to fewer customers than you hoped, rethink your audience filters. For example, you should only target customers who have recently used your app - customers who aren’t active in your app won’t receive your message.
Check which users are receiving too many messages
You can also see which users received the most messages during your selected time period, and how many messages they received. This helps you know if you’re sending too many messages to any particular user.
To avoid sending too many messages to users too close together, use a last contacted filter to every message like ‘last contacted more than 2 days ago.’
See how engaging your user auto messages are
Your message stats allow you to quickly see how engaging your emails and in-app messages are. For example, you’ll see how many users opened your message, clicked on a link in your message, and unsubscribed.
Select the ‘In-app Messages’ or ‘Emails’ tab at the top of your table to view your stats for each.
Make your messages more engaging
Well-targeted in-app messages should see an open rate of above 30%. To boost your open and click rates you should a/b test your messages so that you can fine tune them to be as effective as possible.
You should see a minimum open rate of above 25% for well-targeted emails. If you’d like to increase your open rate for any message, make your subject line more engaging.
Check how your messages perform compared to peers
To help benchmark the performance of your messages, we show you the average opens and clicks for all in-app messages sent to users through Intercom. And you can see the average benchmark for all emails sent through Intercom too.
See how your visitor auto messages are performing
You can also see how your visitor auto messages are performing - just scroll down to the bottom of your insights. You’ll see the open rate and reply rate for each message.
Well-targeted visitor auto messages should see an open rate above 30%, and you should aim for at least 5% of recipients to reply to your messages (assuming you're asking a question).
Note: To help benchmark the performance of your messages, we show you the average performance of all visitor auto messages sent through Intercom.
If you want to create more engaging messages, check out these articles: