After a broadcast goes out, you can let the agent analyze results such as delivery rate, open rate, and click rate, or you can review them yourself on the broadcast detail screen.
Let the agent analyze your broadcast results
The fastest way to review your broadcast results and decide what to improve next is to hand it off to the Marketing Agent. In the GOALS model, the "analyze and learn" step after a broadcast is the agent's role.
When you ask the agent something like "How did last week's broadcast do?" or "Which of my recent broadcasts got the best response?", it reads the delivery rate, open rate, and click rate, and even suggests improvements worth trying next. This saves you from tallying the numbers yourself and lets you apply what you learn to your next broadcast right away.
If you prefer to check each number yourself, you can review them on the broadcast detail screen by following the steps below.
What you need to use this feature
To check broadcast results, the broadcast you want to review must have finished sending.
- You are logged in to Lumo
- The broadcast you want to review has a status of "Sent"
Checking your broadcast results
Once a broadcast is complete, you can review its result statistics on the broadcast detail screen.
- Click "Message Broadcast" in the navigation menu
- From the broadcast list, click the broadcast whose results you want to review
- The statistics appear under "Performance" on the broadcast detail screen
Statistics appear only after the broadcast is complete. If the broadcast has not run yet, no results are shown.
Statistics fields
Under "Performance" on the broadcast detail screen, you can review the overall results of the broadcast using the following metrics.
| Metric | Description |
|---|---|
| Sent | The number of friends the message was sent to |
| Delivery rate | The proportion of delivered messages relative to the number sent |
| Delivered | The number of friends the message was successfully delivered to |
| Open rate | The proportion of opens relative to the number delivered |
| Opens | The number of friends who opened the message |
| Click rate | The proportion of clicks relative to the number delivered |
| Clicks | The number of friends who clicked a link in the message |
Open rate and click rate are measured for messages that support tracking.
Checking results per recipient
Under "Recipients" on the broadcast detail screen, you can check the delivery status for each individual friend.
- Open "Recipients" on the broadcast detail screen
- The list of recipients and the delivery status of each one is displayed
Recipient list fields
| Field | Description |
|---|---|
| Recipient | The friend's display name (shown as "No name set" if there is no display name) |
| Sent at | The date and time the message was sent |
| Delivered at | The date and time the message reached the friend |
| Opened at | The date and time the message was opened |
| Clicked at | The date and time a link was clicked |
| Error at | The date and time an error occurred during delivery |
Filtering and searching recipients
When you are looking for the results of a specific friend, you can filter the recipients that are shown. You can filter recipients by status, such as sent, delivered, opened, clicked, and error.
Downloading recipient data
You can export the recipient list as a file from "CSV Download". You can open it in spreadsheet software to share the broadcast results within your company or to analyze them further.
Checking A/B Test results
With an A/B Test, you can compare the results of each variation side by side. When you click an A/B Test broadcast in the broadcast list, the comparison results screen appears.
Comparison metrics
For each variation, you can compare results using the following metrics.
| Metric | Description |
|---|---|
| Sent | The number of recipients each variation was sent to |
| Delivered | The number of messages successfully delivered |
| Opens | The number of opened messages |
| Open rate | The proportion of opens relative to the number delivered |
| Clicks | The number of clicked links |
| Click rate | The proportion of clicks relative to the number delivered |
Checking the winning variation
On the results screen, the variation that performed better is shown as the "Winning variation". If the results are equal, it is shown as a tie. You can switch between the variations on the screen to compare each one's message content.
Results of broadcasts sent with a LINE Audience
For broadcasts sent with a LINE Audience, the statistics are tallied on the LINE platform side.
Unlike regular broadcasts, a per-recipient list and CSV download are not available. You can review only the aggregated results for the broadcast as a whole on the screen.
Putting your broadcast results to use
Your broadcast results give you the material to improve your next broadcast. If you are unsure which direction to take, start by asking the agent "How should I improve this broadcast next time?", and you will get suggestions based on the results.
Improving your open rate
When your open rate is not growing, review the following points.
- Change the time of day you send the broadcast
- Reconsider the Segment you are broadcasting to
- Make the first message something that makes people want to read more
Improving your click rate
When your click rate is not growing, review the following points.
- Improve the link wording and the button design
- Make use of a Rich Message or a Card Type Message
- Narrow your audience to a Segment with higher interest
When things do not work
When your broadcast results do not appear as expected, check the following points.
- Statistics do not appear: Check that the broadcast status is "Sent". If the broadcast has not run yet, no statistics are shown
- Open rate or click rate is 0%: Check that you sent the broadcast with a message that supports tracking. Opens and clicks are not measured for messages without links, such as stickers
- The recipient list does not appear: Check that the broadcast completed successfully. For broadcasts sent with a LINE Audience, a per-recipient list is not shown