The final step in a comprehensive email strategy is to analyze your results so that you can understand your performance and make improvements to your next campaign. Silverpop's analysis and reporting tools give you results integrated right into the product--no separate interface required. It's almost like having your own email marketing analyst on staff.

Reporting and Analysis Tools
Not only does Silverpop have a full suite of predefined reports to support your email strategy, with deliverability information integrated right in (see our Top Domains Report, among others), but you can also easily use our powerful drill-down analytics tool to gain in-depth insight into what factors influence deliverability performance. For example, analytics might uncover that inactive customers hit the “spam” button two to three times more often than active customers. Delving far deeper than simple reporting, the analytics engine can uncover hidden trends in many deliverability indicators, including unsubscribes, abuse complaints and bounced email management reports.

Opt-out and Complaint Processing
Recipients choosing to unsubscribe using the Silverpop opt-out link are automatically processed quickly and effectively. However, opt-outs come in all shapes and sizes, and your ability to get future messages delivered depends on how quickly and efficiently you can act on those opt-outs. Fortunately, Silverpop is prepared to help. Opt-outs that come via email reply are easily processed using our state-of-the-art reply-handling technology. This technology automatically sorts and identifies not only unsubscribe requests but also automated abuse complaints and even terms of service (TOS) notices sent by a handful of inbox providers, most notably AOL. In the event that an unsubscribe request is routed directly to your company, Silverpop provides an easy interface to unsubscribe recipients manually, or if the volume warrants, we can set up batch or real-time procedures to automate the process. And no matter what the origin of opt-out, marketers have complete visibility into the opt-out process through a variety of fully integrated reports.

Reply Sorting and Processing
Silverpop’s reply handling automates the most common types of replies, leaving marketers time to focus on email strategy, campaigns and mailings. After opt-out and abuse complaints are extracted, Silverpop applies additional filters to categorize the remaining replies. Messages are sorted and stored within the Silverpop system for review, or marketers can elect to forward the sorted replies to the email addresses of their choice for further attention.