With the help of the Audience Insights feature, you can identify the recipient device type and approximate region they have received your emails in. This knowledge might further help you in adjusting your marketing strategies and reacting to how your customer base evolves based on this data. The Audience Insights feature is divided into Geography and Device Details.
In order to find both the Audience Insights report screens, first go to the Activity screen and access the View drop-down menu:
The Geography screen will present you with the geographical data of where your emails were opened.
This screen is comprised of a map divided into countries that you can zoom in to look closer. The USA is additionally divided into states. Below the map is a table which summarizes what the percentage is of each country's opens.
If you hover over a particular country, the sum of opens that occurred there will pop up in a box. Additionally, the United states are clickable and will take you to an extra screen from which you can get back easily to the main map. This screen also has its own summary but instead of countries, you can see which state has the most opens.
Keep in mind that the map of Canada works the same as the USA. Upon clicking it you will be taken to a detailed map of regions with its own summary.
The USA and Canada items in the world map's summary also expand into regions.
Some Gmail recipients may return incorrect location data. That is due to the fact that Gmail is using proxy servers to process images. Elastic Email is using a single pixel to track email opens - this is a standard solution for most of the industry. Since this pixel is an image, emails opened in native Gmail web or phone applications may be processed by proxy servers and thus providing incorrect location data. Gmail messages that are opened in a non-Gmail email apps will still return correct data.
The Device Details screen shows you detailed information on what devices your recipients are using to open your emails.
This information might help you decide how to adjust your campaigns to be optimally viewed on some devices which have different formatting requirements than computers or laptops.
On the top of the screen there is a pie chart that shows the graphical representation of the devices used.
Audience Insights recognizes four categories of devices:
Other is a device that either could not be recognized or does not fit any of the other categories.
Based on the data that we receive from the recipient servers, we then further split these into device models or types in a table below the pie chart. Here is an example:
In the case of Desktop, instead of device model, we recognize either an email client or browser brand used to open an email.
Both Geography and Device Details can be filtered by Date Range, Campaign or Channels. These filters will help you pick only specific data to display if needed.