Segmented Email Campaign Analysis

What is the best chart for measuring the success of a segmented email campaign?

A Mekko Graphics user sent me some data on emails sent and emails delivered for an email campaign that had four market segments.  He asked how to best display the data.  I produced a 100% stacked bar chart with bars for emails sent and delivered and series for each segment.  I then computed the bounce rate (emails delivered/emails sent) for each segment and added this as a data column.  Here is the chart:

Segmented Email Campaign Analysis

 

I like this chart, because it does double-duty.  It tells the viewer how big the email segments are  (in terms of both emails sent and delivered)  and  how many emails went through and were bounced.  In this data, the bounce rates were relatively uniform across segments.  If they aren’t in your data, you would see the difference in the stacked bar chart.  You could even use color to highlight a specific segment with a particularly high or low bounce rate.

I put together a SlideShare deck with this chart and a simple stacked bar chart that presents bounce rate by segment.  Let me know if you have other ideas for displaying email campaign data or have other data that you’d like me to chart.  Here is the SlideShare deck: