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Email Marketing Analytics Reporting - Email Campaign Report (FREE DOWNLOAD)
- Christopher Behrens
- Mar 29, 2022
- 5 min read
Updated: May 4, 2022
Email Campaign Report Overview
The Email Campaign Report helps you determine which day-to-day email campaigns create positive and negative email marketing and business outcomes.
Day-to-day email marketing campaigns are the heart of any email program - you need to ensure that your content is resonating with your subscribers to keep them on your list.
Failure to do so will result in disengagement from your brand - or worse, a subscriber unsubscribes from your list - or EVEN WORSE, marks your content as SPAM!
It's essential to understand what your subscribers find valuable in the content that you send so you can better tailor their experience for the next campaign. It's also important to note that this may not be the same for all your subscribers.
Subscribers are, after all, individual people with individual attitudes, behaviors, beliefs, and attributes. Content that resonates with subscribers is content that makes it feel like it was made for them.
Creating a regular email campaign report will help you identify what content is creating engagement and sales for your business.
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Email Campaign Report Components
Every report has four key components to drive you to take action in your email marketing program.
1). Data Inputs
Raw subscriber, campaign, or message information used to calculate KPIs, create insight, and drive you to take action. Data inputs are the fuel that drive all email marketing analytics reports. Some examples may include:
Email Unique Opens
Email Unique Clicks
Email Subscriber acquisition source
Sales per email subscriber
2). KPIs
An acronym for "key performance indicator". Qlik does a great job in defining this -a quantifiable measure of performance over time for a specific objective. The important part about KPIs is the word "KEY". It's not just any metric you can track for your business - it's a metric that helps you create the most impact for your email marketing program - not just any metric that you could measure.
3). Insights
The outcome of analyzing KPIs. Insights create a deeper understanding of your subscribers and/or your email program performance than you had previously. Without insights, you're left to stare at a wall of data inputs and KPIs - unable to take action.
4). Actions
The steps you take to do something different with your email marketing program as a result of your insights. If you're not defining actions, you are not driving change in your email marketing program. Without actions, there's NO POINT IN CREATING EMAIL MARKETING ANALYTICS REPORTING. The problem I see with most email marketing analytics professionals is the inability to deliver recommended actions to take as a result of the insights generated from reports.
1). Data inputs
What data inputs do you need to create this report?
Sent Emails: The number of emails attempted for delivery to your subscribers' inboxes.
Delivered Emails: The number of emails delivered to your subscribers' inboxes.
Unique Opens: The number of people (subscribers) who open your email campaign.
Unique Clicks: The number of people (subscribers) who click your email campaign.
Unsubscribe Volume: The number of people (subscribers) who unsubscribe from your email campaign.
Conversions: The number of conversions from your email campaign. This typically means the number of purchases your email campaign produces, but is tailored to fit your business goal for your campaigns.
Unique Conversions: The number of people (subscribers) who convert from your email campaign. This typically means the number of subscribers who make a purchase, but is tailored to fit your business goal for your campaigns.
Sales: The volume of sales from your email campaign.
2). KPIS
What are the KPIs (key performance indicators) included in this report?
Delivery Rate: The percentage of emails that were delivered to your subscribers' inboxes.
Delivery Rate = Delivered Emails / Sent Emails
Open Rate: The percentage of emails that were opened based on the number of emails delivered to your subscribers' inboxes.
Open Rate = Unique Opens / Delivered Emails
Click Rate: The percentage of emails that were clicked based on the number of emails delivered to your subscribers' inboxes.
Click Rate = Unique Clicks / Delivered Emails
Click-To-Open Rate: The percentage of emails that were clicked based on the number of subscribers who opened your email.
Click-To-Open Rate = Unique Clicks / Unique Opens
Unsubscribe Rate: The percentage of subscribers who unsubscribed from your program based on the number of emails delivered to your subscribers' inboxes.
Unsubscribe Rate = Unsubscribe Volume / Delivered Emails
Conversion Rate: The percentage of subscribers who made a purchase (or completed your desired campaign subscriber action) based on the number of emails delivered to your subscribers' inboxes.
Conversion Rate = Unique Conversions / Delivered Emails
Sales Per Email: The amount of sales generated per delivered email.
Sales Per Email = Sales / Delivered Emails
3). Insights
What insights are created from this report?
Which Campaigns Did subscribers find most engaging?
Campaigns which produce the best open rates
Campaigns which produce the best click rates
Campaigns which produce the best click-to-open rates
Campaigns which produce the lowest unsubscribe rates
Which Campaigns Did subscribers find Least engaging?
Campaigns which produce the worst open rates
Campaigns which produce the worst click rates
Campaigns which produce the worst click-to-open rates
Campaigns which produce the worst unsubscribe rates
Which Campaigns Did subscribers BUY FROM THE MOST?
Campaigns which generate the best sales
Campaigns which generate the best conversion rate
Which Campaigns Did subscribers BUY FROM THE LEAST?
Campaigns which generate the worst sales
Campaigns which generate the worst conversion rate
What are the common characteristics of Email campaigns that generate the best SALES OR ENGAGEMENT?
Campaigns with specific language and copy treatment
Includes language that drives urgency
Includes language that drives curiosity
Includes language that conveys exclusivity
Includes language that conveys importance
Includes language that's personalized (ex: first name)
Includes language that is action-oriented for the subscriber
Campaigns with specific type of content in the email
Includes content based on a subscriber's behavior
Includes content based on a subscriber's attributes
Includes content based on a subscriber's demographics
Includes a discount, coupon, or offer
Includes seasonally relevant product
Includes product reviews or testimonials
Campaigns with specific deployment attributes
Sent on a specific day of the week
Sent at a specific time of day
Sent to a specific audience
Sent with a personal, specific from name (ex: chris@salesemailmarketing.com)
What are the common characteristics of Email campaigns that generate the WORST SALES OR engagement?
Campaigns with specific language attributes
Includes language that doesn't create subscriber urgency
Includes language that doesn't create subscriber curiosity
Includes language that doesn't show exclusivity
Includes language that's generic for all subscribers
Copy written like a novel
Campaigns with specific type of content in the email
Includes content that's the same for all subscribers
Includes no discount, coupon, or offer
Includes no seasonally relevant product
Campaigns with specific deployment attributes
Sent on a specific day of the week
Sent at a specific time of day
Sent to a specific audience
Sent with an uncompelling from name (ex: noreply@salesemailmarketing.com)
4). actions
What are the actions you can take from this report?
Create Content that drives better engagement
Create more engaging subject lines
Create more engaging offers
Display more relevant products and services to subscribers
Send campaigns on a specific day of week
Send campaigns at a specific time of day
Send campaign with a specific from name
Create Content that drives better sales
Campaigns which drive to specific landing pages
Campaigns which include more relevant offers
Campaigns which target specific subscribers
Inform A/B testing ideas
Send optimization testing (day of week, time of day, etc.)
From Name testing
Individual subscriber personalization
Email template testing
CTA (Call-To-Action) testing
Subject Line testing
Pre-Header testing
Creative testing
Over the next four weeks, I'll be outlining the other ESSENTIAL reports you need to drive MORE sales in more detail so you can get a grasp on how to take action!
As with all content published on SalesEmail - I need your honest feedback! What did you find valuable? What do you have questions about? What didn't you find helpful?
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