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Email Marketing Analytics Reporting - Email List Growth Report (FREE DOWNLOAD)
- Christopher Behrens
- Apr 7, 2022
- 6 min read
Updated: Apr 17, 2022
EMAIL LIST GROWTH REPORT
The Email List Growth report helps you determine the rate at which your email subscriber list is growing, what's causing your email list to grow, and whether your email list is growing with high value subscribers.
Email list growth is ESSENTIAL to ensuring you have an email program. Without subscribers to interact with, you have no email program - and sadly, email subscribers don't stay engaged with your brand forever.
Your email program needs constant investment in new subscribers (whether through organic or paid channels) in order to survive.
The good news?
There are literally dozens of ways that you can invest into email list growth.
The bad news?
There are literally dozens of ways that you can invest into email list growth.
Sadly, you don't have limitless time, money, and energy to invest into all of these email list growth sources (if you do, I'd LOVE to hear your secrets of the universe). Like anything in life, you need to prioritize where you spend your time, and email list growth is no different
The Email List Growth report helps you identify how you should be spending your time, money, and energy into email list growth.
READY FOR THE FREE REPORT?
Just click the button below to get started. All we ask is that you also subscribe to get FREE tips to your inbox each week to help you scale your email program sales. Seem fair?
When building an Email List Growth report (go ahead and build your report off our free report here) or any report, there are four key components to ensuring you are able to get value from your report.
Email List growth 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?
Subscriber Acquisition Source: the source that an email subscriber originated from to sign up for your email list.
Subscriber Acquisition Date: the date an email subscriber was added to your email list.
Subscriber Attributes: individual attributes about the subscriber. Commonly this includes subscriber demographic attributes, such as gender, age, marital status, or education level.
Subscriber Sales: the total volume of sales driven by a subscriber in their lifetime as a customer.
Subscriber Purchases: the total number of purchases a subscriber has made in their lifetime as a customer.
2). KPIS
What are the KPIs (key performance indicators) included in this report?
Average Subscribers Acquired per Week: The average number of email subscribers acquired per week.
Avg. # of Subscribers Acquired Per Week =
# of subscribers acquired / # of weeks in your reporting period
Average Subscribers Acquired per Week per Source: The average number of email subscribers acquired per week for a given source.
Avg. # of Subscribers Acquired per Week by Source =
# of subscribers acquired for a given source /
# of weeks in your reporting period for a given source
Average Subscribers Acquired per Year: The average number of email subscribers acquired per year.
Avg. # of Subscribers Acquired Per Year =
# of subscribers acquired / # of years in your reporting period
Average Subscribers Acquired per Year per Source: The average number of email subscribers acquired per year for a given source.
Avg. # of Subscribers Acquired per Year by Source =
# of subscribers acquired for a given source /
# of years in your reporting period for a given source
Sales Per Subscriber: The amount of sales generated per subscriber.
Sales Per Subscriber =
Sales / # of Subscribers Acquired
Sales Per Subscriber by Source: The amount of sales generated per subscriber for a given source.
Sales Per Subscriber by Source =
Subscriber Sales from Source / # of Subscribers Acquired from source
Sales Per Subscriber by Attribute: The amount of sales generated per subscriber for a subscriber attribute (ex: age).
Sales Per Subscriber by Attribute =
Subscriber Sales from those with Attribute /
# of Subscribers Acquired by Attribute
Purchases Per Subscriber: The number of purchases generated per subscriber.
Purchases Per Subscriber
# of Purchases / # of Subscribers Acquired
Purchases Per Subscriber by Source: The number of purchases generated per subscriber for a given source.
Purchases Per Subscriber
# of Purchases from Source / # of Subscribers Acquired from source
Purchases Per Subscriber by Attribute: The number of purchases generated per subscriber for a subscriber attribute (ex: age).
Purchases Per Subscriber by Attribute =
Subscriber Purchases from those with Attribute /
# of Subscribers Acquired by Attribute
3). Insights
What insights are created from this report?
AT WHAT RATE IS MY EMAIL LIST GROWING?
Average number of subscribers acquired per week
Average number of subscribers acquired per year
What is causing my Email List to grow in a given time period?
Average number of subscribers acquired per week by source
Average number of subscribers acquired per year by source
WHICH EMAIL ACQUISITION SOURCES CONTRIBUTED THE MOST TO MY LIST GROWTH?
Sources with the highest average number of subscribers acquired per week
Sources with the highest average number of subscribers acquired per year
WHICH EMAIL ACQUISITION SOURCES CONTRIBUTED THE LEAST TO MY LIST GROWTH?
Sources with the lowest average number of subscribers acquired per week
Sources with the lowest average number of subscribers acquired per year
WHICH EMAIL ACQUISITION SOURCES CONTRIBUTED SUBSCRIBERS WHO GENERATED THE MOST SALES?
Sources with the highest average sales per subscriber
Sources with the highest average purchases per subscriber
WHICH EMAIL ACQUISITION SOURCES CONTRIBUTED SUBSCRIBERS WHO GENERATED LEAST SALES?
Sources with the lowest average sales per subscriber
Sources with the lowest average purchases per subscriber
WHICH Types of subscribers CONTRIBUTED To the most in Sales?
Subscriber attributes with the highest average sales per subscriber
Subscriber attributes with the highest average purchases per subscriber
WHICH Types of subscribers CONTRIBUTED To the LEAST in Sales?
Subscriber attributes with the least average sales per subscriber
Subscriber attributes with the least average purchases per subscriber
4). Actions
What are the actions you can take from this report?
Invest your time, Money, and energy in high value email acquisition sources
Invest your advertising budget into email acquisition sources which create subscribers who spend a lot, make a lot of purchases, and/or add a lot of subscribers to your email list.
Understand how much money you should pay for acquiring an email subscriber in high value sources, given the source's sales per subscriber.
Invest your time in A/B testing your high value email acquisition sources. A few examples you should explore:
Landing page optimization
CTA (Call-To-Action) Testing
Creative testing
Offer testing
STOP wasting your time, money and energy In low value email Acquisition sources
Stop spending your advertising budget into email acquisition sources which create subscribers who spend little to no money with your brand and/or do not add a lot of subscribers to your email list.
Test the email acquisition experience end-to-end to ensure there are no technical issues with adding customers to your list or being a member of your email program.
Invest your time in high value subscribers - and find more of them online
Invest your advertising budget into prospect audiences with attributes who tend to spend a lot or make a lot of purchases.
Invest your advertising budget into lookalike audiences based on subscribers with attributes who spend a lot or make a lot of purchases.
STOP wasting your time, money and energy In low value Subscribers - and stop buying ads against these audiences
Stop spending your advertising budget into audiences with attributes that spend little to no money with your brand.
Over the next three 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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