Our top best practices and tool recommendations for 2026

Right here’s a (possibly) mildly spicy scorching take: Electronic mail advertising and marketing reporting is the spine of any performance-focused electronic mail technique. With out it, you’re sending campaigns right into a void, unable to see what’s working, what’s falling flat, and most significantly, what’s driving income.

The highest reporting options in electronic mail advertising and marketing software program go far past open charges and click-throughs. At the moment’s electronic mail reporting instruments allow closed-loop reporting, connecting each electronic mail touchpoint to pipeline outcomes and buyer lifetime worth. This implies entrepreneurs can lastly reply the query executives care about most: How does electronic mail contribute to income?

On this information, I will break down what electronic mail advertising and marketing reporting really includes — which KPIs to trace at every funnel stage, the right way to construct a dashboard that surfaces actionable insights, and which electronic mail advertising and marketing reporting instruments may help you get there.

Let’s get began.

Desk of Contents

What’s electronic mail advertising and marketing reporting?

Electronic mail advertising and marketing reporting is the method of accumulating, analyzing, and decoding information out of your email campaigns to measure efficiency and inform technique. It transforms uncooked metrics, similar to:

These information factors yield actionable insights that immediately hook up with pipeline development, income era, and buyer lifetime worth.

Furthermore, sturdy electronic mail advertising and marketing reporting solutions three core questions:

• Are your emails reaching inboxes?
• Are recipients partaking together with your content material?
• (Most critically) Are these engagements driving measurable enterprise outcomes?

Now, complete electronic mail advertising and marketing reporting requires the next:

• Monitoring deliverability metrics
• Engagement charges
• Income attribution

This implies monitoring not simply surface-level exercise, however understanding how every electronic mail touchpoint contributes to a contact’s journey from subscriber to buyer.

Moreover, the highest reporting options in electronic mail advertising and marketing software program embrace:

• Deliverability monitoring: This function screens inbox placement, bounce charges, and sender fame
• Engagement analytics: These metrics cowl open charges, click-through charges, click on mapping, and unsubscribe traits
• Income attribution: These metrics join electronic mail interactions to closed offers and pipeline worth
• Viewers segmentation insights: This functionality reveals which contact teams reply to particular content material sorts
• A/B take a look at outcomes: This information quantifies efficiency variations between topic traces, ship occasions, and content material variations

All-in-all, with out sturdy electronic mail advertising and marketing reporting instruments, you’re basically sending campaigns right into a void. With them, each electronic mail turns into a knowledge level that sharpens your understanding of what drives income.

Now that we’ve lined what electronic mail advertising and marketing reporting is and why it issues, within the subsequent part, let’s discuss specifics: what metrics you’ll monitor to measure marketing campaign success and show business impact.

Professional Tip: HubSpot’s Reporting and Dashboard Software connects electronic mail touchpoints to income outcomes, multi-touch attribution fashions, and full-funnel visibility — permitting entrepreneurs to see precisely how electronic mail contributes to CLV over time.

Electronic mail advertising and marketing reporting: What to trace

Now that we’ve lined what electronic mail advertising and marketing reporting is, let’s discuss the way you’ll put it into observe.

As beforehand talked about, electronic mail advertising and marketing reporting requires:

• Monitoring deliverability metrics
• Engagement charges
• Income attribution

Nevertheless, the detailed breakdown under gives full visibility into marketing campaign well being and enterprise influence.

To construct an entire electronic mail reporting framework, check out the next 9 metrics:

• Deliverability fee: This foundational metric measures the share of emails that efficiently attain subscribers’ inboxes. (A deliverability fee under 95% alerts listing hygiene or authentication points that require fast consideration.)
• Open fee: This engagement indicator signifies what number of recipients seen your electronic mail. Open charges present directional perception into topic line effectiveness and ship time optimization.
• Click on-through fee (CTR): This engagement indicator reveals the share of recipients who clicked at the very least one hyperlink. This metric immediately measures content material relevance and CTA effectiveness. Most electronic mail reporting instruments (like HubSpot’s Email Marketing Software) present click on mapping to establish which particular hyperlinks drive engagement.
• Conversion fee: This action-based metric tracks recipients who full a desired motion, similar to submitting a kind, making a purchase order, downloading, or requesting a demo. Nicely-executed electronic mail advertising and marketing reporting combines real-time efficiency information, viewers segmentation insights, and conversion monitoring to precisely attribute these actions.
• Income attribution: This bottom-line metric connects electronic mail touches to closed offers. The highest reporting options in electronic mail advertising and marketing software program embrace first-touch attribution, multi-touch fashions, pipeline affect reporting, and buyer lifetime worth.
• Listing development fee: This well being indicator measures internet subscriber acquisition after accounting for unsubscribes and bounces. To calculate your listing development fee, calculate month-to-month: (new subscribers − misplaced subscribers) ÷ complete listing measurement × 100. (Wholesome lists develop 2-5% month-to-month.)
• Unsubscribe fee: This retention metric measures the share of recipients who unsubscribe out of your emails after a marketing campaign ship. Sudden spikes point out content-audience misalignment, over-sending, or poor listing segmentation.
• Spam grievance fee: This measures how usually recipients mark your emails as spam. This fee should keep under 0.1% to guard the sender’s fame. Electronic mail advertising and marketing reporting instruments ought to flag campaigns exceeding this threshold instantly.
• Engagement high quality: This superior metric goes past opens and clicks to measure significant interplay. It encompasses time spent studying emails, forwarding and sharing charges, reply charges for conversational campaigns, and repeat engagement from the identical contacts.

Subsequent, let’s stroll by way of the right way to construct an electronic mail reporting dashboard — all with these metrics as your basis.

Professional Tip: HubSpot’s Marketing Hub gives complete electronic mail reporting dashboards, A/B testing analytics, and contact-level engagement monitoring, so you may monitor the KPIs talked about above from a single platform related to your CRM information.

Find out how to construct an electronic mail reporting dashboard the fitting method

Professional Tip: HubSpot’s Reporting and Dashboard Software connects electronic mail touchpoints to income outcomes, multi-touch attribution fashions, and full-funnel visibility — making it straightforward to see how every marketing campaign kind contributes to closed offers.

Step #3: Construct your dashboard construction with hierarchy in thoughts.

The highest reporting options in electronic mail advertising and marketing software program imply nothing in case your dashboard structure creates confusion. Arrange data from high-level insights all the way down to granular particulars.

Right here’s a construction I like to recommend:

• Row 1: Government abstract – complete sends, general engagement fee, income attributed to electronic mail this era
• Row 2: Deliverability well being — inbox placement, bounce charges, spam complaints
• Row 3: Engagement efficiency — opens, clicks, and conversions by marketing campaign kind
• Row 4: Listing and viewers metrics — development fee, section efficiency, unsubscribe traits

Step #4: Join electronic mail information to your CRM and income sources.

Time for a advertising and marketing actuality test (that you just didn’t ask for): Electronic mail reporting in isolation solely tells half the story.

Efficient electronic mail analytics combines:

• Actual-time efficiency information
• Viewers segmentation insights
• Conversion monitoring

Nevertheless, all of this requires connecting your electronic mail platform to contact information and deal information.

With HubSpot’s Marketing Hub, your electronic mail reporting dashboard mechanically pulls out of your CRM. This implies you may see which emails influenced particular offers, monitor engagement by lifecycle stage, and measure true buyer lifetime worth by acquisition supply.

Step #5: Arrange automated alerts and benchmarks.

Don’t wait till your weekly assessment to catch issues. Electronic mail advertising and marketing reporting instruments ought to notify you when metrics fall outdoors acceptable ranges.

Subsequently, configure alerts for:

• Deliverability dropping under 95%
• Spam grievance charges exceeding 0.1%
• Spikes in unsubscribe charges
• Conversion charges falling under your rolling common

Step #6: Schedule common critiques and iterate.

Your dashboard isn’t a set-it-and-forget-it software. Schedule weekly check-ins to assessment efficiency and month-to-month deep-dives to evaluate whether or not your tracked metrics nonetheless align with enterprise objectives.

Throughout every assessment, you should definitely:

• Determine top-performing campaigns and analyze what made them work
• Flag underperforming segments for testing or suppression
• Replace benchmarks based mostly on latest efficiency traits
• Add or take away widgets as your electronic mail technique evolves

Constructing your electronic mail advertising and marketing reporting dashboard appropriately from the beginning saves hours of rework later. Plus, with HubSpot’s connected reporting ecosystem, each electronic mail despatched turns into a knowledge level that ties on to the pipeline and income.

Professional Tip: HubSpot’s Breeze AI enhances electronic mail reporting with predictive send-time optimization, automated efficiency summaries, and actionable suggestions — serving to you notice patterns and alternatives extra rapidly throughout these critiques.

Templates for electronic mail advertising and marketing reporting

Professional Tip: If you happen to’re utilizing HubSpot’s Marketing Hub, you’ll be capable of seize electronic mail reporting dashboard information, A/B testing analytics, and contact-level engagement monitoring multi functional place, making it straightforward to tug these numbers in minutes.

Template 2: Month-to-month Government Abstract

Greatest for: Management updates, cross-functional stakeholders, price range discussions.

Quantity & Attain:

• Complete emails despatched: [Number]
• Common deliverability fee: [%]
• Listing measurement (finish of month): [Number]
• Web listing development: [+/- Number] ([%] change)

Engagement Abstract:

• Common open fee: [%] (benchmark: [%])
• Common CTR: [%] (benchmark: [%])
• Complete clicks: [Number]

Enterprise Influence:

• Conversions attributed to electronic mail: [Number]
• Income attributed to electronic mail: [$]
• Pipeline influenced by electronic mail: [$]
• High-converting marketing campaign: [Name]

Key Insights:

• [Insight about what worked]
• [Insight about audience behavior]
• [Recommendation for next month]

This template is simple to repeat and paste, making it easy to customise and share when crucial.

Template #3: Marketing campaign Put up-Ship Report

Greatest for: Particular person marketing campaign evaluation, A/B take a look at documentation, stakeholder recaps.

First, embrace the next data:

• Marketing campaign Title: [Name]
• Ship Date: [Date]
• Viewers Section: [Segment name and size]
• Marketing campaign Objective: [Primary objective]

Then, dive into the nitty-gritty parts of your electronic mail advertising and marketing marketing campaign:

Deliverability:

• Despatched: [Number]
• Delivered: [Number] ([%])
• Bounced: [Number] (Laborious: [#] / Smooth: [#])

Engagement:

• Opens: [Number] ([%])
• Distinctive clicks: [Number] ([%])
• Click on-to-open fee: [%]
• High clicked hyperlink: [URL or CTA description]

Conversions & Attribution:

• Major conversion motion: [Description]
• Conversions: [Number]
• Conversion fee: [%]
• Income attributed: [$]

A/B Take a look at Outcomes (if relevant):

• Variable examined: [Subject line / Send time / CTA / etc.]
• Variant A: [Result]
• Variant B: [Result]
• Winner: [A or B] — [Why]

Takeaways:

• What labored: [Specific element]
• What to check subsequent: [Hypothesis]

Finally, these templates are supposed to function beginning factors to your workforce’s electronic mail reporting workflow. Be at liberty to edit them based mostly in your particular KPIs and stakeholder wants.

Electronic mail advertising and marketing reporting instruments (at a look)

Electronic mail advertising and marketing reporting instruments

1. HubSpot (Advertising Hub)

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Greatest for: B2B groups that want electronic mail reporting related to gross sales pipeline and income attribution in a single platform.

HubSpot’s Marketing Hub gives complete electronic mail reporting dashboards, A/B testing analytics, and contact-level engagement monitoring — all related on to your CRM.

HubSpot’s key electronic mail advertising and marketing reporting options:

• Native CRM integration ties each electronic mail interplay to contact information, offers, and income
• Multi-touch attribution reporting (that reveals how electronic mail influences the pipeline at every funnel stage)
• Customized dashboard builder with drag-and-drop widgets
• Listing well being monitoring (monitoring development, churn, and section efficiency over time)

HubSpot pricing (Advertising Hub):

• Starter: $9/month
• Skilled: $800/month
• Enterprise: $3,600/month

2. Klaviyo

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Greatest for: E-commerce manufacturers that want direct income attribution tied to product catalog information.

Klaviyo makes a speciality of e-commerce electronic mail reporting with deep integrations into Shopify, WooCommerce, and different on-line storefronts.

Klaviyo’s key electronic mail advertising and marketing reporting options:

• Income-per-recipient monitoring
• Predictive analytics (together with buyer lifetime worth and churn threat scores)
• Section efficiency comparability displaying engagement by buyer cohort
• Product-level attribution (i.e., figuring out which emails drive particular SKU purchases)
• Benchmark information

Klaviyo pricing:

• Free: $0/month
• Electronic mail (1,001 to 1,500 profiles): $45/month
• Electronic mail (1,501 to 2,500 profiles): $65/month

*Be aware: Pricing for Klaviyo is predicated on the variety of energetic profiles.

3. Mailchimp

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Greatest for: Small to mid-sized companies looking for user-friendly electronic mail reporting with no steep studying curve.

Mailchimp gives accessible electronic mail advertising and marketing reporting for small companies and rising groups with easy dashboards and business benchmarking.

Mailchimp’s electronic mail advertising and marketing reporting options:

• Marketing campaign efficiency snapshots with open fee, CTR, and income monitoring
• Comparative reporting throughout campaigns to establish traits
• Click on maps and subscriber exercise timelines
• Business benchmark comparisons
• Content material optimizer with AI-driven suggestions for topic traces and ship occasions

Mailchimp pricing (0-500 contacts):

• Free: $0/month
• Necessities: $13/month
• Normal: $20/month
• Premium: $350/month

*Be aware: Pricing for Mailchimp is predicated on the variety of contacts.

4. Salesforce Marketing Cloud

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Greatest for: Enterprise organizations already invested in Salesforce who want electronic mail reporting unified with gross sales and repair information.

Salesforce Advertising Cloud delivers enterprise-grade electronic mail reporting with deep integration into the Salesforce CRM ecosystem.

Salesforce Advertising Cloud key electronic mail advertising and marketing reporting options:

• Cross-channel journey reporting (connecting electronic mail to SMS, push, and promoting touchpoints)
• Customized report builder with SQL question entry for superior evaluation
• Deliverability monitoring
• Account-based reporting

Salesforce Marketing Cloud pricing:

• Salesforce Starter: $25/month
• Advertising Cloud Progress Version: $1,500/month
• Advertising Cloud Superior Version: $3,250/month

5. ActiveCampaign

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Greatest for: Groups operating refined automation workflows who want visibility into sequence-level efficiency.

ActiveCampaign combines electronic mail reporting with automation efficiency monitoring, displaying how particular person emails carry out inside complicated sequences.

ActiveCampaign’s key electronic mail reporting options:

• Automation funnel reporting
• Web site monitoring integration connecting electronic mail clicks to on-site conduct
• Deal attribution
• Break up testing experiences for topic traces, content material, and automation paths
• Engagement tagging

ActiveCampaign pricing (electronic mail options solely):

• Starter: $15/month
• Plus: $49/month
• Professional: $79/month
• Enterprise: $145/month

6. Litmus

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Greatest for: Groups prioritizing electronic mail design optimization, accessibility compliance, and deep engagement high quality evaluation.

Litmus focuses on electronic mail analytics with an emphasis on rendering, accessibility, and engagement high quality metrics past opens and clicks.

Litmus’ key electronic mail reporting options:

• Electronic mail consumer and machine reporting
• Learn time monitoring
• Engagement scoring (that categorizes subscribers as readers, skimmers, or deleters)
• Accessibility checking
• Spam filter testing

Litmus pricing:

• Customized pricing solely, demo name required (see here)

Incessantly requested questions (FAQ) about electronic mail advertising and marketing reporting

Business-wide benchmarks usually miss the mark for area of interest markets because of restricted pattern sizes and viewers variability. Your most dependable email marketing reporting benchmarks are inside.

Nevertheless, I counsel constructing your personal baseline by:

• Monitoring your rolling 90-day common for every core metric (open fee, CTR, conversion fee, unsubscribe fee)
• Segmenting benchmarks by marketing campaign kind — promotional emails, newsletters, and transactional sends carry out in another way
• Documenting seasonal patterns particular to your viewers
• Evaluating efficiency throughout viewers segments relatively than towards exterior information

Additionally, use third-party benchmarks directionally, not prescriptively. In case your area of interest persistently sees 15% open charges whereas business experiences counsel 25%, your inside development information issues greater than the hole.

How can I rapidly QA a sudden drop in open or click on charges?

You most likely guessed this, however I’ll say it anyway: A sudden efficiency drop alerts a selected challenge.

To work by way of it, use this diagnostic guidelines:

Deliverability issues:

• Did your bounce fee spike? Test for listing high quality points or a nasty information import
• Did spam complaints enhance? Assessment latest content material for potential triggers
• Has your sending area or IP fame modified? Use instruments like Google Postmaster to confirm

Viewers or segmentation points:

• Did you ship to a brand new or completely different section than ordinary?
• Was the listing just lately cleaned, eradicating engaged contacts?
• Did you by accident embrace a suppression listing or exclude your most energetic subscribers?

Content material or technical errors:

• Did the topic line comprise spam-trigger phrases or damaged personalization tokens?
• Have been hyperlinks damaged, inflicting clicks to go untracked?
• Did photos fail to load, lowering engagement cues?

Exterior components:

• Did a serious occasion (vacation, information cycle) shift viewers consideration?
• Did Apple MPP or electronic mail consumer updates have an effect on monitoring accuracy?

The highest reporting options in electronic mail advertising and marketing software program — no matter which platform you’re utilizing — ought to embrace real-time alerts when metrics fall outdoors regular ranges. Nevertheless, for those who’re utilizing HubSpot, its Reporting and Dashboard Software enables you to examine the underperforming ship towards latest campaigns facet by facet, serving to you isolate the variable that modified.

Electronic mail advertising and marketing reporting ain’t so unhealthy in any case

HubSpot’s Marketing Hub helps your electronic mail reporting technique by:

• Connecting efficiency to income by way of unified dashboards that tie opens and clicks to closed offers and pipeline worth
• Segmenting engagement information dynamically (so you may analyze efficiency by viewers conduct, lifecycle stage, and marketing campaign kind)
• Integrating together with your CRM to centralize electronic mail metrics alongside contact information, gross sales exercise, and attribution information

Whether or not you’re sending weekly newsletters or automated nurture sequences, your emails deserve reporting that captures their true enterprise influence.

Able to construct electronic mail reporting that proves ROI? Get started with HubSpot’s Email Marketing Software to create skilled campaigns, monitor the metrics that matter, and join each ship to income — all from one platform.