An electronic mail advertising and marketing report measures marketing campaign and automation efficiency throughout opens, clicks, and income, serving to you establish what generates gross sales versus what wastes price range. With out stories, you’re guessing at effectiveness.
Reviews expose issues shortly. Low open charges imply deliverability points, whereas excessive unsubscribes after promotions point out pricing misalignment. Information replaces assumptions with measurable marketing campaign enhancements.
Be part of us under to grasp electronic mail advertising and marketing analytics and study which metrics matter, benchmark towards trade requirements, and spot income alternatives in your knowledge.
Observe electronic mail efficiency, income attribution, and optimize campaigns with Omnisend’s built-in analytics
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Why electronic mail advertising and marketing reporting and analytics matter
With out electronic mail reporting, you’re sending blind. You received’t know if campaigns attain inboxes, get opened, or generate income, making each ship an costly guess.
Statista predicts that world electronic mail customers will attain 4.6 billion by 2025, including 600 million new inboxes since 2020. Reviews are the easiest way to achieve these customers profitably, displaying which segments purchase versus which don’t have interaction.
Reveal bottlenecks in your advertising and marketing
Reviews expose the hole between what you suppose works and what drives income. A marketing campaign with 40% opens however 2% clicks has compelling topic strains however weak content material. Excessive unsubscribes after low cost emails recommend your viewers expects completely different presents.
Uncover hidden income
Omnisend’s 2025 Ecommerce Advertising Report reveals that automated emails drove 37% of sales from just 2% of email volume. E mail stories enable you spot your most vital alternatives to pivot in direction of flows that enhance gross sales.
Observe returns on funding
Omnisend’s Gross sales tab breaks down income by supply, displaying how a lot comes from electronic mail versus different channels. You’ll see which campaigns generate revenue and which lose cash, revealing your true marketing ROI past trade averages.
Shield your sender repute
Excessive spam complaints from one poorly focused marketing campaign can cut back inbox placement for all future sends. Reviews present when bounce charges spike or engagement plummets. You want these warning indicators to regulate your technique earlier than Gmail and Yahoo filter your emails as spam.
“E mail advertising and marketing by Omnisend averages $68 per greenback spent, however your outcomes fluctuate by marketing campaign sort. An electronic mail advertising and marketing software that attributes income to a number of channels helps you cease losing price range on campaigns that don’t convert and double down on people who do.”
— Evaldas Mockus, VP of Development at Omnisend
Key electronic mail metrics to trace in your report
You want visibility throughout all efficiency indicators since one weak metric can undermine your whole electronic mail program, even when others look wholesome. Look ahead to these metrics:
- Open fee: The proportion of recipients who opened your electronic mail. Topic line A/B testing will assist enhance your open fee.
- Click on-through fee (CTR): Complete clicks divided by complete sends. Opens imply nothing if no one clicks — this metric separates curiosity from real curiosity.
- Click-to-open rate (CTOR): Your content material high quality rating. A 5% CTOR means 95% of openers discovered nothing price clicking, losing their time and your cash.
- Bounce fee: Invalid addresses that reject your emails. Every bounce damages your sender repute, affecting whether or not future emails attain the inbox.
- Unsubscribe fee: The brutal fact about your relevance. Each unsubscribe represents misplaced future income and a vote towards your messaging.
- Conversion fee: Orders divided by delivered emails. The hole between clicks and conversions exposes checkout friction or pricing disconnect.
- Spam grievance fee: Your repute killer. Inbox suppliers share grievance knowledge, so one unhealthy marketing campaign affects deliverability all over the place.
- Income per electronic mail: Complete gross sales attributed divided by sends. Helps strip away engagement theater to point out what every marketing campaign earns.
- Cell vs desktop efficiency: The place your viewers engages. Cell-first isn’t common — B2B consumers usually buy throughout desktop work hours.
- Record progress developments/internet new subscribers: New subscribers minus losses. Shrinking lists power increased conversion charges to take care of income ranges.
Omnisend’s reporting dashboard tracks all these metrics mechanically, updating reside as campaigns run, orders occur, and subscribers have interaction — no guide calculations or spreadsheet exports wanted.
Watch this video to study extra about Omnisend’s metrics and electronic mail reporting:
The way to analyze electronic mail marketing campaign efficiency
Observe these six steps for electronic mail marketing campaign evaluation in Omnisend:
Step 1 — Overview marketing campaign leads to the reporting dashboard
Open Omnisend and head to Reviews, then click on Campaigns. Each metric updates reside as orders are processed, providing you with present efficiency knowledge with out ready for in a single day updates:
Use these filters to discover your electronic mail marketing campaign stories:
- Channel Selector: Filter by electronic mail, SMS, or push to see which will increase income versus draining price range
- Date Vary: Evaluate Black Friday to common weeks or observe efficiency modifications after main technique shifts
- Time Granularity: Day by day views catch rapid issues whereas month-to-month views reveal gradual deliverability decay or viewers fatigue
Step 2 — Evaluate efficiency throughout completely different audiences, segments, and channels
Section comparability reveals which buyer teams create income versus these costing cash. VIP prospects may present 40% open charges whereas new subscribers barely hit 15%.
Use these insights to regulate ship frequency by section worth. Excessive-performing segments deserve extra consideration, whereas underperformers want completely different content material approaches or diminished sending to forestall unsubscribes.
Step 3 — Observe developments over time
Look ahead to gradual shifts that single electronic mail advertising and marketing stories miss. Open charges dropping from 25% to twenty% over three months means you’re heading towards spam folders. Rising unsubscribes after promotional emails reveal pricing fatigue or provide misalignment.
Omnisend’s Professional plan consists of Channel Tendencies as a part of its Superior Reviews characteristic, displaying a number of graphs over customized date ranges:
Weekly monitoring catches these warning indicators early. A 5% open fee decline mounted as we speak prevents touchdown in spam tomorrow, the place restoration takes months of repute rebuilding.
Step 4 — Use income attribution to grasp what drives gross sales
Income attribution connects each greenback to its supply marketing campaign. Product launches may generate buzz, however deserted cart emails might generate twice the income.
Attribution knowledge reshapes price range allocation selections. Why spend on flashy campaigns when automated flows quietly generate most gross sales with minimal ongoing effort or value?
This screenshot reveals the depth of income attribution that Omnisend collects:
Step 5 — Monitor gadget breakdown and optimize design accordingly
Machine stories present the place prospects learn versus the place they purchase. Cell dominates opens, however desktop may account for 80% of income for B2B manufacturers.
Design priorities grow to be clear with this knowledge. Cell-optimized templates matter much less in case your viewers persistently purchases throughout desktop work hours somewhat than shopping on telephones.
Step 6 — Determine your prime and worst-performing campaigns
Kind campaigns by income per electronic mail to search out hidden winners and costly failures. That “boring” product replace may outperform your greatest sale announcement.
Backside performers want rapid consideration. Each ship to unengaged segments might injury your sender repute as individuals unsubscribe and add you to their junk folder. Additionally, unengaged segments will eat into your ship and speak to limits with none profit.
Benchmarks and electronic mail efficiency examples
Industry benchmarks present context to your efficiency, however your precise outcomes depend upon viewers high quality, content material relevance, and sending frequency.
Probably the most attention-grabbing end result from our world benchmarks is that automations outperform campaigns by a big margin.
Take a look at these benchmarks for campaigns and automations:
The info above proves that automated flows outperform guide campaigns, and it isn’t even shut, with open charges leaping 52%, clicks hovering 332%, and conversions sitting 2,361% increased.
Omnisend helps you perceive your automation performance with Particular person Workflow Reviews, which give a granular view of gross sales and efficiency over time. Right here’s a screenshot of a Welcome Circulation report:
Present electronic mail efficiency requirements
- 26.6% of emails received opened globally in 2024, marking 4 straight years of progress per Omnisend’s knowledge
- Click on charges fell from 1.49% to 1.22%, however right here’s the twist — these fewer clicks transformed 27.6% extra usually
- Promotional campaigns usually lose 0.5% to 1% of subscribers per ship based mostly on inside Omnisend knowledge
Keep in mind, these benchmarks shift always. What issues most is thrashing your earlier efficiency and understanding why some campaigns outperform others.
La Machine Cycle Membership achieves 64% open charges and seven% click on charges on automation emails. It triggers them round main biking occasions and provides loyal subscribers unique reductions throughout Black Friday.
E mail advertising and marketing report templates and dashboards
Your electronic mail advertising and marketing report ought to cowl income generated per marketing campaign, issues to repair, and subsequent actions. The whole lot else is noise that obscures crucial selections.
Embrace these parts in your electronic mail advertising and marketing report template:
Government abstract
Three sentences capturing complete income, top-performing campaigns, and first points needing consideration for fast efficiency evaluation.
KPI overview
Your 5 most necessary metrics on one web page. Open fee, CTR, conversion fee, income, and unsubscribe fee inform the story quick.
Record well being metrics
New subscribers minus unsubscribes and bounces. Unfavourable progress means you’re burning by means of your viewers quicker than you’re constructing it.
Income and conversion monitoring
Which emails earn cash? Your Welcome sequence may drive 40% of income whereas gross sales bulletins barely break even.
Marketing campaign-by-campaign breakdown
Particular person marketing campaign efficiency sorted by income per electronic mail. Reveals which message sorts and ship instances generate income versus people who waste assets.
Section-level insights
Efficiency cut up by buyer sort. First-time consumers want completely different messaging than VIPs who’ve bought 20 instances.
Omnisend’s dashboard mechanically organizes these sections with out spreadsheet exports or guide calculations. Advanced Reports, a characteristic within the Professional plan, go additional with open charges, click on charges, positioned order charges, and income for all segments.
Right here’s an electronic mail advertising and marketing report instance — be happy to steal it, use it, and current it inside your enterprise. Simply make sure that so as to add your knowledge and pictures:
Government abstract
[Placeholder — insert your content]Reporting interval: [Date range]
- Complete income generated: $[Amount]
- Prime performing marketing campaign: [Campaign name] – $[Revenue]
- Main difficulty: [Main problem requiring attention]
Key efficiency indicators
| Metric | This era | Earlier interval | Change |
|---|---|---|---|
| Open fee | _% | _% | +/-_% |
| Click on-through fee | _% | _% | +/-_% |
| Conversion fee | _% | _% | +/-_% |
| Income per electronic mail | $_ | $_ | +/-$_ |
| Unsubscribe ate | _% | _% | +/-_% |
Income and conversion monitoring
Income by marketing campaign sort
- Automated flows: $[Amount] ([X]% of complete)
- Welcome sequence: $[Amount]
- Deserted cart: $[Amount]
- Browse abandonment: $[Amount]
- Guide campaigns: $[Amount] ([X]% of complete)
- Promotional: $[Amount]
- Instructional: $[Amount]
- Product launch: $[Amount]
Prime 5 revenue-generating campaigns
- [Campaign name] – $[Revenue] – [Revenue per email]
- [Campaign name] – $[Revenue] – [Revenue per email]
- [Campaign name] – $[Revenue] – [Revenue per email]
- [Campaign name] – $[Revenue] – [Revenue per email]
- [Campaign name] – $[Revenue] – [Revenue per email]
Record well being metrics
| Metric | Rely | Change |
|---|---|---|
| Complete subscribers | [Number] | +/-[Number] |
| New subscribers | [Number] | +/-[Number] |
| Unsubscribes | [Number] | +/-[Number] |
| Arduous bounces | [Number] | +/-[Number] |
| Internet progress | [Number] | +/-[Number] |
Section efficiency
| Section | Dimension | Open fee | CTR | Income | Rev/electronic mail |
|---|---|---|---|---|---|
| VIP prospects | [Number] | _% | _% | $[Amount] | $_ |
| New subscribers | [Number] | _% | _% | $[Amount] | $_ |
| Inactive | [Number] | _% | _% | $[Amount] | $_ |
| [Custom segment] | [Number] | _% | _% | $[Amount] | $_ |
Machine efficiency
| Machine | Opens | Clicks | Orders | Income |
|---|---|---|---|---|
| Cell | _% | _% | _% | $[Amount] |
| Desktop | _% | _% | _% | $[Amount] |
| Pill | _% | _% | _% | $[Amount] |
Downside areas requiring motion
Rapid points
- [Issue 1]: [Description and impact]
- [Issue 2]: [Description and impact]
Efficiency developments
- Declining metric: [Metric] down _% over [timeframe]
- Bettering metric: [Metric] up _% over [timeframe]
Suggestions
- Fast wins
- [Action item with expected impact]
- [Action item with expected impact]
- Strategic modifications
- [Longer-term improvement with rationale]
- [Longer-term improvement with rationale]
- Testing priorities
- [What to A/B test next]
- [Segment to focus on]
The way to use insights out of your electronic mail stories
E mail efficiency knowledge with out motion wastes everybody’s time. Right here’s the way to repair widespread issues your stories reveal:
Low click on charges regardless of good opens
Your topic line delivers, however the content material disappoints. Exchange textual content hyperlinks with contrasting buttons. Place your CTA above the fold. Reduce the copy size and add concise headings that get your level throughout sooner.
Excessive clicks, poor conversions
Emails work, touchdown pages don’t. Examine for worth mismatches between electronic mail and website, damaged cellular checkout, sluggish web page load instances, or excessive delivery prices that seem solely at checkout and shock consumers away.
New subscribers aren’t shopping for
They don’t know you but. New subscribers want proof you’re price their cash — buyer opinions, bestseller lists, or return insurance policies. Your welcome sequence ought to construct confidence, not simply push merchandise.
Unsubscribe charges spike
Discover the set off behind the spike. Kind campaigns by unsubscribe fee to establish downside emails. A 3% unsubscribe spike may imply you promoted the flawed product, despatched it at a nasty time, or hit a nerve with messaging.
First rate electronic mail metrics however flat income
You’re emailing the flawed individuals, or your presents aren’t ok. VIP prospects want unique presents, whereas new subscribers want schooling. Section your checklist based mostly on buy historical past and ship prospects customized content material.
Cell opens dominate, however desktop drives income
Your emails look nice on telephones, however checkout fails there. Take a look at the entire buy circulate on cellular or add “finest considered on desktop” for advanced merchandise. Create a one-page checkout and let individuals pay with Google and Apple Pay to make shopping for quicker.
Wrap up — observe smarter, develop quicker
E mail metrics work collectively — opens present deliverability, clicks reveal content material high quality, and conversions show all the pieces aligned. However income per electronic mail connects all these dots to precise revenue, not simply exercise.
Observe the entire journey from inbox to buy. Know which segments spend, which automations convert, and why some campaigns generate 10 instances extra income than others regardless of comparable open charges.
Omnisend automates this electronic mail advertising and marketing monitoring with out spreadsheet exports or guide calculations. Your dashboard reveals what drives income, what wants fixing, and the place to focus subsequent. Information drives selections, not guesswork.
Be part of Omnisend to trace each electronic mail open, click on, and sale with income attribution per channel
Fast enroll | No bank card required
FAQs
A breakdown of marketing campaign efficiency monitoring open charges, clicks, conversions, and income. It reveals which emails earn cash versus these which are losing price range.
Income per electronic mail, engagement charges by section, gadget breakdowns, deliverability warnings, and pattern comparisons. Important knowledge for killing unhealthy campaigns and scaling winners.
Goal the precise individuals, Time sends appropriately, Template for readability, Take a look at all the pieces always, and Observe outcomes obsessively. Miss one T and campaigns fail.
Permission to ship, Personalization that issues, Efficiency that reaches inboxes, and Revenue from each marketing campaign. It’s an old-school framework that also applies to trendy electronic mail technique.
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