Compared to other marketing strategies, email marketing is the one that marketers appreciate the most. This is because it has a phenomenal Return on Investment (ROI) and, for the most part, produces outcomes that are simple to monitor. However, until they are correctly reported, the ROI or any other email measure will never truly demonstrate the efficacy of an email marketing plan.

An email marketing report can be useful in this situation. For marketers, managers, and other stakeholders, it’s crucial and beneficial to understand how effective an email marketing campaign is.

What is a report on email marketing?

A full analysis of the campaign or plan overview is contained in an email. It may include information on website visits, typical online sessions, bounce rate, and conversion rate, depending on the Key Performance Indicators (KPIs) that are most important to you.

Managers, clients, and other stakeholders can all benefit from email marketing reports, in addition to marketers.

Why is it required?

A marketer’s arsenal should definitely include email marketing reports for a number of reasons.

First off, it aids in prioritising the most crucial techniques or strategies. Each marketer has a finite amount of time and money to improve marketing performance. They are setting themselves up for failure if they blindly implement various techniques without properly analysing how each operates.

You may effectively compare the results of your email marketing efforts to those of other marketing channels like pay-per-click (PPC) or social media by using an email marketing report.

In addition, you promote factual reporting rather than making assumptions about the outcome of your campaign. Important metrics like open rates, click-through rates (CTR), and conversion rates will be available for you to learn about. This therefore gives you the ability to make constant adjustments and upgrades to foster long-term subscriber engagement.

Advice on how to make an email marketing report template

Here are some helpful hints to make sure your report is efficient, simple to read, easy to understand, and informative before we talk about what to add in your template.

Use a basic, elegant layout.

Information is presented in an organised, clear, and easy manner. Data that can be quickly understood is what you need. Reading becomes challenging when there is too much information on the page, and you run the danger of missing crucial details.

Use tables, charts, and graphs if you need to convey a lot of information. You may quickly reach the core of a design by eliminating any unnecessary details.

Prepare in accordance with the list’s sections.

Your email list should be segmented; you should group your users by their interests, purchasing patterns, etc. These categories should be included in your report since segmented audiences are more likely to respond favourably to email campaigns. As a result, you should use list segmentation to gauge the success of your email marketing.

Give details about customer journeys

A customer journey is the path that directs a customer to carry out an action, like making a purchase during a seasonal sale. This might take the form of a series of emails outlining the approaching sale, for instance.

Customer journey information and conversion-related data, such open rates and CTR, should be included in your email marketing report. You may duplicate a successful campaign using this information and enhance unsuccessful ones.

Separate laptop vs. mobile reporting

It’s best to avoid assuming that the vast majority of your readers open your emails on laptops or desktops. Emails are opened more frequently these days on phones and tablets. As a result, you should examine and incorporate stats for both mobile and laptop devices in your email marketing report.

By doing this, you might uncover some gems that will help you expand your email list and, in turn, your business.

For instance, data may show that more B2B clients are interacting with you on a laptop because it’s necessary for their jobs. On the other hand, B2C clients may make more mobile purchases when they browse your app on their phones.

You may better segment your list and send effective, targeted emails to various client groups by using the information in your report.

Examine the unsuccessful and successful campaigns to get insights

Some marketing initiatives will perform better than others. Though disheartening, failures can also teach us what to avoid doing in the future.

When it comes to successful campaigns, you’ll want to understand why they worked so well in order to duplicate them or make adjustments to make them even more effective. In either case, these insights are helpful if you want to create email marketing campaigns that are successful.

What belongs in a template for an email marketing report?

For maximum effectiveness, an email marketing report template should include the information below.

Performance review via email

An email performance summary that gives you a quick overview of how well your content is doing should be included in your email marketing report. You’ll be able to determine which parts require work and identify content that is performing well that you might want to use again in a future campaign.

Include the following details in your email performance summary:

  • Discover which campaigns are doing best or worse by looking at which emails have the highest open rates and click-through rates.
  • The best or worst performing sequences – If you send a batch of emails, monitor how they perform and compare their performance to that of past campaigns.
  • Best or worst automations? Find the outlier emails and figure out how to fix them.

Subscription count

The number of subscribers you have should also be included in an email marketing report template. You can monitor the growth pace of your email list by knowing how many individuals are getting your emails.

Your report should, ideally, reflect high subscription numbers and low churn rates. However, if your subscriber base is diminishing, you can use this measurement to determine whether customers are genuinely interested in your service or item.

Number of emails sent

For the first three months of the previous year, how many emails did you send to a single address? Suppose this year? Do you have statistics comparing the volume of emails sent in recent years? Sending more emails means spending more money on email marketing.

You can decide whether to step up your email game in the following campaign by knowing the total number of emails sent to one address.

Total traffic to a website

Email marketing seeks to boost website traffic and lead generation in order to increase conversions. But in addition to email advertising, website traffic can also be impacted by social media, SEO, and other factors.

As a result, the overall website traffic should be included in your email marketing report template. Don’t assume that numbers only represent total traffic.

You’ll need information on traffic by each media if you want to monitor the success of email marketing efforts. You may also spot trends and seasons by comparing monthly and yearly data.

Click-Through Rate for Email

How many recipients of your emails clicked a link is measured by email CTR. While unique CTRs track how many of your subscribers visited a specific link in an email, total CTRs track how many clicks an email receives overall.

To determine whether consumers are interested in your offers, you should place greater emphasis on distinctive CTRs.

Open Rate for Email

Email open rates, as the name suggests, let you know how many people really read the email you sent.

You should include this as one of the key indicators on your email marketing report template since you don’t want to be caught off guard by falling open rates. Your campaigns may be optimised and incoming problems that could otherwise thwart your marketing efforts can be immediately fixed with a solid understanding of your email open rate.

That stated, email open rates are less trustworthy than other measures due to Mail Privacy Protection (MPP), which Apple announced in June 2021.

Email bounce

When an email is unsuccessful in its attempt to reach the intended address, it bounces. They have an impact on your open rate, therefore this is another measure you should monitor. Email bounces fall into one of two categories:

Emails that fail to deliver to a recipient’s inbox softly are called soft bounces. A full inbox, as an illustration

Hard bounces – The email cannot possibly be delivered. The email address, for instance, is incorrect.

Sometimes soft bounces can’t be avoided, but they only last a short while. However, you should make sure that there aren’t many hard bounces. You can do this by routinely cleansing your email list.

Rate of unsubscribe

Even though a high unsubscribe rate in your email marketing report can be disheartening, you must have this information. Keeping track of this enables you to look into the reasons why people are choosing to unsubscribe.

It enables you to enhance or address problems that may be contributing to a decline in the number of members. For instance, you might want to trim back in this area if you’ve been sending out a lot of emails lately and unsubscribe rates have increased.

Number of conversions overall

One important measure that you should monitor is conversion rate. It displays how many recipients of your email really did something after clicking a link in it. For instance, they bought something from your website after clicking on a campaign.

Conversion rates are crucial to your marketing objectives and, consequently, to the expansion of your company. Having information on conversion rates enables you to identify areas for improvement and make the necessary adjustments for successful outcomes.

For instance, you could want to increase your call-to-action if your email open rates are high but your CTR and conversion rates are poor (CTA).

Health of email subscriber lists

The health of your email subscriber list is crucial. It provides you with insight into how consumers perceive and react to your brand.

It takes hard to maintain a healthy list, but the effort is worthwhile. Some elements of a healthy list, such as the total number of subscribers, unsubscribe rate, number of emails sent, open rate, CTR, and bounce rate, have already been discussed.

When assessing for a good email list, you should also take deliverability rate and reported spam rate into account.

Check how frequently people mark your email as spam because this has an impact on its reputation. Deliverability rates—the proportion of emails that really make it to your recipients’ inboxes—should be readily available to you.

Additionally, it’s crucial to regularly clean up your email list and get rid of any addresses that haven’t been used in a while.

Summary of long-term and short-term engagement

Last but not least, a summary of short- and long-term involvement should be included in an email marketing report template.

Having this information may possibly assist your brand enhance engagement rates because not all subscribers are equally interested with your brand.

Data about your most active subscribers’ demographics and market segments should be included in your report. These people have brand advocates potential because they adore what you’re selling.

Pay attention to subscribers who require re-engagement as well. These are people who used to be active but have stopped. They won’t respond to emails for diapers or baby apparel, for instance, if you’re selling newborn diapers and their kids are already potty trained. To learn more about their present needs, you may add them to an email retargeting campaign and send them fresh emails.


Report creation can become tedious, especially if you do it regularly. However, if you want to expand your organisation, email marketing reports are crucial. If you choose not to do it, you run the danger of losing important data that your company may require to advance.