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Did you know that over 1/4 of US consumers are likely to purchase a product after receiving a regular newsletter from a company? That means your audience probably already wants to buy from you – they just need a little push in the right direction.
If you're struggling with getting your email recipients to do what you want them to, it might be time to invest in an email marketing reporting and analytics tool. It's a foolproof way to discover what you need to change in your messaging to motivate your readers to take the desired action.
Read on to discover what an email campaign report needs to actually help you improve your campaign performance.
Email campaign report with SEINō: 3 key elements
Email campaigns are one of the most easily trackable digital marketing channels – and the most effective one, according to 51% of industry experts. You can analyze various metrics, including click-through rates and bounce rates, with ease. However, it would help if you had a solid reporting tool to get those valuable insights and flourish with a successful email marketing strategy.
If you're in the 47.2% of marketers whose email marketing campaigns are only somewhat effective, we have just the right solution for you.
The option with the most complex set of marketing reporting data that's also easy to read and navigate is SEINō. It combines the three key elements to help you create an informative, actionable email report template: integrations, crucial KPIs and customization.
Integration with Google Analytics and ESP
A good email marketing report generator automatically connects with your ESP to create email reports without wasting time on manual data collection and entry. SEINō does just that, providing you with near-real-time data about your campaigns.
Our broad list of integrations includes:
- Deployteq
- Salesforce Marketing Cloud
- Copernica
- SMTPeter
- Mailkit
- Braze
- Google BigQuery
- Google Cloud Storage
- MailCampaigns
- ActiveCampaign
- Selligent
- HubSpot
- Spotler
- Klaviyo
- Mailchimp
The best thing is that this tool also connects with web analytics tools like Google Analytics – and that's where we suggest you start your SEINō setup. Let us guide you through it.
https://www.youtube.com/watch?v=F41yRGbxNIs&ab_channel=SEIN%C5%8D%7CEmailAnalytics
In the video, you can see how easy it is to integrate your Google Analytics email data with our platform. The information might not be visible on your dashboards straight away, but it will soon start flowing through automatically without you lifting a finger.
You can connect your ESP with SEINō the same way. Just generate an API key in your email marketing platform first; you'll need this to connect with our platform.
Don't worry if you don't see your ESP or other tool crucial for your company on our integrations list. We're always working on new features to help you excel with your marketing. Contact us directly to discuss possibilities tailored to your needs.
Key metrics and targets
Once you get your SEINō account up and running, with data sources connected, it's time to organize that information into a report that will help you make sense of it all. Start by selecting the metrics that matter most for your organization and set up baselines for each.
At SEINō, we know what email KPIs and targets to measure to get a detailed and actionable overview of your email marketing campaigns. These are the most crucial metrics you need to have in your email marketing reports:
- Email bounce rate: The percentage of emails that didn't reach the address
- Email conversion rate: The percentage of subscribers who take the desired action after opening your email
- Revenue: SEINō is one of the few email analytics tools that gathers transactional metrics, like the number of transactions, total revenue, average order value, revenue per session and revenue per email sent
- Session duration: The time each recipient spends between opening an email and closing or navigating away from it
- Open rate: The percentage of subscribers who opened your email
- Sent all: The total number of emails you sent, including duplicates, bounces and unsubscribes
- Sent unique: The number of emails sent, excluding duplicates, bounces and unsubscribes
- Average order value: The effectiveness of your email marketing efforts in terms of revenue – the total income divided by the number of emails received
- Complaint rate: The percentage of people who mark your email as spam or file a complaint via their ESP
- Email deliverability: The rate of your emails that make it to the inbox (rather than getting lost or landing in spam and junk folders)
- Email click-through rate: The percentage of people who click through to a link in your email that directs them to somewhere else, e.g., your landing page or shop
- List growth rate: SEINō has a rare feature that allows you to see how your customer base is developing by monitoring your subscriber list over time (new subscribes vs unsubscribed)
- Forwarding rate: The percentage of recipients who shared your email with others
The intuitive SEINō software lets you set specific targets for each of the metrics listed above.
Let us take you through it with this short tutorial:
https://www.youtube.com/watch?v=b97ZTBxHwHg&ab_channel=SEIN%C5%8D%7CEmailAnalytics
You can also set alerts that will be sent to the person responsible whenever any of the baselines get crossed. For some metrics, that means going over a certain limit (like the unsubscribe rates), for others – going under (like click-through rates).
Here's another video to help you set up alerts so you never miss a situation that needs your immediate attention:
https://www.youtube.com/watch?v=IFS-I0l37Ow&ab_channel=SEIN%C5%8D%7CEmailAnalytics
Viewing options
The next step is to sort those KPIs into views that make sense for you and your marketing team. We know raw data can seem like a jumble of nonsense, so we designed various visual representation choices. You’ll gain a clear understanding of your strengths and identify areas needing immediate attention.
There are plenty of other visualization options you can choose from, such as:
- Grouping
- Pivoting and filtering data
- Dashboarding
- Displaying data from BigQuery in tables
- Exporting data
Watch this video to see how easily you can switch between views and customize your email campaign report:
https://www.youtube.com/watch?v=sXjes7j4PcY&ab_channel=SEIN%C5%8D%7CEmailAnalytics
SEINō stands out from other email reporting tools with a rare feature that allows you to benchmark campaigns against each other. Most software for analyzing email performance only lets you track and view one campaign at a time. With our campaign monitor, you can compare your marketing strategies in one reporting view. That makes it easier to spot patterns and discover which elements perform the best.
We also segment your subscribers into groups based on their behaviors and engagement. You may have more target audiences than you thought, and each of them needs a different communication strategy approach.
That brings us to our last point – our system's A/B testing capabilities. SEINō isn't limited to email marketing analytics. It also lets you test and optimize your email campaign ideas. Split-test any element of your email campaigns between the same or different audiences.
You can experiment with pretty much anything, like subject lines, CTAs, layout, design etc. Then, use the collected insights to change and optimize in real time with just a few clicks.
Benefits of creating an email campaign report with SEINō
An email campaign report that includes details like transactional data and subscriber list growth rate gives you actionable information about how and what to improve. Some of the main benefits you get from using SEINō on top of your ESP include:
- Hours saved on the time-consuming task of pulling data from various sources
- Prioritized efforts and a clear view of the potential of your email marketing compared to your other channels
- Strategic decision-making based on a thorough understanding of your audience
- Optimization opportunities discovered by pinpointing your weakest points
- Effective communication and a responsive relationship with your customers
- Increased sales achieved by improving your marketing strategies and tracking revenue data
Source: HubSpot
To better illustrate the potential of using email performance data effectively, we'd like to introduce you to Glanbia – the largest sports supplement seller in the world and one of our clients. Their many brands (including primarily Body&Fit and Optimum Nutrition) grew from operating in four to 13 countries in just two years.
SEINō gives Glanbia real-time insightful metrics into their email marketing campaigns. With our transactional email service, they can see their revenue levels with our up-to-the-minute e-commerce data mapping. Their CRM manager says they save 90% of the precious time that they used to spend on generating reports. Now, they make comprehensive weekly reports in minutes.
For all of their globally branching brands, Glanbia saves roughly 16 hours weekly with a tool that can pull data from their email provider and sort it automatically. They make use of it for segment analysis, personalization of email messages and A/B testing that collectively allow them to better reach and engage their email subscribers, ultimately driving revenue.
Schedule a demo to discuss how we can help you achieve similar results with your marketing email strategy.
SEINō email campaign report example
At this point, you should have everything you need to create your campaign analysis.
Here's an email marketing report example we've created to illustrate what working with SEINō looks like.
Conclusion
Email continues to be in the top three digital marketing channels. However, it's pretty much useless if you don't know what you're doing with it and what results your efforts are bringing.
Copying data from your email provider, pasting it into spreadsheets, pulling transactional Google Analytics email data and combining it all is many hours of work. Not to mention, it's easy to make mistakes or miss some information in the process. But creating an email campaign report doesn't have to be hard.
SEINō is an email analytics software that offers advanced reporting and segmentation tools that illustrate your subscribers' behavior and preferences. Based on the graphs, charts and dashboards you generate, you can easily create segmented lists and targeted campaigns that will resonate with your particular audience. With our integration solutions, you'll never have to worry about manual data entry again.
Schedule a demo today and start using SEINō with a free trial.
Email campaign report: FAQ
What is an email campaign report? An email campaign report is simply a summary that includes all the most important metrics of your email marketing campaign. The collected insights and data help marketers assess the impact, performance and effectiveness of their email marketing efforts. The report includes various KPIs, such as the open rate, unsubscribe rate and other factors that affect your digital marketing success.
How do you write an email campaign report? Creating an email campaign report is easy with SEINō. Sign up for our service and choose the plan that works best for you. Next, connect our tool with your Google Analytics data and other information sources. Set up which KPIs you want to track, and we'll do the rest for you – that is, present your subscriber engagement, revenue and detailed information about the success rate of your campaigns in a comprehensive, visually appealing way.
How do you analyze an email campaign? To analyze the data from your email campaign reports, you have to consider how each of your email marketing KPIs influences your results. For example, if you have a low open rate, you should probably work on making your subject line more relevant to the reader. Consider your industry averages and look at your historical data to see whether you're improving.
