Did you know your email marketing ROI can grow to 400% in just one year? Studies show that about half of the marketing professionals surveyed in 2022 saw at least a 2x YoY improvement in their ROI rate.
How are they doing it?
There are many aspects to overall success when it comes to your email marketing campaigns, but the foundation for improvement is always an effective email marketing report. This document gives you all the necessary information to see what you're doing well and what you need to change to drive success.
Below, you'll find a step-by-step guide to creating your very own informative email campaign report with SEINō's powerful, customizable analytics options.
Creating an email marketing report with SEINō: A step-by-step guide
SEINō is an email analytics tool designed to give you near-real-time insights into the performance of your email marketing efforts. Additionally, our software features advanced reporting and segmentation tools that show your subscribers' behaviors, tendencies, preferences and list growth.
This highly customizable and easy-to-use system lets you tailor it to fit the specific needs of your company's strategy. Let us show you how to use it to create an email marketing report that will help you grow.
Connect SEINō to Google Analytics
First, let's take you through how to connect SEINō to your Google Analytics email data.
After logging in to your brand new SEINō account, click 'Manage account' from the drop-down menu that will show up on the right, below your profile icon.
It will take you to the 'Settings & members' section. Choose the 'Integrations' tab visible at the top of the page. You'll notice that Google Analytics is the first option on the list.
When you select 'Connect', we'll take you to this page.
Click 'Enable' and pick one of the two options from the screenshot below. We suggest you choose the 'Personal user account' for now to make the setup process easier.
Pressing 'Connect' will take you straight to the Google login window. Type in your Gmail and password as you usually would. Press 'Allow' when Google asks if you want to let SEINō access your account.
It's as easy as that! Now, your accounts are connected. You can add GA views and markers from the drop-down list on the right. The Google Analytics data will start to flow in automatically.
Connect SEINō to your email marketing platform
You'll be able to integrate SEINō with your email marketing platform similarly with just a few clicks. First, generate an API key in your email marketing platform. You'll need to enter those credentials into SEINō in a minute.
Here's a short tutorial illustrating how easy it is to connect our email marketing report service with the rest of your company's tool set.
https://www.youtube.com/watch?v=F41yRGbxNIs&ab_channel=SEIN%C5%8D%7CEmailAnalytics
Our transactional email service integrates seamlessly with:
- Deployteq
- Salesforce Marketing Cloud
- Copernica
- SMTPeter
- Mailkit
- Braze
- Google BigQuery
- Google Cloud Storage
- MailCampaigns
- ActiveCampaign
- Selligent
- HubSpot
- Spotler
- Klaviyo
- Mailchimp
Don't see your ESP on the list? We're constantly working on new integrations with email service providers and automation platforms. Contact us to discuss possibilities tailored to your specific needs.
Select key metrics and KPIs
Now that you have all your data sources connected, it's time to select the email marketing KPIs that will help you assess your email marketing efforts. These are the top 13 most important metrics to track:
Bounce rate
A bounce occurs when an email can't be delivered to the recipient's address. Calculate the email bounce rate by dividing the number of emails bounced by the total number of emails sent. There are two types of bounces: hard bounces (when the email address is invalid or blocked) and soft bounces (caused by temporary issues like a full inbox or downed mail server).
Conversion rate
CVR is the percentage of email recipients who do what you want them to (make a purchase, for example, or sign up for an event) after opening an email. Calculate your email CVR by dividing the number of recipients who took the desired action by the total number of email recipients and multiplying by 100.
Revenue
SEINō is one of the few analytics tools that lets you create transactional email reports. You can track your overall revenue (money generated through your email campaigns over a certain time), revenue per session (money generated from each visitor session), revenue per email (calculated by dividing the total income by the number of sent emails), number of transactions and average order value.
Session duration
This is the amount of time someone spends engaging with your email content, from opening it to closing or navigating away. To calculate the average session duration, divide the total time subscribers spend on your email content by the number of sessions. This information shows you how engaged your audience is with your content.
Open rate
This statistic refers to the percentage of people who opened your email out of the total number of recipients. To find it, collect data about unique opens and divide it by the number of sent emails, then multiply the result by 100.
Sent all
This is one of those email marketing KPIs that speaks for itself. Total sends include even duplicates, bounces and unsubscribes.
Sent unique
This metric counts the number of subscribers who actually received your emails. By comparing it with 'Sent all' you can evaluate the effectiveness of your email marketing strategy. That way, you can determine the percentage of emails that bounced, were marked as spam or were unsubscribed. It also gives you an insight into your subscribers' engagement and list growth.
Average order value
To determine the AOV, divide the total revenue by the number of orders received. This metric shows how your email campaigns help to generate revenue.
Complaint rate
Complaints arise when someone marks your content as spam or files a complaint with their ESP about your content or sending frequency. Always handle complaints swiftly and seriously. If they're valid, apologize and ensure the issue doesn't happen again.
Email deliverability
You assess the success of your email inbox landing by tracking deliverability. This metric sums up the percentage of emails received and not redirected to spam or junk folders or completely lost. If your emails don't reach inboxes, your email campaigns are useless.
Click-through rate
The email CTR is the percentage of subscribers who click on a link from your email. To calculate click-through rates, divide the total number of clicks by the number of delivered emails and multiply the result by 100.
List growth rate
The subscriber dashboard widget is a unique SEINō feature that indicates how fast your customer base list is developing. We track the number of new subscribers over a specific period (minus unsubscribes), divide it by the total number of contacts before the growth period and multiply the result by 100.
Forwarding rate
This percentage shows how many people shared your email with others, indicating the potential for your content to go viral. To calculate it, divide the number of forwarded emails by the number of delivered emails and multiply the result by 100.
SEINō allows you to set specific targets for each metric listed above. Values below or above the baselines are displayed in red and green, respectively. That way, you can easily tell how well your email campaigns are doing. This is how you set it up:
https://www.youtube.com/watch?v=b97ZTBxHwHg&ab_channel=SEIN%C5%8D%7CEmailAnalytics
Customize visualization options
Our users get plenty of customization options. These include:
- Grouping
- Pivoting
- Filtering data
- Dashboarding
You can also export any information to share it easily with your team or stakeholders.
Unlike other tools for analyzing email performance data, SEINō allows you to benchmark your campaigns in one reporting view. Usually, you can only view results in ESPs per individual campaign.
The short video below explains how to customize your email report template to show any data or period you're interested in. It's all very straightforward; you'll find all the options in your dashboard’s 'Performance overview' section.
https://www.youtube.com/watch?v=sXjes7j4PcY&ab_channel=SEIN%C5%8D%7CEmailAnalytics
Set up automatic real-time alerts
The alerting feature is the best way to avoid unpleasant surprises that can come up in your marketing email campaign.
To set up alerts in SEINō, go to the 'Alerting' tab at the top of the page. When you press the 'Add alert' button, this window pops up. It’s prefilled here as an example.
When you click save, you'll be able to view the current state of this alert. Green means everything's fine, so nobody got notified. In the example above, the alert will be triggered (resulting in a red day marker) if the open rate is less than or equal to 20%. We consider that number a fairly good gauge – in 2022, close to 60% of marketers reported an open rate above 20%.
This is what the alerting email will look like:
There are plenty of ways you can customize these notification triggers. Check out this video about setting real-time alerts for any email metric if you need to see the process in more detail.
https://www.youtube.com/watch?v=IFS-I0l37Ow&ab_channel=SEIN%C5%8D%7CEmailAnalytics
Don't forget to check out our 12 best practices for B2B email marketing!
Why create an email marketing report with SEINō?
Wondering if it pays to focus on an in-depth analysis of your email marketing campaigns? Here's what a thorough email marketing report can do for you:
- Time savings: After introducing SEINō into their toolset, Glanbia gained real-time insights into their transaction and revenue data from email campaigns. Their CRM team reduced their weekly reporting time by 90% – from 16 hours to just a few minutes.
- Improved decision-making: With a comprehensive email marketing report to guide you, you can make data-driven adjustments to your future campaigns. SEINō helps you understand your audience's behavior, allowing you to personalize content and target more effectively.
- Prioritized efforts: Carefully analyzing your email strategy shows you how it compares to your other marketing channels (social media, organic website traffic, PPC etc.). These are valuable insights into what has the most potential for your particular target audience. They allow you to prioritize time and budget most effectively.
- Optimization opportunities: For example, a poor open rate means you should probably work on your subject lines, email-to-recipient relevance or experiment with the sending time. If you have high unsubscribe rates (to give you an idea of what those are – the highest unsubscribe rate by country in 2022 was 0.28%), you may need to work on the value your content brings to your email subscribers or the frequency of sending newsletters.
- Increased sales: A 2022 survey shows that 1/4 of US consumers are likely to buy a product after receiving a newsletter from a company. Your audience is probably receptive to this type of marketing. You just have to grab their attention effectively, which brings us to our last point.
- Effective communication with subscribers: With SEINō A/B testing capabilities, you can test various elements of your emails (such as subject lines, body content and call-to-action buttons) to see what resonates with your subscribers. Try out different options simultaneously and benchmark the results against each other. This shows you how you should communicate to get them to perform the desired actions.
SEINō email marketing report example
To sum up, we've created an exemplary email marketing report to show you exactly what sort of detailed information about your marketing emails SEINō can give you.
Conclusion
Drafting email marketing reports may sound tedious, but with an intuitive analytics tool like SEINō, it becomes fast, easy and – we dare say – pleasant. But don't take our word for it. You'll see for yourself when you see those growing graphs and rising percentages, reflecting the success of your hard work.
Of course, it's not just about the satisfying visuals. SEINō shows you exactly what you need to do to maximize your email marketing campaign ROI, save time and identify areas for improvement.
Schedule a free demo to create your first email marketing report.
Email marketing report: FAQ
What is an email marketing report? Analyzing your email marketing campaigns enables you to monitor their performance, pinpoint weak areas and use data to guide your future efforts. The report should cover statistics like your email open rate, click-through rate and unsubscribe rate.
How do you write an email marketing report? Use the SEINō email analytics software for swift data collection and visually appealing, automated reporting. All you have to do is connect it with your email provider and decide which valuable insights into your campaigns you want to understand better.
What is a marketing reporting tool? An example of a versatile tool for creating email marketing reports is SEINō. You can use it as an add-on to your ESP to gain more in-depth, insightful metrics into how your email marketing strategy is doing and where you can improve. It lets you pull data automatically without spending hours doing it manually.
