Why You Need an Email Marketing Report Template
When managing email marketing campaigns for clients, agencies need an efficient way to report on the results. Our email marketing report template gives you a deeper look into performance so you know exactly what you need to do to maximize the ROI and overall success of your campaigns.
Instead of going through the painstaking process of manually gathering this information, using a report template like this will pull everything from your email provider (Mailchimp, Constant Contact, etc.). Create a visually clean and intuitive report to present to your clients in minutes. Not only does this help keep up with your own marketing strategies and goals, but it also helps build your clients’ trust in your agency.
What's Included in the Email Marketing Report
1. Monthly Summary
An essential part of staying accountable to your agreements with your clients is keeping them in the loop with the ups and downs of their email marketing campaigns. The section is the best way to provide a summary of how things went last month with their email subscribers and general email marketing strategy.
This section is your opportunity to give your clients an overview of your wins and losses in plain English. What went well and what can you improve during the next iteration? Take some time to discuss the emails you sent during the month and which ones performed better than others. Discuss your general strategy here and how you plan on adjusting it in the future.
2. Email List Growth
Of course, one of the most important things to track for your email marketing campaigns is email list growth.
The email marketing report displays all subscribes and unsubscribes that have happened over the past month, in both number and chart form. You’ll want to target a positive growth rate here, but if you’ve had a bad month, take the opportunity to explain your improved strategy for the next month with your clients here.
3. Open Rate
If no one is opening your emails, then you’re going to need to make adjustments to your strategy. This email marketing report template displays the overall email open rate for your campaign. It's calculated based on the total number of individual opens divided by the total number of email subscribers and is one of the simplest ways to show how your email marketing strategy is effective.
If you aren’t getting a high open rate, it could mean that you need to write better subject lines or maybe you're sending too many emails. It's an important metric to watch!
4. Clicks / Click-Through Rate
Click-through rate (CTR) is another essential KPI to track for email campaigns. Simply put, it tells you how many people clicked through the emails you've sent. If you’re doing things right, you’ll have a call to action (CTA) built into the body of the email which encourages a click.
If you’re getting a low CTR, maybe there’s something wrong with the content of the emails you’re sending, or your CTA isn't clear enough. Take this information and use it to discuss creative strategies moving forward.
5. Google Analytics Email Data
While it's not the goal of every email, many are meant to point the user to your client's website. If you're using Google Analytics, plug in the integration to track users across your clients’ sites. The email marketing report gives you important website data straight from Google Analytics like the number of web sessions and conversions gained as a direct result of your email marketing efforts. You just need to be sure you're setting up UTM parameters with each email you send out.
Use this section of the report to give your clients an idea of how successful both your email strategy and overall digital marketing strategy are. When you can see things like goal completions and revenue earned directly from email marketing, you also help your client see the importance of investing in a diverse set of marketing strategies. Even segment the Google Analytics data to build a full web analytics report.
Need more sections or custom metrics? No problem, AgencyAnalytics lets you easily drag and drop new sections to your email marketing report.