By juthompson@hubspot.com (Justina Thompson)

Here’s a (maybe) mildly spicy hot take: Email marketing reporting is the backbone of any performance-focused email strategy. Without it, you’re sending campaigns into a void, unable to see what’s working, what’s falling flat, and most importantly, what’s driving revenue.

The top reporting features in email marketing software go far beyond open rates and click-throughs. Today’s email reporting tools enable closed-loop reporting, connecting every email touchpoint to pipeline outcomes and customer lifetime value. This means marketers can finally answer the question executives care about most: How does email contribute to revenue?

In this guide, I’ll break down what email marketing reporting actually involves — which KPIs to track at each funnel stage, how to build a dashboard that surfaces actionable insights, and which email marketing reporting tools can help you get there.

Let’s get started.

Table of Contents

• What is email marketing reporting?
• Email marketing reporting: What to track
• How to build an email reporting dashboard the right way
• Templates for email marketing reporting
• Email marketing reporting tools (at a glance)
• Email marketing reporting tools
• Frequently asked questions (FAQ) about email marketing reporting
• Email marketing reporting ain’t so bad after all

What is email marketing reporting?

Email marketing reporting is the process of collecting, analyzing, and interpreting data from your email campaigns to measure performance and inform strategy. It transforms raw metrics, such as:

• Opens
• Clicks
• Conversions

These data points yield actionable insights that directly connect to pipeline growth, revenue generation, and customer lifetime value.

Moreover, robust email marketing reporting answers three core questions:

• Are your emails reaching inboxes?
• Are recipients engaging with your content?
• (Most critically) Are those engagements driving measurable business outcomes?

Now, comprehensive email marketing reporting requires the following:

• Tracking deliverability metrics
• Engagement rates
• Revenue attribution

This means monitoring not just surface-level activity, but understanding how each email touchpoint contributes to a contact’s journey from subscriber to customer.

Additionally, the top reporting features in email marketing software include:

• Deliverability tracking: This feature monitors inbox placement, bounce rates, and sender reputation
• Engagement analytics: These metrics cover open rates, click-through rates, click mapping, and unsubscribe trends
• Revenue attribution: These metrics connect email interactions to closed deals and pipeline value
• Audience segmentation insights: This capability reveals which contact groups respond to specific content types
• A/B test results: This data quantifies performance differences between subject lines, send times, and content variations

All-in-all, without robust email marketing reporting tools, you’re essentially sending campaigns into a void. With them, every email becomes a data point that sharpens your understanding of what drives revenue.

Now that we’ve covered what email marketing reporting is and why it matters, in the next section, let’s talk specifics: what metrics you’ll track to measure campaign success and prove <a target="_blank" rel="nofollow" …read more

Source:: HubSpot Blog

Author: Aaron