Email Marketing Reporting Template

Enter Campaign Counts on a Consistent Basis

Use this email marketing reporting template for one send to a consented audience. Record who received the campaign, what you wanted them to do and the dates covered by the report. Use the same time after each send when comparing results so the earlier campaign has no extra time to collect responses.

Sent means emails your provider attempted to send. Delivered means emails the receiving server accepted, including messages that could have landed in junk mail. Bounced means emails the provider recorded as undeliverable. If some sends are still pending, delivered and bounced may add up to less than sent.

Unique opens and unique clicks count recipients once per metric. One person clicking three times contributes one unique click. Use recipients recorded as unsubscribed from the send and leave opens blank if your provider did not record them. Use 0 when you checked and found none.

Count enquiries and appointments against the campaign objective. For example, count a reply asking for a home loan review as an enquiry and count the review as an appointment once it is booked. Define both in your observations if your team uses different rules.

Read the Metrics Without Overstating Results

Divide delivered and bounced by emails sent. Divide unique opens, unique clicks and unsubscribes by emails delivered. Each rate includes its count and denominator. A zero denominator leaves only the counts. Enquiries and appointments appear as counts because they can come through several channels.

Apple’s Mail Privacy Protection can fetch email images in the background, which can register as an open before anyone reads the message. Email security tools can also visit links automatically when checking for malicious content. Compare campaigns using the same bot-filter settings where possible. An enquiry or booking recorded against the campaign gives you more evidence of client intent than an open or click alone.

Write down how you attributed enquiries and bookings, such as a direct reply or a campaign booking link. A client who calls after receiving the email may be missed unless your team records how the caller heard about the review. The Australian Communications and Media Authority’s spam guidance explains consent and unsubscribe requirements. The unsubscribe count measures recorded opt-outs for that send.

Export Findings and Next Actions

In the fictional example, both campaigns delivered 490 emails. Unique clicks rose from 20 (4.08%) to 30 (6.12%), an increase of 2.04 percentage points. Both campaigns booked two appointments, so the higher click rate leaves the booking objective unchanged.

Use Observations to record what the team saw and Next actions to record what to check. For this example, ask whether the booking page worked on mobile. Test the booking form on a phone before the next send and use the same booking rules in the next report.

Edit the report in place or copy it into your team’s document. Download text saves an editable text file. Form edits preserve manual changes to the report. Rebuild from entries replaces the report with the latest fields.