Reporting that matters
Revenue per recipient, not vanity opens. Clear monthly reporting tied to the numbers your business runs on.
What gets measured gets managed. If your email reporting leads with open rate, that's what your team will optimise for — even though open rate hasn't been a reliable metric since Apple shipped Mail Privacy Protection in 2021.
The way to fix that is to change what you measure.
The metrics that matter
Revenue per recipient (RPR). Total revenue attributed to a send divided by the number of recipients. This is the primary metric for broadcast campaigns. It penalises large unengaged sends and rewards tight, well-segmented ones. It also gives you a number that trends clearly over time — easy to defend in a budget conversation.
Email's contribution to total revenue. What percentage of your total revenue did email drive this month? This is the program-level metric — it contextualises everything else and makes the case for email as a channel. For a well-run e-commerce program, it should sit between 20–35%.
Flow-level performance. For automations, we track conversion rate per step — not just the aggregate. Which email in the welcome series is doing the work? Where does the abandoned cart sequence lose people? Step-level data tells you where to improve.
List health. Engagement rate (percentage of list active in the last 30 days), spam complaint rate (target under 0.1%), unsubscribe rate, and list growth net of unsubscribes. These predict future deliverability — and by extension, future revenue.
What we don't report on
Open rate (unreliable since MPP). Click rate in isolation (can't connect to revenue). Vanity metrics like "total emails sent" or "subscribers added" without context.
What you get
A monthly report that fits in a 10-minute read: the key numbers, what moved, why it moved, and what we're doing about it next month. Written in plain language, not marketing jargon.
Where it's useful, we also build live dashboards — connected to your ESP and store — that give a real-time view of the metrics without waiting for the monthly summary.
Not sure how your current program is performing? Run the free email audit for a quick benchmark, or contact us to talk about what proper reporting would look like for your business.
Frequently asked
- Why don't you report on open rates?
- Apple's Mail Privacy Protection pre-fetches tracking pixels for a large portion of Apple Mail users, inflating reported open rates. Open rate has been an unreliable metric since 2021 — it moves for reasons that have nothing to do with how good your email is. We focus on metrics that connect to revenue.
- What does a monthly report include?
- Revenue per recipient by campaign, email's contribution to total revenue, flow-level performance broken down by step, list health metrics (engagement rate, complaint rate, unsubscribe rate), and a short commentary on what's working, what isn't, and what we're adjusting. It's designed to be read in 10 minutes.
- Can you build reporting dashboards?
- Yes — we can build live dashboards in your ESP, connected to your store or analytics platform, that give you an always-current view of the key metrics. Most clients want both: a live dashboard for real-time visibility and a monthly written report with context and recommendations.
Let's have a chat.
Tell us a bit about your business and where email is at. We'll come back to you within one business day.
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