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Here’s a (perhaps) slightly harsh interpretation: Email marketing reporting is the backbone of any performance-driven email strategy. Without it, you’re sending campaigns into the void, unable to see what’s working, what’s failing, and most importantly, what’s driving sales.

The most important reporting features in email marketing software go far beyond open rates and clicks. Today’s email reporting tools enable closed-loop reporting that links every email touchpoint to pipeline results and customer lifetime value. This means marketers can finally answer the question executives care about most: How does email contribute to sales?

In this guide, I’ll break down what email marketing reporting actually entails – what KPIs to track at each funnel stage, how to create a dashboard that delivers actionable insights, and what email marketing reporting tools can help you get there.

Let’s get started.

Table of contents

What is Email Marketing Reporting?

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

These data points provide actionable insights that are directly related to pipeline growth, revenue generation, and customer lifetime value.

In addition, well-founded email marketing reporting answers three key questions:

• Are your emails reaching your inboxes?
• Are recipients engaging with your content?
• (Most critical) Do these engagements lead to measurable business results?

Comprehensive email marketing reporting now requires:

• Track deliverability metrics
• Engagement rates
• Sales attribution

It’s not just about monitoring activity at a superficial level, but also about understanding how each email touchpoint contributes to a contact’s journey from subscriber to customer.

Additionally, key reporting features in email marketing software include:

• Deliverability tracking: This feature monitors inbox placement, bounce rates, and sender reputation
• Engagement analysis: These metrics include open rates, click-through rates, click attribution, and unsubscribe trends
• Sales allocation: These metrics link email interactions to closed deals and pipeline value
• Audience Segmentation Insights: This feature shows which contact groups respond to specific types of content
• 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 your campaigns to nothing. With them, every email becomes a data point that sharpens your understanding of what drives sales.

Now that we’ve explained what email marketing reporting is and why it’s important, let’s talk specifics in the next section: What metrics will you track to measure campaign success and demonstrate impact on your business?

Pro tip: HubSpot’s reporting and dashboard software connects email touchpoints to sales results, multi-touch attribution models, and full funnel visibility – allowing marketers to see exactly how email contributes to CLV over time.

Email Marketing Reporting: What to Track

Now that we’ve discussed what email marketing reporting is, let’s talk about how to put it into practice.

As mentioned earlier, email marketing reporting requires the following:

• Track deliverability metrics
• Engagement rates
• Sales attribution

However, the detailed breakdown below provides complete insight into campaign health and business impact.

To create a complete email reporting framework, take a look at the following nine metrics:

• Deliverability rate: This basic metric measures the percentage of emails that successfully reach subscribers’ inboxes. (A deliverability rate below 95% indicates that there are hygiene or authentication issues in the list that require immediate attention.)
• Open rate: This engagement indicator shows how many recipients viewed your email. Open rates provide key insights into subject line effectiveness and send time optimization.
• Click rate (CTR): This engagement indicator shows the percentage of recipients who clicked on at least one link. This metric directly measures content relevance and CTA effectiveness. Most email reporting tools (like HubSpot’s email marketing software) show click attribution to determine which specific links are driving engagement.
• Conversion rate: This action-based metric tracks recipients who take a desired action, such as: E.g. submitting a form, making a purchase, downloading or requesting a demo. Well-executed email marketing reports combine real-time performance data, audience segmentation insights, and conversion tracking to accurately attribute these actions.
• Sales attribution: This metric connects email contacts to closed deals. Key reporting features in email marketing software include first-touch attribution, multi-touch models, pipeline influence reporting, and customer lifetime value.
• List growth rate: This health indicator measures net subscriber acquisition after accounting for unsubscribes and bounces. To calculate your list growth rate, calculate monthly: (new subscribers − lost subscribers) ÷ total list size × 100. (Healthy lists grow 2-5% monthly.)
• Unsubscribe rate: This retention metric measures the percentage of recipients who unsubscribe from your emails after a campaign has been sent. Sudden spikes indicate content and audience misalignment, excessive sending, or poor list segmentation.
• Spam complaint rate: This measures how often recipients mark your emails as spam. This rate must remain below 0.1% to protect the sender’s reputation. Email marketing reporting tools should immediately flag campaigns that exceed this threshold.
• Quality of engagement: This advanced metric goes beyond opens and clicks to measure meaningful interactions. It includes time spent reading emails, forwarding and sharing rates, conversation campaign response rates, and repeat engagement by the same contacts.

Next, let’s walk through how to create an email reporting dashboard – all with these metrics as a foundation.

Pro tip: HubSpot’s marketing hub offers comprehensive email reporting dashboards, A/B testing analytics, and contact-level engagement tracking so you can monitor the above KPIs from a single platform connected to your CRM data.

How to properly create an email reporting dashboard

A well-constructed email reporting dashboard turns scattered data into clear, actionable insights. Additionally, advanced email reporting platforms offer:

• Native CRM integration
• Custom dashboard creation
• Cross-channel attribution capabilities

But only if you set them up strategically from the start. How to build your house properly – check out the steps below:

Step #1: Define your reporting goals before adding a single widget.

Your dashboard should answer specific business questions, not just display all available metrics. First, identify which decisions affect your email reports.

Ask yourself:

• Are you optimizing for engagement, conversions or revenue?
• Who will use this dashboard – marketing managers, executives, or campaign specialists?
• Which time frames are most important: daily performance, weekly trends or monthly benchmarks?

Step #2: Select KPIs that match your funnel stage.

Not every metric belongs in every dashboard. Tailor your KPIs to what you actually want to measure.

To evaluate email marketing reports based on your funnel stage:

• Top-of-funnel campaigns (newsletter, nurture sequences): Prioritize open rates, click-through rates and list growth
• Mid-funnel campaigns (product education, case studies): Focus on conversion rates, depth of content engagement, and changes in lead scoring
• Bottom-of-funnel campaigns (sales enablement, demos): Track revenue attribution, pipeline influence and deal velocity

Pro tip: HubSpot’s reporting and dashboard software connects email touchpoints to sales results, multi-touch attribution models, and full funnel visibility – making it easy to see how each campaign type contributes to closed deals.

Step #3: Create your dashboard structure with hierarchy in mind.

The most important reporting features in email marketing software mean nothing if your dashboard layout causes confusion. Organize information from general insights to granular details.

Here is a structure I recommend:

• Line 1: Summary – Total sends, total engagement rate, email revenue during this period
• Row 2: Deliverability health – inbox placement, bounce rates, spam complaints
• Line 3: Engagement performance – opens, clicks and conversions by campaign type
• Row 4: List and audience metrics – growth rate, segment performance, unsubscribe trends

Step #4: Connect email data to your CRM and revenue streams.

Time for a marketing reality check (that you didn’t ask for): Email reports on their own only tell half the story.

Effective email analysis combines:

• Real-time performance data
• Audience segmentation insights
• Conversion tracking

However, all of this requires connecting your email platform with contact records and business data.

With HubSpot’s marketing hubYour email reporting dashboard is automatically pulled from your CRM. This means you can see which emails influenced specific deals, track engagement by lifecycle stage, and measure actual customer lifetime value by acquisition source.

Step #5: Set up automated alerts and benchmarks.

Don’t wait until your weekly checkup to identify problems. Email marketing reporting tools should alert you when metrics fall outside acceptable ranges.

Therefore, configure alerts for:

• Deliverability drops below 95%
• Spam complaint rates above 0.1%
• Peak unsubscribe rates
• Conversion rates are below your moving average

Step #6: Schedule regular reviews and iterate.

Your dashboard isn’t a set-and-forget tool. Schedule weekly check-ins to review performance and monthly deep dives to assess whether your tracked metrics are still aligned with business goals.

Whenever you check, make sure:

• Identify the top-performing campaigns and analyze why they were successful
• Mark underperforming segments for testing or suppression
• Update benchmarks based on current performance trends
• Add or remove widgets as your email strategy evolves

Building your email marketing reporting dashboard correctly from the start will save you hours of rework. Plus, with HubSpot’s connected reporting ecosystemEvery email sent becomes a data point directly linked to pipeline and revenue.

Pro tip: Breeze AI by HubSpot Improves email reporting with predictive send time optimization, automated performance summaries, and actionable recommendations—so you can quickly identify patterns and opportunities during these reviews.

Email marketing report templates

Consistent reporting keeps stakeholders informed and helps you identify trends before they become problems. These three templates offer you ready-to-use formats for different target groups and cadences – i.e. your budget fewer Time structure reports and more Time to act on insights.

As mentioned, email marketing reporting requires tracking deliverability metrics, engagement rates, and revenue attribution. Additionally, the templates I provide below organize these data points in clear, stakeholder-friendly formats.

Take a look:

Template #1: Weekly Email Pulse Check

Best for: Marketing team syncs, campaign managers, quick performance snapshots.

Here is the table you will use:

Metric	This week	Last week	% Change
Emails sent
Deliverability rate
Open rate
Click rate
Conversion rate
Unsubscribe rate

Then be sure to add context with qualitative notes, including:

• Best performing email: (Campaign Name) – (Key metric that stood out)
• Problem areas: (Any metrics that are trending downward or below the benchmark)
• Next week’s focus: (One or two priorities based on this week’s data)

Overall, this template works well for email reporting during ongoing team meetings. Its format is scannable, consistent and action-oriented.

Pro tip: If you use HubSpot’s marketing hubYou can get dashboard data for email reporting, A/B testing analytics, and contact-level engagement tracking all in one place, so you can get these numbers in minutes.

Template 2: Monthly Summary

Best for: Leadership updates, cross-functional stakeholders, budget meetings.

Volume and range:

• Total number of emails sent: (Number)
• Average deliverability rate: (%)
• List size (end of month): (Number)
• Net list growth: (+/- number) ((%) change)

Summary of engagement:

• Average open rate: (%) (Benchmark: (%))
• Average click rate: (%) (Benchmark: (%))
• Total clicks: (Number)

Business Impact:

• Conversions attributed to the email: (Number)
• Revenue attributed to email: ($)
• Email Influenced Pipeline: ($)
• Campaign with the most conversions: (Name)

Key Takeaways:

• (insight into what worked)
• (Insight into audience behavior)
• (Recommendation for next month)

This template is easy to copy and paste, making it easy to customize and share as needed.

Template #3: Campaign Post-Send Report

Best for: Individual campaign analysis, A/B test documentation, stakeholder recaps.

First, provide the following information:

• Campaign name: (Name)
• Broadcast date: (Date)
• Audience segment: (Segment name and size)
• Campaign goal: (main goal)

Then dive into the essential elements of your email marketing campaign:

Availability:

• Sent: (Number)
• Delivered: (number) ((%))
• Skipped: (Number) (Hard: (#) / Soft: (#))

Engagement:

• Opens: (number) ((%))
• Unique Clicks: (number) ((%))
• Click-to-open rate: (%)
• Most frequently clicked link: (URL or CTA description)

Conversions and Attribution:

• Primary conversion action: (Description)
• Conversions: (Number)
• Conversion rate: (%)
• Assigned revenue: ($)

A/B test results (if applicable):

• Tested variable: (Subject line / sending time / CTA / etc.)
• Variant A: (Result)
• Variant B: (Result)
• Winner: (A or B) – (Why)

Takeaways:

• What worked: (Specific element)
• What to test next: (Hypothesis)

Ultimately, these templates are intended to serve as starting points for your team’s email reporting workflow. Feel free to edit based on your specific KPIs and stakeholder needs.

Email marketing reporting tools (at a glance)

Tool	Best for	Key Features	Prices	Free trial
HubSpot (Marketing Hub)	B2B teams need email reports tied to sales pipeline and revenue attribution	Native CRM integration Multi-touch attribution reports Custom dashboard builder Click Assignment List health monitoring Breeze AI for predictive optimization	Starter: $9/month Professional: $800/month Company: $3,600/month	Yes, 14 days
Klaviyo	Ecommerce brands need direct revenue attribution coupled with product catalog data	Tracking sales per recipient Predictive analytics (CLV, churn risk) Segment performance comparison Product-level attribution Benchmark data	Free: $0/month Email (1,001 to 1,500 profiles): $45/month Email (1,501 to 2,500 profiles): $65/month *Note: Klaviyo pricing is based on the number of active profiles.	No (free tier available)
Mailchimp	Small and medium-sized businesses looking for easy-to-use email reporting	Snapshots of campaign performance Comparative reporting Click on Maps Industry benchmark comparisons AI-driven content optimizer	Free: $0/month Essentials: $13/month Standard: $20/month Premium: $350/month *Note: Mailchimp pricing depends on the number of contacts.	Yes, 14 days
Salesforce Marketing Cloud	Companies that have invested in Salesforce need unified sales and service data	Einstein AI analysis Cross-channel travel reports Custom SQL report generator Deliverability monitoring Account-based reporting	Salesforce starter: $25/month Marketing Cloud Growth Edition: $1,500/month Marketing Cloud Advanced Edition: $3,250/month	NO
ActiveCampaign	Teams running demanding automation workflows that require sequence-level performance visibility	Automation funnel reporting Site tracking integration Deal attribution Split reviews Engagement tagging	Starter: $15/month Plus: $49/month Per: $79/month Company: $145/month	Yes, 14 days
litmus	Teams prioritize email design optimization, accessibility compliance, and engagement quality analysis	Email client and device reports Read timesheets Engagement scoring Accessibility checks Testing the spam filter	Individual pricing only, demo call required (see Here)	NO

Email marketing reporting tools

The right email marketing reporting tools turn raw campaign data into strategic insights. Advanced email reporting platforms offer native CRM integration, custom dashboard creation, and cross-channel attribution capabilities, but each tool brings its own strengths depending on your needs.

Here are six platforms with strong email reporting features:

1. HubSpot (Marketing Hub)

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Best for: B2B teams that need email reports with sales pipeline linkage and revenue attribution on one platform.

HubSpot’s marketing hub offers comprehensive email reporting dashboards, A/B testing analytics, and contact-level engagement tracking – all connected directly to your CRM.

HubSpot’s top email marketing reporting features:

• Native CRM integration links every email interaction to contact records, offers and sales
• Multi-touch attribution reports (showing how emails influence the pipeline at each funnel stage)
• Custom dashboard builder with drag and drop widgets
• List health monitoring (tracking growth, churn, and segment performance over time)

HubSpot Pricing (Marketing Hub):

• Starter: $9/month
• Professional: $800/month
• Company: $3,600/month

2. Klaviyo

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Best for: Ecommerce brands that need direct revenue attribution coupled with product catalog data.

Klaviyo specializes in eCommerce email reporting with extensive integrations with Shopify, WooCommerce and other online stores.

Klaviyo’s top email marketing reporting features:

• Tracking sales per recipient
• Predictive analytics (including customer lifetime value and churn risk scores)
• Segment performance comparison showing engagement by customer cohort
• Product-level attribution (i.e., identifying which emails drive specific SKU purchases)
• Benchmark data

Klaviyo prices:

• Free: $0/month
• Email (1,001 to 1,500 profiles): $45/month
• Email (1,501 to 2,500 profiles): $65/month

*Note: Klaviyo pricing is based on the number of active profiles.

3. Mailchimp

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Best for: Small and medium-sized businesses are looking for user-friendly email reporting without a steep learning curve.

Mailchimp offers accessible email marketing reports for small businesses and growing teams with straightforward dashboards and industry benchmarking.

Mailchimp email marketing reporting features:

• Snapshots of campaign performance with open rate, CTR and revenue tracking
• Comparative reporting across campaigns to identify trends
• Click Subscriber activity maps and timelines
• Industry benchmark comparisons
• Content optimizer with AI-powered subject line and send time recommendations

Mailchimp Pricing (0-500 contacts):

• Free: $0/month
• Essentials: $13/month
• Standard: $20/month
• Premium: $350/month

*Note: Mailchimp pricing depends on the number of contacts.

4. Salesforce Marketing Cloud

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Best for: Business organizations that have already invested in Salesforce need email reports unified with sales and service data.

Salesforce Marketing Cloud offers enterprise-class email reporting with deep integration into the Salesforce CRM ecosystem.

Key Email Marketing Reporting Features of Salesforce Marketing Cloud:

• Cross-channel travel reports (linking email with SMS, push and advertising touchpoints)
• Custom report builder with SQL query access for advanced analytics
• Deliverability monitoring
• Account-based reporting

Salesforce Marketing Cloud pricing:

• Salesforce starter: $25/month
• Marketing Cloud Growth Edition: $1,500/month
• Marketing Cloud Advanced Edition: $3,250/month

5. ActiveCampaign

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Best for: Teams running demanding automation workflows and need visibility into sequence-level performance.

ActiveCampaign combines email reporting with automation performance tracking, showing how individual emails perform within complex sequences.

ActiveCampaign’s key email reporting features:

• Automation funnel reporting
• Site tracking integration that links email clicks to on-site behavior
• Deal attribution
• Split test reports for subject lines, content, and automation paths
• Engagement tagging

ActiveCampaign Pricing (email functions only):

• Starter: $15/month
• Plus: $49/month
• Per: $79/month
• Company: $145/month

6. litmus

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Best for: Teams prioritize email design optimization, accessibility compliance, and comprehensive engagement quality analysis.

Litmus focuses on email analytics with an emphasis on rendering, accessibility and interaction quality metrics beyond opens and clicks.

Key Litmus email reporting features:

• Email client and device reports
• Read timesheets
• Engagement scoring (which categorizes subscribers as readers, skimmers, or deleters)
• Accessibility check
• Testing the spam filter

Litmus Prizes:

• Individual pricing only, demo call required (see Here)

Frequently asked questions (FAQ) about email marketing reporting

Which benchmarks should I trust when operating in a niche market?

Industry benchmarks often miss the mark in niche markets due to limited sample size and audience variability. Your most reliable Email marketing report benchmarks are internal.

However, I suggest creating your own baseline by:

• Track your 90-day moving average for each core metric (open rate, CTR, conversion rate, unsubscribe rate)
• Segment benchmarks by campaign type – promotional emails, newsletters and transactional sending perform differently
• Document seasonal patterns specific to your audience
• Comparing the performance of different audience segments rather than external data

Additionally, use third-party benchmarks specifically rather than prescriptively. If your niche consistently has a 15% open rate while industry reports suggest 25%, your internal trend data is more important than the gap.

How can I quickly assess a sudden drop in open or click rates?

You probably guessed it, but I’ll say it anyway: a sudden drop in performance indicates a specific problem.

To resolve the issue, use this diagnostic checklist:

Deliverability issues:

• Has your bounce rate increased? Check for list quality issues or incorrect data import
• Have spam complaints increased? Review current content for possible triggers
• Has your sender domain or IP reputation changed? Use tools like Google Postmaster to check

Audience or segmentation issues:

• Did you broadcast to a new or different segment than usual?
• Has the list recently been cleaned and active contacts removed?
• Did you accidentally add a suppression list or exclude your most active subscribers?

Content or technical errors:

• Does the subject line contain spam-triggering words or broken personalization tokens?
• Were links broken, causing clicks to stop being tracked?
• Could the images fail to load, reducing engagement?

External factors:

• Did a major event (holiday, news cycle) shift audience attention?
• Do Apple MPP or email client updates impact tracking accuracy?

Key reporting features in email marketing software, no matter what platform you use, include real-time alerts when metrics fall outside of normal ranges. However, if you use HubSpot, this is the case Reporting and dashboard software This option allows you to compare underperforming sends side-by-side with current campaigns, isolating the variable that has changed.

Email marketing reporting isn’t so bad after all

Your data-driven email strategy is within reach; You just need to start measuring what matters.

Although email marketing has become increasingly complex, the fundamentals of compelling reporting remain unchanged. However, any successful email marketing reporting framework requires:

• Clear KPIs linked to business results
• Consistent tracking and analysis
• Real connection between engagement and sales

The right email marketing reporting tools show whether your investment in campaigns is reflected in pipeline growth, conversions and customer lifetime value – not just vanity metrics.

As I’ve mentioned before (repeatedly throughout this post), email marketing reporting requires tracking deliverability metrics, engagement rates, and revenue attribution. If you build this foundation correctly, every show becomes an opportunity to learn, optimize, and demonstrate impact.

HubSpot’s marketing hub supports your email reporting strategy by:

• Connect performance and revenue through unified dashboards that link opens and clicks to closed deals and pipeline value
• Dynamic engagement data segmentation (so you can analyze performance by audience behavior, lifecycle stage, and campaign type)
• By integrating with your CRM, you can centralize email metrics alongside contact records, sales activity, and attribution data

Whether you send weekly newsletters or automated nurturing sequences, your emails deserve reports that capture their true business impact.

Ready to create email reports that prove ROI? Get started with HubSpot email marketing software to create professional campaigns, track key metrics and link every shipment to sales – all from one platform.