Creating an Email Marketing Reporting Dashboard

Published by

In our previous post we talked about why we have introduced Insight Reporting. Here we will show you how it can be used as a Reporting Dashboard, to give you the figures and trends that you need at your fingertips.

The first thing you need to do is create a new Insight Report.

Now we can start adding the ‘report items’ we need. First of all we need to add a graph that shows performance over the last year, for which the ‘Performance Over Time’ report is ideal. This, along with other reports can be added from the ‘Insert Report’ option.

This adds the report, but now we have to click the settings button to tell it what data to look at.

On the first tab we can choose whether we want to look at actual numbers (total sent, total opens, etc.) or percentages (open rate, click rate, etc.), what grouping we want to use for the time periods (every week, month or year), the statistics we want to show, and an optional time range for the report.

The next tab allows us to select which emails and folders to include, and the final tab allows you to filter the emails by selecting tags that must be assigned. This allows you to drill down and produce a graph which contains just the data you want to see, without any clutter of ad-hoc campaigns or automated emails. Like other reports in Maxemail you can click on the graph and drag to zoom into an area.

It might also be helpful to have a list of emails underneath this graph that allows you to find an email that caused a particular spike – this can be done by adding ‘Comparison Data’ from the ‘Insert Report’ menu, or automatically by clicking on a time period on the graph.

Another report useful in taking a snapshot of your email marketing is the ‘Breakdown’ report. This allows you to select 2 different selections of emails and compare them with one another using either a funnel, data table or pie chart. By choosing rolling date ranges this can also be used to compare the same set of campaigns for two different time ranges. For example how do our email statistics compare in the last 30 days to the 90 days prior to that? This immediately highlights if what you are performing better or worse than your previous benchmark.

The final report to look at for a Dashboard report is the Tag report. Tagging was introduced earlier this year in order for users to assign other attributes to an email and then group by these attributes in reports. For example you might tag by campaign type – newsletter, welcome, winback, abandonment, etc. or indeed by the main topic in the email.

With the Tag report you can set-up two types of report:

1) Compare the performance of each tag selected (e.g. open rates of newsletters versus winback) by selecting ‘Percentages’ in the ‘Display values’ dropdown.

2) Compare specific numbers generated by each tag (e.g. display total revenue generated by newsletters versus winback) by selecting ‘Actual’ in the ‘Display values’ dropdown.

Immediately, management can now see how each type of email performs against one another, or what the true value in revenue that email generates.

In addition, you can drag and drop reports to move them around, add text and headings and add any further reports at any time.

If you need help in setting up your dashboard, please do not hesitate to contact our Support team.