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How do you organize your email marketing reporting?
I am curious to see how folks organize their email marketing reporting environments and also to learn what obstacles are faced in doing so. Do you simply log into your ESP(s) and pull a report when necessary? Or do you take this all out of the ESP and track it in a spreadsheet? If so, is it manually updated or automated? Is there a specific software that can extract reporting from various ESPs and tie everything together?
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1 Answer
Hi thomas,
There are many different ways to report your email marketing efforts. Depending on your email service provider, you would be able to pull the elementary email stats (opens, clicks, bounces, etc) you need from there. But it's more of a question of which metrics you need to monitor. They might be called KPI's. And they might include things like sales, web behavior, customer value, etc. Many ESPs will then have to link or infuse other systems to be able to show you those numbers in combination with the email metrics.
I am a big fan of reporting automation and encourage all email marketers to see the email statistics after each send to get a good feel for them, for what works and what doesn't work.
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