Email marketing report template
Summarize campaigns, automations, revenue, and list health without burying the story in open rates.
What the client sees
A polished starting point for the next client update, with the cover, narrative, charts, source tables, and next steps already shaped.
Email marketing report template
For lifecycle and retention reviews
Email Overview
Email Overview summary
Klaviyo revenue rose 18% with open and click rates improving while unsubscribe rate stayed below the 0.25% watch threshold.
Email continues to perform best when campaign offers match customer stage. List health is stable, and the clearest upside is expanding automations that already convert without heavier discounting.
Email KPI scorecard
List health
| Metric | Current | Prior | MoM | Readout |
|---|---|---|---|---|
| Total subscribers | 126,400 | 121,900 | +3.7% | Healthy growth |
| Engaged 90-day | 68,200 | 64,600 | +5.6% | Quality improving |
| At-risk | 22,800 | 24,100 | -5.4% | Better engagement |
| Lapsed | 35,400 | 33,200 | +6.6% | Needs hygiene flow |
Campaign Performance
Campaign Performance summary
Segmented campaigns generated 64% of campaign revenue from 38% of sends, confirming that audience precision is improving efficiency.
The strongest campaigns had concrete subject lines, clear merchandising, and narrower audiences. Broad promotional sends still generate revenue, but they underperform on revenue per recipient.
Campaign table
| Campaign | Sent | Open | Click | Revenue |
|---|---|---|---|---|
| VIP early access | 18,400 | 54.2% | 9.1% | $24,800 |
| New arrivals by category | 42,600 | 43.8% | 6.4% | $18,200 |
| Customer story offer | 36,900 | 39.6% | 5.2% | $14,600 |
| Full-list weekend sale | 91,000 | 31.4% | 2.8% | $12,900 |
Subject line analysis
| Pattern | Avg Open | Avg Click | Result | Recommendation |
|---|---|---|---|---|
| Specific product benefit | 47.8% | 6.8% | Best balanced performer | Use for launches |
| Early access language | 54.2% | 9.1% | Best revenue | Reserve for VIP |
| Generic discount | 31.4% | 2.8% | Weakest engagement | Limit frequency |
Flow Performance
Flow Performance summary
Flows generated $52,400 in revenue, led by abandoned cart and welcome series. Browse abandonment has the largest optimization gap.
Automation revenue is efficient and resilient. The program should add more behavior-based branching and test stronger proof in the browse and win-back flows.
Flow revenue and conversion
List & Segment Health
List & Segment Health summary
Net subscriber growth was positive, with new acquisition quality improving from quiz and post-purchase capture sources.
The list is growing without a major deliverability tradeoff. Acquisition sources tied to intent are producing better engagement than sweepstakes and generic discount capture.
List growth and segments
| Segment | Size | Growth | Unsubs | Action |
|---|---|---|---|---|
| Total list | 126,400 | 4,500% | 572 | Healthy |
| Active | 68,200 | 3,600% | 118 | Prioritize campaigns |
| At-risk | 22,800 | -1,300% | 96 | Nurture with education |
| Lapsed | 35,400 | 2,200% | 358 | Suppress if unengaged |
Acquisition source quality
| Source | New Subs | Open Rate | Click Rate | Quality |
|---|---|---|---|---|
| Quiz capture | 1,840 | 48.6% | 7.4% | High |
| Post-purchase | 1,120 | 52.1% | 8.2% | High |
| Popup discount | 2,940 | 34.8% | 3.6% | Medium |
| Giveaway | 860 | 22.4% | 1.1% | Low |
Deliverability
Deliverability summary
Deliverability is healthy overall, with delivery rate above 98% and spam complaints below threshold.
Domain health remains strong, but low-quality acquisition sources should be watched. The safest move is to tighten suppression rules before large seasonal sends.
Deliverability thresholds
| Metric | Current | Threshold | Status | Action |
|---|---|---|---|---|
| Delivery rate | 98.5% | >97% | Healthy | Maintain |
| Bounce rate | 0.7% | <1.0% | Healthy | Monitor |
| Spam complaint | 0.04% | <0.08% | Healthy | Maintain |
| Unsubscribe rate | 0.18% | <0.25% | Healthy | Maintain |
| Domain reputation | High | High/Medium | Healthy | Protect with segmentation |
Revenue Attribution
Revenue Attribution summary
Campaigns generated 45% of email revenue and flows generated 55%, a healthy balance for a retention-led program.
Flow revenue is doing the heavy lifting without requiring additional send volume. Campaign revenue can grow by giving stronger offers to high-intent segments instead of expanding full-list sends.
Email revenue mix
Top revenue drivers
| Asset | Type | Revenue | Orders | Next Step |
|---|---|---|---|---|
| VIP early access | Campaign | $24,800 | 286 | Repeat for launch |
| Abandoned cart | Flow | $21,600 | 245 | Test social proof |
| Welcome offer | Flow | $12,800 | 151 | Add category branch |
GA4 Email Traffic
GA4 Email Traffic summary
Email traffic converted at 6.4%, outperforming the site average by 2.1 points and producing stronger engagement than paid social.
GA4 confirms email traffic quality. The channel has lower bounce, longer duration, and higher goal completion rate than most acquisition sources.
GA4 email traffic and channel comparison
| Channel | Sessions | Users | Bounce | Duration | Goals | CVR |
|---|---|---|---|---|---|---|
| 14,820 | 11,260 | 31.8% | 2m 16s | 948 | 6.4% | |
| Organic Search | 44,820 | 31,440 | 39.8% | 1m 58s | 1,184 | 2.6% |
| Paid Search | 62,840 | 48,200 | 42.6% | 1m 34s | 1,842 | 2.9% |
| Paid Social | 38,420 | 30,600 | 51.4% | 1m 08s | 686 | 1.8% |
Top email landing pages
| Landing Page | Sessions | Conversions | CVR | Readout |
|---|---|---|---|---|
| /collections/new-arrivals | 4,280 | 312 | 7.3% | Strong campaign fit |
| /products/core-bundle | 3,640 | 284 | 7.8% | Strong product demand |
| /sale | 2,980 | 162 | 5.4% | Good but discount-led |
Insights & Next Steps
Insights & Next Steps summary
The strongest opportunities are subject-line specificity, browse flow improvement, list hygiene, and focused A/B tests.
Next month should build on efficient automation revenue while reducing reliance on broad campaign sends. The program is healthy enough to test, but tests should be tied to revenue per recipient and list quality.