Attribution
Revenue and leads tied to email and SMS.
Email Campaign Analytics
See exactly what email earns.
Email and SMS analytics that go beyond opens, tracking clicks, conversions, revenue and lifetime value, with clear recommendations.
Definition
What email analytics covers.
In one paragraph
Email marketing analytics measures how campaigns and automated flows perform (deliverability, engagement, clicks, conversions and revenue) and how they influence customer lifetime value. With privacy changes affecting open rates, clicks and revenue are now the most reliable measures.
What’s included
Measurement that guides decisions.
Flows vs campaigns
Where your revenue really comes from.
Testing
Sound A/B test design and analysis.
Cohorts & LTV
How email affects repeat purchase.
Integration
GA4, ecommerce and CRM data joined up.
Recommendations
Clear next steps every month.
Why it matters
Opens aren’t the goal.
- 01
Real outcomes
Focus on clicks, conversions and revenue.
- 02
Smarter testing
Learn what actually moves results.
- 03
Budget case
Show the return on email investment.
Process
From data to growth.
- 01
Audit
Tracking and reporting gaps.
- 02
Connect
Platform, GA4 and CRM data.
- 03
Report
Dashboards and summaries.
- 04
Analyse
Insights and test results.
- 05
Improve
Prioritised recommendations.
In depth
Measuring what email really delivers.
Beyond the open rate
Privacy features such as Apple Mail Privacy Protection automatically load emails, which inflates open rates. Clicks, conversions and revenue are now far more reliable signs of whether an email worked.
Campaigns and automations separately
One-off campaigns and automated flows behave very differently. Reporting them separately shows which part of your email programme drives most of the value.
Revenue and attribution
We connect your email platform with your store or CRM and GA4, so you can see how many sales and leads each email and flow influences, and how that compares with other channels.
List health
Growth, churn, bounces, complaints and inactive subscribers tell you whether your list is getting stronger or weaker over time.
Testing that teaches
A/B tests on subject lines, offers, timing and design only help if they are planned and recorded properly. We design tests that answer clear questions.
Clear recommendations
Every report ends with what to do next: which emails to improve, which segments to target and which tests to run.
Is it right for you?
Signs you need better email analytics.
- 01
Open rates look odd
Opens are high but clicks and sales do not follow.
- 02
Unclear email revenue
You cannot say how much email really earns.
- 03
Reports nobody uses
Monthly reports are long but lead to no changes.
- 04
Flows never reviewed
Automations were set up years ago and never checked.
What we measure
The metrics that matter.
Engagement
Click rate, click-to-open rate and engagement by segment.
Conversions
Orders, bookings and leads from each campaign and flow.
Revenue
Revenue per recipient and per email, with sensible attribution windows.
List health
Growth, unsubscribes, complaints, bounces and inactive subscribers.
How we work
Your first 90 days.
- 01
Weeks 1–2: Tracking audit
We check platform settings, UTM tagging, integrations and GA4.
- 02
Weeks 3–4: Dashboard
We build a clear dashboard for campaigns, flows and list health.
- 03
Month 2: Insight report
A full review of what is working, what is not and why.
- 04
Month 3: Test plan
A programme of A/B tests to improve key emails.
Avoid these
Common email reporting mistakes.
Relying on open rates
Machine opens make them unreliable as a main success measure.
Different attribution everywhere
Your email platform and GA4 count differently. Without clear rules, numbers clash.
Ignoring flows
Automated emails often earn more than campaigns but are rarely reviewed.
Tests with no hypothesis
Random tests rarely produce lessons you can reuse.
Not tracking unsubscribes and complaints
Growing revenue at the cost of list health is a short-term win.
Use cases
Who email analytics helps.
Ecommerce stores
Clear views of revenue by campaign, flow and segment.
B2B companies
Tracking email’s role in leads and pipeline.
Marketing teams
Dashboards that replace hours of manual reporting.
Businesses changing platforms
Benchmarks before and after a move.
Leadership teams
Simple summaries that show the value of email.
How we measure it
What success looks like.
- 01
Revenue per recipient
Value generated per person emailed.
- 02
Click & conversion rates
Reliable engagement and results.
- 03
List health
Growth versus churn over time.
- 04
Test wins
Improvements from structured A/B testing.
How we report
Clear, honest numbers.
Agreed definitions
We agree how revenue and conversions are attributed before reporting.
Platform and GA4 side by side
We show both and explain differences.
Trends, not snapshots
Monthly reports show trends over time, not just this month.
Plain English
Every chart comes with a short explanation.
Actions included
Each report ends with specific recommendations.
Free growth strategy call
See where your next customers will come from.
- A review of your search and AI visibility
- Your biggest quick wins, ranked by impact
- A clear, prioritised plan with no obligation
White-hat methods onlyMonthly reporting you can readNo long lock-in contracts
FAQ
Questions, answered.
Are open rates still reliable?
Less so since Apple Mail Privacy Protection. We focus on clicks, conversions and revenue.
Can you attribute revenue to email?
Yes, using platform attribution, UTMs and GA4 or CRM data.
What should a good email report include?
Revenue, conversions, clicks, deliverability, list growth and clear actions.
Do you analyse SMS too?
Yes. Email and SMS are reported together.
What is click-to-open rate?
Clicks divided by opens. It shows how compelling the email content was for people who opened it, though inflated opens can affect it too.
What is revenue per recipient?
Total revenue from an email divided by the number of people it was sent to. It is a good way to compare emails of different sizes.
Which attribution window should we use?
It depends on your buying cycle. We agree a sensible window, often a few days for ecommerce, and use it consistently.
Can you build a dashboard?
Yes. We build dashboards in tools such as Looker Studio, combining your email platform, store and GA4 data.
Do you track automated flows?
Yes. Flows are reported separately, with performance for each email in the sequence.
What is a good click rate?
It varies by industry, list and email type. We focus on improving your own performance and comparing like with like.
How do Apple privacy changes affect reporting?
Apple Mail Privacy Protection can register opens automatically, so open rates look higher than real behaviour. We rely more on clicks and conversions.
Can you track email leads in our CRM?
Yes, where your CRM and email platform are connected, we can track leads and opportunities from email.
How often should we review email performance?
Monthly for campaigns and flows, with a deeper quarterly review of strategy and list health.
Do you run the A/B tests?
We can design, run and analyse tests, or plan them for your team to run.
Can you benchmark us against competitors?
We can review competitors’ public emails and frequency, though their performance data is private.
Do you check deliverability as part of analytics?
Yes. Bounce, complaint and inbox placement data are part of list health reporting.
Which platforms do you report on?
Common platforms such as Klaviyo, Mailchimp and HubSpot, plus data from Shopify, WooCommerce and GA4.
Is our data kept secure?
We only access the data needed for reporting and follow UK GDPR requirements.
What do you need to start?
Access to your email platform, store or CRM and GA4, plus your current reports if you have them.
Can you report on newsletters for content businesses?
Yes. For publishers and content businesses, we focus on engagement, subscriber growth and onward traffic.
Why do our email platform and GA4 show different revenue?
Email platforms often credit any purchase made within a set time after an email is opened or clicked, while GA4 uses its own attribution model and depends on cookies and consent. We explain both and agree which to use for decisions.
Can you show which emails make the most money?
Yes. We rank campaigns and flow emails by revenue per recipient and conversion rate, so you can see your best and worst performers at a glance.
Do you look at subject lines and send times?
Yes. We analyse which subject line styles and send times perform best for your audience, then confirm the findings with tests.
Can you forecast email revenue?
We can project likely revenue from your list size, engagement and past performance, which helps with planning and target-setting.
Let’s talk
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