A demonstration of the email marketing KPI report I created at a past organization that increased email performance, deliverability, and visibility from key stakeholders. Note: NOT real data. Only for demonstration purposes.

1. Email Performance Report - KPIs - Nov 2023
Emails Sent Open Rate Click-through Rate Click to Conversion Rate
5,181.5
15.7%
10,363
-78.5% from Oct 1, 2023 - Oct 31, 2023
20.59%
-14.9% from Oct 1, 2023 - Oct 31, 2023
22.04%
-26.5% from target value
10.50%
32.3% from Oct 1, 2023 - Oct 31, 2023
10.50%
31.3% from target value
8.25%
112.9% from Oct 1, 2023 - Oct 31, 2023
8.25%
65.0% from target value
from YTD monthly avg
Performance
Nov 2023
Target n/a 22.5% 7% 5%
Campaign and Nurture Emails Only
Benchmark, 30% 8% 5%
Emails Sent
(excludes nurture)
Reply Rate
0.83%
N/A from Oct 1, 2023 - Oct 31, 2023
0.83%
65.5% from target value
Performance
This Month
to Date
Target
n/a 0.1%
Benchmark,
0.1%
3
7
-22.2% from Oct 1, 2023 - Oct 31, 2023
7
133.3% from target value
Note: NOT real data. Only
for demonstration purposes.

2. Email Performance Report - KPIs - Current Month
Emails Sent by Type
Nov 2023 (All Types)
atabase maintenance Campaign Outbound Nurture Customer
31.5%
64.7%
Open rate Click-through rate
Apr 2023 May 2023 Jun 2023 Jul 2023 Aug 2023 Sep 2023 Oct 2023 Nov 20…
0%
5%
10%
15%
20%
25%
30%
17.24% 16.91%
14.02%
24.19%
22.45%
11.43%
21.22%
29.81%
8.98%
8.24%
6.11%
6.67%
22.73%
12.5%
9.23%
16.66%
Open rate goal - 30%
Clickthrough Rate Goal - 8%
Overall Open Rate and Clickthrough Rate Over Time
Campaign and Nurture Emails Only
Note: NOT real data. Only
for demonstration purposes.

3. Email Account and Database Health
Database Size Deliverability
25
70,897
0.6% from target value
99.15%
-0.6% from Oct 1, 2023 - Oct 31, 2023
98.93%
2.0% from target value
Apr 1 Apr 26 May 21 Jun 15 Jul 10 Aug 4 Aug 29 Sep 23 Oct 18 Nov 12
0
20K
40K
60K
80K
56,890 58,790
61,960 63,200 64,000 65,980 67,893 69,998
70,897
November Target - 1,397
Database Size Over Time
Apr 1 Apr 26 May 21 Jun 15 Jul 10 Aug 4 Aug 29 Sep 23 Oct 18 Nov 12
97%
98%
99%
100%
97%
98.1%
97.89%
99.99%
99.77%
99.55%
99.76%
99.1%
99.21%
Deliverability goal - 97%
Deliverability Over Time
Performance
Target 3%/month
Performance
Target 95%
Benchmark, 97%
Performance Nov 2023
Note: NOT real data. Only
for demonstration purposes.

4. Hard Bounce Rate
0.14%
-55.0% from Oct 1, 2023 - Oct 31, 2023
0.31%
25.8% from target value
Apr 2023 May 2023 Jun 2023 Jul 2023 Aug 2023 Sep 2023 Oct 2023 Nov 20…
0%
0.2%
0.4%
0.6%
0.8%
0.45%
0.78%
0.11%
0.19% 0.17%
0.32%
0.55%
0.13%
Hard Bounce Goal - 0.25%
Hard Bounce Rate Over Time
Unsubscribe Rate
0.14%
-55.0% from Oct 1, 2023 - Oct 31, 2023
0.34%
34.7% from target value
Apr 2023 May 2023 Jun 2023 Jul 2023 Aug 2023 Sep 2023 Oct 2023 Nov 20…
0%
0.2%
0.4%
0.6%
0.8%
0.25%
0.38%
0.42%
0.19%
0.55%
0.67%
0.3%
0.14%
Unsubscribe Goal - 0.25%
Unsubscribe Rate Over Time
Email Account and Database Health
Performance
Target
Performance
Target
0.4% 0.25%
Performance Nov 2023
Benchmark,
Benchmark,
0.25% 0.25%
Note: NOT real data. Only
for demonstration purposes.

5. Nurture Campaign Performance KPIs
Click-Through Rate
Open Rate
Apr 2023
May 2023
Jun 2023
Jul 2023
Aug 2023
Sep 2023
Oct 2023
Nov 20…
0%
10%
20%
30%
17.24% 16.91%
14.02%
24.19%
22.45%
11.43%
21.22%
29.81%
Open rate goal - 30%
Apr 2023
May 2023
Jun 2023
Jul 2023
Aug 2023
Sep 2023
Oct 2023
Nov 20…
0%
5%
10%
15%
20%
25%
8.98%
8.24%
6.11% 6.67%
22.73%
12.5%
9.23%
16.66%
Clickthrough Rate Goal - 8%
Click to Conversion Rate
Apr 2023
May 2023
Jun 2023
Jul 2023
Aug 2023
Sep 2023
Oct 2023
Nov 20…
0%
5%
10%
15%
20%
6%
0%
6.25%
0%
20%
0%
3.29%
18.83%
Click to Conversion Rate Goal - 5%
Emails Sent Open Rate Click-through Rate Click to Conversion Rate Reply Rate
218
58.2%
218
39.7% from Oct 1, 2023 - Oct 31, 2023
18.81%
-2.2%
18.81%
-37.3% from target value
12.20%
82.9%
12.20%
52.4% from target value
0.00%
N/A
0.00%
-100.0% from target value
2.44%
N/A
2.44%
2,339.0% from target value
from YTD
Performance
Nov 2023
Target n/a 30% 8% 5% 0.1%
Benchmark, 22.5% 7% 5% 0.1%
Compared to prior month
Note: NOT real data. Only
for demonstration purposes.

6. Campaign Email Performance KPIs
Click-Through Rate
Open Rate
Apr 2023
May 2023
Jun 2023
Jul 2023
Aug 2023
Sep 2023
Oct 2023
Nov 20…
20%
22%
24%
26%
28%
30%
23.49%
21.63%
29.16%
22.38%
Open rate goal - 30%
Apr 2023
May 2023
Jun 2023
Jul 2023
Aug 2023
Sep 2023
Oct 2023
Nov 20…
0%
5%
10%
15%
14%
4.61%
9.21%
8.81%
Clickthrough Rate Goal - 8%
Click to Conversion Rate
Apr 2023
May 2023
Jun 2023
Jul 2023
Aug 2023
Sep 2023
Oct 2023
Nov 20…
0%
5%
10%
15%
20%
13.99%
0%
7.75%
16.5%
Click to Conversion Rate Goal - 5%
Emails Sent Open Rate Click-through Rate Click to Conversion Rate Reply Rate
10,145
-13.4%
10,145
-78.9% from Oct 1, 2023 - Oct 31, 2023
22.38%
-23.3%
22.38%
-25.4% from target value
8.81%
-4.4%
8.81%
10.1% from target value
16.50%
112.9%
16.50%
230.0% from target value
0.04%
N/A
0.04%
-91.2% from target value
from YTD
Performance
Nov 2023
Target n/a 30% 8% 5% 0.1%
Benchmark, 22.5% 7% 5% 0.1%
Compared to prior month
Note: NOT real data. Only
for demonstration purposes.

7. Outbound Email Performance KPIs
Click-Through Rate
Open Rate
Apr 2023 May 2023 Jun 20…
0%
10%
20%
30%
7.89%
6.14%
10.15%
Open rate goal - 30%
Apr 2023 May 2023 Jun 20…
0%
2.5%
5%
7.5%
10%
12.5%
4.38%
10.3%
4.48%
Clickthrough Rate Goal - 8%
Click to Conversion Rate
Apr 2023 May 2023 Jun 20…
0%
1%
2%
3%
4%
5%
0% 0% 0%
Click to Conversion Rate Goal - 5%
Emails Sent Open Rate Click-through Rate Click to Conversion Rate Reply Rate
6,996 8.04%
0.5% from target value
6.10%
-23.8% from target value
0.00%
-100.0% from target value
1.14%
1,037.0% from target value
Performance
Target n/a 8% 1.5% 0.5% 0.1%
Benchmark, 7% 1.5% 1.5% 0.1%
Jan 1, 2023 - Nov 30, 2023
Note: NOT real data. Only
for demonstration purposes.

8. Customer Email Performance KPIs
Click-Through Rate
Open Rate
Nov 2023
25%
30%
35%
40%
45%
50%
48.25%
Open rate goal - 30%
Nov 2023
0%
10%
20%
30%
28.99%
Clickthrough Rate Goal - 8%
Click to Conversion Rate
Nov 2023
0%
10%
20%
30%
40%
40%
Click to Conversion Rate Goal - 5%
Emails Sent Open Rate Click-through Rate Click to Conversion Rate Reply Rate
6,996 48.25%
7.2% from target value
28.99%
-35.6% from target value
40.00%
100.0% from target value
0.00%
Performance
Target n/a
Benchmark,
Jan 1, 2023 - Nov 30, 2023
45% 45% 20%
40% 20% 20% n/a
Note: NOT real data. Only
for demonstration purposes.

9. Campaign Email Performance
Campaign name Emails sent Open rate Click-through rate Click to conversion rate Reply rate
1. Outbound campaign 3 - May 2023 2,967 6.13% 6.02% 0% 1.7%
2. Outbound Campaign 2 2,602 8.89% 7.37% 0% 0%
3. Outbound Campaign 1 1,427 10.04% 4.94% 0% 1.42%
4. On-Going Nurture and Engagement 219 21.92% 8.33% 25% 0%
5. New Product Launch Fall 2023 143 48.25% 28.99% 40% 0%
6. May 2023 Webinar 10,773 22.27% 13.06% 9.25% 0.03%
7. Jan 2023 Webinar 650 23.08% 12.67% 15.79% 0.67%
8. Feb 2023 Webinar 678 24.48% 7.83% 7.69% 0%
9. Database Maintenance Campaign 144,097 15.27% 11.82% 2.12% 0%
10. ABC Company October 2023 Webi… 48,010 29.16% 9.21% 7.75% 0%
11. ABC Company November Webinar 10,145 22.38% 8.81% 16.5% 0.04%
12. 2023 General Nurture Campaign 1,159 20.79% 10.17% 2.22% 2.93%
▼
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Jan 1, 2023 - Dec 2, 2023 ▼
Note: NOT real data. Only
for demonstration purposes.

10. Emails sent
Apr 2023 May 2023 Jun 2023 Jul 2023 Aug 2023 Sep 2023 Oct 2023 Nov 20…
0
2
4
6
8
10
12
3
6
0
11
7
2
9
7
Number of Emails Sent Over Time
(Excludes nurture)
Note: NOT real data. Only
for demonstration purposes.

11. Individual Email Campaign Performance
Date Campaign name Email Description Open rate Click-through rate Click to conversion r… Reply rate
1. Nov 7, 2023 ABC Company Webinar Cam… ABC Company Webinar Campaign Reminder - opened but did not register 0.57 0.03 0 0
2. Nov 3, 2023 ABC Company Webinar Cam… ABC Company Webinar Campaign - Previous registrants 0.3 0.24 null 0
3. Nov 3, 2023 ABC Company Webinar Cam… ABC Company Webinar Campaign - Non previous registrants 0.23 0.04 0 0
4. Oct 3, 2023 ABC Company Whitepaper ABC Company Whitepaper Launch Email - Promotion 1 0.18 0.08 null null
5. Oct 11, 2023 ABC Company Whitepaper ABC Company Whitepaper Launch Email - Promotion 2 0.17 0.05 null null
6. Oct 23, 2023 ABC Company Whitepaper ABC Company Whitepaper Launch Email - Promotion 3 0.17 0.05 0 0
7. Oct 17, 2023 ABC Company Whitepaper ABC Company Whitepaper Launch Email - Promotion Urgency 0.16 0.04 0 0
8. Oct 26, 2023 ABC Company Whitepaper ABC Company Whitepaper Launch Email - Promotion Final 0.16 0.03 0 0
9. Nov 9, 2023 ABC Company Webinar Cam… ABC Company Webinar Campaign 2 Promo Speaker Email 0.08 0.16 0 0
▼
1 - 9 / 9 < >
Select date range ▼
Note: NOT real data. Only
for demonstration purposes.

12. Email Performance by Type
Customer
Campaign
Nurture
Database…
Outbound
0%
10%
20%
30%
40%
50%
48.25%
23.94%
20.91%
15.27%
8.04%
Open rate goal - 30%
Open Rate Clickthrough Rate
Customer
Database…
Campaign
Nurture
Outbound
0%
10%
20%
30%
28.99%
11.82%
10.77%
9.99%
6.1%
Clickthrough Rate Goal - 8%
Emails Sent
Database maintenance Campaign Outbound
31.5%
64.7%
Email type Emails sent Open rate Click-through rate Click to conversion rate Reply rate
1. Customer 143 48.25% 28.99% 40% 0%
2. Campaign 70,256 23.94% 10.77% 11.04% 0.13%
3. Nurture 1,378 20.91% 9.99% 4.5% 2.63%
4. Database maintenance 144,097 15.27% 11.82% 2.12% 0%
5. Outbound 6,996 8.04% 6.1% 0% 1.14%
▼
1 - 5 / 5 < >
Jan 1, 2023 - Dec 2, 2023 ▼
Note: NOT real data. Only
for demonstration purposes.

13. Email Performance Definitions - KPIs
Open Rate: The percentage of people who opened an email out of the people who were delivered an email. When
referring to overall "open rate," this metric includes only nurture and campaign emails unless otherwise noted.
Clickthrough Rate: The percentage of people who clicked a link in an email out of the people who opened an email.
When referring to overall "clickthrough rate," this metric includes only nurture and campaign emails unless otherwise
noted.
Click to Conversion Rate: The percentage of people who took the goal action (such as downloading a whitepaper or
signing up for a webinar) out of the people who clicked a link in an email.
Reply Rate: The percentage of people who replied to an email out of the percentage of people who were delivered an
email.
Database size: The number of contacts who have subscribed to receive marketing emails.
Deliverability: The percentage of emails that were successfully delivered to recipients' inboxes. This metric includes ALL
emails sent since every email contributes to our deliverability rate.
Unsubscribe rate: The percentage of people who unsubscribed out of the people who were delivered an email. This
metric includes ALL emails sent since every email contributes to our unsubscribe rate.

14. Email Performance Definitions - Email Types
Nurture: Email campaigns sent on a rolling basis to build relationships between us and our audience, especially new
subscribers.
Campaign: Scheduled emails that send to larger subsets of our database all at once. These have a specific objective,
such as inviting them to a webinar or to join a specific initiative.
Outbound: Emails sent to lists that may or may not have subscribed to hear from us. The objective of outreach emails is
to reach customers not already in our database and attempt to connect them with sales. This type does not include
outreach emails from sales/BDR team.
Database maintenance: Emails sent to gauge a contact's interest in hearing from us. Since unengaged contacts hurt our
email program health, database maintenance emails often invite uninterested users to unsubscribe from emails or these
emails unsubscribe contacts automatically based on their engagement to keep the database healthy.
Customer: Emails with messages specifically to our customers, such as an NPS survey or product update/release.