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Best Email Marketing report templates for marketing teams and agencies (2024)

Automate marketing reporting with dozens of 100% customizable, white-label Email Marketing report templates. Used and made by +10,000 marketers in over 60 countries.
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SEO report template for marketing teams and agencies

This SEO report template helps track key metrics like conversion rate, ROI, and CTR. Analyze organic search traffic and keyword rankings. Segment by audience, channel, or time. Integrate data from Google Search Console and content marketing. Ideal for marketing teams to measure performance and achieve specific goals.

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Instagram Insights report template for marketing teams and agencies

Analyze key metrics with the Instagram Insights report template. Measure CTR, conversion rate, ROI, likes, comments, shares, impressions, and reach. Segment by age, gender, location, and time. Ideal for social media marketers to consolidate performance data and refine strategies. Gain actionable insights to optimize engagement and ROI.

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Google Analytics 4 report template for marketing teams and agencies

Optimize your e-commerce strategy with this Google Analytics 4 report template. Track conversion metrics, session duration, and bounce rate. Analyze impressions, CTR, and average position. Segment by campaign, age, gender, and device. View data by hour, day, or year. Perfect for marketing teams to enhance website performance and achieve objectives.

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Funnels report template for marketing teams and agencies

Optimize your marketing strategy with this Funnels report template. Track conversion rates, ROI, and CTR from Facebook Ads, Google Ads, and Paid Media. Analyze by acquisition, conversion, and retention stages. Perfect for marketing teams leveraging Google Analytics 4 to achieve specific goals and improve performance across various audience segments.

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Lead generation report template for marketing teams and agencies

Optimize your strategy with the Lead generation report template. Track conversion rates, cost per conversion, and ROI. Analyze B2B, CRM, Email Marketing, and Facebook Ads data. Segment by audience, demographics, and behavior. Measure SQLs, sales cycle length, and CRM contact performance. Ideal for marketing teams seeking actionable insights.

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What is an email marketing report?

An email marketing report is a document that consolidates data from multiple sources (e.g., Mailchimp, HubSpot, Salesforce) to track and display key performance indicators (KPIs) (e.g., open rates, click-through rates, conversion rates), enabling teams and agencies to monitor email campaign performance and create presentations for clients and executives. 

Email marketing reports are typically created using flexible tools like Google Looker Studio, Power BI, Google Sheets, or platform-specific solutions to enable high customization and integration of multiple data sources.

What to include in an email marketing report?

An actionable email marketing report balances context and specificity based on the audience (executives, managers, and analysts) and their use cases.

Executive email marketing reports

Executive reports for CMOs, CEOs, and clients show email marketing's bottom-line impact. Reviewed weekly, monthly, or quarterly, they include:

  • Email ROI analysis: by campaign, using attribution for large budgets.
  • Subscriber growth analysis: new subscribers, churn rate, and net growth.
  • Cohort analysis: engagement and conversion by subscriber cohort (sign-up period, acquisition source).
  • Add text for additional context to translate metrics for non-technical audiences. Present in slide decks and simplified Looker Studio reports.

Email marketing manager reports

Manager reports have campaign views with drill-downs to see performance by client, brand, region, team member, and email type. They help align teams, define tactics, and include:

  • Campaign performance reporting: overall email campaign performance across different segments.
  • Goal tracking: compare current performance vs objectives.
  • Audits for prioritization and spotting issues.
  • Competitive analysis for email strategies and tactics.
  • Content and audience research.

Operational Email Marketing Reports

Operational reports for analysts and email managers have granular, customizable KPIs to solve technical issues. Monitored hourly, daily, or weekly, they cover:

  • Email: delivery, open, click-through, and conversion rates.
  • Subscriber metrics: list growth, unsubscribe rates, bounce rates.

Operational email marketing reports are highly customized, built in flexible tools like Google Sheets or Looker Studio to enable data cleaning, blending, annotations, and integrating multiple sources.



How to build an email marketing report?

To build an email marketing report, connect your data sources, choose a template on Looker Studio or Sheets, build your queries by selecting metrics and dimensions, choose charts to visualize your data, customize the report, design and share via link, PDF or email. 

Here’s the breakdown: 

Connect data sources

Define and connect the data sources to bring to your report. Common sources are Mailchimp and HubSpot for email performance, CRM for subscriber data, and Google Analytics for web engagement.

To connect your data sources, go to portermetrics.com, choose the data sources to bring to your report. 

You can follow these tutorials on connecting your data:

Choose a template

Choose from dozens of email marketing report templates in Google Sheets or Looker Studio, designed for use cases like campaign monitoring, subscriber growth, and engagement analysis. 

Learn to copy Looker Studio templates. 

While templates are the starting point. Make them specific for your business or agency. Map your specific metrics, especially custom conversions, CRM contact data, and all the fields and metrics that you define as "conversions" and "revenue".

Depending on your reporting tool—Google Sheets or Google Looker Studio, pick any of the dozens of templates created by our team and customers to solve your email marketing reporting use cases, such as campaign monitoring, subscriber growth, and engagement analysis. 

Select metrics, dimensions, and charts

Once your report template is downloaded, you may 1)modify it or 2) create a blank page to build it from scratch. Whatever the case, setting up a query always follows these steps: 

  1. Select the data source and the account connected to it
  2. Choose metrics (e.g. Opens, Clicks, Conversions, Revenue, etc.). 
  3. Choose breakdowns to segment your data (e.g. by date, campaign name, email type, etc.)

You can follow these tutorials on adding data to your reports

Design

To make your email marketing reports truly white-label you can add logos, colors, fonts, and styling to mirror your brand. 

Follow these tutorials to design your email marketing reports:

Share

Share your email marketing reports via links, PDF, schedule emails, and control permissions.

KPIs to include in an email marketing report?

Email marketing reports should include a mix of funnel—visibility, engagement, conversion—, efficiency, effectiveness, revenue, and cost metrics and KPIs to fully understand the performance of email campaigns towards business goals. They include:

Email funnel KPIs measure the buying process (from the marketer perspective), regardless of the channel: 

  • Visibility metrics: email deliveries, open rates
  • Engagement metrics: clicks, forwards, shares, average time on email
  • Conversion metrics: custom conversions, leads, purchases, key events

Efficiency KPIs compare your email marketing outputs to the cost, including:

  • Visibility: Cost per Thousand Emails Sent (CPM)
  • Engagement: Cost per Click (CPC)
  • Conversion: Cost per Acquisition (CPA), Cost per Lead (CPL) 

Effectiveness KPIs compare the input with the output from one funnel stage to another

  • Visibility: Open rate
  • Engagement: Click-through rate (CTR), engagement rate
  • Conversion: Conversion rate

Sales and cost KPIs show the bottom-line impact of your email marketing performance:

  • Sales: customers, revenue
  • Cost: email marketing spend, OPEX, payroll
  • Efficiency: ROI, ROAS, CAC
  • Effectiveness: Average Order Value (AOV), Average Customer Value (ACV)

To analyze these email marketing KPIs, segment them by:

  • Channel: email type, source
  • Time: Hourly, daily, weekly, monthly
  • Campaign: funnel stage, objective
  • Business: client, branch, region
  • Audience: geo, tech, demographics, interests, behavior, placement
  • Content: subject lines, format, topic, keyword

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