Discover how Attentive's email reporting can transform your data into actionable insights, driving real engagement, revenue, and customer loyalty.
As email marketing becomes increasingly personalized, your reporting should too. The biggest hurdle most marketing teams face isn't a shortage of data—it's figuring out how to turn all those detailed insights into real plans.
Too often, email reporting becomes a collection of impressive-looking dashboards that don't translate into meaningful business improvements. Without the right approach, you end up with surface-level data that makes everything seem okay, while you're missing out on the deeper trends that could really elevate your customer relationships.
When you can see the true drivers of engagement, revenue, and customer loyalty, you can make adjustments that create genuine impact—not just incremental improvements to vanity metrics.
Key takeaways
This guide will show you how to use Attentive's email reporting capabilities to build stronger customer experiences and relationships through data you can trust.
- Foundational reporting still matters. Dive into a comprehensive email reporting system that extends well beyond basic campaign metrics.
- Customizable campaign reports. Track engagement, revenue attribution, subscriber growth, and cross-channel performance with complete visibility into your email marketing ROI.
- Segment reporting. Fine-tune your segmentation strategy, boost engagement, and drive higher ROI when you dive into how different audience segments interact with your messages.
Laying the groundwork with foundational reporting
Before diving into specific reports, it's important to understand that Attentive provides a robust email reporting ecosystem that goes far beyond basic campaign metrics. At the foundation level, you get complete visibility into campaign performance with total aggregates for opens, clicks, and bounces, plus detailed link-level tracking that provides heat-mapping insights into which content drives engagement.
These reports provide actionable insights across critical areas including engagement rates, revenue attribution, subscriber growth patterns, and cross-channel performance—giving you a 360-degree view of your email marketing effectiveness.
Core email metrics at your fingertips
Attentive's reporting infrastructure captures the metrics that matter most to email marketers.
- Engagement Metrics: Track both total and unique opens and open rates, plus total and unique clicks and click rates to understand how your content resonates with subscribers.
- Revenue Metrics: Monitor conversions, conversion rates (CVR), and revenue to directly tie email performance to business outcomes.
- List Health Metrics: Keep tabs on bounces, bounce rates, and unsubscribes to maintain optimal deliverability and subscriber satisfaction.
Essential reports for email success
With dozens of potential metrics to track, knowing which reports to prioritize can feel overwhelming. Streamline your workload by organizing email reporting into a handful core report types, each designed to answer specific strategic questions about your email program.
Whether you're focused on growing your subscriber base, improving campaign performance, or maximizing triggered journey effectiveness, these reports provide the targeted insights you need to drive meaningful improvements.
Email subscriber growth report
Understanding your subscriber acquisition and retention trends is fundamental to long-term email success. This report provides a clear picture of your list's health over time by tracking three key components.
- Email subscribes show you how many new subscribers opted in during your selected timeframe, with both total counts for the entire period and daily breakdowns for granular analysis.
- Email unsubscribes reveal subscriber churn patterns, helping you identify potential issues with content frequency, relevance, or targeting.
- Total email marketing subscribers displays your cumulative subscriber count, accounting for not just new subscribes and unsubscribes, but also suppression events that can impact your total numbers.
Multi-channel campaign performance report
Today, successful brands operate across multiple channels. This comprehensive report breaks down both email and text message campaign performance across key metrics, organized into three strategic tabs.
- Text messages tab: Analyzes SMS and MMS campaign performance, including delivery rates, clicks, click rates, conversions, CVR, revenue, unsubscribes, and opt-out rates.
- Email messages tab: Focuses specifically on email campaigns with detailed metrics including delivery counts, unique and total opens, unique and total clicks, corresponding rates, conversions, CVR, revenue, unsubscribes, opt-out rates, bounces, and bounce rates.
- Text and email messages tab: Provides a consolidated view of both channels, making it easy to compare performance across your entire messaging ecosystem.
Multi-channel journey reporting
For businesses leveraging Attentive's journey capabilities, two reports provide different levels of insight.
- Multi-channel journeys aggregate performance gives you the big picture view of how your automated journeys are performing overall. This report is perfect for understanding broad trends and identifying your most successful journey strategies.
- Multi-channel journeys message-level performance drills down to individual message performance within journeys, allowing you to optimize specific touchpoints and identify which messages in your sequences drive the best results.
Both reports default to the last 30 days of data, grouped by day, giving you recent performance insights while maintaining enough historical context for meaningful analysis.
Triggered email performance report
Automated emails often drive some of the highest engagement and conversion rates, making the Triggered Email Performance report essential for optimization. This report analyzes both email and text message performance within journeys across crucial metrics including delivery, opens, clicks, conversions, revenue, bounces, opt-outs, and unsubscribes.
The report offers two views.
- Message-level performance breaks down individual messages within journeys. If your welcome series has three emails, you'll see separate performance data for each message, enabling precise optimization of every touchpoint.
- Aggregate journey performance consolidates performance by channel within each journey. Using the same three-email welcome series example, you'd see combined performance data across all three emails, perfect for evaluating overall journey effectiveness.
Quick takeaway
The key is consistency—make reviewing these reports a regular part of your email marketing routine, and use the insights to continuously refine your approach.
Whether you're tracking subscriber growth trends, analyzing cross-channel performance, or optimizing individual journey messages, these metrics provide the foundation for data-driven email marketing success.
If you’re interested in getting even more out of your email marketing efforts, take a look at our guide on looking at metrics from two different perspectives—optimizing for machines and then humans.
Building reports that work for your business
Many platforms lock you into their pre-built reports or make you export raw data to get what you need. Once you've built the perfect report, you can save it for future use, export it to external systems, or schedule automated delivery at whatever interval makes sense for your team—whether that's daily performance updates or weekly executive summaries.
That's the difference between spending 30 minutes every Monday pulling together performance data versus having it waiting in your inbox.
The granularity without complexity is the real MVP. You can see link-level heat mapping and mail client breakdowns (the detailed stuff that helps you optimize) while also getting high-level dashboard views (the stuff executives care about). Most platforms make you choose between being tactical or being strategic, but shouldn’t you be able to do both?
Customize your campaign reports
The Campaign Performance Reports allow you to adjust date ranges, group metrics by different time periods, and fully customize both the metrics displayed and how data is filtered. You can drill down into A/B test results, segment performance, tag-based analysis, and include sophisticated metrics like AOV, revenue per message, and engagement rates all in a single view.
The visualization features put you in complete control of how your data is presented. You can switch between different metrics in the chart view, customize the summary metrics displayed at the top of reports, and access interactive definitions for any metric by simply hovering over it.
The data tables are fully customizable—you can add or remove specific metrics, group data by multiple dimensions like message type or journey trigger, and sort columns to organize information exactly how you need it. Once you've built the perfect report configuration, you can save it for future use, export it to CSV with all your filters intact, and easily manage active filters through visual indicators that make it simple to modify or remove specific criteria as your analysis needs change.
Seamless integration and data access
For teams with more complex data needs, Attentive offers multiple integration options, including real-time webhooks that push event data to external endpoints as it happens, and SFTP feeds for custom reporting and historical data logging.
Quick takeaway
The real-time integration capabilities solve a huge pain point. These capabilities ensure that email performance data can flow seamlessly into your existing analytics infrastructure, data warehouses, and business intelligence tools, without manual exports or data delays.
Combined with proactive deliverability monitoring and dedicated support, Attentive's reporting platform gives you both the granular insights and strategic overview needed to optimize your email program effectively.
Understanding segment performance in your email campaigns
One of the most powerful ways to improve your email marketing strategy is through detailed segment reporting. Attentive's segment reporting feature allows you to dive deep into how different audience segments engage with your SMS and email campaigns, giving you the data-driven insights needed to refine your targeting and boost ROI.
With segment reporting, you can view performance metrics across multiple touchpoints - from individual campaign pages to comprehensive cross-campaign analyses in the Reports section.
There are two key report types that will help you understand your audience better.
- Campaign performance by segment reports show how each segment responds to specific campaigns with metrics like click rates, conversions, and revenue per message.
- Segment aggregate campaign performance reports provide a broader view of how segments perform over time, helping you identify your highest-value audience groups.
For even more in-depth analysis, you can dive into individual segment pages, where the Performance tab provides a focused view of how each specific segment has performed across all your campaigns. This segment-level analysis is particularly valuable for understanding the long-term effectiveness of your targeting strategies.
Within each segment's Performance tab, you can customize your analysis by selecting specific date ranges (defaulting to the last 30 days) and filtering by channel—whether you want to see combined performance across SMS and email, or focus on one channel specifically.
The segment performance view displays all campaigns that have targeted your selected segment within your chosen time frame, complete with channel-specific metrics like delivery rates, opens, clicks, conversions, and revenue.
A particularly useful feature is the "Segment Total" row, which provides cumulative performance metrics across all campaigns, giving you a clear picture of that segment's overall value.
For deeper analysis, you can jump directly to a detailed Campaign Performance by Segment report that's pre-filtered for your specific segment and date range.
Quick takeaway
The reporting system is highly customizable, allowing you to:
- Group metrics by segment
- Filter data to focus on specific audiences
- Compare performance across different time periods
This level of detailed insight makes it easier than ever to identify which segments drive the best results and adjust your targeting strategy accordingly.
Attentive’s email reporting features were built for how email marketing works now. Multi-channel attribution, A/B test analysis, segment-specific performance, automated reporting—these aren't add-on features—they're core to how the reporting works.
We understand email isn't a standalone channel anymore—it's part of a broader customer experience that needs integrated measurement.
Learn more about Attentive Email, request a demo.
