If you’ve ever tried to create a clear, consistent report on your email marketing performance, you probably know one thing for sure: it’s a pain.
And not because you’re doing anything wrong.
It’s because email analytics is genuinely one of the hardest things to get right in your CRM stack.
Whether you’re running a lean team or working across multiple markets, chances are your dashboards are:
- Built on exports and spreadsheets
- Missing half the story (like revenue, segmentation, or lifecycle data)
- Too high-level for action, or too technical for clarity
You’re not alone—and this is exactly the problem SEINō was built to solve. By tackling it head-on, they won the audience favorite award at the Inbox Expo 2024 Startup Pitch.
You can check out their demo dashboard here: https://app.seino.ai/reports/demo-dashboard
Why Is Email Analytics So Tough?
It comes down to three things:
1. Email tools weren’t built for reporting
Email Marketing Platforms are brilliant at sending emails, but when it comes to reporting, they mostly cover the basics: opens, clicks, unsubscribes.
That’s fine for a one-off campaign. But if you want to track engagement over time, compare markets, or see how email drives purchases, you’re out of luck.
2. Your data is everywhere
Your email platform has engagement data. Your webshop has revenue data. Your CDP might have segmentation info. None of it talks to each other by default.
So, unless you have a dedicated data team stitching it together, you’re stuck trying to blend five sources manually.
3. The reporting needs keep growing
Leadership wants a weekly performance update. The team wants daily alerts. The product team wants cohort analysis. Before you know it, you’re spending 8 hours a week on dashboards and still feel like you’re missing insights. It’s very time consuming.
How to do better email reporting (With or without SEINō)
Here are a 12 quick wins you can apply right away:
- Standardize naming conventions If your campaigns aren’t consistently named, reporting becomes a nightmare. A clean naming system helps you group, compare, and learn across campaigns.
👉 Example:
2025-04_NL_Promo_Easter_Sale
[Year]-[Month]_[Market]_[Type]_[Theme or Goal]
- Tag your campaigns by type Is it a promo? A lifecycle email? A newsletter? Use custom fields or internal labels to tag campaigns. It makes filtering and analysis 10x easier.
- Track clicks to conversions Even if your platform doesn’t support revenue tracking out of the box, you can use UTM parameters and Google Analytics to link clicks to purchases. It’s not perfect, but it’s better than guessing. Make sure the UTM tags are set automatically if possible.
👉 Example of good UTM tagging:
utm_source=newsletter&utm_medium=email&utm_campaign=2025-04_NL_Promo_Easter_Sale
- Create a “Metrics Bible” 📘
Document and agree on definitions for key metrics like opens, clicks, conversions, and engagement. This avoids confusion when someone says, “click-through rate”, because everyone will know exactly what it means. - Use segments as filters, not just for sending
You probably segment to send smarter. But do you segment to analyze smarter? Break down performance by segment (e.g., new vs. repeat, high vs. low engagement) to see where you’re winning or losing. - Set reporting KPIs by campaign type
Your newsletter shouldn’t be held to the same standard as your reactivation series. Define KPIs per campaign type, so you’re comparing apples to apples. - Automate your weekly or monthly reports
Whether you use a BI tool, your ESP, or a spreadsheet, set up templates that update automatically. Less manual work = more time for insights. - Monitor engagement drop-offs
If subscribers click but don’t convert, or open less over time, those are signs to watch. Set thresholds (e.g., “5 campaigns with no clicks”) to catch declining engagement early. - Track unsubscribes by campaign type
Promos usually have higher unsubscribes than transactional or educational content. Benchmark this and track trends, it helps optimize tone, frequency, and content. - Visualize trends, not just results
Static open/click rates don’t tell a story. Trend lines do. Are results improving over time? Are certain days performing better? Visualization helps uncover patterns. - Involve stakeholders in metric choices
Bring sales, product, or leadership into the conversation. When they help define what success looks like, your dashboards become more actionable, and more valued. - Build a “What happened, so what, now what?” habit
Don’t just report numbers. Ask:
- What happened?
- So what does it mean?
- Now what should we do next?
This turns reporting into strategy!
Why SEINō Exists
SEINō was founded after years of feeling the same pain you’re probably feeling right now.
We were tired of dashboards that only told half the story. Tired of asking data teams for help. Tired of not knowing if email was truly moving the needle.
So we built SEINō: a plug-and-play email analytics platform made specifically for CRM teams. No expensive data projects. No manual data work. Just connect your platform and you’re good to go.
And today? We’ve helped hundreds of companies transform their email reporting, from fast-growing e-commerce brands to global B2B players.
The Bottom Line
Email is your most measurable channel and the least understood.
That ends here.
Whether you use SEINō or not, it’s time to demand more from your reporting. More insight. More clarity. More control.
Want to experience SEINō in action? You can try SEINō for the first 14 days for free.
SEINō is proud to sponsor Inbox Expo. Stop by, say hi, and let’s turn your reporting into your superpower.
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