How to Turn Email Marketing Data into Useful Data

marketing dashboardEmail Marketing is still an effective marketing tool for organisations of all shapes and sizes. There are a number of reasons for this, one of them is the tracking and data that the 3rd party providers (such as MailChimp) enable.

There is a lot of data available through 3rd party email marketing systems however, we are often asked:

What do you do with the data?

We work with clients to assist them with making sense of the data, pulling out what is relevant to their objectives and then tweaking campaigns for continuous improvement and optimisation.

The first step is to set your email marketing objectives and KPIs (if you haven’t already) so that your team are all clear and so you know what you are measuring or want to measure. This is also a good time to revisit why you do email marketing as part of your marketing mix.

To then further enhance your email marketing data, you need to also combine your website’s Google Analytics data and also your sales data. This enables you to track engagement from email to website and then to lead generation.

To bring this all together, we recommend that you build an Email Marketing Dashboard to track your KPIs for each email dispatch/campaign. Here are some common statistics we use:

  • Database growth
    • new subscribers (opt-in)
    • new subscribers (imports)
    • unsubscribes
  • Number of emails sent per campaign
  • Number of opens
  • Number of clicks
  • Website traffic (from Google Analytics)
  • Sales enquiries (from sales team)
    • existing client enquiry
    • new prospect enquiry

The above dashboard enables you to get a picture of how you are tracking with each campaign. You can then monitor patterns to see which elements are more effective than others and tweak your campaigns accordingly. Other tools such as A/B Split Testing are also useful to test different elements in your emails. If you want to drill down further then, of course, you can go into MailChimp, Google Analytics or to your sales team to ask more questions.

Always remember what your objectives are and continually strive to achieve or improve the outcomes of your campaigns in line with your objectives.

Photo by Barney Moss on Flickr (CC by 2.0)




  1. Mark Carn

    Great article Josie, thanks.

    • Josie Hodge

      Thanks Mark, glad you found it useful 🙂



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