What should you be looking to report on and why?

These days there are many reports that you can get on your email campaigns – from sent, opens, clicks, bounces and unsubscribes, to the more obscure delivery reports like SPF/DKIM authentication, data cleansing and feedback loop complaints. In part one of a two part series, I am taking a look at some of the types of report and what they offer you as a marketer. Summary reports Most ESPs will provide you with a summary report with sent, delivered, bounced, opened, clicked, opt outs and sometimes feedback loop information at a headline level. These reports are great for a marketer to get a feel for a campaign but give little depth and are really only used to confirm that all…