CMO · Dashboard · Intermediate · Saves 25+ hours
Email Performance Dashboard
A dashboard template for tracking email performance across all programs.
What's included
- Deliverability Metrics
- Delivery rate
- Bounce rate
- Spam complaints
- Engagement Metrics
- Open rate trends
- Click rate trends
- Click-to-open ratio
- Engagement over time
- Conversion Metrics
- Conversion rate
- Revenue attribution
- Pipeline influence
- Program Comparison
- Performance by email type
- Segment performance
- Send time analysis
Best used when
- Building email reporting from scratch
- Need to demonstrate email ROI to leadership
- Want to move beyond vanity metrics
- Optimizing email program performance
Why this is Gold
Most email reporting stops at opens and clicks. This dashboard connects email to business outcomes.
The template
The Template
EXECUTIVE SUMMARY VIEW
Email Program Scorecard
EMAIL PROGRAM EXECUTIVE SCORECARD
PERIOD: _______________
HEALTH INDICATORS:
List Health: 🟢 🟡 🔴 (___% active)
Deliverability: 🟢 🟡 🔴 (___% delivered)
Engagement: 🟢 🟡 🔴 (___% open rate)
Conversion: 🟢 🟡 🔴 (___% conversion rate)
KEY METRICS THIS PERIOD:
Emails sent: _____
Unique recipients: _____
Total opens: _____
Total clicks: _____
Conversions: _____
Revenue attributed: $_____
vs. LAST PERIOD:
Sends: +/-___%
Opens: +/-___%
Clicks: +/-___%
Conversions: +/-___%
Revenue: +/-___%
TOP INSIGHT:
_______________
KEY ACTION:
_______________
Month-Over-Month Trend Table
| Metric | 3 Mo Ago | 2 Mo Ago | Last Mo | This Mo | Trend |
|---|---|---|---|---|---|
| Emails sent | ↑↓→ | ||||
| Open rate | ↑↓→ | ||||
| Click rate | ↑↓→ | ||||
| CTOR | ↑↓→ | ||||
| Unsubscribe rate | ↑↓→ | ||||
| Conversions | ↑↓→ |
DELIVERABILITY METRICS
Deliverability Dashboard
DELIVERABILITY HEALTH CHECK
DELIVERY METRICS:
Emails sent: _____
Delivered: _____ (___%)
Bounced: _____ (___%)
- Hard bounces: _____ (___%)
- Soft bounces: _____ (___%)
REPUTATION METRICS:
Sender score: _____/100
Spam complaints: _____ (___%)
Blocklist status: ☐ Clear ☐ Listed
INBOX PLACEMENT (if tracked):
Inbox: ____%
Spam: ____%
Missing: ____%
BENCHMARKS:
This Period Target Status
Delivery rate: ____% 98%+ ☐ OK ☐ Warning ☐ Critical
Bounce rate: ____% <2% ☐ OK ☐ Warning ☐ Critical
Spam rate: ____% <0.1% ☐ OK ☐ Warning ☐ Critical
Deliverability by Domain
| Domain | Sends | Delivered | Open Rate | Notes |
|---|---|---|---|---|
| gmail.com | ||||
| outlook.com | ||||
| yahoo.com | ||||
| Company domains |
ENGAGEMENT METRICS
Engagement Dashboard
ENGAGEMENT METRICS DASHBOARD
PERIOD: _______________
OPEN METRICS:
Total opens: _____
Unique opens: _____
Open rate: ____%
vs. benchmark: +/-____%
CLICK METRICS:
Total clicks: _____
Unique clicks: _____
Click rate: ____%
Click-to-open rate: ____%
ENGAGEMENT QUALITY:
Multiple opens: _____ (engaged readers)
Multiple clicks: _____ (highly engaged)
Forward/share: _____
NEGATIVE SIGNALS:
Unsubscribes: _____ (___%)
Spam complaints: _____ (___%)
Engagement by Email Type
| Email Type | Sent | Open Rate | Click Rate | CTOR | Unsub |
|---|---|---|---|---|---|
| Newsletter | |||||
| Nurture | |||||
| Promotional | |||||
| Product updates | |||||
| Transactional |
Top Performing Emails
| Rank | Subject Line | Sent | Open Rate | Click Rate |
|---|---|---|---|---|
| 1 | ||||
| 2 | ||||
| 3 | ||||
| 4 | ||||
| 5 |
CONVERSION METRICS
Conversion Dashboard
CONVERSION METRICS DASHBOARD
PERIOD: _______________
EMAIL-ATTRIBUTED CONVERSIONS:
This Period Last Period Change
Leads generated: _____ _____ +/-___%
MQLs created: _____ _____ +/-___%
Opportunities: _____ _____ +/-___%
Closed deals: _____ _____ +/-___%
CONVERSION RATES:
Click → Lead: ____%
Lead → MQL: ____%
MQL → Opportunity: ____%
Opportunity → Close: ____%
REVENUE ATTRIBUTION:
Pipeline influenced: $_____
Revenue attributed: $_____
Email ROI: _____x
Conversion by Campaign/Program
| Program | Clicks | Leads | MQLs | Opps | Revenue |
|---|---|---|---|---|---|
| Welcome series | |||||
| Nurture campaign A | |||||
| Newsletter | |||||
| Product launch | |||||
| Webinar promo |
LIST HEALTH METRICS
List Health Dashboard
LIST HEALTH DASHBOARD
PERIOD: _______________
LIST SIZE:
Total subscribers: _____
Active (30 days): _____ (___%)
Passive (31-60): _____ (___%)
At-risk (61-90): _____ (___%)
Inactive (90+): _____ (___%)
GROWTH:
New subscribers: _____
Unsubscribes: _____
Hard bounces removed: _____
Net growth: _____ (+/-___%)
LIST QUALITY:
Valid email rate: ____%
Role accounts: ____%
Catch-all domains: ____%
ENGAGEMENT TREND:
Active rate trend: ↑ ↓ →
List Source Quality
| Source | New Subs | Open Rate | Click Rate | Unsub Rate | Quality |
|---|---|---|---|---|---|
| Website organic | 🟢🟡🔴 | ||||
| Content downloads | 🟢🟡🔴 | ||||
| Webinar registration | 🟢🟡🔴 | ||||
| Events | 🟢🟡🔴 | ||||
| Paid campaigns | 🟢🟡🔴 |
SEGMENT PERFORMANCE
Segment Comparison Dashboard
| Segment | Size | Open Rate | Click Rate | Conversion | Revenue |
|---|---|---|---|---|---|
| Industry: Tech | |||||
| Industry: Finance | |||||
| Size: SMB | |||||
| Size: Enterprise | |||||
| Stage: Lead | |||||
| Stage: Customer |
BENCHMARKS & TARGETS
Performance vs. Benchmarks
BENCHMARK COMPARISON
Your Rate Industry Avg Target Status
Open rate: ____% 20-25% ____% 🟢🟡🔴
Click rate: ____% 2-3% ____% 🟢🟡🔴
CTOR: ____% 10-15% ____% 🟢🟡🔴
Unsubscribe rate: ____% <0.5% ____% 🟢🟡🔴
Bounce rate: ____% <2% ____% 🟢🟡🔴
Spam rate: ____% <0.1% ____% 🟢🟡🔴
Conversion rate: ____% [varies] ____% 🟢🟡🔴
Target Setting Template
| Metric | Current | Q+1 Target | Q+2 Target | Year-End |
|---|---|---|---|---|
| Open rate | ||||
| Click rate | ||||
| Conversion rate | ||||
| List growth | ||||
| Revenue |
Frequently asked questions
What is the Email Performance Dashboard?
A dashboard template for tracking email performance across all programs.
Who is the Email Performance Dashboard for?
It is built for CMOs and their teams working on Email Marketing. The AI coach adapts it to your company, stage, and goals.
How long does the Email Performance Dashboard take to use?
It saves roughly 25+ hours versus building from scratch. Our AI coach can tailor the dashboard to your situation in minutes, then hand you a step-by-step plan.
Is the Email Performance Dashboard free?
Yes. You can read the full dashboard and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the Email Performance Dashboard?
The coach teaches you the framework, asks a few questions about your business, tailors the dashboard to you, and gives you measurable next steps to execute.