The Campaigns tab in Omnisend’s New Reports is a powerful tool to analyze and improve your marketing strategy. It’s more than just numbers—it’s actionable insights that guide better decision-making.
Here’s a step-by-step guide to help you use the metrics and features effectively:
Reporting Filters
Filters to Explore:
Channel Selector: Focus on specific channels or view performance across all channels.
Date Range: Use custom periods to analyze the impact of seasonal campaigns or track month-over-month growth.
Time Granularity: Use daily views for short-term campaigns or monthly views to evaluate trends over time.
Action Steps:
Before a major campaign, filter for similar past campaigns to evaluate performance benchmarks.
Use the last 30 days view to monitor the health of your ongoing strategy and adjust mid-cycle if needed.
💡 After launching a campaign, refresh the data periodically to see real-time performance trends.
Sales Metrics: Track Your ROI
From here, you can track:
Metric | Description | Why It Matters |
Revenue | Total revenue generated from your campaign. | Helps you evaluate the financial impact of your campaigns. |
Placed Order Rate | Percentage of recipients who made a purchase after interacting with your campaign. | Indicates conversion success and overall campaign effectiveness. |
Revenue per Placed Order | Average revenue earned from each placed order. | Helps evaluate the average value of customer purchases. |
Revenue per Message Sent | Shows the revenue generated per marketing message sent. | Measures how effective messages are at driving revenue. |
Look for spikes or drops in revenue during specific periods to investigate what worked—or didn’t.
💡 If a campaign shows low revenue but high engagement, consider retargeting the engaged segment with a follow-up email or offer.
Use Engagement Metrics to Measure Campaign Impact
These metrics show how your audience interacts with your campaigns:
Metric | Description | Why It Matters |
Messages Sent | Total number of emails or SMS messages sent. | Ensures you’re reaching your intended audience size. |
Open Rate | Percentage of recipients who opened the email. | Reflect on how effective your subject lines are. |
Click Rate | Percentage of recipients who clicked on a link in the email. | Measures how compelling your email content and CTAs are. |
Placed Order Rate | Percentage of recipients who made a purchase after interacting with your campaign. | Indicates conversion success and overall campaign effectiveness. |
What to Look For:
Messages Sent: Are you reaching the right audience size?
Open Rate: Are your subject lines grabbing attention?
Click Rate: Is your content compelling enough to drive clicks?
Placed Order Rate: Are your campaigns converting clicks into purchases?
💡 Use the graph to identify trends. If engagement is declining over time, consider refreshing your design or testing new send times.
Pro Tip: Run A/B tests for subject lines, images, or CTAs to see what resonates most with your audience.
Monitor Deliverability to Keep Your List Healthy
What to Look For:
Failed Delivery Rate: Watch for sudden increases, which could indicate issues with your list quality.
Spam Rate & Unsubscribe Rate: These are warning signs of irrelevant content or overly frequent emails.
Metric | Description | Why It Matters |
Messages Sent | Total number of messages sent to customers. | Indicates the scale of campaigns and outreach. |
Failed Delivery Rate | Percentage of messages that failed to deliver. | Highlights potential issues with invalid contact details or delivery system problems. |
Marked as Spam Rate | Percentage of messages marked as spam by recipients. | Indicates how relevant and non-intrusive your campaigns are to your audience. |
Unsubscribe Rate | Percentage of recipients who unsubscribed after receiving the campaign. | Measures how your content resonates with your audience and helps reduce churn. |
Action Steps:
If your spam rate exceeds 0.1%, revisit your email content and ensure compliance with regulations like GDPR.
Use the unsubscribe rate to adjust your messaging cadence or content strategy.
Pro Tip: Periodically run a re-engagement campaign for inactive contacts to clean your list without losing potential customers.
Analyze Campaign Performance for Granular Insights
What to Look For:
The Campaign Performance Table provides a breakdown of each campaign's success.
Metric | Description | Why It Matters |
Send Date | The date when the campaign was sent. | Helps correlate campaign performance with external factors or timing strategies. |
Messages Sent | Total number of emails or SMS messages sent. | Ensures you’re reaching your intended audience size. |
Open Rate | Percentage of recipients who opened the email. | Reflects how effective your subject lines are. |
Click Rate | Percentage of recipients who clicked on a link in the email. | Measures how compelling your email content and CTAs are. |
Placed Order Rate | Percentage of recipients who made a purchase after interacting with your campaign. | Indicates conversion success and overall campaign effectiveness. |
Revenue | Total revenue generated from your campaign. | Helps you evaluate the financial impact of your campaigns. |
Failed Delivery Rate | Percentage of messages that failed to deliver. | Highlights potential issues with invalid contact details or delivery system problems. |
Marked as Spam Rate | Percentage of messages marked as spam by recipients. | Indicates how relevant and non-intrusive your campaigns are to your audience. |
Unsubscribe Rate | Percentage of recipients who unsubscribed after receiving the campaign. | Measures how your content resonates with your audience and helps reduce churn. |
Action Steps:
Sort campaigns by Revenue to identify your most profitable campaigns.
Use Open Rate and Click Rate to diagnose underperforming campaigns: a low open rate might require better subject lines, while a low click rate suggests weak email content or CTAs.
Export the data to compare performance over time or across different segments.
Pro Tip: Highlight the top 10 campaigns quarterly to understand recurring themes and apply successful strategies to new campaigns.
When you click on any campaign name in the Campaign Performance table, you will open a detailed individual report for that specific campaign. These individual reports provide in-depth insights into the performance of your selected campaign, helping you evaluate its success and uncover areas for optimization
Check out our Guide to Individual Campaign Reports for more detailed instructions and advanced tips on using these reports.
Advanced Metrics for Pro Plan
Advanced Reporting is available for users on the Pro plan. It includes all the metrics and data from free and standard plans (as detailed in the Campaign reports), with exclusive advanced insights and tools to help you better analyze your marketing performance.
Here’s what’s included in Advanced Reporting:
Channel Trends
Track trends across your marketing channels to see how different channels perform over time.
Metric | Description | Why It Matters |
Messages Sent | Total number of messages sent through Email, SMS, or Push channels. | Helps you track the volume of communication per channel to ensure your campaigns are active. |
Revenue | Total revenue generated by each channel (Email, SMS, Push). | Identifies which channel is contributing the most to your overall revenue. |
Open Rate | Percentage of messages opened by recipients, broken down by channel. | Measures the effectiveness of your subject lines for Email or Push notifications. |
Click Rate | Percentage of recipients who clicked a link in the message by channel. | Highlights how engaging your content and CTAs are for each channel. |
Segment Performance
Analyze performance for different audience segments to fine-tune your targeting.
Metric | Description | Why It Matters |
Segment Name | Name of the audience segment (e.g., VIP Customers, Holiday Shoppers). | Helps identify and focus on specific customer groups for tailored campaigns. |
Messages Sent | Total number of messages sent to the segment. | Tracks the communication volume for each audience segment. |
Open Rate | Percentage of messages opened by recipients within the segment. | Evaluates how well your campaigns resonate with specific audience groups. |
Click Rate | Percentage of recipients in the segment who clicked on a link in the message. | Measures engagement levels and interest from a particular segment. |
Placed Order Rate | Percentage of recipients in the segment who made a purchase. | Indicates how effectively the segment converts from campaign engagement to sales. |
Revenue | Total revenue generated by the segment. | Helps identify high-value audience groups contributing most to your revenue. |
Failed Delivery Rate | Percentage of messages that failed to deliver within the segment. | Highlights potential issues with invalid contact details or other delivery problems. |
Marked as Spam Rate | Percentage of messages marked as spam by recipients in the segment. | Signals dissatisfaction or irrelevance within the specific audience group. |
Unsubscribe Rate | Percentage of recipients in the segment who unsubscribed after receiving messages. | Tracks churn within audience segments, allowing you to adjust your messaging strategies. |
Note that if a customer belongs to multiple segments, orders will be attributed to all segments they are part of when sending a campaign. For example, if [email protected] is in both Segment A and Segment B, the revenue will be attributed to both segments.
Final Tips for Success
Schedule a Weekly Review: Set aside time each week to analyze the Campaigns tab and adjust your strategy based on the latest trends.
Align Metrics with Goals: Always tie your review to specific business objectives, like increasing revenue or reducing unsubscribes.
Collaborate with Teams: To align efforts, share insights from the Campaigns tab with your design, content, and sales teams.
By using the Campaigns tab in New Reports as a central hub for analysis, you’ll make data-driven decisions that lead to smarter campaigns and stronger results. Ready to take control of your marketing performance? Start exploring your reports today!
We are here 24/7 to support your journey. Contact us at [email protected] or via in-app chat.