Measure your email marketing end to end: deliverability, engagement, list health, and the revenue your emails generate.
Quick overview
This dashboard tracks email marketing from send to sale: whether your emails are delivered, how recipients engage (opens, clicks), how healthy your list is, the devices and locations people open from, and the revenue attributed to email. Revenue attribution uses a 7-day window by default, which you can switch to 1, 14, or 30 days.
Who this is for
Primary audience: Marketing and growth managers
When to use it
Decision it helps you make: optimise your email send timing, content, and list hygiene, and prove the return your email programme generates.
Why use this dashboard
Use it to run your email programme on evidence. You can see which campaigns land and get opened, where people drop off between send and booking, whether your list is healthy or ageing, and how much revenue your emails actually drive, so you know what to send more of and what to fix.
Access and default filters
📌 How to access: app.smeetz.com > Analytics > Dashboards > Automated email campaigns
Default attribution window: 7 days (recommended).
Data currency: the dashboard shows the time of its last data refresh in the header. Check that tile to see how up to date the figures are.
Filter guide
Filter | What it does | Typical values |
Event date (engagement) | Sets the time window for email activity (sends, opens, clicks, bounces). Drives the engagement, deliverability, audience, and diagnostics charts. | Last 30 days |
Event date (revenue & rates) | Sets the time window for the three attribution figures (Conversion rate, Revenue per email sent, Revenue from email). | Last 30 days |
Attributed order date | Limits attributed bookings to a time window. | Last 30 days |
Transaction currency | Limits attributed revenue to one currency. | CHF, EUR |
Product name | Focuses on a specific product. | Any of your products |
Attribution window (days) | How many days after someone clicks an email a resulting booking still counts toward that email. A shorter window counts only quick bookings; a longer one also captures bookings that take more time to decide. | 1, 7, 14, 30 |
Visuals explained
Header band
Dashboard purpose: a one-line reminder of what the dashboard is for.
Last data refresh: the date and time the figures were last updated (Swiss time).
Outcome figures (respond to the Attribution window filter)
Conversion rate: bookings attributed to email, as a share of delivered emails.
Revenue per email sent (RPE): attributed revenue divided by the number of emails sent.
Click-through rate (CTR): unique clicks as a share of delivered emails.
Performance snapshot
Open rate: unique opens as a share of delivered emails (benchmark around 25-35%).
Click-to-open rate (CTOR): unique clicks as a share of unique opens.
Delivery rate: delivered emails as a share of those sent (target 98% or higher).
Active subscribers: recipients who are still engaged (not unsubscribed or permanently failed).
Revenue from email: revenue from bookings attributed to your Smeetz automated emails.
Engagement
Engagement over time: open rate and click-through rate by week.
Engagement funnel (Sent to Booked): how many recipients move from sent to delivered, opened, clicked, and booked, with the drop-off at each stage.
Deliverability health
Hard bounce rate: emails that failed permanently (invalid or dead addresses), as a share of those sent (target below 2%).
Soft bounce rate: emails that failed temporarily and usually recover, as a share of those sent.
Spam complaint rate: complaints as a share of emails sent (target below 0.1%).
Unsubscribe rate: unsubscribes as a share of emails sent.
Audience health
List health: recipients grouped by how recently they last opened an email (Active, Lapsed, Dormant, Never engaged).
Email clients by opens: opens broken down by mail app (Gmail, Apple Mail, Outlook, and others).
Campaign performance
Campaign & automation details: a table of your campaigns with send volume, delivery, engagement and bounce rates, and attributed revenue.
Engagement diagnostics
Top URLs by clicks: the links that get the most clicks.
Opens by country: the countries your opens come from.
Device split: opens by device (mobile, desktop, tablet).
OS split: opens by operating system (iOS, Android, macOS, Windows).
Best send time
Best send time: a heatmap of open rate by day of week and hour of day, to help you choose when to send.
Cross-channel revenue
External email revenue: revenue from emails sent by external tools (for example Caymland, HubSpot, or Brevo), identified by their email tracking tags. This is separate from your Smeetz automated emails.
Recipient detail
Recipient list: a per-recipient table with engagement level. This contains personal data, so filter it before exporting.
Example scenarios
Improve open rates: use Best send time and Engagement over time to pick better send slots, then watch the open rate respond.
Clean your list: use List health and the bounce and unsubscribe rates to decide who to re-engage or remove.
Prove ROI: use Revenue from email and Revenue per email sent, with the attribution window set to your preferred standard, to report the value of your email programme.
Data freshness
How current is the data: the dashboard header shows the time of the last data refresh. Check that tile to see how up to date the figures are.
Known limitations
Active subscribers is a snapshot. It reflects the latest status of each recipient rather than a true history, so the trend is approximate.
Two ways email revenue is measured. "Revenue from email" comes from your Smeetz automated emails; "External email revenue" comes from external tools tagged as email. They use different methods, so do not add them together.
The attribution window only moves three figures. Changing the Attribution window (days) filter updates Conversion rate, Revenue per email sent, and Revenue from email. All other figures stay the same.
Two date controls. Use Event date (engagement) for engagement and deliverability charts, and Event date (revenue & rates) for the attribution figures. They are independent.
The recipient list contains personal data. Filter it before exporting.
Links
Related dashboards: Marketing performance, Customer intelligence