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

URL: https://app.smeetz.com/analytics/dashboards/Automated%20email%20campaigns%20new
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): emails clicked as a share of emails delivered.

Performance snapshot

Open rate: emails opened as a share of emails delivered (benchmark around 25-35%).
Click-to-open rate (CTOR): emails clicked as a share of emails opened.
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.

KPI definitions

These are the KPIs on this dashboard, with what each one means and how it is calculated. The What it means text is the text you see when you hover the (i) icon on the tile.

KPI	What it means	How it is calculated
Revenue from Email	Gross revenue (pre-discount sticker price) from orders attributed to a Smeetz email click within 7 days last-click. Currency-aware.	Gross revenue of the orders placed within the attribution window after a click in a Smeetz email. When several emails were clicked, the last click gets the order.
Bookings from email	Number of orders attributed to an email click.	Orders placed within the attribution window after a click in a Smeetz email. The default window is 7 days (last click). Use the Attribution window filter to change it.
Conversion Rate	% of delivered emails that led to an attributed order. Default attribution window is 7 days (last-click); toggle the Attribution window filter to switch.	Bookings from email divided by delivered emails.
Revenue per Email Sent (RPE)	Gross revenue attributed per email sent. Default attribution window is 7 days (last-click); toggle the Attribution window filter to switch. Amounts in the order's transaction currency.	Revenue from email divided by emails sent.
Emails sent	Number of emails sent.	Each email sent to one recipient for one campaign counts once.
Total Delivered	Number of emails delivered to the recipient's inbox provider.	Emails sent that were confirmed as delivered.
Delivery Rate	Delivered emails divided by sent (Accepted status). Target >=98%.	Emails delivered divided by emails sent.
Unique Openers	Number of distinct people who opened at least one email.	Someone who opened five of your emails counts once here. To count opened emails instead, use Opened Emails.
Opened Emails	Number of emails that were opened at least once.	One email is one campaign sent to one recipient. The same person opening two different emails counts twice. This is what the Open Rate uses.
Open Rate	Emails opened divided by emails delivered. Industry benchmark 25-35%.	Emails opened divided by emails delivered.
Unique Clickers	Number of distinct people who clicked in at least one email.	Someone who clicked in five of your emails counts once here. To count clicked emails instead, use Clicked Emails.
Clicked Emails	Number of emails with at least one click.	One email is one campaign sent to one recipient. The same person clicking in two different emails counts twice. This is what the click rates use.
Click-Through Rate	Emails clicked divided by emails opened (CTOR).	Emails clicked divided by emails opened. It shows how convincing the email content is once it is opened. Not the same as Click-Through Rate (CTR).
Click-Through Rate (CTR)	Emails clicked divided by emails delivered.	Emails clicked divided by emails delivered. It shows how many of the people you reached clicked.
Hard Bounce Rate	Failed Permanent events divided by sent. Target <2%.	Emails permanently rejected (for example, an address that does not exist) divided by emails sent.
Soft Bounce Rate	Failed Temporary events divided by sent. Often inflated by greylisting/retries.	Emails temporarily rejected (for example, a full mailbox) divided by emails sent.
Spam Complaint Rate	Emails marked as spam by the recipient, divided by delivered emails. Target <0.1%.	Spam complaints divided by emails delivered.
Unsubscribe Rate	Recipients who unsubscribed, divided by delivered emails.	Unique unsubscribes divided by emails delivered.
Active Subscribers	Distinct recipients whose latest event is not Unsubscribed or Failed Permanent.	Recipients who have not unsubscribed and whose address has not permanently bounced. This is the current size of your reachable audience, not a history.
List Health (recipient recency)	Recipient lifecycle breakdown by last-open recency (Active / Lapsed / Dormant / Never engaged).	Each recipient counts once, in the group that matches the date of their last open.
External Email Revenue (UTM)	Net revenue from completed orders that arrived from an email or newsletter link sent with another email tool, separate from Smeetz automation.	Net revenue of orders whose link was tagged as email or newsletter traffic. Orders from untagged links are not included.

Automated email campaigns