When you wrap a sales campaign, can you honestly say you check all the data to see how it really performed? We mean diving into open rates, click rates, spam rates, unsubscribe rates and delivery rates, on top of the revenue number.
We understand revenue is the primary goal. But without a clear view of how your whole email ecosystem is performing, it's hard to improve with each new campaign.
At Email by Design, we're driven by data. We use it to shape strategy, direct promo activity and lift results with every send. Not sure how to analyse your EOFY performance this year? Here's where to look.
Open rates & click rates
Revenue can't grow if opens and clicks stagnate. These tell you how many people saw your message and how many acted on it. Before you judge a campaign, get clear on a few things:
- What do your normal, non-sales open and click rates look like?
- How did this campaign compare? Higher can mean a sales-driven list; lower can mean poor timing or too much competition.
- Did you send to more people than usual? A broader list (including unengaged contacts) naturally lowers these rates.
These numbers show how many eyes fell on your marketing during the promo, which lets you judge whether conversion was strong. A good placed-order rate generally sits between 1–3%, but always compare against your own past campaigns before drawing conclusions.
Spam, unsubscribe & bounce rates
Where many teams fall short is analysing the negative metrics. They feel less important, but they're just as critical to a promotion's success. A little growth is normal during heavier sending like EOFY; a sudden spike usually points to something worth fixing.
Watch these climb
- Opens and clicks vs your baseline
- Placed-order rate (aim 1–3%)
- Revenue per recipient
A spike means
- Sending too many emails too fast
- The offer isn't compelling enough
- The message feels spam-like
- Cold contacts aren't interested
- Privacy feels invaded (watch SMS)
Reviewing these before, during and after a promo lets you make smarter calls next time, and heads off the deliverability damage that quietly pushes future emails into spam.
What are your peers achieving?
Every Klaviyo account is placed in an industry group at set-up. The Benchmarks section lets you compare your results against similar businesses, a great way to see where you land.
If you're sitting 10% below your peers, test subject lines closer to what's working for them. Run it across a few campaigns, analyse, and iterate until you find your winning formula.
We also recommend subscribing to a few key competitors' emails, since seeing their approach first-hand is one of the fastest ways to spot what you could improve.
Revenue tells you what happened. The rest of the data tells you why.
Let's put your data to work.
Data is at the core of everything we do, learning from each campaign to drive better flows, sends and sign-up forms. Ready to let a data-led approach guide your account?
Book a free 15-minute consult
