Email Marketing Dashboard

What is an Email Marketing Dashboard?

A white label email marketing dashboard is a customizable reporting tool designed for marketing agencies to monitor and present key performance indicators (KPIs) from popular platforms like Mailchimp, Constant Contact, Drip, HubSpot, Klaviyo, Active Campaign, and more. Branding the dashboard with the agency's logo and colors offers clients a seamless, professional reporting experience. 

This dashboard consolidates and visually represents essential email marketing metrics, making it easy to track everything from open rates to conversion rates and helping agencies optimize their clients’ email marketing campaigns.

Why Your Agency Needs an Email Marketing Analytics Dashboard

Your agency is unique, right down to its client reporting. Standard, off-the-shelf dashboards don’t cut it when your clients expect insights that resonate with their campaigns. That’s where a customizable email marketing analytics dashboard from AgencyAnalytics steps in, offering you the flexibility to present the metrics that matter most.

With this dashboard, forget about drowning your clients in irrelevant data. Instead, tailor each report to highlight the key metrics that impact your client's email marketing efforts—open rates, click-through rates, or conversions. Customizable features let you easily adjust what you display so you focus on delivering actionable insights that clients understand and appreciate at a glance.

Visual appeal matters too. Brand the dashboard with your agency's logo and color scheme to reinforce your branding in every client interaction. This enhances your professional image and makes each report feel more personal and connected to your agency’s unique service offering.

A targeted, clear view of campaign performance helps your team make faster, more informed decisions. You’ll identify trends, adjust strategies on the fly, and ultimately boost the effectiveness of your campaigns. Presenting clients with a clear narrative of what’s working and why you provide real value deepens your client relationships and sets the stage for long-term partnerships.

7 Sections To Include in an Email Marketing Dashboard

Think of a comprehensive email marketing dashboard like a greatest hits album for your client’s email campaigns—only the top tracks make the cut. By zeroing in on the most important metrics, you create a focused narrative that tells clients the story of their email marketing performance and highlights areas ripe for improvement.

1. Click Rate

Click rate zeroes in on how many of your clients' email recipients engage by clicking links. It’s a direct measure of interest and interaction with the content you’re sending out on their behalf.

Adding click rate to your email dashboards is crucial because it gives you and your clients a snapshot of what’s working. This metric shapes your email marketing strategy by showing which messages resonate with recipients. It’s all about real-time insights that help your agency optimize campaigns quickly and effectively. 

When your clients see these numbers, they understand the direct value your services add—more clicks mean better engagement and, ultimately, higher conversions. Keeping an eye on click rate ensures every campaign is fine-tuned to capture attention and drive action, making it easier for your agency to deliver on the promise of boosting ROI and enhancing customer journeys.

2. Open Rate

Open rate is the first sign of your email campaigns' effectiveness right when they hit the recipient's inbox. This metric reflects how many people are compelled to open and read the emails your agency sends on behalf of its clients, offering a straightforward assessment of subject line success.

Adding open rate to your custom email marketing dashboards provides a comprehensive view of email campaign performance at a glance. It allows marketing teams to quickly analyze how well different subject lines and email content resonate with different audiences. With just a few clicks, you pull data that helps you optimize your client’s email marketing across various stages—from tweaking subject lines to adjusting send times to boosting open rates further.

This email campaign data is critical for making decisions that dramatically improve your clients' overall ROI. High open rates signal to your clients that their messages are engaging existing customers and potentially attracting new ones. By closely monitoring this and other email marketing KPIs, your agency ensures every email campaign delivers on its promise, maximizing the revenue generated and enhancing customer journeys.

3. Bounce Rate

Bounce rate measures how many of your emails didn’t reach their intended recipients—a key metric for assessing the health of your email list and the effectiveness of your delivery strategies.

Including bounce rate on your email dashboard gives clients a clear picture of deliverability issues at a glance. It’s a vital piece of email marketing data that helps in identifying problems like outdated email addresses or technical difficulties with servers, which may prevent emails from being delivered. By analyzing this and other performance data, your marketing team makes informed, data-driven decisions to cleanse your client’s email list and enhance their email marketing strategy.

Monitoring bounce rate is essential to optimize your email marketing strategy. A lower bounce rate indicates that emails successfully reach active, engaged subscribers. Regularly tracking bounce rate helps you adjust tactics, improve the number of emails delivered, and maximize engagement for your clients.

4. Unsubscribe Rate

The unsubscribe rate shows how many subscribers decide to opt out after receiving your client’s emails. This metric is important for gauging whether the content truly resonates with your client’s audience or if adjustments are needed.

Including the unsubscribe rate in your client’s email dashboard provides a high-level overview of their campaign’s performance. It’s a key indicator for marketers to understand subscriber engagement levels. A rising unsubscribe rate might signal a need to reevaluate a client’s email content and ensure it aligns better with subscriber expectations and interests.

Monitoring this rate is also vital for managing your client’s email list growth. While some email list churn is expected, a high unsubscribe rate may indicate deeper content relevance or frequency issues.

5. Clicks

Clicks are a straightforward gauge of how engaging your clients' email content is. This metric counts the number of times subscribers interact with links, showing how effectively the content motivates action.

Incorporating clicks into your email dashboards gives you a direct look at what’s catching the eye of your clients' audiences. This information is crucial for marketers—it highlights which aspects of an email are working and which might need a tweak. Understanding what drives subscribers to click will guide you in fine-tuning content and design to maximize engagement.

By monitoring clicks, you help clients make informed decisions that refine their strategies. This ongoing optimization process improves the current campaign's performance and lays the groundwork for future successes. Keep this data front and center to ensure your clients’ campaigns are compelling and effective.

6. Lifetime Value

Lifetime Value (LTV) is critical for understanding the long-term profitability of each customer in your client's business. It measures the total revenue a customer is expected to generate throughout their relationship with the company, highlighting the enduring value they bring.

Integrating LTV into your email dashboards gives your clients a deeper understanding of their customer base. This metric is instrumental in making informed, strategic decisions about where to invest marketing efforts and how to allocate resources effectively. It helps identify which customer segments are the most profitable, guiding strategies for retention and upselling to maximize marketing returns.

By monitoring LTV, you make smarter decisions at different stages of your clients’ customer engagement strategies. Refine your approaches to meet and exceed customer expectations, fostering stronger relationships and driving sustained revenue growth.

7. Goal Tracking 

Including goal tracking in your email marketing dashboards will highlight progress against client objectives. It provides a transparent view of how well strategies align with set goals, which enables your agency to effectively demonstrate value and make informed adjustments.

Creating KPI goals that reflect the priorities of your agency and its clients requires thoughtful strategy. You should tailor your goals to drive meaningful improvements across your marketing efforts. Here are some best practices:

• Align goals with client business objectives to ensure they contribute to their success.

• Choose metrics that are directly influenced by marketing activities.

• Set benchmarks based on historical data to establish realistic and achievable targets.

Customizable Dashboards To Meet Client Needs

To create a truly comprehensive reporting dashboard, add different metrics from all of your client's marketing platforms. Track all the key data points, even those not covered in an existing template. Simply use the drag-and-drop editor to build and customize bespoke client dashboards.

For even faster reporting and client onboarding, try AgencyAnalytics’ Smart Dashboards feature. Create and save custom dashboards in just 11 seconds and tailor reports to specific client needs, objectives, and marketing platforms. Ensure that every campaign is tracked with precision and clarity in just a few clicks.

We chose AgencyAnalytics because it is a platform that our entire team can use, regardless of their expertise or technical ability. The platform is very user-friendly, and it comes with a variety of features. This makes it easy for our team to create and customize reports.

Ben Paine / Managing Director