Mailchimp Report Template

Why Your Agency Needs a Mailchimp Report Template

Tired of logging into your clients’ Mailchimp accounts each time the reporting period comes to a close? With an automated report template, that’s no longer an issue. Transform that tedious process into a more streamlined workflow and improve your agency’s operational efficiency.

Make typos and other human errors a thing of the past!  No need to struggle with spreadsheets or complex Google Data Studio reports, this reporting system ensures that your clients receive accurate, reliable insights every time. That way, they’ll be equipped to make data-informed decisions with confidence. 

Adopting a standardized template ensures consistency and brand recognition across all campaign reports. This uniformity boosts your agency’s image, all while providing easy-to-digest Mailchimp data.

Ultimately, a Mailchimp report template helps clients feel more confident in your agency’s abilities–and their investment.

13 Key Sections Included in a Mailchimp Report

1. Cover Page

A typical email report starts with a branded cover report page. This step makes a good first impression and sets the tone for the marketing data you’re about to share. It’s also a way to show brand personality and ensure recognition with each piece of collateral.

This extra touch demonstrates attention to detail, showing that your agency cares about presentation. In turn, this helps clients to feel more confident in your services.

Remember to mention the reporting period on campaign reports as a best practice. Whether it’s a Mailchimp monthly report or a weekly update, this step provides clients with context off the bat. 

Here’s another bonus: Cover pages are replicable. Therefore, it becomes much easier to maintain a standard across Mailchimp campaign reports for other clients, increasing your agency’s efficiency even more. 

2. Executive Summary 

Include an executive summary at the start of a Mailchimp report to highlight key findings and recommendations quickly. This allows top-level executives to understand Mailchimp data without reading the entire document, which makes the most of their limited time.

To create an effective Mailchimp report summary, focus on clear and concise communication. Here are three best practices:

• Highlight Key Mailchimp Metrics: State snapshots of email campaign performance and any essential takeaways.

• Use Simple Language: Communicate insights in straightforward terms to ensure clarity.

• Organize Logically: Structure the summary in an intuitive order, which makes it easy to understand progression and outcomes.

3. Recipients

Recipients refer to the individuals or groups targeted to receive an email marketing campaign. It provides insight into a campaign’s potential reach and email list size. 

Additionally, audience data like recipients sets the foundation for related metrics such as successful deliveries, open rate, and click rate. 

A discrepancy between the number of intended recipients and delivered emails may point to a possible issue, such as an outdated mailing list. 

4. Delivery Rate

Delivery rate refers to the percentage of emails that successfully reach recipients. A high rate increases the likelihood of emails being seen and engaged with. 

A low delivery rate could point to a potential issue, such as an outdated mailing list or a compromised sender reputation. 

To avoid this occurrence, regularly remove inactive subscribers and incorrect email addresses. Also, encourage subscribers to add your client’s email address to their safe list, which helps to bypass spam filters. 

5. Audience Growth

Monitoring audience growth is a way to present any increases or dips in your client’s subscriber base. This data is automatically tracked over time in AgencyAnalytics, removing the need to create Mailchimp comparative reports or rely on manual calculations.

A growing audience is an ideal scenario as it increases brand reach and builds a solid base of engaged subscribers. It also reflects your agency’s ability to attract and retain subscribers. To address stagnant audience growth, place email signup forms in prominent locations (e.g., a pop-up on your client’s website). Also, share the benefits of what subscribers gain by joining this mailing list, such as exclusive offers or content.

6. Open Rate

Open rate is the percentage of recipients who open an email compared to the total number of delivered emails. This straightforward metric shows initial subscriber engagement and provides more insight into user interests.

A high open rate indicates that your agency effectively engages subscribers, paving the way for future engagement. 

To improve low open rates, create more catchy, click-worthy subject lines. Also, consider segmenting mailing lists, especially if they’re significantly larger. Then, send targeted emails that align with where subscribers are in the customer journey. 

7. Click Rate

Click rate is another key metric that shows the percentage of recipients that clicked one or more links after opening an email. The more clicked links, the better–it shows that user interest was piqued in some way. It also reflects your agency’s ability to create an effective email marketing strategy. 

A high click rate demonstrates your agency’s ability to move subscribers further down the sales funnel. On the other hand, a low click rate could mean that email content or subject lines need more refinement.

8. Unsubscribe Rate

This metric is the percentage of recipients that opt out of your client’s mailing list after receiving an email. While click rate highlights active engagement, think of unsubscribe rate as the other side of this spectrum. 

Remember that a marginal unsubscribe rate is expected, especially for more extensive mailing lists. However, an above-average rate may be a cause for concern. 

To address this, ensure that subscribers receive the type of content they signed up for. Also, it may be beneficial to adjust email frequency (e.g., switching from a Mailchimp weekly email to a monthly one). 

9. Bounce Rate

Bounce rate is the percentage of email campaigns that weren’t successfully delivered to intended recipients. This metric is a staple of any Mailchimp report and reflects the health of the overall mailing list. 

A bounced email campaign may result from a temporary reason (e.g., a recipient’s full inbox) or a permanent cause (e.g., abuse reports). To minimize Bounce Rates, regularly sanitize mailing lists, create well-designed newsletters, and provide an easily accessible opt-out option.

10. Spam Rate

Spam rate tracks the percentage of emails flagged as “spam” by recipients. It gauges how well email content adheres to best practices and recipient expectations. 

High spam rates may indicate your client’s content seems untrustworthy in some way. It could mean that one of Mailchimp’s use policies was violated (e.g., promoting a prohibited pharmaceutical product). 

Review Mailchimp’s sending guidelines to avoid mishaps and ensure your client follows these best practices. If you’re unsure, contact their email and chat support for greater clarity. 

11. Google Analytics Email Data

Take Mailchimp basic reports to the next level by including a Google Analytics breakdown. It’s a way to establish a direct correlation between website interaction and your client’s Mailchimp efforts. 

Essentially, this data allows digital marketers to map the customer journey and access a holistic view of marketing performance. To access these insights, enable tracking across your client’s website and landing pages. 

For a more holistic marketing overview, easily drag and drop related widgets straight into your custom report (e.g., social media engagement metrics). 

12. Average Order Value

Average order value (AOV) is the average amount spent on orders generated from your client’s email campaigns. 

In a Mailchimp report, AOV is essential to evaluate financial return and create compelling sales messages. It reveals customer spending habits and helps develop strategies to increase conversion rate. Additionally, this ecommerce metric demonstrates your agency’s ability to drive sales and enhance profitability. 

13. Revenue Generated

Revenue generated quantifies the total financial earnings from Mailchimp campaigns. Like AOV, this ecommerce metric demonstrates the impact of email marketing efforts on the bottom line.

Reporting on this metric also solidifies the ROI of your agency’s services, which builds trust over time. Use this marketing data to evaluate the customer journey, demonstrate business growth, and improve email campaigns over time.

Use a Customizable Mailchimp Report Template To Meet Client Needs 

As your agency grows, it’s time-consuming to log into each client’s Mailchimp account. Instead, use automated Mailchimp campaign reports and deliver results with minimal effort. Even schedule them in advance!

Looking for a step beyond generic automation reports? No problem! Use the intuitive drag-and-drop builder to create custom reports as needed. Infuse additional text, toggle with data visualizations, and add a custom cover page–it’s all up to you. 

Want to infuse additional insights outside of key Mailchimp KPIs? Easily add campaign stats from:

• Landing page reports

• Customer journey reports

• Social post reports

• Google Ads and other PPC campaign engagement reports

• Website reports

• ecommerce efforts

…and much more. 

Choose from 80+ integrations, add widgets and view report data in one place. If your agency wants to infuse insights outside these native platforms (e.g., a budget forecast), use the Google Sheets integration and import it to AgencyAnalytics. 

By implementing this all-in-one reporting solution, your agency is better equipped to deliver exceptional service and impactful reports. The best part? You’ll have more billable time to focus on agency growth instead of tedious data collection.

AgencyAnalytics helps with reporting that scales to any size. It’s simple and easy to add keywords and track progress, compare analytics to previous periods, and integrate email, social, PPC, and Google Analytics into one platform.

Adam Asher

Ten Thousand Pots