Analyze marketing email performance

After you've published and sent marketing emails, you can review and analyze trends of your emails from the email index page. You can also analyze delivery rates and engagement for individual sent emails.

You can also analyze your marketing emails in the HubSpot mobile app or by creating marketing email reports in the custom report builder.

Analyze an individual email

You can analyze an individual email's sending information, performance, and recipients on on the post-send details page. 

Analyze email sending information

1. In your HubSpot account, navigate to Marketing > Email.
2. Click the name of a sent email or published automated email.
3. At the top of the page, click See details.

5. In the right panel, view sending information like subscription, create date, and low engagement settings on the Details tab. 
6. To view associated campaigns, contacts, segments, and workflows, click the Assets tab. 
7. To view insights about the performance of this email compared with similar emails in your account, click the Insights tab. Insights are available in accounts with a Marketing Hub Starter, Professional, or Enterprise subscription. Learn more about analyzing marketing email insights.

Analyze email performance

Subscription required

• A Marketing Hub Starter, Professional or Enterprise subscription is required to access insights, unsubscribe reason, time spent viewing email, engagement over time, and opens by email client. 

• A Marketing Hub Enterprise subscription is required to access revenue attribution and conversion from email delivery to order placement.

1. In your HubSpot account, navigate to Marketing > Email.
2. Click the name of a sent email or published automated email.
3. For emails sent to multiple segments, click the Segment name dropdown menu at the top of the page and select a segment to view performance for only that segment. Deleted segments will not appear in this menu. 
4. For automated emails, click the Workflow dropdown menu at the top of the page and select a workflow to view performance for only that workflow. 

 You can analyze email performance using these reports: 

• Email Summary: AI-generated summary of the email, including benchmark performance comparisons and recommendations. Learn more about working with the email summary.

• Insights: comparative performance of this email against others in your account or benchmarks. 
• Open rate: percentage of recipients who opened the email out of the number who received it. An email open is counted when the images in the email load, or when a recipient clicks on a link in the email.
• Click rate: percentage of recipients who clicked a link in the email out of the number who received it.
• Click-through rate: percentage of recipients who clicked a link in the email out of the number who opened it.
• Reply rate: percentage of recipients who replied to your email out of the number who were received it.
• Delivery: information on how many contacts were delivered the email, as well as those who unsubscribed, bounced, or reported it as spam. 
• Revenue attribution: how much closed won revenue can be attributed to a specific marketing email. Learn more about revenue attribution.
• HTML click map: visual breakdown of the links in the email, along with how many clicks they each received. To switch between desktop and mobile clicks, click the Desktop and Mobile buttons in the top right of the report.
  • Each link will show its ranking among the email's links, as well as the percentage of total clicks it received. 
  • Links to the same URL will be grouped together, even if they have different UTM parameters. 
  • Links that only exist in smart content or are clicked in the plain text version of the email will not be represented. 

• Top clicked links: number of recipients that have clicked each link in the email. To view clicks for only the HTML or Plain text version of the email, click the HTML or Plain text button in the top right of the report. 
  
• Top engaged contacts: recipients who had the highest number of opens and clicks.
  • To switch between opens and clicks, click the Opens and Clicks buttons in the top right of the report.
  • To create a segment from the top engaged contacts, click theverticalMenuthree vertical dots icon in the top right of the report and select Create new segment or Add to existing segment. 
• Unsubscribe reason: if you have unsubscribe surveys turned on, shows the selected reason for any recipients who unsubscribed from this email, then completed the survey.
• Time spent viewing email: how long recipients spent reading the email in their email client. Some clients, such as Gmail, do not provide this data. Contacts who opened the email are divided into the following categories:
  • Read: contacts who viewed the email for at least eight seconds.
  • Skimmed: contacts who viewed the email for two to eight seconds.
  • Glanced: contacts who viewed the email for less than two seconds.
• Engagement over time: email opens, clicks, and replies over time. To change the time frequency, click the dropdown menu in the top right of the report and select a frequency. For automated or feedback survey emails, you can select a start and end date instead.
  

• Opens by email client: opens and clicks, broken down by email client and device type. To switch between opens and clicks, click the Opens and Clicks buttons in the top right of the report. Data from email clients that don't report device type will have a device type of Other. 
• Conversion from email delivery to order placement: for accounts that have connected Shopify with Data Sync, this report shows customer journey data from interacting with a marketing email to placing an e-commerce order. Learn more about creating line-item revenue reports.

Analyze email recipients

On the Recipients tab, you can see a granular view of your email's deliverability and engagement with each contact. Learn more about analyzing recipient data.

Analyze overall performance

You can also analyze performance across all marketing emails sent from HubSpot to identify key trends. 

Compare performance of specific emails

1. In your HubSpot account, navigate to Marketing > Email.
2. Click the name of an email you want to compare.
3. In the top right, click the Actions dropdown menu and select Compare. 
4. To compare the emails over a specific time period: 
   • In the Date Range section, click the first date picker and select a general time frame or a start date. 
   • If you aren't using a general time frame, click the second date picker and select an end date. 
5. Click the Email dropdown menu and select a sent or automated email. 
6. To compare additional emails, click Add email, then select an additional email. You can compare up to 10 emails at a time. 
7. If you've selected more than two emails, click Remove email above an email to remove it from the comparison. 
8. To export the comparison:
   • Click the Export dropdown menu in the top right and select Spreadsheet or PDF.
   • In the dialog box, click the File format and select a format.
   • Review the email address that will receive the export, then click Export. 

Analyze overall email performance reporting

1. To analyze emails associated with a specific brand with the Brands Add-On: 
   • In the top right of your HubSpot account, click your profile picture.
   • Hover over the Brand section and select a brand. 
2. In your HubSpot account, navigate to Marketing > Email.
3. Click the Analyze tab. 
4. At the top of the page, use the dropdown menus and date pickers to filter your email data:
   • Campaign: campaign associated with the email. 
   • Team: team assigned to the email. Data will include emails not assigned to any team. 
   • Email type: type of email, such as automated, blog, or follow-up.
   • Date range: time period where the email engagement occurred. Time periods that will return too much data cannot be selected. 

5. Review email performance data in the following reports: 

• • Recipient engagement: key engagement metrics, including number of emails sent, open rate, click rate, click-through rate, and reply rate. Engagement data is also compared to the same data from the prior time period. Learn more about email engagement metrics. 
  • Delivery: percentage of emails delivered, as well as those that caused unsubscribes, spam reports, and bounces. 
  • Performance by device type: total opens and clicks, broken down by desktop and mobile engagement. Opens and clicks from providers like Gmail that don't provide device data will appear under Other. 
  • Performance over time: comparison of two different metrics over a selected time period. 
    • In the top left of the report, click each dropdown menu and select a metric. Each metric will be shown on the report. Click the switcher switch icon to reverse the order and color of the metrics. 
    • In the top right of the report, click the first dropdown menu and select a chart type. This will set how the data appears in the chart. Learn more about different chart types.
    • In the top right of the report, click the second dropdown menu and select a frequency, such as Weekly or Monthly. This will set how data is grouped in the chart. 

5. • Performance dashboard: all emails sent during the specified time period, along with key metrics like delivered rate and unsubscribed rate. 
6. To export a PDF of the email performance reports, click Export charts in the upper right. In the dialog box, click Export. 

Save email performance reports

1. In the top right of the report, click the three vertical dots icon and select Save report.
2. If needed, edit the report's automatically generated name and description in the Report name and Description fields. 
3. To save the report without adding it to a dashboard:
   • In the Add this report to a dashboard section, select Don't add to a dashboard, then click Next. 
   •  Select who can access the report, then click Save. If you select Only specific users and teams, you will need to click Next and select the users before clicking Save. 
4. To save the report to an existing dashboard: 
   • In the Add this report to a dashboard section, select Add to existing dashboard.
   • Click the dropdown menu and select a dashboard, then click Save & add. 
5. To save the report to a new dashboard:
   
   • In the Add this report to a dashboard section, select Add to new dashboard, then click Next.
   • In the Dashboard name field, enter a name for the new dashboard. 
   • Select who can access the report, then click Save & add. If you select Only specific users and teams, you will need to click Next and select the users before clicking Save & add.