Create a custom marketing email report

In addition to using the marketing email performance dashboard, you can also analyze marketing email performance by building a custom report. In the custom report, you can analyze marketing email properties such as Marketing emails bounced, First clicked date, and Marketing email unique clicked.

Please note: custom reports can only display a single marketing email event type, such as opens or clicks, at a time. To compare event types, create multiple reports. 

Learn more about creating reports with the custom report builder.

Create a custom marketing email report

1. In your HubSpot account, click More, then navigate to Reporting > Reports. If More doesn't appear in your account, navigate to Reporting > Reports directly.
2. In the upper right, click Create report.
3. In the Start on your own section, click Custom report. 
4. In the top right, click Next. 
5. Click the Primary data source dropdown menu and select a data source. The following marketing email data sources are available: 
   • Marketing email: email property data, such as subject line, campaign name, and sender details.
   • Marketing email activities: individual marketing email events.
   • Marketing email analytics: email performance metrics, such as Marketing emails opened.
6. To add additional data sources, toggle the Add data sources switch on. Learn more about selecting data sources.
7. In the top right, click Next. 
8. In the left column, click the Browse dropdown menu and select a data source. 
9. Click a field, then drag it onto the Configure tab. Learn more about adding fields to a custom report.
10. Set your report's visualization and filters. 
11. In the top right, click Save report. 
12. In the right panel, enter a name and description,
13. Select an option for whether the report will be added to a dashboard, then click Next. 
14. Select an option for which users can access the report, then click Save. 

Build example reports

Below you will find examples of the kinds of marketing email reports you can build with the custom report builder. 

Email campaign open rates by budget

• Overview: display how many people are opening marketing emails from different campaigns, broken down by campaign budget.
• Purpose: measure the effectiveness of your campaign budget allocations. 
• Data sources: Marketing email analytics (primary), Marketing email, Campaign
• Chart type: Area
• X-axis: Delivered date - Monthly
• Y-axis: Marketing email open rate
• Break down by: Campaign budget total

Email performance rates by hour of the day

• Overview: measure key email performance metrics, broken down by the hour of the day they occurred.
• Purpose: learn the best times to send future marketing emails. 
• Data sources: Marketing email analytics (primary), Marketing email
• Chart type: Pivot table
• Rows: Delivered date with a Date part of Hour of day
• Values: Marketing email delivered rate, Marketing email open rate, Marketing email click-through rate, and Marketing email reply rate
• Filter: Campaign name