Definition
Reporting cadence sets the rhythm for reviewing email performance metrics. Different stakeholders need different frequencies: senders need real-time data for campaign optimisation, managers need weekly summaries, and executives need monthly business reviews.
Recommended Cadence
- Real-time (during sends): Monitor deliverability, open rate, and click rate for the first 4-6 hours of a campaign
- Daily: Quick scan of deliverability metrics, unsubscribe rate, and revenue (for high-volume senders)
- Weekly: Full campaign performance review including all standard metrics
- Monthly: Deeper analysis including trends, attribution, and ROI
- Quarterly: Strategic review including channel comparison, list health, and maturity assessment
Why It Matters
Too frequent reporting leads to noise-driven decisions and wasted time. Too infrequent reporting misses optimisation opportunities. A structured cadence ensures the right data reaches the right people at the right interval.
Related Glossary Terms
A/B Testing
A/B testing in email marketing is the practice of sending two variations of an email to a small sample of your list to determine which version performs better before sending the winner to the remaining subscribers.
Abandoned Cart Email
An abandoned cart email is an automated message sent to customers who added items to their online shopping cart but left without completing the purchase. It is one of the highest-converting email types in ecommerce.
Announcement Email
An announcement email is a dedicated campaign that communicates a specific update, milestone, or change to subscribers, from product launches and feature releases to company news and events.
ARPU (Average Revenue Per User)
ARPU (Average Revenue Per User) is a metric that measures the average revenue generated per email subscriber over a specific period, used to evaluate list value and campaign effectiveness.
Attention Rate
Attention rate is the percentage of email opens that last longer than 5 seconds, distinguishing genuine reads from passive opens, preview-pane views, or Apple MPP auto-loads.
B2B Email Marketing
B2B email marketing targets business professionals and organisations with longer sales cycles, educational content, and relationship-driven campaigns compared to B2C email.