Measuring Email Marketing Performance

AskBiz integrates with the most popular email marketing platforms to import campaign performance and revenue attribution data:

• Klaviyo: native integration via Settings → Integrations → Klaviyo
• Mailchimp: native integration via Settings → Integrations → Mailchimp
• Omnisend: native integration via Settings → Integrations → Omnisend
• ActiveCampaign, Drip, and others: connect via Zapier

Once connected, AskBiz imports campaign-level data: sends, opens, clicks, unsubscribes, and revenue attributed to each campaign by your email platform.

AskBiz shows email performance metrics beyond the basics:

• Revenue per email sent (RPE): total revenue from the campaign ÷ emails sent. The most useful single metric for comparing campaign effectiveness across list sizes.
• Revenue per recipient (RPR): total revenue ÷ unique recipients who opened. Shows quality of engagement.
• List-adjusted ROI: campaign revenue ÷ campaign cost (including platform cost apportioned to the send). True ROI after costs.
• Unsubscribe rate: if above 0.5% per send, your content or frequency is misaligned with your list
• Revenue by email type: promotional campaigns vs automated flows (welcome series, abandonment, post-purchase) — flows typically generate 3–5× higher RPE than one-off campaigns

Go to Marketing → Email Performance to see all campaigns ranked by Revenue per Email Sent.

Most email revenue for eCommerce businesses comes from automated flows, not one-off campaigns. AskBiz separates these so you can see their relative contribution:

Typical flow performance benchmarks:

| Flow | Open rate | Revenue per email sent |

|---|---|---|

| Welcome series | 45–55% | £0.40–£1.20 |

| Abandoned cart | 35–50% | £2.00–£6.00 |

| Post-purchase | 40–55% | £0.60–£1.50 |

| Browse abandonment | 20–35% | £0.30–£0.80 |

| Win-back / re-engagement | 15–25% | £0.20–£0.60 |

If your flows are underperforming these benchmarks, they need either copy or timing improvements. AskBiz shows which specific flow step has the lowest conversion — so you know exactly where to focus.

A growing email list is only valuable if it is healthy. Sending to unengaged contacts damages deliverability — which reduces open rates for engaged contacts too.

AskBiz monitors list health indicators:

• Engagement rate: % of list that opened at least one email in the last 90 days
• Inactive segment: subscribers who have not opened or clicked in 6+ months
• Bounce rate: hard bounces above 2% can trigger deliverability penalties
• Spam complaint rate: above 0.1% per send is a serious deliverability risk

Go to Marketing → Email Performance → List Health to see these metrics. AskBiz will alert you if any metric enters a danger zone.