Measure your email campaign

Choose an outcome

Decide what counts before sending: a completed booking, order, ticket purchase or offer redemption. Use a campaign-specific link or code, set a reporting window, and check that your booking or ordering system retains the tracking data.

Include the costs

Record platform charges, staff time and offer costs. Compare campaign costs with the contribution from attributed visits or orders after discounts and relevant variable costs. Revenue alone does not show whether the campaign paid for itself.

Compare with a baseline

Some guests would have visited without the email. Use a suitable comparison group where practical to estimate additional visits. For smaller campaigns, report completed actions and costs alongside clicks and unsubscribes. Treat opens cautiously because privacy features and automated activity can distort them.

Sources: Mailchimp engagement metrics and SevenRooms campaign reporting.