Worked example
From delivery to a customer response
Illustrative scenario and demonstration data. Not Broad Promo client results or a performance promise.
| Stage | Count | Share of starting group |
|---|---|---|
| Recipients reached | 1000 | 100% |
| Recipients who clicked | 75 | 7.5% |
| Recipients who enquired | 15 | 1.5% |
In this sample, one email reaches each of 1,000 recipients, 75 recipients click, and 15 of those recipients enquire. Each person is counted once per stage. The percentages use recipients reached as the denominator; they are not email open rates or industry benchmarks.
What matters for email campaigns
An email campaign should help an identifiable audience take a relevant next step. Its effectiveness depends on list quality, a useful message, dependable delivery, and a clear response process. A newsletter, a lead follow-up sequence, and a customer reactivation campaign solve different problems. Define the relationship with recipients and the purpose of the sequence before selecting software or writing messages.
Check the evidence behind the conclusion
Be clear about what you are measuring, where the data comes from, and which periods you are comparing. Test a real example, such as a form submission, and check it against your records. A dashboard may work correctly but still count the wrong action or count it twice. Record any missing data and use the same definitions when comparing results.
Use the analysis to decide what to do next. Explain what would justify more spending, a change, or further investigation, and agree who will act. If several channels influence a customer, the data may not show the full contribution of each one. A useful report separates what happened from possible explanations and recommended actions.
A practical checklist
- Confirm where contacts came from and what communication they expect.
- Separate new leads, active customers, and inactive customers where their needs differ.
- Write a clear message with one primary action and a recognizable sender.
- Verify domain authentication, suppression lists, unsubscribe behaviour, and mobile rendering.
- Test links and replies, and confirm who responds to enquiries.
- Measure useful engagement and customer outcomes instead of relying on opens alone.
Use this checklist to see what is working and what needs attention. Start with the most important change before taking on more work. Record what you change so you can understand the results later.
How to assess the results
Monitor delivery failures, complaints, unsubscribes, clicks, replies, and downstream enquiries. Open rates are an imperfect signal because mail clients can load or block tracking images. Compare campaigns using consistent audiences and measure whether recipients take the intended action. Deliverability and permission should remain part of the operating review.
What to include in your brief
Share the email platform you use, where your contacts came from, and how they know your business. Include current automations, recent results, and records of unsubscribed or blocked contacts. Explain what you want recipients to do and who will handle replies, and check the permissions and relevant requirements before starting the campaign.
Ask for a proposal explaining what is included, what your team needs to provide, who owns the work, and what it costs. Agree when you will review progress. Broad Promo can help you plan the services you need and explain how they fit together, with the details confirmed before work begins.