Communicate the value of your services
Reporting is an important part of any retention strategy because it is how you communicate the value you provide your clients. Continue reading to learn more about why reporting is important and to explore the 3 key reports to review with your clients.
Why reporting is important
Reporting demonstrates that you can:
- Evaluate performance
Reporting provides valuable insights into the performance of campaigns, automation workflows, and other marketing activities. It enables you to assess key metrics to determine the effectiveness of your efforts. - Track goals
Reporting helps you measure the success of specific campaigns or initiatives and compare them against predefined objectives. This enables you to gauge whether you're on track to meet your targets or if you need to make adjustments. - Make data-driven decisions
Marketing strategy should be based on data, not guesswork. By analyzing the data, you can identify trends, patterns, and customer behaviors that impact your marketing strategies. - Prove and communicate results
Reviewing reports with clients helps them understand the impact of the work you're doing. In addition, reporting fosters trust, demonstrates the value of your services, and keeps clients informed and engaged in the marketing process. After proving results, clients are more inclined to recommit to your services once the initial contract ends. - Improve your marketing strategy
Regular reporting enables you to continuously improve your Klaviyo strategies. By identifying areas of underperformance or opportunities for optimization, you can refine your campaigns and workflows to achieve better results over time.
Explore the 3 key reports
There are 3 recommended reports to generate and review with your client: monthly, quarterly, and annual. Let’s take a look at what metrics to include in each report.
Monthly report
A monthly report provides a snapshot of your client’s monthly performance in Klaviyo and should include the following information:
Performance metrics:
- Open rates, click-through rates, conversion rates, and unsubscribe rates
- Revenue generated from campaigns
- Growth of email list and new subscribers
Campaign analysis:
- Top-performing campaigns and their performance metrics
- A/B test results and insights
- Analysis of any underperforming campaigns and recommendations for improvement
Segmentation and personalization:
- Effectiveness of different segments and targeted campaigns
- Examples of successful personalization strategies
Email deliverability:
- Deliverability rates and any issues encountered
- Strategies to improve email deliverability
Additional data:
- Comparison of open rates for different campaigns
- Revenue generated from segmented campaigns
- Analysis of A/B test variations and their impact on conversion rates
Quarterly report
A quarterly report provides a comprehensive review of Klaviyo performance over a 3-month period. Quarterly reports should include the following data:
Performance overview:
- Key metrics such as revenue, open rates, click-through rates, and conversions
- Trends and patterns observed during the quarter
Campaign analysis:
- Summary of top-performing campaigns and their impact on revenue
- Insights from A/B tests and recommendations for future campaigns
Segmentation and personalization:
- Effectiveness of different segments and personalized campaigns
- Analysis of customer behavior and preferences
Automation workflows:
- Performance of automated workflows and their impact on customer engagement and conversions
- Suggestions for optimizing existing workflows or creating new ones
Additional data:
- Comparison of quarterly revenue growth
- Analysis of customer behavior based on segmentation
- Impact of automation workflows on conversion rates
Annual report
An annual report evaluates the overall performance and achievements of your services throughout the year. An annual report should include the following information:
Yearly performance summary:
- Key metrics like revenue, growth rates, engagement rates, and list growth
- Highlights of successful campaigns and their impact on business goals
Customer journey analysis:
- Mapping of the customer journey and analysis of touchpoints
- Insights into customer retention and loyalty
Strategy and goal assessment:
- Review of the effectiveness of Klaviyo strategies implemented
- Comparison of actual results against set goals
Future Recommendations:
- Suggestions for improvements, new initiatives, and opportunities for growth
- Identification of potential challenges and strategies to overcome them
Additional data:
- Comparison of yearly revenue growth
- Analysis of customer engagement across different channels
- Evaluation of the effectiveness of strategies implemented
- Proposal for the next 6-12 months
For more information, learn how to uncover business trends with Klaviyo’s Executive Business Review (EBR) tool.