Sample results report · Lawn & garden
Fall cleanup reactivation: results
The one-page report sent after each campaign, shown here with hypothetical numbers for illustration. Example Lawn & Garden (fictional) · one email to past customers with no visit in 18+ months · reporting window: the 14 days after the send.
Cleanups booked
19
1.7% of delivered Hypothetical
Revenue from those visits
$3,831
entered by the business Hypothetical
Clicked
5.5%
61 of 1,113 delivered Hypothetical
Unsubscribed
0.6%
7 of 1,113 delivered Hypothetical
All figures on this page are hypothetical, for illustration only. None of them describes a real campaign or predicts a result.
Delivery
| Measure | Count | How it is counted |
|---|---|---|
| Selected | 1,200Hypothetical | Past customers whose last visit was 18 or more months ago. |
| Held back | 64Hypothetical | Already unsubscribed or suppressed. Never sent. |
| Sent | 1,136Hypothetical | Selected minus held back. |
| Bounced | 23Hypothetical | 2.0% of sent. Hard bounces are suppressed automatically. |
| Delivered | 1,113Hypothetical | 98.0% of sent. |
| Clicked (unique) | 61Hypothetical | 5.5% of delivered. |
| Opened (unique) | 512Hypothetical | 46.0% of delivered. Inflated: see the note below. |
| Unsubscribed | 7Hypothetical | 0.6% of delivered. Removed for good. |
| Marked as spam | 1Hypothetical | 0.09% of delivered. Suppressed for good. |
About opens. Apple Mail Privacy Protection loads every email automatically, so many “opens” are counted for people who never read the email. Opens are shown for completeness and never used to judge a campaign. Clicks and bookings are the numbers that count.
Bookings and revenue
| Measure | Value | Source |
|---|---|---|
| Cleanups booked within 14 days | 19Hypothetical | Entered by the business from its schedule. 1.7% of delivered. |
| Booked through the email’s link | 13Hypothetical | The other 6 phoned or booked another way after the email. |
| Extra work quoted and approved at those visits | 3Hypothetical | Mulching, trimming and bed planting. Entered by the business. |
| Revenue from these visits | $3,831Hypothetical | 19 cleanups at the $149 sample price ($2,831) plus $1,000 in extra work. Entered by the business. |
How a booking is counted. A customer who was sent this email and booked a fall cleanup within 14 days of the send. The business confirms each one from its own schedule, and the report says which numbers the business entered.
What we would do next
- Send the day-4 follow-up only to people who did not click.
- Ask the 23 bounced customers for a current email address at their next visit or call.
- Run the same email for the 12-to-18-month group before the first frost, and compare bookings, not opens.
Example Lawn & Garden, Anytown and every person, address and link on this page are invented for the sample. Nothing here describes a real business or a real campaign.