A useful top-of-funnel benchmark across the dataset.
Marketing analytics / Campaign performance
Email Campaign Performance Analysis
A campaign can generate opens without generating action. This analysis followed the complete path from successful delivery to revenue to identify where performance was strong and where attention was being lost.
- Role
- Junior Data Analyst
- Tools
- Excel / Google Sheets, formulas, charts
- Focus
- Email campaign KPIs and funnel movement
- Output
- Dashboard, findings and test plan
The problem
Separate surface engagement from commercial performance.
The task was to evaluate campaigns across successful delivery, opens, clicks, orders and revenue. Looking at these metrics independently could reward campaigns that attracted attention but failed to move customers toward a purchase.
I structured the analysis as a funnel, calculated weighted rates on the correct denominators and compared campaign patterns across time and performance tiers.
Performance context
The largest opportunity appeared after the open.
A much narrower engagement point after delivery.
The final measure used to challenge vanity metrics.
Method
Use one consistent funnel for every campaign.
- Validate the baseChecked the campaign-level data and calculated weighted KPIs using successful deliveries as the appropriate denominator.
- Follow funnel movementCompared delivery, open, click, order and revenue performance instead of optimizing one metric in isolation.
- Find repeatable patternsRanked campaigns and reviewed timing, content and audience patterns behind high-revenue sends.
- Turn findings into testsConverted weak funnel stages into focused hypotheses for offer, CTA, creative hierarchy and send-time experiments.
Test plan
A dashboard should lead to the next experiment.
| Signal | Interpretation | Next test |
|---|---|---|
| Strong opens, weak clicks | The subject line works better than the message or offer. | Test CTA language, hierarchy and offer clarity. |
| Strong clicks, weak orders | Interest is present but the conversion path creates friction. | Review landing-page continuity and purchase steps. |
| Revenue concentrated in few campaigns | Successful patterns may be repeatable. | Compare audience, content, send day and offer type. |
Outcome
A reporting view designed for decisions, not decoration.
The final structure made campaign drop-off visible and connected marketing activity to commercial performance. It also created a practical cadence: monitor funnel movement, investigate outliers and test one hypothesis at a time.
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