What the CMO actually asks: a tour of our reporting suite

Half the analytics built into email tools is for the lifecycle team. The other half should be for the people they report to. Most tools forget the second half.

This post is a quick tour of the reports we built specifically for the conversations our customers have with their CMOs, CFOs, and boards.

Revenue per send

Open rate is a great vanity metric. Revenue per send is the only one that survives a board meeting. RPS is the total revenue attributed to a campaign, divided by the number of sends.

We compute it with four attribution models: first-touch, last-touch, time-decay, and a custom model where you set the windows yourself. You compare them side-by-side. Whichever model you ship with, you defend it consistently — and stop changing it every quarter.

Retention by acquisition cohort

If you have multiple acquisition channels (organic, paid, referral, partner), retention by cohort is the report that wins or loses next year's budget. It tells you which channel is bringing in users that actually stick around.

We slice it by week, by month, by quarter. Heatmap or table. Filter by any segment. Save and share.

Send health vs benchmark

Are we sending too much? Too little? Our send-health report sits next to your sends and shows you the marginal lift per send across the last 30 days. When the curve flattens, you're sending too much.

Compared to our benchmark database — anonymised, segmented by industry — you can see if your cadence is in the safe zone or pushing the edge.

Why this matters

We've watched too many lifecycle teams build great programs and lose the boardroom narrative because their reporting tool gave them numbers that didn't match the warehouse, the finance system, or each other.

Reporting is a feature. It's the feature your manager sees, the feature your board sees, the feature the CFO mentions in the next budget conversation. It's worth getting right.