What this means for your practice
Compare the action the campaign was meant to support using consistent audience totals and context. Treat reported opens as a limited signal whose measurement may be affected by the receiving software.
An example to discuss with your team
Create a sample report where opens increase but completed enquiries fall. Check that the commentary identifies the disagreement instead of calling the campaign successful.
What to discuss with your agency
Ask for a sample report where one measure improves and another declines. The commentary should explain the disagreement and any measurement limits. Compare similar audiences and time periods. This makes the review a decision about what to improve, rather than a presentation that finds whichever number looks most positive.
Put the brief into practice
Agree the campaign objective and reporting period before the results arrive. That reduces the temptation to choose whichever statistic looks strongest afterwards. Show the progression from delivery through observed engagement to the intended action where your approved measurement can establish it. Keep unknown outcomes distinct from confirmed non-completions. Use comparable audiences and explain material changes in content, destination or measurement.
Ask the agency what a reported open or click establishes in the current setup and which limitations should accompany it. The review should distinguish a delivery problem from a message that attracted interest but led to a confusing page. Those require different improvements. Avoid treating every change as a causal finding from a single campaign; record plausible explanations and what further comparison would help. A useful report ends with a focused decision about the next message or destination, supported by the available evidence, rather than a collection of positive percentages detached from the reason the email was sent.
How to check the result
Report primary action completions per delivered message alongside the limitations of the measurement.
Turn reading into a next step
Your action checklist
Work through these checks with your team or supplier. Tick the ones you have resolved and leave unknowns open.
Record what you know, what is still missing and the answer you need from your team or supplier.
Use project decisions only, without personal, patient or confidential details. Entries stay in this page and are not submitted to Kay & Co. Copy or download before leaving; this page does not save your notes.
Further reading
These sources provide background for the topic. The practice examples and checklist are illustrative planning suggestions from Kay & Co.
Related guides
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