See how much each email raised with the Email Sends report

Use this article when

• You want to know how much money an email raised.
• You want to see how an email performed for new donors versus lapsed donors.
• You want to know how your major donors engaged with an email.
• You want to compare open, click, and response rates across your sends.

Applies to and prerequisites

Steps

1. In the left navigation, select Insights. Under All Available Reports, find Email Subscribers and select Email Sends.

   

   The report opens on the Performance Overview tab.

2. Select Filters (the button shows how many filters are applied) to open the filter panel.

   

   The panel has four groups: Revenue, Send Details, Cohorts, and Donor Segments. Only one group is open at a time, so opening one closes the other.

   Expand Send Details and set Send date - Start and Send date - End. Both are month pickers. Then expand Revenue and select a Revenue Source. Select Apply.

   Charts and tables refresh to show sends in that date range and revenue from that source.

   If Revenue Source is already set, check that it's the source you want. It appears under Filters Applied at the top of the report, next to the send date. Options are named for your connected revenue sources, for example Google Analytics 4. The screenshots show a sample organization that uses a donation form called Fundraise Up.

   

   Revenue Source applies to every tab except Engagement Breakdowns, where it appears dimmed under Filters Applied.

   Send Details also has Email name, Subject, List, and ESP filters, plus Was Sent, Opened, Clicked, and Unsubscribed lists of emails. Use them to focus on specific emails.

   

3. To narrow to a group of donors, expand Donor Segments in the filter panel. Choose a Lifecycle, Giving level, or Donor segment, then select Apply. For example, choose a giving level such as Major to see how major donors engaged.

   

   Giving level names and dollar thresholds are set for each organization, so the options you see can differ from the screenshot.

   The Responses and Donor Segments tabs update to that group. In the filter panel, a group that doesn't apply to the tab you're on shows "(Not applicable to this tab)".

   

4. Select each tab across the top of the report: Performance Overview, Engagement Breakdowns, Responses, Donor Segments, and Email Detail.

   Each tab shows a different view of your sends for the filters you set.

What you will see

Each tab in Email Sends answers a different question about your sends. The screenshots show sample data for a fictional organization.

Performance Overview

Shows overall send performance, similar to your email platform's own dashboard. Charts include Unique Recipients, Revenue, and Sends Over Time.

Engagement Breakdowns

Shows which lists and sending cadences get the most engagement. Charts include Rates by Fatigue Cohort and List Performance.

Responses

Shows the money and donors credited to your sends. Charts include Donors and Revenue and Donors by Send Month.

Donor Segments

Shows who you emailed and who gave, grouped by lifecycle and giving level. Charts include Donors and Revenue by Lifecycle and Donors and Revenue by Giving Level. Giving level shows Non-Donor for subscribers not matched to a donor record.

Email Detail

Lists every send like a spreadsheet, grouped by email name and send time. Includes Email Engagement Detail and Email Revenue Detail.

How revenue is credited to an email

Attribution is how Avid decides which send gets credit for a gift. A gift counts toward a send when all three of these are true.

• The gift's UTM tags (tracking tags added to links, like utm_source and utm_campaign) match the send's UTM tags.
• The gift date falls on or after the send date.
• The gift arrives within 30 days of the send, by default.

Each gift counts toward exactly one send.

Revenue can come from a connected donation form, a CRM (your donor database), or Google Analytics 4 (GA4). A donation form is the most reliable source because Avid matches its gifts to people by email address.

Some gifts match a send's UTM tags but can't be tied to a specific recipient. Avid calls this unmatched UTM revenue. Revenue includes unmatched UTM revenue by default. To change that, use the Include unmatched UTM revenue filter. It has two options:

• subscriber: revenue tied to a person who received the email.
• utm_only: unmatched UTM revenue.

Select only subscriber to leave unmatched UTM revenue out.

Metric definitions

Cohort definitions

Creation Cohort groups subscribers by how long their email address has been on file, not how long they have been donating.

• New (<1 mo.)
• Early (1-3 mo.)
• Established (4-12 mo.)
• Legacy (13+ mo.)

Fatigue Cohort groups subscribers by how many other emails they received in the 14 days before a send.

• 0 Sends
• 1-3 Sends
• 4-6 Sends
• 7-9 Sends
• 10+ Sends

Use Fatigue Cohort to see whether frequent sends help engagement or wear donors out.

If revenue or responses show $0

Check these causes in order.

Revenue Source is GA4 and a segment filter is applied

Google Analytics 4 reports revenue in total, not per person. Remove the Donor Segments filter, or switch to a donation form or CRM revenue source, to see revenue by segment.

UTM fields are not mapped

Older donation form or transaction connections may not map UTM columns to Avid's default UTM fields (UTM Source, UTM Medium, UTM Campaign, UTM Content, and UTM Term).

This step requires Connections & Files > Edit permission.

1. Open Settings, then select Connections.
2. Select View Connection for the connection behind your revenue source.
3. If the connection has multiple data sets, select the correct tab or use Select a Data Set to Edit.
4. Expand Column Mappings.
5. Check that each UTM field is mapped. If one is missing, select + Add Column, choose the UTM field (for example UTM Source) under Avid Column, and choose the matching column from your data under Column Name You're Importing.
6. Select Save.

Avid shows Column mappings saved! Reprocessing will start shortly. Responses appear after reprocessing finishes.

Email links are missing UTM tags

Avid matches gifts using the UTM tags on your email links. If your sends don't use UTM tags, gifts can't be credited to them.

The gift arrived outside the 30-day window

Revenue won't count toward a send if the matching gift date is more than 30 days after that send.

When to contact support

If these checks don't resolve the issue, contact support with this information.

• Your organization name.
• The report name: Email Sends.
• The email name and send date in question.
• The Revenue Source you selected.
• The filters you applied.

Next steps

• A Deeper Dive on Insight Reports
• What is in a Data Blend?
• Map and update connection data in Avid
• Connect an integration
• Creating an Audience from a Report

Notes and warnings