How to Create Custom Marketing Email Reports in Hubspot

Building accurate, actionable reports in Hubspot is essential if you want to understand exactly how your marketing emails perform and which campaigns drive the best results. This step-by-step guide walks you through creating a custom marketing email performance report, configuring filters, and using the data to refine your email strategy.

The steps and options described here are based on Hubspot’s reporting tools for marketing email analytics.

Before You Build a Hubspot Email Report

Before you start, confirm you have the right access and that email tracking is configured correctly.

• Make sure your user account has permission to view and create reports.
• Confirm that your marketing emails are sent from Hubspot and are being tracked.
• Decide what you want to measure: engagement, conversions, or list health.

Having a clear objective will help you design a focused report instead of a cluttered dashboard.

Open the Hubspot Custom Report Builder

To begin building a custom marketing email report, you will use the custom report builder in your account.

1. In your Hubspot account, go to Reports > Reports.
2. Click Create report.
3. Select Custom report builder from the available options.

The custom report builder lets you pull in multiple data sources and define exactly how your marketing email performance should be displayed.

Select Marketing Email Data in Hubspot

Once the custom builder is open, choose the marketing data you want to analyze.

1. In the data source selector, add Marketing emails as a key source.
2. Optionally include related sources such as Contacts or Deals if you want to connect email performance to pipeline or revenue.
3. Confirm the sources and proceed to the configuration screen.

By focusing on marketing emails as a primary data source, Hubspot will surface relevant metrics like sends, opens, clicks, bounces, and unsubscribes.

Choose Hubspot Email Performance Metrics

Next, decide which metrics you want your custom report to display. Typical performance indicators include:

• Emails sent and delivered
• Open rate and click rate
• Bounce rate and spam reports
• Unsubscribes from each send
• Contact-level engagement metrics

In the builder interface:

1. Drag and drop the relevant email metrics into the Metrics or Values section.
2. Optionally add calculated metrics or ratios if available.
3. Remove any fields that do not support your reporting goal to keep the report clear.

Configure Hubspot Email Dimensions and Grouping

Dimensions determine how your results are grouped or broken down. In a marketing email report you might want to group by:

• Individual email (e.g., newsletter vs. promotion)
• Campaign or email type
• Send date or week
• Contact list or segment

To set dimensions in the Hubspot report builder:

1. Drag fields like Email name, Campaign, or Send date into the Breakdowns, Dimensions, or Rows section (label varies by interface version).
2. Apply sorting to highlight top-performing emails or date ranges.
3. Check that the preview shows data in a readable way before moving on.

Filter Your Hubspot Email Data

Filters let you narrow the scope of your report to specific campaigns, audiences, or timeframes. Within the custom report builder:

1. Open the Filters panel.
2. Set a date range such as last 7 days, last 30 days, or a custom period.
3. Filter by email type (e.g., regular, automated, blog subscription).
4. Filter by campaign, folder, or specific marketing email names if needed.

Careful use of filters ensures your Hubspot report focuses only on relevant email sends, avoiding noise from test or internal messages.

Pick a Visualization for Your Hubspot Report

The way you visualize marketing email data can make insights easier to spot. Common chart types in the Hubspot custom report builder include:

• Tables for detailed, sortable lists of emails and metrics.
• Column or bar charts to compare performance by email or campaign.
• Line charts to analyze trends in open or click rates over time.

To customize the visualization:

1. Select a visualization type from the chart options.
2. Map your chosen metrics to the axes.
3. Adjust labels, legends, and sorting so stakeholders can quickly understand the results.

Save and Share Your Hubspot Email Report

After you confirm the layout and filters, save your work so you can return to it and share it with your team.

1. Click Save in the top right of the report builder.
2. Enter a clear report name, such as Monthly Marketing Email Performance.
3. Select a folder if your organization uses reporting folders.
4. Choose whether to add the report to an existing dashboard or create a new dashboard.

Saved reports in Hubspot can typically be shared with your team based on user permissions and dashboard access.

Add the Hubspot Report to a Dashboard

Dashboards make it easy to track email performance alongside other key marketing metrics.

1. When saving your report, choose Add to dashboard.
2. Select an existing marketing or executive dashboard, or create a new one.
3. Resize and position the report widget so it is visible without scrolling.

You can combine multiple Hubspot reports, such as web traffic, form submissions, and marketing email results, into a single dashboard for a complete view of campaign impact.

Optimize Campaigns Using Hubspot Email Reports

Once the report is in place, use it regularly to inform campaign decisions.

• Compare subject lines by open rate.
• Review click rates to see which content formats perform best.
• Monitor unsubscribe and spam metrics to protect list health.
• Identify best send times by analyzing performance by date and time.

Iterating based on insights from your Hubspot reports will steadily improve engagement and conversions from your email program.

Reference and Further Learning

For detailed, tool-specific instructions straight from the platform, consult the official documentation on how to create a custom marketing email performance report in Hubspot: official Hubspot email report guide.

If you need broader marketing operations support or want help designing a reporting strategy around your CRM and automation stack, you can learn more at Consultevo.

By combining a clear reporting strategy with the flexibility of the custom report builder, you can turn raw email data from Hubspot into a reliable decision-making tool for every campaign.

Need Help With Hubspot?

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