Introduction
Email attribution shows you which revenue comes from your emails. This helps you understand which campaigns drive orders and how you can improve your strategy.
Email attribution for newsletters
For newsletters, Xendy looks at everyone who opened the email within 7 days after sending. If the recipient makes a purchase during that period, the revenue is attributed to the newsletter. This gives you a clear view of the direct impact of your mailings on sales.
Email attribution for email automations
For email automations, you have more control over how revenue is attributed. You can adjust the settings to match the goal of your campaign:
- Percentage: determine what portion of the revenue you assign to the email. For a direct discount promotion, you may set this to 100%, while for campaigns targeting active customers, you may choose a lower percentage.
- Time period: choose how long after sending revenue is counted. The default is 14 days. For quick actions, like a flash sale, you can shorten this to a few days. For products with a longer decision period, you can extend the timeframe.
- Engagement: set revenue to be attributed only when someone has opened the email or clicked a link. This ensures that only revenue from customers who have actively interacted with the email is counted.
- Products: choose whether all products sold during the period are counted, or only the products that were actually featured in the email.
By using these settings effectively, you can tailor attribution to the type of campaign. For example, an abandoned cart email focuses directly on a single product, whereas a reactivation campaign often has a broader impact and may influence multiple purchases.
Setting up email attribution in Xendy
In the left menu, choose ‘Email automations’. Open the email automation for which you want to adjust attribution by clicking its name.
- Click ‘Settings’ in the top right, next to the ‘Start’ and ‘Stop’ buttons. You can only adjust the automation when it is inactive.
- A pop-up will open where you can configure the settings described above from top to bottom.
- Click ‘Save’ at the bottom and then start the email automation.
When will you see revenue?
Xendy calculates revenue once per day in the morning. This means you will only start seeing significant revenue in your dashboard 48 hours after sending an email.
Multiple emails
If a customer receives multiple emails within the same period, the most recent email is attributed the revenue. This ensures fair attribution and prevents revenue from being counted more than once.
Frequently Asked Questions
For newsletters, Xendy looks at everyone who opened the email within 7 days after sending. If the recipient makes a purchase during that period, the revenue is attributed to the newsletter. This gives you a clear view of the direct impact of your mailings on the sale.
For email automations, you have more control over how revenue is attributed. You can adjust the settings to match the goal of your campaign:
- Percentage: determine what portion of the revenue you assign to the email.
- Time period: choose how long after sending revenue is counted.
- Engagement: attribute revenue only when someone has opened or clicked the email.
- Products: choose whether all sold products are counted or only those featured in the email.
If a customer receives multiple emails within the same attribution period, the most recent email is assigned the revenue. This ensures fair attribution and avoids double counting.
- Use a shorter period (e.g. 3–7 days) for fast-selling products or time-sensitive promotions.
- Use a longer period (e.g. 14–30 days) for high-value items or longer decision-making cycles.
