Understanding Your Marketing Insights — What the Numbers Actually Mean

Most beauty professionals spend time and money on marketing without ever knowing if it worked. A campaign goes out, a few bookings come in, but there's no clear line between the two. Did that email bring in three clients this week, or did they already have an appointment in mind when they signed up? Without data, everything is a guess.

The Marketing Insights page in Glamly is designed to close that gap. It pulls together your campaign performance, subscriber health, and revenue impact into one place — so you can see what's working, what isn't, and what to do next. This guide walks through every section so you know exactly what you're looking at.

Campaign metrics explained

The top of the page shows your headline numbers across all campaigns you've sent. Here's what each one means in plain terms:

Below the headline numbers you'll find three rate metrics that apply specifically to your email campaigns:

• Open rate — the percentage of delivered emails that were opened. Industry average for beauty businesses sits around 20–28%. Anything above 30% is strong. Below 15% usually means your subject lines need attention, or you're sending too frequently.
• Click rate — the percentage of recipients who tapped a link inside the email. This is a higher-intent signal than opens. Even a 2–3% click rate is meaningful for a small list because each click represents a real person who engaged.
• Conversion rate — the percentage of people who received your campaign and went on to book within 7 days. This is the number that ties your marketing directly to revenue.

SMS campaigns don't have open or click rates tracked separately — delivery and booking attribution are the key signals for text messages.

Your subscriber overview

Before you can send campaigns, you need people to send them to. The subscriber overview shows exactly who on your client list you can reach, and how. Six figures are tracked:

If your opted-in numbers are low, the most effective thing you can do is ask clients at their next appointment. A simple "Can I send you the occasional offer by email?" in conversation converts far better than any popup or form. You can update their preferences directly from their client profile in Glamly.

A high "no contact info" count usually means older clients were added manually without full details. It's worth reviewing those records — even adding an email for your top ten regulars meaningfully expands your reachable audience.

How attribution works

Attribution is the mechanism that connects a campaign to a booking. In Glamly, a booking is counted as attributed to a campaign when the client books within 7 days of receiving that campaign. The appointment can be for any date — it's the act of booking in that window that counts, not when the appointment is scheduled for.

This 7-day window is intentionally conservative. Most campaigns that prompt a booking do so within the first 48 hours. But some clients open an email, think "I'll book this weekend," and get to it a few days later. The week-long window captures that behaviour without being so wide that unrelated bookings start being counted.

It's worth understanding that attribution is a minimum floor, not the full picture. Some clients receive your email, don't act immediately, but remember your name when they decide to book two weeks later. That booking won't show up in your attributed count — but the campaign still contributed. Your real marketing impact is always somewhat larger than the numbers suggest.

Making sense of the ROI figure

The ROI card compares your total marketing spend against the revenue attributed to your campaigns. Spend is calculated as £10 per month for every month you've had the marketing features active. Attributed revenue is everything from the bookings counted in the 7-day window.

A positive ROI means your campaigns have generated more in bookings than you've spent on the plan. A negative ROI doesn't necessarily mean your marketing isn't working — it often just means you haven't been running it long enough for the numbers to reflect the full picture.

The ROI figure also doesn't account for the long-term value of a client. A lapsed client who returns after a win-back campaign might rebook every six weeks for the next two years. The single attributed booking value captures only that first appointment. In practice, your campaigns almost always generate more economic value than the ROI card shows.

The recommendations panel

Glamly analyses your campaign data and surfaces specific suggestions when certain conditions are met. These aren't generic tips — they fire based on your actual numbers and what they suggest about where to focus. Examples of what can trigger a recommendation:

• Low open rate — if your email open rate drops below a healthy threshold, you'll see suggestions about subject line length, send timing, and list freshness.
• Automations switched off — if you have no active automations running, Glamly flags this because automated campaigns (like win-backs and re-engagement sequences) tend to have the highest conversion rates of all campaign types.
• Negative ROI — when spend outpaces attributed revenue, you'll see prompts to review campaign frequency, try a different campaign type, or check whether your subscriber list needs updating.
• High opted-out rate — if a significant portion of your list has opted out, the panel will suggest slowing send frequency or reviewing the type of content you're sending.
• Low subscriber count — if very few clients have opted in relative to your total client count, you'll see guidance on how to grow your reachable audience organically.

Treat these recommendations as starting points, not directives. You know your clients better than any algorithm. But if the panel is flagging something repeatedly, it's usually worth looking at.

The campaign leaderboard

Further down the page you'll find your campaign leaderboard — a ranked list of every campaign you've sent, sorted by the number of bookings it generated. This is one of the most practically useful parts of the whole page.

Over time, patterns emerge. Certain subject lines consistently outperform others. Campaigns sent on specific days convert better. Offers tied to a specific service bring in more bookings than generic "we'd love to see you" messages. The leaderboard is how you spot those patterns without having to track anything manually.

When you look at your top three campaigns, ask yourself what they have in common. Was it the subject line format? The day of the week? The offer type? A specific service? The answer to that question is your marketing strategy going forward. The leaderboard makes it visible.

Putting it all together

The Marketing Insights page is most useful when you check it after every campaign, not once a quarter. A quick look at open rate and attributed bookings after each send tells you far more than a deep dive every few months because you can still remember what you sent and why.

Start with the recommendations panel — if something is flagged, address it before the next send. Then check the leaderboard to see if your latest campaign ranks well or poorly compared to previous ones. Over time, this habit of reviewing-then-adjusting is what separates businesses that grow their booking rate through marketing from those that send campaigns and hope for the best.

Your subscriber list, your open rates, and your attributed revenue will all grow as you send more consistently. The data on this page is most meaningful at month three and beyond — but the habit of reading it starts now.