Executive Summary

The Executive Summary is the "big picture" view of your audience performance. It combines engagement, deliverability, growth, and sending activity into one fast dashboard so you can spot what’s improving, what’s slipping, and what to do next.

What you’ll learn

How your audience's health is trending at a high level
Whether engagement is improving, stable, or declining
Whether deliverability and list quality look safe
If you’re growing (or shrinking)
How consistent your sending has been lately
Which insights Tarvent flags for quick action

At the top of the report, you’ll see quick actions to manage the report view. Executive Summary includes:

Groups

Use the Groups selector to choose what you want to analyze:

Entire audience: shows engagement across the full audience.
Specific group: shows engagement for contacts inside one group.

Group availability (important)

Only groups that have been used within the last 30 days will be available for reporting. If a group hasn’t been used recently, it may not appear in the selector until the group is used again.

Date range

Use the date range buttons to switch the reporting window: 7, 30, 60, or 90 days. When you change the date range, Tarvent recalculates the metrics and insights for that window.

Print

Prints the report so you can share it with teammates or save it for review.

Refresh

Refreshes the report to pull the latest available data. This is helpful if you just sent a campaign, imported contacts, or recently made changes and want the newest numbers.

Close

Closes the Executive Summary and returns you to the previous screen.

Data availability

Executive Summary uses day-based reporting windows. Because data is processed in batches, report data is available through yesterday.

If you made changes today (imports, unsubscribes, list cleanup, sending activity), you may not see those reflected until the next processing cycle.

Overview

This report is designed for quick decisions. It helps you answer:

Are things generally getting better or worse?
Is the problem engagement, growth, deliverability, or sending patterns?
What should I fix first?

Insights

Insights are short, action-focused callouts that highlight what Tarvent thinks matters most right now. Not every audience will show insights, and the insights you see can change as your metrics change. Tarvent shows up to five insights at a time, prioritizing the most urgent and most helpful.

Insight types

Critical: immediate attention recommended
Warning: early signals of risk or decline
Success: positive momentum worth repeating
Info: helpful observations and reminders

What insights may appear

Below are examples of insights that may show up in the Executive Summary, based on your audience data:

Campaign performance insights

Best campaign recognition
If a campaign meaningfully improved engagement, Tarvent may highlight the top performer and suggest you replicate what worked. This typically appears when the campaign impact is strongly positive.
Worst campaign signal
If a campaign had a notable negative impact and you’ve sent multiple campaigns, Tarvent may suggest you review content and targeting.
No campaigns sent in 30 days
When the date range is set to 30 days and no campaigns were sent (but you have sent in the past), Tarvent may recommend sending again to protect engagement and deliverability.
High campaign frequency
When the date range is 30 days and you’ve sent many campaigns, Tarvent may remind you to watch for fatigue signals.

Engagement insights

Engagement improving
Triggered when engagement improves meaningfully over the selected period. Usually a "keep doing what you’re doing" signal.
Engagement declining
Triggered when engagement drops meaningfully. Often points to content, targeting, or send frequency.
High never-engaged percentage
If a large percentage of contacts have never opened or clicked, Tarvent may suggest re-engagement or list hygiene.
High performing audience
When your audience is performing strongly (high score and a large percentage of Hot/Warm contacts), Tarvent may call it out.

Growth insights

Growth momentum (positive)
When growth is steady, Tarvent may highlight consistent acquisition and suggest continuing your current strategy.
Negative growth
If your audience is shrinking over the selected period, Tarvent may push you to boost acquisition efforts.

Sending consistency and deliverability insights

No sends yet
If no campaigns have ever been sent to the audience, Tarvent may recommend sending your first campaign to start building engagement data.
Irregular or declining cadence
If your sending pattern looks inconsistent, Tarvent may recommend setting a more regular schedule.
Deliverability requires attention
If deliverability signals look risky, Tarvent may recommend sending soon and staying consistent to protect reputation.

Warnings summary

In some cases, Tarvent may show a "warnings detected" insight that groups multiple early warning signals (for example, deliverability concerns and negative growth) into one callout.

Key metrics

Executive Summary typically starts with headline numbers. Depending on your data availability, you may see some or all of the following:

Audience Size: how many contacts are currently in the audience
Engagement Score: current average engagement score (0–100) and engagement level label
Growth: net contact change during the selected period and growth percentage
Campaigns Sent: number of campaigns sent during the selected period
Health Status: overall health label (Good, Fair, Poor) and warning count (if any)

You may also see additional "key metric" tiles depending on the selected period and available activity:

Engaged Percentage: percent of contacts that are Hot/Warm
Never-Engaged Percentage: percent of contacts that have never opened or clicked
Send Cadence: your estimated cadence (Daily/Weekly, Bi-Weekly, Monthly, Quarterly)
Send Cadence Status: consistency label (No Sends Yet, Consistent, Regular, Irregular, Declining)
Deliverability Health Score: 0–100 indicator of deliverability health
Deliverability Status: label indicating whether action is recommended (Healthy, Monitor, Act Soon)

Engagement summary

This section summarizes how engaged your audience is and the direction it’s moving.

Engagement level

Your engagement level is a quick label (Hot, Warm, Cold, Inactive) based on your current engagement score and engagement distribution.

Pending scoring

Some contacts may show as Pending scoring. Contacts that have just been added will not have an engagement score, level, or lifecycle stage for approximately 24 hours, at which time the system will calculate it.

What to do if engagement is declining

Segment your audience (Hot/Warm vs Cold/Inactive)
Review what changed in recent campaigns (topic, offer, tone, format)
Check send frequency for fatigue signals
Run a re-engagement campaign for unresponsive contacts

Deliverability summary

Deliverability answers one question: "Are inbox providers going to keep trusting us?"

What you might see

Deliverability Health Score: an overall deliverability signal score (0–100)
Deliverability Status: whether action is recommended (Healthy, Monitor, Act Soon)
Deliverability Score Change: how the health score changed over the selected period

If deliverability looks risky, fix that first. Great content doesn’t help if it lands in spam (or doesn’t land at all).

Growth summary

Growth shows whether your audience is expanding or shrinking over the selected period.

Total New Subscribers: subscribers gained during the period
Total Unsubscribes: subscribers lost during the period
Growth Count: net growth (new minus losses) during the period
Growth Percentage: growth rate for the period

Sending and cadence summary

This section shows sending volume and consistency. Depending on the period selected, Tarvent may flag:

No sends yet: you haven’t sent any campaigns to this audience
No campaigns in 30 days: none sent in the last 30 days (when you’ve sent before)
High frequency: many campaigns sent in the last 30 days
Irregular cadence: inconsistent sending pattern

A common pattern: more sends plus lower engagement means fatigue. The fix is usually fewer campaigns, better targeting, and content that’s more relevant.

How to use this report

Start with insights. They’re prioritized to show what matters most right now.
If deliverability needs attention, address that first.
If engagement is declining, segment and adjust content or cadence.
If growth is negative, review acquisition sources and unsubscribe reasons.
Refresh after major changes (sending a campaign, importing contacts) to see updated results.

FAQ

Why do I only see up to five insights?

Executive Summary keeps insights focused so you can act quickly. Tarvent prioritizes the most important items first.

Why don’t I see any insights?

If there isn’t enough activity yet (for example, no campaigns sent) or no strong signals to call out, you may see fewer insights or none at all.

Does the date range affect insights?

Yes. Insights are generated from the selected reporting period. Changing the date range can change the insights shown.

Why do I see "Pending scoring" in engagement?

Why does Refresh not change anything sometimes?

Refresh pulls the latest available data, but if nothing new has been processed yet, the report may look the same until the next update cycle.