Post-campaign report template
A post-campaign report closes the loop on the brief: what was sent, what came back, what it cost and what you decided. It leads with the decision and the evidence behind it, then the numbers.
Free, no signup
The template
Copy it into your own document or download it as a text file. Replace the bracketed placeholders with your own details.
POST-CAMPAIGN REPORT Campaign: Dates: Brief owner: 1. DECISION The decision from the brief: What we decided: Confidence and why: 2. FUNNEL Invited: ___ Confirmed address: ___ (% of invited) Shipped: ___ Delivered: ___ (% of shipped) Responded: ___ (% of delivered) Shared media: ___ (% of responded) 3. COST Total cost: ___ Cost per delivered box: total / delivered Cost per response: total / responded 4. FINDINGS Top three things people liked (with how many said so): Top three problems (with how many said so): Surprises: 5. SCORES Key ratings (average and number of answers per question): Change since the last campaign (same questions only): 6. VOICE OF THE RECIPIENT Quotes (with permission): Media links (with permission): 7. WHAT WE'LL CHANGE Product: Packaging: Campaign process (recipients, timing, emails): 8. NEXT CAMPAIGN Keep: Change: Owner and date:
When to use it
- At the end of every seeding or testing campaign, before the next one is planned.
- When leadership asks whether seeding is worth the budget.
How to fill it in
- Write the decision first. If the campaign did not change a decision, say so: that is a finding about the brief.
- Report counts next to percentages so small campaigns are not over-read.
- Only compare scores between campaigns that used the same questions and scales.
- Use quotes and media only from people who agreed to it.
Automate it
Run this template in Portifer
- Campaign dashboards show recipient status from address confirmation to feedback, which fills the funnel section.
- Automatic summaries and sentiment scoring help with the findings section; exportable reports carry the raw responses.
Frequently asked questions
What should a seeding campaign report include?
The decision it informed, the funnel from invited to responded, the cost per response, the main findings with counts, permitted quotes and what changes next time.
How do I calculate cost per response?
Divide the total campaign cost (product, packaging, shipping and fees) by the number of recipients who responded.
Related pages
Last updated 2026-10-04
Automate this step in Portifer
Portifer runs the brief, recipients, shipping, emails and feedback as one campaign. Tell us what you want to send and we'll show you how it works.