# Event email usefulness scorecard

Use one row per message, audience and event. Decide the promised attendee task before opening a dashboard. This worksheet does not store individual recipient identifiers.

| Message / audience | Purpose and promised task | Sent / accepted | Delivered to recipient mail server | Bounces / complaints | Unique tagged visitors | Task completed (define source) | Support themes / unanswered questions | Measurement gap | Owner / next change |
|---|---|---|---|---|---|---|---|---|---|
| [ ] | [ ] | [ ] | [ ] | [ ] | [ ] | [ ] | [ ] | [ ] | [ ] |

## Measurement plan for one message

1. Define the task: [registration completed / ticket retrieved / access information found / other].
2. Record the denominator for each rate: [sent, delivered, visitors, or task starters]. Never silently switch denominators.
3. Write the tagged destination URL and test it: [ ]. Use consistent `utm_source`, `utm_medium` and `utm_campaign` values on your own site.
4. Name the source of task completion: [website analytics, registration system, ticketing provider, manual support review].
5. Name the blind spot: [hosted checkout, forwarded link, privacy protection, missing consent, offline action].
6. Compare a relevant prior message with a similar audience and purpose: [ ]. Note major changes: [ ].
7. Decision: [keep / revise / investigate]. One change, owner and retest date: [ ].

Provider delivery is not confirmed reading or inbox placement. Image-based opens can occur without engagement; opens never equal attendance. A campaign-tagged visit or registration is an observed path, not proof that the email alone caused the action. Follow the applicable privacy settings and avoid adding personal information to campaign URL parameters.