How to Write a Monthly Marketing Report Clients Actually Read
How to write a monthly marketing report clients read: start with the result, keep to one layout, show the change and finish with next steps.
On this page
A monthly marketing report works when it starts with the result, uses the same layout every month and ends with what happens next. This guide walks through the order to write it in. If you send reports for many clients, Marketing Monster builds the monthly PDF for you under your own branding.
Why most monthly reports are skimmed
They start with activity instead of result, change shape from month to month and bury the one number the client wanted. A client who has to hunt for the result stops looking, and then the report stops doing its job.
Writing it, step by step
- Start with the result. Write the summary last, but put it first: the result, the main change and what you are doing about it.
- Show the change. Every headline number against the previous period, so good and bad months are obvious.
- One section per channel. The same order every month: spend, results, cost per result, what moved.
- Explain in plain words. If a number moved, say why in a sentence.
- Finish with next steps. Two or three actions, so the report points forward.
A one-page checklist
| Check | Yes when |
|---|---|
| Result first | The summary is on the first page. |
| Change shown | Each headline number has the last period beside it. |
| Same layout | It looks the same as last month. |
| Plain words | A client could repeat it to a colleague. |
| Next steps | It ends with what happens next. |
Who this guide suits
It suits agencies, freelancers and in-house marketers who write a monthly report and want it to take less time and be read more.
Common mistakes
- Starting with a list of tasks done.
- Reporting every metric available.
- Rebuilding the layout each month.
- Leaving the client to draw the conclusion.
Questions about how to write a monthly marketing report
What should a monthly marketing report include?
A summary, headline results per channel against the last period, plain-word explanations of what moved and next steps.
How long does a monthly marketing report take to write?
Hours when it is built by hand each month, minutes when the layout is fixed and the numbers are pulled automatically.
What is the most important part of the report?
The summary on the first page: the result, the change and the plan.
Can the monthly report be automated?
Yes. Marketing Monster builds a monthly PDF for each client from their connected channels. See client reporting for agencies.
Should it be branded?
Yes. Your logo and business name on the report make it yours. See white label reporting for agencies.
Write it once, send it every month
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