Most email marketing platforms today have fairly detailed statistics where the performance of your newsletter can be measured. But what are the factors that you need to look out for? And how do you know if the quality of the recipients on your lists are actually of good quality?
Below are measures used to determine the engagement of your newsletters.
Open Rate
A metric used to measure how many of your email newsletters are actually opened. Here, the subject line plays an important role in whether your email is opened or not.
To gain a better understanding of the type of information your recipients respond to, you can perform a split test. Also known as A/B testing, this feature allows you to send two different versions of the same campaign. Thus, enabling you to learn more about your recipients’ behavioral patterns.
Click-Through Rate
A metric used to measure how many of your recipients click on one of the links in your newsletter.
Be sure to test what your recipients typically respond to best. Is it the regular text links, the CTA (Call to Action) buttons, the pictures or something else? As a starting point, everything should be as clickable as possible.
Click-To-Open Rate
Is a mix between Open Rate and Click-Through Rate. It shows how many of your recipients who opened your email clicked on a link. And is possibly the best metric to measure the overall success of your campaigns.
Macro Conversion
This would have to be the most obvious way to measure whether your newsletter has had an impact. These are conversions from the actual sales or completed lead generation forms.
Assisted Conversion
Assisted conversions by Google Analytics; measured by interactions that lead to a conversion on a website. A value is assigned in order to determine the value of the contribution towards the assist.
For example: A recipient clicks on a link in your newsletter and browses your website, but decides to leave without making a purchase. The following day the recipient searches Google for an item which leads them to visit your website again. This time making a purchase. In this instance, the newsletter would then be considered as the assisted conversion.
Social Media Traffic
Do you see an increase in traffic on your social media accounts after your newsletter has been broadcasted? This is another way to measure the success of your newsletter, as it shows recipients have actively engaged in your newsletter.
In conclusion
By using these measures, you can determine the effectiveness of your newsletters. What is more, is that you are able to gauge the quality of your email lists. Therefore, placing you in a better position when creating future content and campaigns.
This blog post has also appeared in a MarketingPlatform Newsletter.
Author: Alex Trajcevski
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