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How to Measure Effectiveness of Email Newsletters

Martina Mercer
April23/ 2014

Measuring the Effectiveness of your Email Newsletters

 It isn’t easy to build a significant list of email contacts who have expressed an interest in receiving details about your business, updates and most commonly newsletters. Most email lists degrade by approximately 25% each year so having built a respectably sized list and having to continually bulk the numbers it is important to ensure that the newsletters that are being sent out are actually doing your business some good.

Having put the time and effort into writing your newsletter you want the result of this work to be for readers to take action and ultimately buy your product or engage your services. Using these metrics will show you how many people opened your newsletter, how many messages simply bounced indicating an inactive email account, how many people clicked on specific links within the information and of course how many people went on to buy. This information will allow you to assess the success of these mailshots and make changes where necessary to ensure that your newsletters are the keen business-building tools that you want them to be.

1.        Open Rates

As the name suggests this metric is a measure of how many people looked at or opened your newsletter. The “general standard” for open rates suggests that businesses that are doing ok should fall into the thirty to forty per cent range where those with absolutely great and compelling newsletters will reach approximately fifty per cent. Don’t be disheartened then if your open rate does not look near one hundred per cent.

2.        The Click Rate

This metric measures how many readers clicked one of perhaps more than one of the links in your newsletter, be these to your social stream or direct to a page on your website. Without a decent click rate or CTR (Click Through Rate) you won’t receive may conversions.

3.        Conversions

These are the prize. Conversions are what you get when people read your email newsletter, click through and then buy. This really is the golden egg in terms of profitability. The more conversions the better so watch this metric carefully to see what you may improve upon.

4.        Number of Bounces

A bounce is what occurs when your email newsletter goes undelivered. It may not ever reach its destination for a multitude of reasons and the main one is where an email address has become inactive. Remove any email addresses that consistently bounce as it will keep your list clean and up to date.

It is important to keep an eye on these metrics so that you can save wasted time on ineffective campaigns and instead enjoy the benefits of a newsletter campaign which results in increased sales and sign ups. Social media success for professionals relies very much on their ability to adapt their social media campaigns and the same applies to those who wish to run a successful email campaign

View, assess and adapt for optimum results.

Martina Mercer

Martina Mercer is an award winning copywriter and digital marketer. She specialises in psychology delivering marketing that identifies consumer profiles and connects customers with brands. As an expert in proximity marketing, Martina is one of the only experienced beacon marketers in the UK highlighting her commitment to developing her skills in an ever changing consumer focused world.