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What to measure in your newsletter ?

Thursday, November 5th, 2015

 

Untitled design (63)Lets begin

Last month I promised you that following the tips for a newsletter, I would explain how to measure the success of your newsletter….

What if your newsletter was boring people and you kept on sending it? Talk about a lot of wasted time and effort! To make sure you are equipped with the right information to guide your decisions you should keep your eye on the following metrics, they should give you a pretty comprehensive picture of how well your newsletter is performing.

Your email client will be able to quickly identify the following metrics to gauge how well your newsletter is performing, software such as Brief your market, Campaign monitor or Mail chimp have these metrics available in the reports section of the newsletter.

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Clickthrough

The main reason you are sending an email newsletter in the first place is to get people to click on something (or multiple items), so by tracking the number of clicks you get on a newsletter over time is a great way to judge if your newsletter is useful. If the figures are slowly going down newsletter after newsletter you need to rethink your strategy.

Bearing in mind newsletters have many different elements people can click on you should see which links get the most clicks within the email. This information can help you adjust your strategy for choosing and arranging content within the newsletter based on what its goal is.

Untitled design (66)Conversions

Besides measuring what people are clicking on in your emails, you should be looking at their behavior after the click. Do they convert on the landing page? Or maybe sign up for an event your promoting? Or maybe just click on a CTA in a blog post?

Regardless of what you want people to do after the click on your email you should be tracking those actions. The reason you send emails isn’t to just get clicks you want people to do something after they click, whether it be consuming a piece of content or becoming a customer. Check your email client is set up to track your campaign behaviour or you can check this through free analytical software such as Google Analytics 

List growth

Over time you’ll want to get more and more people clicking and converting on your email newsletters because the more they do those things, the more likely you’ll hit your monthly goals. More people in your list generally means more people will click on your email, and more people will convert on the content.

Sure list growth isn’t everything, but you need to have enough people getting your newsletters in the first place to make the rest of your numbers follow suit. If you are not growing your subscriber list, you’ve got a problem. No matter what your goals are – generating leads, closing customers or developing a vibrant happy customer community – your list should be bigger from month to month.

If you want to improve figures then take a look at how people sign up to get your newsletter in the first place. Consider new, friction less ways for people to sign up to your blog make it easy and straight forward with no long winded sign up forms. It is important to track sign ups as this can leverage new customers and greater brand awareness.

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Delivery rate

Generally, we’re talking about all of those emails that aren’t hard and soft bounces – bounced emails that cant be sent to an inbox because the inbox is full or the address isn’t valid among other reasons. So your delivery rate is the total number of emails sent.

Your delivery rate should be above 90% – if you notice it slipping below that in general, try to clean up your list. If you notice one newsletter in particular has a low delivery rate, see it there are any spammy red flags that would make an ISP block your email from being received.

Most email clients like Brief your market score your email for spam however there is a free spam checker here

Overall ROI

If you’re going to use email newsletters to grow your business, you should be able to tie their efforts to your bottom line. With closed-loop analytics you can figure how many visitors, leads and customers your email newsletter content generates, and how much revenue they all bring in. This is definitely the most difficult of the metrics to track but if you combine this with things such as Google Analytics to find these numbers, your boss will be very very happy.

All in all, there are really three main takeaways here:

  1. Always make sure you’re keeping an eye of for your email newsletter performance.
  2. If any of your figures are constantly decreasing run tests to see if metrics can improve
  3. Run a few tests and nothing is improving look to revamp your newsletter

If you have any questions please let me know at by email and be sure to check out our brand new cloud based estate agency software Rezi

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