Most Email Marketing platforms today have quite detailed statistics where you can measure how your newsletters perform from time to time. But what factors are really important to keep an eye on? How do you know if the quality of the subscribers on your lists is actually of good or bad quality?
Below is a list of things to keep in mind that show commitment to your newsletters and help you get a good overview of the quality of the subscribers on your lists:
Open Rate is a very important number, as this is where the journey from the newsletter to the final conversion begins. Open Rates – that is, how many people actually open the mail – are given as a percentage.
- Use the split test feature of your Email Marketing platform to become wiser on people’s behavior and what causes people to want to open your email.
Suppose you have 1000 recipients on your email list and there are 100 people who open your email, so you have an Open Rate of 10%. It is important to constantly test how the recipients of your email list respond to your headlines so that you get a basic and necessary knowledge about what type of information typically makes them want to open your email. Use the split test feature of your Email Marketing platform to become wiser on people’s behaviour, and what causes people to want to open your email.
Another metric that helps show engagement is Click-To-Open Rate, which is generally a mixture of Open Rate and Click-Through Rate. Click-To-Open Rate shows how many of the contacts that have opened the newsletter that have clicked in the campaign.
Another important factor to measure is your Click-Through Rate. Click-Through Rate, as the Open Rate, is always given as a percentage, and it indicates how many people click on the newsletter via one of your links.
- As a starting point, everything must be as clickable as possible.
Also, be sure to test what your recipients typically respond best to. Is it plain text link, is it big CTA (Call To Action) buttons, is it pictures – or something completely different? As a starting point, everything must be as clickable as possible. People should not look for your links.
Total sales or other macro conversion
The most obvious way to measure if your newsletter has had the desired effect is, of course, to look at the direct derivative conversions – or what has otherwise been the goal of your newsletter. It could, for example, also be entries for an event, downloads of a new sales catalog or other. Remember, it is also important to relate to the assisted conversions the newsletter provides. You can read more about what metrics may be important to you in our article “CTR, CtOR and OR – what should I look for?”
Sharing newsletters as well as social divisions
Will your newsletter be forwarded to other email addresses from your newsletter recipients? Or do you see higher engagement in your social media after posting the newsletter?
Next, there are a number of factors that do not show commitment:
Number of subscribers to the newsletter
Of course you should be interested in having as many recipients as possible to the newsletter list, but if the subscribers do not engage when you send out emails, the size is as such subordinate. It’s important that you look at the quality of those signing up more than you look at the number that sign up.
Growth in number of registrations
There should be focus on the growth of your email list. But if you get the wrong to sign up for your list, these numbers are as such subordinate. For example, Be that you have chosen to buy email contacts from 3rd party (which we always discourage), or you may have been tempted with a gift if you subscribe to the newsletter. This often entails a lot of entries, but at the same time often some who subsequently do not engage with your content.
Number of unsubscribes
Naturally, if people reject the newsletter, it will show signs of lack of commitment. It is a matter of constantly working to prevent people from unsubscribing to the newsletter.
Most skilled Email Marketing people have a lot of focus on ensuring the best possible commitment rather than unambiguously focusing on how quickly you can boost their email lists as well as the rate you make. In addition to using the obvious metrics to analyze data, Marketing Automation and Personalization are used to make content as personal as possible. You can read more about Marketing Automation best practices here.