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Measuring the Performance of Your Newsletter

As small businesses plan for the types of email marketing campaigns they want to send out, it’s no surprise that newsletters often top the list. Here are a few reasons why:

  • Newsletters are personable – offering the chance to connect directly with your customers on multiple topics. More in-depth information allows you to customize the language and content in an approachable way compared to a promo campaign.
  • Newsletters are informative – presenting the opportunity for a ‘soft pitch’ offer. The use of storytelling as your sales tool translates well in a newsletter and potential buyers are more likely to connect the emotional dots of how and why they need your product or service.
  • Newsletters have a long shelf life – a content piece that’s nice to archive and keep around for a while, newsletters can also be refreshed and re-issued for years to come, making them timeless and indispensable.

So how do you know if your company’s newsletter is actually winning hearts or simply passing time in the inbox? Use these five metrics to measure the success of your next campaign:

Open Rate

When it comes to open rates, there’s pressure for marketers to obsess over the numbers every time, the way sport enthusiasts would over the score of a playoff game. While it’s tempting to be laser focused on the total, you need to be able to equate the reasoning behind it.

While each business’s open rate will vary, there are many things you can do to increase your figures for the better. Test the time of day you mail your campaigns and scheduling appropriate send frequency based on audience needs and wants.

What to Watch For: If you’ve found your mailing time sweet spot, a low open rate might indicate weak or poorly written subject lines. Be sure that you’re using language that not only connects with your readers, but also makes them to want to read more. Remember too, the subject line technically has three parts: The “From Label,” The actual “Subject Line,” and the often forgotten “Pre-Header Text.” A strong combination of the three is more beneficial than one on its own.

Delivery Rate

If your goal is to get seen (and read!) you’ll need to make it to the inbox in the first place. Measuring the percentage of emails that finally made their way to customers’ email address, many industry experts agree that a good delivery rate hovers between 95% and 98% for total number of sends.

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