This blog is the final part of the “crafting the perfect newsletter” series focused on best practices of email newsletter campaigns . You can read the the previous parts at
As businesses plan for the types of email marketing campaigns they want to send out, it’s no surprise that newsletters often top the list. While it’s clear that outstanding email newsletter content is key to success, there are other factors which can affect your results.
So how do you know if your company’s newsletter is actually winning hearts or simply passing time in the inbox? Use these six metrics to measure the success of your next campaign:
The percentage of total contacts opened your email is measured as open rate.
Open Rate =(opened / ( Email sent – Bounce))
Making your contacts to open your email is the very first step of success. Use the Email marketing benchmarks of mailchimp to compare your open rate with industry standards.
Subject line is the direct influencing factor of open rate. Open rate of email is as good as its subject line.
The percentage of total contacts clicked your email is measured as click rate.
Open Rate =(clicked / ( Email sent – Bounce))
This rate helps you to measure the effectiveness of content and design. Having higher Click rate indicates the best call to action.
Click to open rate Rate:
This metric is calculated by the number of unique clicks divided by the number of unique opens.
Open Rate =(clicked / opened)
keeping higher CTO Rate help you get the maximum revenue from your emails.
The percentage of email addresses in your list that didn’t receive your message because it can’t be delivered to that address.
Open Rate =((Email sent – Delivered )/ Email sent)
Bounce rate is the clear indiction of you list health. If you have the Higher bounce rate, the list has a lot of bad email address. Periodic maintenance of the list can help you to maintain the lower bounce rate.
The percentage of email addresses unsubscribed against the total sent is calculated as unsubscribe rate.
Open Rate =(unsubscribed / ( Email sent – Bounce))
If you are content is boring or irrelevant to your audience, they will unsubscribe from your emails. Each piece of your email content should add some value to their lifestyle. Make sure your content is relevant to your contact by providing them personalised tips or offers.
To know more about content of newsletter read the first part of this series -“How to Write the Perfect Email newsletter“
‘Crafting the perfect newsletter’ is a written series about some great practices for getting started with email newsletters. Subscribe now to get notified about the next episode updates straight to your inbox.