Creating email newsletters can be difficult and time-consuming, but the job doesn’t stop once you’ve perfected your overall design and copy. Once you send out your newsletters, it’s important that you monitor a few metrics associated with your sent emails. Below, we’ve chosen the top 2 newsletter metrics to get you more leads — and make adjustments for future newsletter sends.
Newsletter Metrics 1: Clickthroughs
The main reason you’re sending newsletters out is to have people engage by clicking on links, products, or services. Whether it’s a blog post, an item for sale, or a webinar sign up, it helps to know what links people are clicking on, and how many clicks are happening per email.
If your click throughs have gone down over time, it might be time to try a new strategy. Paying attention to click throughs helps, as you never want to do something that doesn’t work. If people aren’t clicking anything in your emails, it’s time to rethink your email marketing strategy.
Understand what links people are clicking more than others, too, as this could help you frame upcoming newsletters! If people are really resonating with something in your email and clicking it more than any other links, create more content that is similar to what they are already clicking on.
Treat this metric like a survey tool to help you understand what to do more of and less of in future newsletters.
Newsletter Metric 2: Audience Growth
The more people that read your newsletter the more likely you are to get a lead. These metrics are part of the volume numbers game: more people in means more customer opportunities. Understand who your audience is and where they come from . Many email systems like Mailchimp offer additional demographics about your audience that they get through 3rd party data. Every email report in their system gives you additional insight about your audience.
Have they subscribed through a landing page, your website or from social media? Know where your audience is finding you. If you’ve noticed a steady decline of people signing up for your newsletter over time, it might be time to rethink your strategies. It may be that you need to add or change the sign up offer.
Create High-Quality Newsletters
Need help creating, organizing, and running your business’s email newsletters? We can help! Schedule a time to chat with us to learn more about how we can help you create efficient email newsletters, all while watching and understanding these important metrics listed above.