{"id":21702,"date":"2024-07-08T21:26:40","date_gmt":"2024-07-08T21:26:40","guid":{"rendered":"http:\/\/mediashower.com\/blog\/?p=21702"},"modified":"2024-07-08T21:34:23","modified_gmt":"2024-07-08T21:34:23","slug":"email-newsletter-performance-metrics","status":"publish","type":"post","link":"https:\/\/www.mediashower.com\/blog\/email-newsletter-performance-metrics\/","title":{"rendered":"Top Tips for Analyzing Email Newsletter Performance"},"content":{"rendered":"<p><strong>TLDR:<\/strong> Track key email newsletter metrics, including open rates and clickthrough rates, using tools such as Google Analytics and Mailchimp. Use A\/B testing and industry best practices to continually bolster reader engagement.<\/p>\n<p><strong>So what?<\/strong> Understanding and improving your email newsletter performance can help you better capture your audience\u2019s interest, getting you higher conversion rates and better overall campaign results.<\/p>\n<hr \/>\n<p>Ever wonder why some newsletters seem to be instant hits, with soaring click rates and ever-rising subscriber numbers, while others fizzle out practically from the start? Many marketers send out newsletters without having any idea of how to measure their success.<\/p>\n<p>At Media Shower, we\u2019ve sent out thousands of emails for clients of all shapes and sizes. In this guide, we\u2019ll share our <strong>top email newsletter performance metrics<\/strong> \u2013 so you get the most out of every send.<\/p>\n<h2>Quick Summary<\/h2>\n<ul>\n<li aria-level=\"1\">Analyzing your email newsletter\u2019s performance is key to improving it: first you measure it, then you can manage it.<\/li>\n<li aria-level=\"1\">The key metrics to track are <strong>open rates, clickthrough rates, conversion rates, bounce rates and unsubscribe rates.<\/strong><\/li>\n<li aria-level=\"1\">Some of your best bets for email newsletter tracking are Google Analytics, Mailchimp, HubSpot, Constant Contact, Marketing Cloud and Brevo.<\/li>\n<li aria-level=\"1\">Leverage A\/B testing, follow industry best practices and regularly interpret data for continuous improvement to your campaigns.<\/li>\n<li aria-level=\"1\">Personalized content and segmentation can get you better results.<\/li>\n<\/ul>\n<h2>Key Metrics to Track<\/h2>\n<ul>\n<li aria-level=\"1\"><strong>Open Rates:<\/strong> The open rate tells you how many people open your emails. Want to improve yours? Focus on making your subject lines more engaging and attention-grabbing, and really key in on that first section \u2013 it\u2019s what readers are the most likely to read if they do open your email. Tailor your content to the recipients, and make sure to optimize your send times. For instance, emails sent at midnight are likely to get buried by 9 a.m. Aim for open rates between 15% and 25%, as these are considered good benchmarks according to industry standards like Constant Contact.<span style=\"font-weight: 400;\"><br \/>\n<\/span><em>More reading: See <\/em><a href=\"https:\/\/mediashower.com\/blog\/best-practices-for-newsletters\/\"><em>What is a Good Open Rate and Clickthrough Rate?<\/em><i><\/i><\/a><b><\/b><\/li>\n<li aria-level=\"1\"><strong>Clickthrough Rates (CTR):<\/strong> The CTR measures the percentage of recipients who clicked the links in your newsletter. Boost these by employing clear calls to action, segmenting your audience, and ensuring your email has a mobile-friendly design. According to HubSpot, the average CTR is about 3%. For a more detailed measure, some platforms use Click-to-Open Rate (CTOR), which provides insights on engagement by showing the percentage of opened emails that had clicks. Statista reports an average CTOR of 14% worldwide.<br \/>\n<em>More reading: See <a href=\"https:\/\/mediashower.com\/blog\/best-practices-for-newsletters\/\">What is a Good Open Rate and Clickthrough Rate?<\/a><\/em><\/li>\n<li aria-level=\"1\"><strong>Conversion Rates:<\/strong> The conversion rate tracks the percentage of recipients who have completed a desired action. Don\u2019t count on your email provider to track conversions; you\u2019ll likely need to set up custom links using a third-party tool like Google Analytics. To get better conversion rates, align the newsletter\u2019s content with the content of your landing pages. Make the user experience smooth and easy, and use strong, clear CTAs. According to Statista, email newsletters generate $36 in revenue for every $1 spent, emphasizing the importance of optimizing for conversions.<br \/>\n<em>More reading: See <a href=\"https:\/\/mediashower.com\/blog\/best-practices-for-newsletters\/\">What Type of Offers Work?<\/a><\/em><\/li>\n<li aria-level=\"1\"><strong>Bounce Rates: These<\/strong> reflect the emails that could not be delivered. To get this number down, regularly clean out your email list, use double opt-in to validate new subscribers, and monitor your sender reputation.<\/li>\n<li aria-level=\"1\"><strong>Unsubscribe Rates:<\/strong> Your unsubscribe rate tells you how many recipients have opted out of your list. To lower this number, ensure your content is valuable to recipients. Don\u2019t send too frequently (polling shows the ideal number of sends is no more than twice a week), and make updating preferences easy.<\/li>\n<\/ul>\n<p>Paying attention to these metrics will help you better understand your audience so you can improve your marketing strategy.<\/p>\n<h2>Tools for Email Newsletter Analysis<\/h2>\n<p><img loading=\"lazy\" class=\"size-full wp-image-21704 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2024\/07\/young-marketer-smiling-and-holding-an-ipad.jpg\" alt=\"young marketer smiling and holding an ipad for email newsletter analysis\" width=\"780\" height=\"520\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/07\/young-marketer-smiling-and-holding-an-ipad.jpg 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/07\/young-marketer-smiling-and-holding-an-ipad-300x200.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/07\/young-marketer-smiling-and-holding-an-ipad-768x512.jpg 768w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Choosing the right email or analytics tool is vital to being able to understand your email newsletter performance metrics. Here, we lay out some of the key benefits and disadvantages of a few of the best platforms out there today:\u00a0<\/span><\/p>\n<table>\n<style>\ntable, th, td {\n  border: 1px solid black;\n  border-collapse: collapse;\n  padding: 15px;\n}\n<\/style>\n<tbody>\n<tr>\n<td><b>Tool<\/b><\/td>\n<td><b>Pros<\/b><\/td>\n<td><b>Cons<\/b><\/td>\n<\/tr>\n<tr>\n<td><a href=\"https:\/\/marketingplatform.google.com\/about\/analytics\/\"><b>Google Analytics<\/b><\/a><\/p>\n<p><img loading=\"lazy\" class=\"wp-image-21705 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2024\/07\/3-1.png\" alt=\"google Analytics G4 Campaign builder\" width=\"300\" height=\"222\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/07\/3-1.png 760w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/07\/3-1-300x222.png 300w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/td>\n<td>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Helpful for tracking conversions<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Powerful, free tool<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Integration with other Google services<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Customizable reports<\/span><\/li>\n<\/ul>\n<\/td>\n<td>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Can be difficult to learn to use\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Often overwhelming for beginners<\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<tr>\n<td><a href=\"https:\/\/mailchimp.com\/\"><b>MailChimp<\/b><\/a><\/p>\n<p><img loading=\"lazy\" class=\"wp-image-21706 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2024\/07\/email-newsletter-templates-sent-via-Mailchimp.jpg\" alt=\"email newsletter templates sent via Mailchimp\" width=\"300\" height=\"164\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/07\/email-newsletter-templates-sent-via-Mailchimp.jpg 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/07\/email-newsletter-templates-sent-via-Mailchimp-300x164.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/07\/email-newsletter-templates-sent-via-Mailchimp-768x419.jpg 768w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/td>\n<td>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Full suite of email marketing features, such as detailed analytics<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">User-friendly interface<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Thorough reports<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Integration with many other platforms<\/span><\/li>\n<\/ul>\n<\/td>\n<td>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Free plan has limited features<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Large lists can be expensive<\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<tr>\n<td><a href=\"https:\/\/www.hubspot.com\/\"><b>HubSpot<\/b><\/a><\/p>\n<p><img loading=\"lazy\" class=\"wp-image-21707 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2024\/07\/email-newsletter-tool-with-Hubspot.jpg\" alt=\"email newsletter tool with Hubspot\" width=\"300\" height=\"162\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/07\/email-newsletter-tool-with-Hubspot.jpg 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/07\/email-newsletter-tool-with-Hubspot-300x162.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/07\/email-newsletter-tool-with-Hubspot-768x414.jpg 768w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/td>\n<td>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">All-in-one marketing solution<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">High level of customer support<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Detailed analytics<\/span><\/li>\n<\/ul>\n<\/td>\n<td>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Expensive<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">May be too complicated for small businesses<\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<tr>\n<td><a href=\"https:\/\/www.constantcontact.com\/\"><b>Constant Contact<\/b><\/a><\/p>\n<p><img loading=\"lazy\" class=\"aligncenter wp-image-21708\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2024\/07\/constant-contact-email-newsletters.jpg\" alt=\"constant contact email newsletters\" width=\"300\" height=\"162\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/07\/constant-contact-email-newsletters.jpg 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/07\/constant-contact-email-newsletters-300x162.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/07\/constant-contact-email-newsletters-768x416.jpg 768w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/td>\n<td>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Easy to use<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Good customer support<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Includes templates and design tools<\/span><\/li>\n<\/ul>\n<\/td>\n<td>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Limited automation features<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Email builder is wonky<\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<tr>\n<td><a href=\"https:\/\/www.marketingcloud.com\/\"><b>Marketing Cloud<\/b><\/a><\/p>\n<p><img loading=\"lazy\" class=\"aligncenter wp-image-21709\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2024\/07\/marketing-cloud.jpg\" alt=\"marketing cloud\" width=\"300\" height=\"144\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/07\/marketing-cloud.jpg 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/07\/marketing-cloud-300x144.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/07\/marketing-cloud-768x369.jpg 768w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/td>\n<td>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Full marketing suite<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Scalable\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Integrates well with other Salesforce products<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Customizable<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Robust analytics<\/span><\/li>\n<\/ul>\n<\/td>\n<td>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Can be complex to set up<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Expensive compared to some competitors<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Customization may require Salesforce expertise<\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<tr>\n<td><a href=\"https:\/\/www.brevo.com\/\"><b>Brevo<\/b><\/a><\/p>\n<p><img loading=\"lazy\" class=\"aligncenter wp-image-21710\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2024\/07\/brevo-email-newsletter-tool.png\" alt=\"brevo - email newsletter tool\" width=\"300\" height=\"151\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/07\/brevo-email-newsletter-tool.png 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/07\/brevo-email-newsletter-tool-300x151.png 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2024\/07\/brevo-email-newsletter-tool-768x387.png 768w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/td>\n<td>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Easy to use<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Generally more affordable than other enterprise-level solutions<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Quick setup<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Scalable\u00a0<\/span><\/li>\n<\/ul>\n<\/td>\n<td>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Lacks some advanced features of competitors<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Limited customization options compared to some competitors<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">May have fewer support resources than competitors<\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h2>Actionable Tips for Interpreting Data and Making Improvements<\/h2>\n<ul>\n<li aria-level=\"1\"><strong>Identify Trends and Patterns:<\/strong> Analyze your newsletter\u2019s open and clickthrough rates over time to find trends. If you discover, for example, that emails sent on Tuesdays have higher engagement, stick to Tuesday sends.<\/li>\n<li aria-level=\"1\"><strong><a href=\"https:\/\/mediashower.com\/blog\/landing-page-a-b-testing\/\">A\/B testing<\/a>:<\/strong> Test different elements, such as subject lines, CTAs and content formats. For example, try sending two versions of an email with different CTAs to see which drives more clicks. Use the results to refine your approach.<\/li>\n<li aria-level=\"1\"><strong>Continuous Improvement Strategies:<\/strong> Regularly collect and analyze subscriber feedback, and implement changes based on common suggestions.Adjust send frequency and add more personalized content as needed.<\/li>\n<li aria-level=\"1\"><strong>Use Industry Leader Best Practices:<\/strong> Stay up-to-date with industry trends and adopt best practices from successful campaigns. Industry leader HubSpot, for example, emphasizes personalized content and segmentation to boost engagement\u200b.<\/li>\n<\/ul>\n<h2>Marketer\u2019s Takeaway<\/h2>\n<p>Tracking and analyzing email newsletter performance metrics is crucial for making the most of your marketing campaigns. By monitoring your <strong>open rates<\/strong>, <strong>clickthrough rates<\/strong> and <strong>conversion rates<\/strong> over time, you can learn what your readers want to see in your newsletter.<\/p>\n<p><strong>All this requires experimentation.<\/strong> The good news is that newsletters are one of the best marketing channels to run experiments: email marketing is (practically) free, you get instant results, and if people don\u2019t like it, there\u2019s always the next newsletter.<\/p>\n<p><span style=\"font-weight: 400;\">____________________<\/span><\/p>\n<blockquote><p>Need a hand with your newsletter? At Media Shower, we\u2019ve produced over 100,000 content campaigns for 500+ clients. <a href=\"https:\/\/mediashower.com\/user\/free_trial?__mscta=2822_101303_10204\">Click for a free trial<\/a> of our award-winning marketing platform.<\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>Learn how to measure email newsletter performance metrics, use top analytics tools and implement best practices for higher engagement and conversion rates.<\/p>\n","protected":false},"author":113,"featured_media":21703,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[459],"tags":[],"_links":{"self":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/21702"}],"collection":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/users\/113"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/comments?post=21702"}],"version-history":[{"count":10,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/21702\/revisions"}],"predecessor-version":[{"id":21720,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/21702\/revisions\/21720"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/media\/21703"}],"wp:attachment":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/media?parent=21702"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/categories?post=21702"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/tags?post=21702"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}