How to measure your newsletter performance:- www.deekpay.com

As we move rapidly into the digital age, one of the most exciting parts is the ability to analyse instantly. For example, if you send out a newsletter to an existing database, understanding the behavioural patterns and preferences of your target audience is also possible. However, accurate and timely analyses of digital marketing campaigns are critical to improving the overall effectiveness of digital marketing.

Newsletters are a very popular and effective form of email marketing. This is not a recent new phenomenon or discovery. It has been a great medium for promotions for centuries. The only difference is in the medium itself. Whereas in the past it was handwritten letters, now it comes in the form of emails.

In this article, we will discuss and present the various elements of your newsletter content that need to be analysed regularly and perfectly.

Evaluation of the newsletter

Sending a highly relevant and fluid newsletter as a B2B communication with your customers is no less important than using water today! Firstly, what exactly is it?

Simply put, a newsletter quickly captures and summarises information and your latest business updates and communicates them to your customers. Typically, it can be sent via email on a weekly, fortnightly or monthly basis.

Below are various email newsletter indicators:

**Opening rate**

Since emails need to be opened in order to be viewed, you can set up a specific handler for sending these emails. For example, PayU Tips.

Open rate is the exact number of people who actually open and view the email sent. Open rates depend entirely on the size of your customer base.

Calculations:

Open Through Rate (OTR) or Open Rate: opens/sent × 100 For example, if you got a total of 23,474 email opens and the total number of newsletters you sent was 109,569, then the

OTR = open ÷ send × 100, i.e. 23474 ÷ 109569 × 100 = 21.42%

Bonus tip: Your "subject line" is very important! It's the trailer for the film in the email. If you want your audience to open your email newsletter, make sure your subject line is relevant, short, and adds curiosity.

**Click-through rate (CTR)**

The total number of clicks refers to the number of people who clicked on various topics after opening the newsletter. For example, in the image below, if your customer clicks on "PayU", he will be redirected to his Facebook page or whatever page he clicked on.

Calculations:

Click Through Rate is the number of people who actually visit your website. In this case; CTR = total number of hits ÷ total number of senders, i.e. CTR = 1859 ÷ 109,569 = 1.70%

**Click to open**

This refers primarily to the percentage of clicks among the number of people who open the newsletter.

Calculations:

Click to Open = Click ÷ Open × 100, i.e. Click to Open = 1859 ÷ 23474 × 100 = 7.92%

This is a very important metric because 7.92% is the final number from which you can estimate effort success.

**Return letter**

Email bounces can happen for a variety of reasons, depending on the following two types:

Hard Bounce: Occurs when the recipient's email address is invalid or no longer exists.

Soft Bounce: Occurs when the recipient's mailbox is full, the server is functioning abnormally, or your message is too large or heavy to open in the recipient's mailbox.

**Subscription**

Subscriptions are the number of new subscribers who find and sign up for your newsletter. You can track this information by making the "Subscribe" button link responsive. This can be done by using a link tracking portal such as bit.ly or Google Analytics.

**Unsubscribe**

You may have noticed the "unsubscribe" button or tab underneath (mostly) every newsletter. Why would a company want to have this when they want to keep attracting customers?

Unsubscribing is for those who wish to stop receiving emails from specific companies.

* A quick look at industry standards and company-wide email marketing benchmarks.

In addition to the above metrics or analytics, you can also track share rate. Share rate refers to the number of people who share your newsletter via email or social media.

Some classic tools

**MailChimp**

MailChimp supports all kinds of email creation, from coding to templates to sending emails to multiple people on your list. This is a very useful tool as it provides email analytics on open rates, bounces and more.

**Google Analytics**

GA provides in-depth analysis of each sent email based on campaigns, sources, referrals and more. The time period or campaign duration is highly customisable to extract relevant data.

**WordPress Plugin**

WordPress is a superb website that hosts blogs, emails and other marketing campaigns around content.Nifty, Chimpmate Pro, OptinMonster and others are the top WP plugins among many.

Want to learn more about analytics, social media and online business? Check out the PayU blog for helpful insights.