{"id":2025,"date":"2017-09-26T17:00:16","date_gmt":"2017-09-26T11:30:16","guid":{"rendered":"http:\/\/blog.payumoney.com\/?p=2025"},"modified":"2022-07-05T12:18:51","modified_gmt":"2022-07-05T06:48:51","slug":"how-to-measure-your-newsletter-performance","status":"publish","type":"post","link":"https:\/\/payu.in\/blog\/how-to-measure-your-newsletter-performance\/","title":{"rendered":"How to Measure Your Newsletter Performance"},"content":{"rendered":"<p style=\"text-align: justify;\">As we are rapidly progressing towards the digital generation, the best part is, its ability to be analyzed instantly. For example: if you have e-mailed a newsletter to your existing database, knowing behavioral patterns and preferences of your target audiences is also possible. However, accurate and timely analytics of digital marketing activities is important for increasing the overall effect of your digital marketing.<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\">A newsletter is a very popular and effective form of email marketing effort. It is no new phenomena or discovery that has taken place recently. It is a great medium of promotion for centuries now. The only difference between then and now is the medium. Emailer they came handy and now they come in the form of an email.\u00a0<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\">In this blog, we will discuss and put forth the various factors present in your newsletter content that needs to be and can be analyzed regularly and perfectly.\u00a0\u00a0<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><iframe loading=\"lazy\" style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/key\/90LnoG4qlIixKU\" width=\"750\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> <\/iframe><\/p>\n<h2 style=\"margin-bottom: 5px;\"><span style=\"color: #43c6ac;\"><b>Evaluating Newsletters<\/b><\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h2>\n<p style=\"text-align: justify;\">Shooting a highly relevant and smooth newsletter as a B2B communication for your clients is as important as water today!\u00a0<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><i>First of all, what <\/i><i>exactly<\/i><i> it is<\/i><i>?<\/i><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\">If simply put theoretically, a newsletter quickly captures and summarizes information and your latest business happenings to your customers. Typically, it can be sent out in the form of an email weekly, bi-weekly or on monthly basis.\u00a0<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\">We will discuss various email newsletter metrics below:\u00a0<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3 style=\"text-align: justify;\"><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><b>Open<\/b><b> Rate<\/b><span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h3>\n<p style=\"text-align: justify;\">As email is the medium here, it needs to be opened to be viewed. You can have a specific handle for sending these emailers. For eg: PayU Tips.<\/p>\n<p style=\"text-align: justify;\">Open rate is the exact number of people who have actually opened the sent email and viewed it. The open rate completely depends on how big or small your customer base is. <span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h4 style=\"text-align: justify;\"><b>T<\/b><b>he Calculation:<\/b>\u00a0<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h4>\n<p style=\"text-align: justify;\">Open Through Rate(OTR) or Open Rate: open\/sent X 100<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">. <\/span>Once you have got the total email opens, for example, 23474 and you have sent the newsletter to total = 109569 then,\u00a0<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\">OTR = Open \u00f7 Sent x 100<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">, i.<\/span>e. 23474 \u00f7 109569 x 100 = 21.42%<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\">Just an additional shot of information: Your &#8216;Subject line&#8217; matters a lot! It is the trailer for the movie sitting in that email. If you want your audience to open your email newsletter then make sure that you keep your subject line topic relevant, short and at the same time increase curiosity.\u00a0<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3 style=\"text-align: justify;\"><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><b>Click Through Rate (CTR)<\/b><b>\u00a0<\/b><span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h3>\n<p style=\"text-align: justify;\">Total clicks refer to the people who have clicked on various newsletter topics after opening it. For instance, in the image below, if your customer clicks on &#8216;PayU&#8217;, he is redirected to its <strong><span style=\"color: #43c6ac;\"><a style=\"color: #43c6ac;\" href=\"https:\/\/www.facebook.com\/PayUmoney\/?ref=br_rs&amp;utm_source=blog&amp;utm_campaign=KS\">facebook page<\/a><\/span><\/strong> or wherever he clicks he lands on that particular page.<\/p>\n<p style=\"text-align: justify;\"><a href=\"https:\/\/blog.payumoney.com\/wp-content\/uploads\/2017\/09\/opened-edit-1.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-2528\" src=\"https:\/\/blog.payumoney.com\/wp-content\/uploads\/2017\/09\/opened-edit-1-1024x477.jpg\" alt=\"newsletter analytics\" width=\"747\" height=\"348\" srcset=\"https:\/\/payu.in\/blog\/wp-content\/uploads\/2017\/09\/opened-edit-1.jpg 1024w, https:\/\/payu.in\/blog\/wp-content\/uploads\/2017\/09\/opened-edit-1-300x140.jpg 300w, https:\/\/payu.in\/blog\/wp-content\/uploads\/2017\/09\/opened-edit-1-768x358.jpg 768w\" sizes=\"(max-width: 747px) 100vw, 747px\" \/><\/a><\/p>\n<h4 style=\"text-align: justify;\"><b>The Calculation:<\/b>\u00a0<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h4>\n<p style=\"text-align: justify;\">Click through rate refers to the number of people that have actually visited your site after going through and read it. In this case; CTR = total number of click \u00f7 total number of people(sent) i.e. CTR = 1859 \u00f7 109569 = 1.70%<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3 style=\"text-align: justify;\"><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><b>Click to Open<\/b><\/h3>\n<p style=\"text-align: justify;\">This mainly refers to the percentage of people who have clicked out of the number of people who have opened the newsletter.\u00a0\u00a0<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h4 style=\"text-align: justify;\"><b>The Calculation:<\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h4>\n<p style=\"text-align: justify;\">Click to open = Click \u00f7 Open \u00d7 100 i.e., click to open = 1859 \u00f7 23474 \u00d7 100 = 7.92%<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\">This is an extremely important metric as 7.92% is the final number on the basis of which you can estimate the success rate of your efforts.\u00a0<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3 style=\"text-align: justify;\"><b>Bounce<\/b><span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h3>\n<p style=\"text-align: justify;\">Emails bounce due to various reasons depending on these two types:<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\"><i>Hard Bounce:<\/i> This takes place when the recipients&#8217; email address is invalid or doesn&#8217;t exist anymore\u00a0<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\"><i>Soft Bounce:\u00a0<\/i>This takes place when the recipients&#8217; mailbox is full, the server is dysfunctional or your message is too large or heavy for it to open in the recipients&#8217; mailbox.\u00a0<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3 style=\"text-align: justify;\"><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><b>Subscriptions<\/b><span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h3>\n<p style=\"text-align: justify;\">Subscription is the number of new subscribers who discover and sign up for your newsletter. You can track this information by making your &#8216;Subscription&#8217; button link responsive. This can be done by making use of link tracking portals such as bit.ly or google analytics.<\/p>\n<h3 style=\"text-align: justify;\"><b>Unsubscriptions<\/b><span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h3>\n<p style=\"text-align: justify;\">You must have observed the &#8216;unsubscribe&#8217; button or tab below (mainly) every newsletter. Why do company&#8217;s put this when they want to have onboard continuously?\u00a0<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\">Unsubscribe is meant for people who wish to discontinue such emails from a particular company.\u00a0<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\">*Quickly take a look at the industry-wise and company-wide <strong><span style=\"color: #43c6ac;\"><a style=\"color: #43c6ac;\" href=\"https:\/\/mailchimp.com\/resources\/research\/email-marketing-benchmarks\/\">email marketing benchmarks<\/a><\/span><\/strong>.<\/p>\n<p style=\"text-align: justify;\">\u00a0In addition to the above metrics or analytics, you can also track the share rate. Share rate refers to the number of people who have shared your newsletter via email or social media.\u00a0<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3 style=\"text-align: justify;\"><b>Some Classic Tools<\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h3>\n<h4 style=\"text-align: justify;\">MailChimp<span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h4>\n<p style=\"text-align: justify;\">MailChimp supports all kinds of email creation starting from coding to templates to sending emails to multiple people on your list. It is a very useful tool as it provides analytics of those emails on the lines of open rates, bounce and so on.\u00a0<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h4 style=\"text-align: justify;\">Google Analytics<span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h4>\n<p style=\"text-align: justify;\">GA provides in-depth analytics of every mail to send on the basis of activity, source, referrals, etc. Time period or campaign duration is highly customizable in order to pull out relevant data.\u00a0<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h4 style=\"text-align: justify;\">WordPress Plugins\u00a0<span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h4>\n<p style=\"text-align: justify;\">WordPress is a super site which plays host to blogs, emails and other marketing activity revolving around content. Nifty, Chimpmate Pro, OptinMonster, to name a few are the top WP plugins amongst many others. <span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/w.soundcloud.com\/player\/?url=https%3A\/\/api.soundcloud.com\/tracks\/454532598&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=false&amp;show_comments=true&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=true&amp;visual=false\" width=\"100%\" height=\"200\" frameborder=\"no\" scrolling=\"no\"><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\"><\/span><\/iframe><\/p>\n<p style=\"text-align: justify;\">Eager to know more about analytics, social media, and online business? Check out the <strong><span style=\"color: #43c6ac;\"><a style=\"color: #43c6ac;\" href=\"https:\/\/www.payumoney.com\/?utm_source=blog&amp;utm_campaign=KS\">PayU blog<\/a><\/span><\/strong> for fruitful insights.<\/p>\n<div class=\"grammarly-disable-indicator\"><\/div>\n<div class=\"grammarly-disable-indicator\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>As we are rapidly progressing towards the digital generation, the best part is, its ability to be analyzed instantly. For example: if you have e-mailed a newsletter to your existing&#8230;<\/p>\n","protected":false},"author":38,"featured_media":2036,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[584],"tags":[632,638,617,625,631],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Newsletter Performance: Learn How To Measure It The Right Way<\/title>\n<meta name=\"description\" content=\"The newsletter is a very popular and effective form of email marketing effort. It is no new phenomenon that has taken place recently. Read on to know more\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/payu.in\/blog\/how-to-measure-your-newsletter-performance\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Newsletter Performance: Learn How To Measure It The Right Way\" \/>\n<meta property=\"og:description\" content=\"The newsletter is a very popular and effective form of email marketing effort. It is no new phenomenon that has taken place recently. 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