Ionos.

com

Click rate & opening rate – newsletter KPIs in e-mail marketing

The classic key performance indicators (KPIs) in e-mail marketing include the click rate,
the opening rate, the delivery rate, the unsubscribe rate, and the bounce rate of a newsletter.
However, there are a number of other newsletter KPIs that are used to analyze individual
campaigns. You should be aware of these so you can measure and optimize your newsletter’s
success. To be able to analyze a newsletter successfully, you need various data, which you
can obtain quickly and easily using suitable newsletter software. We explain the most
important indicators for e-mail marketing:
Contents
1. Data for determining KPIs in e-mail marketing
2. The analysis of KPIs in newsletters
Data for determining KPIs in e-mail marketing
To analyze a newsletter campaign, you need different metrics, which you can then use to
calculate KPIs. Here is some of the most essential information:
 Amount distributed: the number of e-mails sent within a newsletter campaign. This
amount indicates the number that have been sent out, but not necessarily whether they
have actually arrived in the recipients’ inboxes or not.
 Bounces: these are the e-mails that haven’t been delivered within a newsletter
campaign. In this case, the mail server should send a bounce message to the sender to
inform them that there was an error with the delivery. There are many reasons why an
e-mail can’t be delivered. One explanation is that the recipient’s inbox is so full that
there’s no space for your newsletter. Since this is usually only a temporary problem,
this is referred to as a soft bounce since there might be enough capacity in the inbox
when the next newsletter is sent out. However, if this e-mail address continues to
generate bounce messages with different campaigns, it could be that this e-mail
address doesn’t exist anymore. This is then known as a hard bounce and the e-mail
address should be deleted from the newsletter address list.
 Openings: the number of e-mails that are opened. The opening rate is detected by
tracking technology used in newsletter campaigns.
 Mobile openings: the number of emails opened on a mobile device, which has been
detected by tracking.
 Clicks: the number of times a link has been clicked on in a newsletter campaign.
 Unsubscriptions: the number of people unsubscribing from a newsletter.
Email Marketing with IONOS
Email marketing that converts - with intuitive drag and drop editing, AI-powered text
generation and real-time monitoring. Win over customers with IONOS!
Add your contacts
Build your emails
Personalize and send
See Plans
The analysis of KPIs in newsletters
The above values are required so that the essential KPIs can be determined. We will show you
some of the most important indicators for newsletters and how they can be calculated. We
also explain the conclusions that can be drawn from the respective KPI values.
Delivery rate
The delivery rate refers to the percentage of e-mails that have landed in recipients’
inboxes. The rate should be relatively high (95% or more) – otherwise you should check
the reasons for the weak delivery rate: it’s possible that you have several e-mail addresses in
your list that don’t exist anymore. It could also be that the newsletter content has been marked
as spam by the mail server and has therefore been blocked. There is a simple calculation to
determine the percentage of successful e-mails:
(Shipping quantity - Bounces) / Shipping quantity * 100 = delivery rate(in %)
Bounce rate
The bounce rate is the opposite of the delivery rate. It reveals which portion of the
newsletter e-mails hasn’t reached the recipients.
Bounces / Shipping quantity * 100 = Bounce Rate (in %)
Opening rate
The opening rate indicates how many recipients have actually opened the newsletter. If the
opening rate is very low (the average value is usually only 15-30%), you should examine
the subject line more clearly: you should briefly explain the contents of the newsletter.
Openings / (Shipping quantity - Bounces) * 100 = Openings rate(in %)
Mobile Rate
If your newsletter software can reveal whether or not the e-mails are opened on a
smartphone or tablet, the opening rate can be further specified. If many subscribers open the
e-mails on their mobile devices, you should make sure that your campaign is tailored to
smaller screens so that the content can be displayed properly. Use the following formula to
determine how many recipients have opened the newsletter on a mobile device.
Mobile openings/ Openings * 100 = Mobile Rate (in %)
Click-through rate (click rate in relation to the e-mails sent)
An e-mail marketing campaign usually includes at least one link and sometimes even several
links, especially in e-commerce. Most of them are transactional: the link content should
persuade the recipient to carry out a certain action (conversion), such as ordering a product or
downloading something. The click through rate reveals whether the newsletters were clicked
on by the recipients.
Clicks / (Shipping quantity- Bounces) * 100 = Click-Through-Rate (in %)
Click-to-open rate (click rate in relation to openings)
When it comes to the click-to-open rate, only opened newsletters are included in the
calculation. The quota specifies the percentage of recipients that have clicked on the
embedded links. If you aren’t satisfied with the click-through rate, it may be that you have
placed too many links in the newsletter. Rather than adding lots of links choose to include
fewer, but ones that are more meaningful. Finally in this respect, links should always be
clearly identifiable.
Clicks / Openings * 100 = Click-to-Open-Rate (in %)
Unsubscribe rate
The unsubscribe rate is useful if you want to know how many subscribers have opted out of
your newsletter. A common reason for recipients unsubscribing is that too many
newsletters are being sent out, which can be annoying for obvious reasons. If you notice a
lot of people opting out and you tend to send your newsletters in short intervals, you should
try reducing the frequency at which you send them out. Redundant content is another reason
why many people cancel their subscription.
Unsubscribes / (Shipping quantity - Bounces) * 100 = Unsubscribe rate (in %)
Social sharing rate (in relation to openings)
The social sharing rate can be determined by tracking the newsletter’s 'social shares'
(sharing of content on social media). A satisfactory social sharing rate can only be achieved
by offering SWYN (Share With Your Network) links in newsletters. Your content then
reaches further beyond the publication in your recipients’ social media networks.
Social Sharings / Openings * 100 = Social Sharing Rate (in %)
Conversion rate
You should set a concrete goal for each campaign, revealing what you plan to achieve with it.
The more detailed, the better. Many companies hope for more conversions with their
marketing efforts. In email marketing, conversions refer to certain actions that the newsletter
recipients carry out after being prompted to by the content i.e. buying or reserving a
product or a service, downloading files, registering on a website, or clicking on an article
on a website. The conversion rate can be obtained by linking an e-mail marketing program to
Google Analytics. It expresses how many of the conversions are attributable to the newsletter
campaign.
Conversions / Clicks * 100 = Conversion Rate (in %)
 08/15/2023

https://www.maropost.com/blog/10-essential-email-marketing-metrics-and-kpis/

10 Essential Email Marketing KPIs & Metrics for Winning Email Campaigns
So you’ve launched your first email marketing campaign. (We bet you that
little task took longer than you thought!) Whether promoting a new product
or attracting leads, it takes some time to pull the right headlines, copy and
images together. But that’s just the first step. The next is knowing how to
measure your newsletter or email marketing KPIs.
But before you can start tracking, you must know what you’re measuring.
Not all email marketing campaigns are about generating sales (although
that’s likely your ultimate goal). For example, you may have other goals, such
as:
 re-engagement
 generating brand awareness
 education (e.g. a blog or eBook)
 growing another email list
 collecting additional data on subscribers
Too many marketers are tracking just 3-5 KPIs for their email campaign
metrics. But when it comes to KPIs for email marketing there are around 10
KPIs you need to watch to get the complete picture. To help you truly
optimize your campaigns, here are Maropost’s 10 essential metrics and KPIs
for email marketing.
#1: Number of marketing emails delivered
You may have 10, 100 or 1,000 names on your email list, but sadly, that
doesn’t mean all these emails are being delivered. Unfortunately, a 100%
deliverability rate is impossible. And there are various reasons why.
For example, if 85% of your emails make it into your subscribers’ inboxes,
that means 15% might as well not exist. So, in simple terms, if you have 1,000
names on your list, 150 people never got your email.
Secondly, you need to know if there’s a sudden dip in deliverability.
Sometimes, through no fault of your own, a marketer can suddenly be
blacklisted by an ISP, especially if you have a shared—rather than
dedicated—IP.
Suppose you realize you suddenly can’t email anyone with a Gmail address,
for example. In that case, you need to act immediately to find out why — and
fix the problem.
IMPORTANT CAVEAT: There’s a difference between an email being ‘delivered’
and actually making it into the inbox. How so?
Your email could very well be delivered yet go straight to a recipient’s junk
folder. (Not so ideal.) That’s why more marketers are using the Inbox
Placement Rate (IPR) as a KPI to measure how many emails actually make it
to the inbox.
#2: Number of emails opened
Before you pop the champagne cork, making your email newsletter (or EDM)
into the inbox isn’t enough. We all know how many messages we get in our
inboxes. But how many do we actually open?
That’s why it is vital to note how many emails from your carefully crafted
campaigns are opened. Because, after all that hard work, we want people to
read these emails. And remember, if you get 85% of your emails delivered
and an IPR of 79%, that still doesn’t mean subscribers are paying attention to
your message. That just means they have simply landed in the recipients’
inboxes.
Not good enough. (Sigh.)
Much like email deliverability, you want to track trends in the open rate and
adjust accordingly.
A good tip is to compare your open rates to what’s typical for your industry
so you can have a benchmark. An industry-specific comparison is vital. For
example, some industries, like finance and hospitality, typically see higher
open rates (which makes sense given that people open emails from the
banks and hotels they frequent).
ROOKIE TIP: Some people use preview panes for their email. These panes
can register email opens that aren’t actually opened. Also, text-only emails
won’t register as opens, even if they are.
#3: Click-through rate
The click-through rate (CTR) indicates how many people clicked on a link in
your email to a particular destination.
However, unlike ‘opens’ and ‘deliverability’, you’ll need to dig deeper with
your CTR. For each campaign, you need to know which links interested your
readers the most and where those links were located.
For example, if most clicks are above the fold, you’re passing the blink test.
And here’s another consideration. Let’s say you offered the same link but
worded it two different ways, and one performed better than the other. In
that case, in the future, you can optimize your CTA text, accordingly, using the
more successful text. Also, compare buttons to text links. And don’t forget to
track the images. Track as much as you can — even the bad stuff.
What bad stuff? Unfortunately, the unsubscribe link will probably count as a
click — so let’s not kid ourselves that all clicks are good.
#4: Click-to-open rate
Your click-to-open rate (aka CTO or CTOR ) is the number of email opens
compared to the number of email click-throughs.
Of all the people who opened your email, how many actually clicked on a
link? This metric can often, but not always, tell you how well your subject line
and content work together. It’s likely that if your subject line generated a lot
of opens but few clicks, there was a disconnect. Similarly, if you had few
opens but many clicks, you may have missed out on an excellent opportunity.
You likely had a fantastic offer but didn’t nail the subject line.
ROOKIE TIP: As attractive as they may be, stay away from clickbait headlines
in your emails. Although they’re not as harmful as clickbait blog headlines,
never frustrate your readers by leading them on and failing to deliver.
Other factors that influence your open rate include:
 The quality of your list
 Email address of the sender
 Date or time of your delivery
 External events such as natural disasters, political upheaval or
distressing international news (so always ‘read the room’,
figuratively speaking, before you hit SEND)
#5: Unsubscribe rate
Seriously, your email unsubscribe rate KPI cannot be underestimated!
An unsubscribe rate is the number of unsubscribes divided by the number of
emails delivered to your recipients.
There’s so much you can learn from your email unsubscribe rate — both
good and bad. For example, if your unsubscribe rate is low, it can mean
people didn’t report your email as spam (hurrah!)
Alternatively, if the unsubscribe rate is high, perhaps your readers just
weren’t interested in your emails any more. In that case, having them
removed from your list could help with the health of your deliverability and
save you money.
Also, the more you segregate your list, the more chance you have of lowering
your unsubscribe list. Why so? Because you are marketing to people that
genuinely want your messages. And that is a good thing. This is why many
companies use emailing CRM tools to help personalize their email marketing
campaigns.
If you’ve recently made a change, watch for trends in your unsubscribe rate.
Changes can include:
 Segmenting demographics
 Segmenting buyer groups
 Creating a template redesign
 Organizing a new sending schedule
 Changing the frequency of EDMs
Try to be as scientific as possible with your email marketing analytics.
Scientists usually only change one variable at a time for a reason — it makes
it easier to determine outcomes.
#6: Bounce rate (hard & soft)
A hard bounce is a permanent bounce, while a soft one is temporary.
Hard bounces are usually caused by invalid email addresses. Hard bounces
happen, for example, when someone leaves a job (and their email address is
deleted) or when an email address is entered incorrectly (e.g. the dreaded
typo.)
Pay attention to hard bounces because it indicates that you’re falling behind
on your list cleansing. It may also suggest that you use a double opt-in or
another method to check that email addresses are entered correctly. Setting
up such verification methods is time well spent.
IMPORTANT: When you get hard bounces, remove those addresses from
your list ASAP because those email addresses will never work. They’re dead.
Gone. Useless.
On the other hand, soft bounces are temporary and caused by an issue on
the receiving end. For example, it could be that the recipient’s inbox is full or
their server is down. Depending on your email service provider or email
marketing platform, the system will automatically try to resend the message
only so many times.
#7: Spam complaints
Monitor spam complaints in conjunction with your unsubscribes. Sadly, some
people simply report emails as spam rather than go to the trouble of
unsubscribing. We wish they wouldn’t, but it’s a fact of life.
If both KPIs are trending in the same direction, it’s time to take note
(meaning: you’re getting a mountain of spam reports and unsubscribes).
Chances are high that you’re doing something wrong. But again, watch this
number if you made a change. That may be the only problem — and
something easily fixable.
#8: Social shares
The social shares KPI indicates engagement on social media and is a good
indicator of the quality of your content. So, make it easy for your readers to
share your content by adding social buttons to your emails.
It’s devastating to see a blog that produces amazing content but makes it
nearly impossible to share. Sometimes, the only link in the email links back to
their home page, so the reader has to click and weave through various sub
menus to get to their blog. Not a great user experience!
#9: Email forwards (forwarding rate)
This newsletter KPI is a bit like social shares but with one key difference.
People on the receiving end of email forwards are more receptive to the
content than those who receive content shared via social channels.
The reason?
A forward is like answering a phone call or receiving a physical letter in the
mail — it stands out as it’s rare. Again, this measures the level of engagement
and the share-worthy quality of your content, both of which you want to
increase.
 #10: Conversions
Finally, the KPI that matters the most: conversions.
Now, don’t assume that conversions always mean dollars. Depending on
the goal of your email campaign, a conversion might be a:
 sale
 registration for an event
 subscription
 registration for a demo
 completed download of a piece of content
 something else
Ultimately, you can have different goals for your email marketing campaigns.
Knowing why you’re measuring is as vital as knowing what you’re measuring.
This is particularly true when tracking conversions.
Time to start tracking these email marketing
metrics
Now that you know the 10 essential email marketing metrics and KPIs, start
testing to optimize your campaigns. Yes, conversions are super necessary,
but we must dig deeper. By paying attention to your metrics, you can be far
more successful with your marketing campaigns. You know how to increase
your subscriber rate, use the most conversion-friendly words, learn the best
headlines, lower the number of spam complaints and much more.
Most importantly, by learning more about your KPIs for email marketing,
you’ll learn how to improve your email marketing for more successful
campaigns, more leads, better customer experiences and more trust in your
brand.

How to optimize your newsletters with e-

mail tracking
Creating a newsletter is one of the most important disciplines in e-mail
marketing enabling businesses to stay in regular contact with their customers. But
without analyzing an e-mail campaign, you can only guess how successful it is. This can
be done with a series of e-mail tracking programs for newsletter analysis. E-mail
analytics programs will let you know whether a newsletter has been opened by
subscribers. It’s also possible to see whether the newsletters prompted readers to then
visit the site, and even whether they completed a transaction on it.

Contents
1. Why measure the success of a newsletter?
2. Which KPIs should e-mail tracking determine?
3. How does newsletter tracking work?
4. E-mail marketing applications for newsletter analysis
5. The significance of e-mail analytics
6. Successfully optimize the newsletter
7. Take the right conclusions from the newsletter analysis

Professional Email Address & Personal Domain Name

Get an email address as professional and unique as you are including a free matching
domain!

Address book
Calendar
Virus protection
Continue

Why measure the success of a newsletter?

In online marketing, it makes sense to set a precise target for each campaign and then
check whether it has been achieved. Analyzing e-mail marketing campaigns such as
newsletters or e-mails (the difference between these types of direct marketing is
explained in our article on customer retention is hard to achieve without the correct tools.
If you decide to promote certain products from your online store in your newsletter, but
the campaign is not accompanied by e-mail tracking, you won’t be able to estimate
how much influence the newsletter has had on sales figures.

Even if the number of products bought increases after the advertising campaign, you
can’t say for certain whether this is due to the newsletter. Other factors could be
responsible for the increase in sales figures, such as other marketing campaigns for the
same product, or a change in the state of the market. Without a basic check on how the
newsletter is performing, you won’t obtain any insight into how future e-mail marketing
measures could be improved. Newsletter tracking, as well as being used to understand
the actions of different e-mail recipients, can also be used for optimizing future
newsletters.

In e-mail marketing, tracking is practically one of the basic requirements for deeper
newsletter analysis, and has proven to be very successful. E-mail analytics programs
collect specific key performance indicators (KPIs) through e-mail tracking. These key
figures or KPIs can be used to determine the success of marketing campaigns. In the
case of newsletter tracking, this is primarily achieved by measuring certain e-mail
actions (such as opening them or clicking on embedded links). By using tracking
technologies and other tools, KPIs can be collected.

Which KPIs should e-mail tracking determine?

To evaluate e-mail marketing campaigns, a number of very specific KPIs have proven to
be reliable. The following indicators are always of interest, since they measure features
that are found in every newsletter – regardless of an e-mail’s content.

 Delivery rate: e-mails don’t always reach every address on the mailing list,
especially when it comes to newsletters with lots of subscribers. If an e-mail can’t
be delivered, the sender ideally receives a bounce message, which can be used
to work out the 'bounce rate' (the portion of mails that can’t be delivered). This
measurement helps the sender to calculate the newsletter’s delivery rate.

 Opening rate: if an e-mail reaches a recipient’s inbox, it doesn’t necessarily

mean that it will be opened. However, tracking technology that operates with a
 tracking pixel can let you know whether the recipient has opened the mail. The
opening rate can then be determined by comparing it with the delivery rate.

 Click rate: the aim of a newsletter is to encourage the recipient to click on at

least one link. Clicking on the link can lead the user to a website’s online store, to
an article about the website, to a company or artist’s video, etc. The click rate
measures the number of times the links in the newsletter are clicked on.

 Unsubscribe rate: a newsletter must offer the recipient the option to opt out of
the distribution list. The unsubscribe rate provides information on how many
subscribers opt out of receiving the newsletter. If you compare this figure with the
amount of new subscribers and the delivery rate, you can work out how many
potential customers are happy to receive the newsletter.

In general, it can be said that a KPI is always dependent on the marketer’s goals and
the circumstances of the newsletter. Those carrying out a newsletter campaign can
create strict economic expectations and hope for higher sales numbers when it comes to
the product. You can find out whether the newsletter campaign has paid off by looking at
sales and Return on Investment (ROI), which are used to determine the balance
between expenditure and revenue. In addition to monetary reactions from subscribers,
newsletters can also target key figures, such as subscriptions on an online platform or
downloads.

How does newsletter tracking work?

It’s also possible to obtain data on the unsubscribe rate or the bounce rate by using
specific tracking tools. This is because information on whether a subscriber has opted out
of the newsletter, or an e-mail hasn’t been delivered, can be found directly in the sender’s
inbox. If you want to keep track of how recipients actually interact with a newsletter, you
need to employ additional techniques.

 Tracking pixel: an imagine element used to track the opening rate of a

newsletter. The tracking pixel is tiny (often just 1 x 1 pixel), is transparent, and is
integrated into a newsletter. As soon as an e-mail with a tracking pixel is opened,
a message is sent back to the newsletter creator’s mail server. This can only
happen if the recipient’s e-mail program doesn’t block the automatic downloading
of images. If this is not the case, the tracking pixel can determine a lot more than
just whether the e-mail has been opened or not; the approximate time and
location of the recipient (via geo targeting) can also be ascertained.

 Tracking link: the click rate is registered by tracking links. Similar to the tracking
pixel, this link sends information to the exit server through which the newsletter
was sent. Each newsletter link can be recorded individually.

Email Marketing with IONOS

Email marketing that converts - with intuitive drag and drop editing, AI-powered text
generation and real-time monitoring. Win over customers with IONOS!

Add your contacts

Build your emails
Personalize and send
See Plans

E-mail marketing applications for newsletter analysis

There are various programs available to check the success of your e-mail marketing
activities. Many of them offer packages with numerous functions. E-mail marketing
software is included in applications such
as MailChimp, Newsletter2Go, CleverReach (all are free when sending a low volume
of newsletters), as well as programs such as GetResponse and CampaignMonitor.
These tools include the following features:

 An editor for producing newsletters

 The possibility of sending the newsletter directly through the program
 An analysis of the campaigns being carried out
 Recipient list administration

In addition, the abovementioned programs have an A/B testing function. With this, two
different test versions of a newsletter (at least) can be sent to a pre-determined
percentage of subscribers. Different criteria (KPIs such as the highest possible opening
rate or the click-through rate of an embedded link) are set as targets, after which different
versions are sent out. After analyzing the tracking results, the version that faired the best
(regarding the pre-defined performance indicators) is chosen and then sent to the rest of
the newsletter subscribers. A/B testing is a useful feature if the number of subscribers is
significant enough to produce a good result. This method allows the newsletter to be
quickly adapted to the preferences of a target group.

Every professional e-mail tracking program measures the click rate, delivery
rate, unsubscribe rate, and opening rate of a newsletter (taking the bounce rate into
account). In addition to these elementary tracking features, Newsletter2Go, CleverReach,
and MailChimp also offer the following features:

 Click maps or heat maps to illustrate the data obtained

 Geo targeting for the localization and assignment of the recipients
 Support from Google Analytics

In addition, most e-mail marketing tracking programs have various other features that
help with the analysis. Starting with simple functions, such as being able to automatically
create print versions of an analysis, through to previewing newsletters on different sized
(mobile) displays: depending on the application you are using, there are many options
available for your newsletter analysis. A comparison of the best e-mail marketing
software with more detailed information of the different functions can be found in our
article.

Apart from specific e-mail marketing software, there are also tools and plugins for
newsletter tracking. With Google Analytics you can easily see whether recipients have
opened a newsletter. Some WordPress plugins, such as Tribulant Newsletters and
SendPress Newsletters, are more extensive. MailChimp, Newsletter2Go, and other
providers also offer specific extensions for WordPress.

The significance of e-mail analytics

In a normal case, the values collected via newsletter tracking are not absolute (as is
often the case in statistics), but rather show tendencies, since only the success of part of
the dispatched newsletter can be fully analyzed. This is due to the fact that certain e-mail
programs prevent tracking pixels from being used. Users whose e-mail programs prevent
this kind of tracking are therefore not included in the statistics. However, other factors
can also falsify results: for example, a user could open the newsletter several times, so
that this information is recorded each time as a new action when passed onto the e-mail
analytics database. The same applies to the click rate.
Additionally, results should not be seen as definitive values. Just because a newsletter
has been opened, doesn’t mean that its content has been read. Just because a link has
been clicked on, doesn’t mean that the information has been properly read or noticed.
There are many factors you should bear in mind when analyzing results. When it comes
to the values, the quality of the results should be assessed realistically, keeping
the factors that distort the results in mind.

Successfully optimize the newsletter

After analyzing and tracking your newsletter via an e-mail analytics program, you should
now have a collection of data and statistics. The final step is to draw correct conclusions
from the results. However, only significant results should be used for the basis of
any optimization: if the figures are quite small compared to the total (which may be the
case in A/B testing), the data obtained won’t be very representative. However, if the
sample is large enough, this is a solid basis for optimization. Some of the problems that
can be tackled, include:

 Low opening rate: the e-mail’s subject is often the reason behind a low opening
rate. If it isn’t informative enough or too long, it won’t peak the recipient’s interest
enough to be opened. Further reasons for a low opening rate could be the lack of
sender information – it should be obvious to the subscriber who the e-mails are
from. It could also be that you’re sending the newsletter out at the wrong time.

 High unsubscribe rate: if you send out too many newsletters, it could come
across as annoying. Subscribers also won’t appreciate it if the content isn’t
optimally prepared or the wrong topic is focused on. Many newsletter applications
offer users the option of giving a reason for unsubscribing. This can give provide
insight into a high unsubscribe rate.

 Low click rate: first you should check whether all links can be recognized as
such: if a user doesn’t see it’s a link, they obviously won’t click on it. If the links
are indeed visible, it could be that there are too many of them. Instead of linking
everything in your newsletter, it makes more sense to add links that are best
suited to your campaign goals.

 Low conversion rate: even with an unsatisfactory number of conversions, you

should make sure that you haven’t advertised too many offers in your e-mail.
Keep in mind that your subscribers do not want to spend an infinite amount of
time searching through a newsletter and all its links. Incentives are a good way to
get readers interested, alongside being personalized and quick to read.

Take the right conclusions from the newsletter analysis

If you were able to determine the problems with your newsletter and have rectified them,
you should then carry out an A/B test to determine whether the changes have worked or
whether you need to make any further changes. Sometimes patience is required: getting
your newsletter just right can take time – e-mail tracking, newsletter analysis, results
analysis, and resulting optimization should be built on each another.

Make sure you don’t rush into making conclusions from the given statistics and also don’t
over-interpret the findings. Some indicators point to non-representative results – a low
delivery rate versus a large bounce rate, or a very low sample in an A/B test. Knowing
the limits of newsletter tracking is also important, for example, that not every e-mail
program allows tracking pixels to be loaded and that this can falsify results.
If you are cautious and are able to generate meaningful statistics with the analysis, e-mail
marketing programs and associated analytical methods prove helpful. The resulting
improvements should have a noticeably positive effect on the success of your future e-
mail marketing campaigns.