Online data in newsletter analysis
The last part of our series on data collection is about newsletter analysis. By performing a newsletter analysis, the strengths and weaknesses of a newsletter can be identified and the interests and needs of the readers can be derived. Future newsletters can thus be designed more effectively and successfully. The following key figures should be analysed during a newsletter analysis:
When conducting a newsletter analysis, it is important to know the most relevant KPIs and derive optimisations from them. The bounce rate for a newsletter indicates how many newsletters could not be delivered. This rate should not exceed 2% per newsletter. Ideally, the bounce rate should be close to 0%, because if the bounce rate is too high, the deliverability of the email suffers just as much, as the reputation. If a newsletter has a high bounce rate it will quickly be classified as spam. Therefore, care should always be taken to ensure that the e-mail contact list is up-to-date and well maintained.
The spam rate indicates what percentage of the newsletter recipients have classified it as spam or if the mail has automatically landed in the spam folder. It is important to remove these contacts from your contact list and keep typical spam words and phrases out of the newsletter. This will protect the reputation and achieve a high deliverability rate.
The open rate indicates the percentage of newsletter subscribers who have opened the newsletter. A distinction is made between unique and total openings. The unique openings describe the number of newsletter subscribers who have opened the newsletter at least once. The total opens include all views of the email. The open rate is usually very inaccurate, because the opening is collected by counting pixels and some web clients do not interpret them correctly. Therefore, the open rate should be considered over a longer period of time. The cross-industry average value of the opening rate is between 20% and 25%.
The click-through rate is the most important and meaningful indicator of newsletter analysis and provides information about the interests of the subscribers. It indicates the percentage of recipients who have clicked on at least one link or call-to-action. Net and gross click-through rates can be measured. The net click rate measures only the first click in the email. The gross click rate, on the other hand, measures all clicks. The click rate helps to find out, whether the design, the product selection and the texts are received by the readers or not.
The conversion rate provides information about the proportion of subscribers who were led to a specified target.
The unsubscribe rate indicates how many subscribers have unsubscribed from the newsletter. In order to obtain information about the reason for unsubscribing, subscribers can be asked for feedback when unsubscribing.
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