Email newsletter metrics
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So we've looked in detail at what elements go into a successful newsletter. One with influence and impact, where the subscribers are enthusiastic and active readers of each issue.
But how do we know if our newsletter is successful? How do we know whether any changes we make have a positive effect? How do we, in fact, measure success?
Well, the bad news is that there are various problems with measuring newsletter success. First, the objectives set for newsletters are often intrinsically difficult to quantify; "a stronger customer relationship", "added value to my customer service"...
Second, the main benefits of a newsletter are long-term. They are, therefore, inherently difficult to measure. However, the main costs are short-term, and relatively simple to measure. It's therefore easier to focus on the costs and lose sight of the long-term benefits.
Fortunately, there are metrics you can track to see how your newsletter is progressing. Let's take a look.
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