So, you want to start a newsletter – great, but how do you make sense of the analytics?

Part of the service we offer our clients is monthly mailshots aimed at different audiences. We’ve also created a number of one-off mail shots for marketing and advertising campaigns, so at this point, we’re confident that we’ve got our heads around how to understand the analytics. Here’s a brief rundown for you!

Open Rates

When creating a mailshot, particularly for a campaign, you’ll no doubt be asked what your open rate is. The average open rate depends on your industry and your audience, you can easily find this out by doing a quick search online. If your hitting below the average for your industry, make sure to target your content to the right audience and consider ways to grow your mailing list.


This will be the second thing you’ll be asked questions on. The click-through rate is basically the number of people who on receiving and opening your email followed the links back through to your website. Sometimes you’ll find that your open rate is good but your click-through rate isn’t if this is the case, you’ll need to revamp your content.


We don’t need to explain this one to you, but if you have a particularly high rate of people unsubscribing from your content it might be time to consider a rebrand. Each mail shot needs to be new, exciting and interesting no one wants to read the same thing each time. You might also want to consider how many times you are contacting people, is it too much? Too little? It might also be a good idea to consider the time you are sending it out and to aim to get your emails out in a consistent fashion, ie to always send them on a Friday or to make sure they go out on the 2nd of every month.

Hopefully, this will help you feel a bit more confident about how your mailshots are doing. If you need any advice or want to find out more about our email marketing services, you can get in touch with us here.

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