Checking Newsletters Performance

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  • Published on Apr 15, 2025
  • 2 minute(s) read

You've sent a bunch of newsletters to your customers, now's the time to check their performance in under 20 minutes to find out what worked and what didn't to get better results next time.

💡Be patient and track your open/click rates over time!

One newsletter won’t tell you much. You need at least 5 to 10 campaigns to get real insights into what’s working and measure what does and doesn't work in your communication strategy.

1. Export your newsletter data

2. Understand and calculate key performance indicators

3. Analyze your results

Step 1. Export your newsletter data

The first step is to get your newsletter data. Check out Exporting Newsletters to export your data in seconds.

Step 2. Understand and calculate key performance indicators

Once you have your data, it’s time to break down the three key metrics you want to look at to assess how well your newsletters do.

🟢 Open Rate

Percentage of recipients who opened your email. Industry average is a 20–25% open rate.

Formula

Open Rate = (Unique Opens / Emails Delivered) x 100

Open rates aren't perfectly accurate.

Image blocking, email client settings, and privacy features such as Apple's Mail Privacy Protection can skew results.

🔵 Click Rate

Percentage of recipients who clicked on a link in your newsletter.

Formula

Click Rate = (Unique Clicks / Emails Delivered) x 100

🟣Click-to-Open Rate (CTOR)

Rate that compares the number of unique clicks to unique opens. This number indicates how effective the message, design, and content performed.

Formula

CTOR = (Unique Clicks / Unique Opens) x 100

Once you have all your rates calculated, it's time turn them into actionable points to improve.

Step 3. Analyze your results

Now that you have your rates, it's time to look at what they mean!

Open Rate (OR)

  • Under 15%
    Subject line aren't working with users. Try making your subject lines catchier and tweak the topics you cover.

  • Over 15%
    Subject lines are working well. Keep creating punchy and engaging subject lines that drive users to open your newsletters more.

Click rate (CR)

  • Under 2%
    Your content isn't landing with your audience. Check your copy, review your call-to-action, and reconsider your links placement.

  • Over 2%
    You're doing good, keep your content relevant and targeted.

Click to Open rate (CTOR)

  • Under 10%
    Users opened your newsletter because the subject hooked them but they bounced. Your subject lines are good but your content should be punchier and more targeted.
  • Over 10%
    Both your subject lines and content are driving user engagement. Keep up the good work!