We started sending out your newsletter on March 26 5:49 pm and completed the mailing on March 28 7:33 pm. Let’s evaluate the results of your newsletter campaign based on the metrics:

1. Starting Subscribers: You began with 4697 subscribers.
2. Bounced Email Addresses: 902 email addresses bounced. It’s important to note that most of these have been deleted.
3. Remaining Subscribers: After accounting for bounces, you have 3795 remaining subscribers.
4. Reach: The total number of people who received your email was 3849.
5. Opens: 308 people opened the email, which corresponds to an 8% open rate.
6. Clicks: 48 people clicked a link in your email, resulting in a 1.25% click-through rate.
7. Reactivity: The reactivity rate is calculated by dividing the number of clicks by the number of opens. In this case, it’s 48/308 = 15.58%.
8. Unsubscribed: 23 subscribers unsubscribed after receiving this newsletter.

Notes:

• Bounced emails are problematic, but it’s positive that most of them have been removed.
• The reach indicates the potential audience size, while opens and clicks show actual engagement.
• The reactivity rate provides insight into how engaging your content was for those who opened the email.
• Unsubscribes are inevitable, but tracking them helps you understand the impact of your newsletter.

Break Down

Let’s break down each metric and discuss potential improvements:

1. Starting Subscribers (4697):
   1. Tip: Regularly clean your email list by removing inactive or invalid addresses. Consider re-engagement campaigns to win back dormant subscribers. Perhaps send a note asking if they want to continue receiving Crawdaddy’s newsletters. Interesting side note: we got 3 new subscribers.
2. Bounced Email Addresses (902):
3. Tip: Ensure the email list is up-to-date. Use double opt-ins to verify new subscribers. We have been removing the bounces as soon as we see them. We are still having the issue that Crawdaddy’s own email crawdaddy@crawdaddysvisalia.com is bouncing.
4. Reach (3849):
   1. Tip: We need to optimize the subject line to increase open rates. Segment the list for more targeted content.
5. Opens (308, 8%):
   1. Assessment: Fair
   1. Explanation: An open rate around 10% is typical for email newsletters. While it’s not exceptional, it’s reasonable given the context.
   1. Tip: Improve our subject lines and sender name. Perhaps we should change the sender from Crawdaddys Visalia to Keith Korsgaden? We can also test different send times to find when your audience is most responsive.
6. Clicks (48, 1.25%):
   1. Assessment: Below Average
   1. Explanation: A click-through rate of 1.25% indicates that only a small percentage of recipients engaged further by clicking on links within the email. We can aim for improvement here.
   1. Tip: Enhance your email content. Use clear calls-to-action (CTAs) and compelling visuals. A/B test different links and placement.
7. Reactivity (15.58%):
   1. Assessment: Decent
   1. Explanation: Reactivity combines opens and clicks. Achieving a reactivity rate of 15.58% suggests that those who opened the email found the content somewhat engaging.
   1. Tip: Focus on engagement within the email. Personalize content, create urgency, and provide value. Consider segmenting based on user behavior.
8. Unsubscribed (23):
   1. Assessment: Encouraging
   1. Explanation: An unsubscribe count of 0.48 percent (13 out of 2688) is generally considered good. What’s so surprising is that it was maintained even though the list hadn’t been used since 2019. Although unsubscription indicates that some subscribers were not satisfied or found the content irrelevant, it was impressively few.
   1. Tip: Include an easy-to-find unsubscribe link. Analyze why users unsubscribe and adjust your content accordingly.

Links Clicked:

Remember to continuously analyze metrics, experiment, and adapt your approach to improve engagement. 🚀📧

Summary

I have to admit that I was really impressed at how well this old list did. I expected a lot more bounces which speaks to the quality of your subscription list. You should be proud that your customers remain loyal and want to keep in touch.

While social media is powerful, email marketing remains relevant for several reasons:

1. Direct Communication: Emails land directly in subscribers’ inboxes, offering a personal touch.
2. Ownership: You own your email list, unlike social media platforms where algorithms control visibility.
3. Conversion: Email consistently drives higher conversion rates compared to social media.
4. Targeted Content: Segmentation allows precise targeting of relevant content.

In summary, email marketing complements social media efforts, providing a more intimate and effective channel for communication. 💌