Is Your Newsletter Actually Working? 5 Metrics You Should Be Tracking

I once worked with a client who proudly told me they had over 1,000 people on their email list. I said, "That’s amazing! What’s your average open rate?" Their response: "What’s an open rate?"

Listen, I get it. Analytics aren’t exactly sexy. But when it comes to newsletters, they are everything. Because sending emails into the void without checking if anyone’s reading is like yelling your sales pitch into a cornfield. You feel productive, but no one's there.

So, let’s break down five simple metrics that will tell you if your newsletter is working, or if it’s time for a little CPR.

1. Open Rate

This tells you how many people actually opened your email. A good open rate is usually 20-30%, but nonprofits often see higher (I have one client who averages 62%!). If it's lower, your subject lines might need a facelift.

2. Click-Through Rate (CTR)

Did anyone actually click on your links? That means they were interested. This is the metric that separates passive readers from future clients.

3. Bounce Rate

High bounce rate? That means you’ve got some bad emails in your list. Clean it up like it’s spring in your inbox.

4. Unsubscribes

It’s not personal, but it is useful. A spike in unsubscribes after a particular email can be a clue that the content didn’t land.

5. Conversion Rate

This one’s the holy grail, how many people took action? Whether it’s booking a call, downloading a guide, or making a donation…this is the number that shows your newsletter is pulling its weight.

So, Is Your Newsletter Pulling Its Weight?

If you're not tracking these metrics, you’re flying blind. But if you are tracking them and still feeling meh about your results, let's talk. Newsletter audits are my jam. 

Not sure how your emails are performing? Let Bamber Consulting take a look. Book a newsletter audit today and start sending smarter, not harder.

Bridging the Marketing Gap – So you Don’t Have to!

~ Jessica Bamber, Founder | Bamber Consulting