Practice Abstract - Research and innovation

How to interpret data from newsletters

Newsletters create a lot of impact within a TN. A newsletter is the ideal way to inform a large target group about new initiatives and everything that is going on in a short period of time. About a week after sending your newsletter you can start interpreting the data, because measuring is knowing. The results of a newsletter consist of three things:



1. The delivery ratio

In other words, how many people have your mail in their inbox? And how many bounces do you have?

For example: (100 sent - 2 bounces) / 100 = A delivery rate of 98%.

2% of the mails that 'bounces' is completely normal. This is a qualitative mail. If the percentage is higher, then something is wrong with the quality of your email addresses or your ESP (Email Service Provider).



2. The open ratio

This is the percentage of unique recipients who have opened your newsletter and it says something about the quality of your subject line and popularity of the sender.

For example: opened mails 40 / 100 delivered mails = an open ratio of 40%.

Anything above 30% is a good open ratio.



3. The click-to-open ratio

This is the percentage that clicked on a link in your newsletter. Only count the unique clicks.

For example: Clicked on a link in newsletter 20 / 40 opened mails = CTO of 50%.

The better the quality of the mail, the higher your CTO. A higher CTO can be reached by using multiple links in your newsletter, creating clear call to actions and a clear layout.

Source Project
EURAKNOS
Ongoing | 2019-2021
Main funding source
Horizon 2020 (EU Research and Innovation Programme)
Geographical location
Belgium
Project details

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