When is the last time you fed them what they love? Newsletter analytics is a little more than clicks and opens. In case you are getting just that from your e-mailing vendor, you are missing out on a bigger and more important chunk of information. Here is a guide to how you can make the most of newsletters yourself ..
Type newsletter analytics on your search engine. Some 4.5 million records show up in 0.22 seconds. Bravo! Now try checking the links until your hand goes numb and you will see they speak about tracking your newsletter. Your search page is filled with vendors offering tools to track your newsletter. May be you already have one or maybe you will go with one like our clients. It’s trilling to see the count who received your little electronic pack of ‘big –bang-theories’, count who opened to glance through, count who clicked to read more and count who (alas) missed your newsletter. You will get over this soon and realize it’s all too bogus and often dumb. Like our clients, who almost felt tortured with this recurring dump of counts, matching lumps of recurring expenditure? Why? Because those counts never tell you how much sales you got, cost you could reduce, or social rewards (likes & shares) you’ve earned. Well I will not repeat ‘How great a king is content’ or ‘how awesome are calls to action’. I will instead draw your attention to 3 steps to compare your current feeds Vs what you should .Just 3 Steps.
1. Segment topics you have used so far- categorize those to as basic levels as possible. Let’s explain with an example. Take any story. Say it’s on ‘The Importance of Newsletter Analytics’. At a higher level it’s about marketing. But as you dissect more, you will know it’s about online marketing, direct email communication, analytics etc. It’s like placing it exactly where it belongs, in the right folder. Now take each issue and repeat this for each of the topics. By the time you are done for all issues you will have a small database with great info in store? Why? Read on ..
2, Map your counts of opens and clicks. – The counts of opens and clicks you’ve had so far will come to a real use now. You will know what ‘exactly/precisely’ have been accepted, what was dumped and what did not matter to your audience. So it may reveal something you had been working hard for long , really does not interest them , but a piece of story that’s been lying on your desk , was better. Isn’t that a goldmine of information? Sure it is. It indicates popularity of one topic over another, and their trends over months and years.
You may also be using calls to action, which is obviously different from just feeding in stories. It requires the reader to take an action and therefore there is a little more than just mapping topics to clicks. Read on this http://bit.ly/1msuzwn
3. Check with the market: You have got a data base . You know how each topic performed now check with the market. Research. Rummage the internet , dive into books/journals ,get hands on trends and syndicated studies that tells what your target audience actually prefer. Compare it with what you have been feeding and know where you stand. Are you at par with their area of interest or falling out. Customize your newsletter strategy. Align it to your business goals . And…all set to start afresh.
With such comparisons over a period , you will have a good knowledge about what works and what does not .Thereby you’ve have put yourself and your business in a very advantageous position to make the most of your newsletter and all the time money and effort you have invested.
About Hedgehog Insights– We are data analytics service provider . We offer analysis of business data. Be it daily operations, cash flows, website data or ones from social media, we analyze all of them together, on one platform, draw, connections, correlations, causes and offer our clients set of easily actionable insights. Tools are really in abundance and we are not selling another expensive one, all that we are selling is a promise that our analysts will offer modern and conventional analytics , work with you and help you see hidden opportunities from your business data. Schedule a free consultation .