How can I measure my newsletter's performance?

After sending out a newsletter, the question quickly arises: How successful was my newsletter? If you want to find out how well your newsletter is being received by your recipients, then this blog post is for you! We explain the most important key figures of your newsletter statistics and what they mean for your email marketing.

How popular are the newsletters among my guests or partners? How many people have opened my last campaign? Which links were clicked the most?

These are precisely the questions you can delve into with the help of some metrics (KPIs, short for Key Performance Indicators).

The following metrics are particularly important for evaluation:

Total open rate and unique open rate

The open rate represents the percentage ratio between the number of opens and the number of emails delivered. In the total open rate, all opens are counted, even if an email has been opened multiple times by a recipient. In the unique open rate, only the first open is counted.

A high open rate indicates that you have chosen an enticing subject line and sent the newsletter at a good time.

The total open rate should ideally range between 20 and 25 percent. Initially, this might sound rather low, but in fact, this open rate is

When you achieve an open rate of 20% to 25%, it might sound low at first. However, this open rate is actually very commendable. If your open rate is even higher, you can be proud of your newsletter!

Total click-through rate and unique click-through rate

The click-through rate is one of the most important metrics in newsletter marketing. It indicates the proportion of your recipients who clicked on at least one link in your newsletter. As with the open rate, there is a distinction between multiple clicks and unique clicks.

If the content of your newsletter is convincing, recipients will click on one or several links in the newsletter and thus, for example, visit your website or online shop to learn more about your offer or make a booking.

A good click-through rate depends on several aspects as well as the intention of the newsletter. For a early booking promotion newsletter, the click-through rate is naturally higher than for a purely informative newsletter about current slope conditions, where it may not be necessary to click on anything.

The average unique click-through rate is approximately 3-6 percent.

Effective click-through rate

The effective click-through rate says a lot about how well the content of your newsletter was received by the recipients. This value relates clicks to opened emails.

Ideally, the effective click-through rate should be between 10% and 40%. If it is significantly lower, it could mean that the content of the newsletter does not meet the expectations of the recipients. Of course, the appealing visual design of the newsletter with attractive call-to-action buttons also plays a role here.

Unsubscribe rate

Finally, let's take a look at a somewhat unpleasant metric, but one that can be very revealing: the unsubscribe rate.

It indicates the percentage of recipients who unsubscribe from the newsletter.

The unsubscribe rate should ideally be less than 1 percent. If the unsubscribe rate is significantly higher, a tip would be to reduce the frequency of sending.

Get started with our newsletter editorial plan

Do you want to boost newsletter marketing for your ski school or start fresh with the first mailings to your guests?

Then sign up for our exclusive newsletter editorial plan for ski schools. We have thought about how we can best support you in terms of newsletter marketing and have developed an editorial plan that has already proven itself with many ski schools - with ready-made texts on various topics and occasions!

If you have any questions about analyzing your newsletter statistics or about marketing topics in general, feel free to contact our marketing team at any time!


About the author

Johanna Bernhart
Johanna Bernhart
As a content manager and passionate writer, Johanna enjoys dedicating her attention to our news blog regularly. She loves writing about updates related to the WS team and often shares details about the latest company outing with the readers. Equally, she enjoys packaging her knowledge and research on various marketing topics into informative blog posts. When ideas for the next blog article aren't flowing easily, a quick yoga session with her office colleague Hanna often helps.