Page 7 - How to Create the Perfect Email

Measure email So you’ve designed the perfect email newsletter. You’ve
sent it out and are patiently waiting to see all your hard
impact work pay off. Measuring email impact is important

for understanding what went well and what needs
improvement for future campaigns. Measure the benefit
of your campaign by keeping track of these items.

Email campaign name:

What’s your goal?
What are you trying to achieve by writing your newsletter? Do you
want people to buy your product or service? Do you want to drive
more traffic to your website? Glossary

Goal:
• Sends: This is the measurement of
how many emails you have sent.
How will you measure success?

What metrics will you use to measure the success of your campaign? • Bounces: This is the measurement
Clicks? Site traffic? Buys? The metrics you want to pay attention to of how many emails did not reach
matter based on the goal you select for your campaign. participants.
• Opens: This is the measurement
# of Sends: of how many subscribers opened
# of Opens: your email. Be wary of open rates
# of Clicks: as an indicator of engagement. Just
# of Bounces: because someone opens doesn’t
mean they read your email and are
# of Unsubscribes: engaged with your content.
% of increased sales over X time:
% of site traffic increased over X time: • Click-through rate: This is the
measurement of how many people
clicked on at least one link in your
What worked? email. Clicks can be for blue links or
What made your campaign successful? buttons.
• AB Testing: This is when you test two
different versions of your content
to see which one your audience
responds to better.

What will you change in the future?
A/B Testing subject lines? Try sending on a different day or time?

Measure email impact 7