When sending out a newsletter with Constant Contact, it’s important to understand how your audience interacts with it by studying the different metrics Constant Contact provides you. This helps you understand how to best approach each newsletter going forward to reach the widest audience possible.
Using external data collected from using a number of different email marketing programs, it’s generally agreed upon that anytime between Tuesday and Thursday is the best time to send out a newsletter. However, each audience is different as different companies will find that their data differs from other. To determine how to craft your newsletter and to figure out which day of the week works best to send out your newsletter, use the following metrics:
While ‘open rate’ is self-explanatory, it’s unquestionably the most important metric that Constant Contact provides. As you may assume, open rate is the percentage of recipients who actually opened up your newsletter. After sending out several newsletters, it’s wise to compare each one’s open rate to determine what day, or what time during the day, is optimal for sending your newsletter. The open rate may also differ depending on the title. Certain titles may not be overly appealing to your audience; try and make the title read like something that you’d be interested in opening.
Another self-explanatory metric, however, with clicks, it’s important to distinguish that these do not reflect recipients who merely clicked on the email; clicks describe the number of hyperlinks in the newsletter that were opened. This could include internally-linked blog posts from your website or social media links. If a certain newsletter has a large number of clicks, it reflects well on your newsletter, seeing as it reflects interest on your audience’s part regarding your business.
When your newsletter contains links, Constant Contact will allow you to see unique-click-throughs. This metric allows you to see which links were clicked on and how many people clicked on them. This helps you understand which links were appealing to recipients and which ones weren’t. This metric is paired with click-through-destination which just shows the pages that visitors went to on a percentage-basis of overall clicks.
None of this is important if you don’t have a large contact list. To help increase your number of subscribers follow this helpful guide.