#announcements
Important info for Customer Marketers & Community members
Thread
We finally launched our customer newsletter! (Thanks to everyone who offered their insights as we developed our content plan!! Now, I'm finding the reporting I'm getting from our Ops team is pretty basic, but if I'm going to ask for more, I want to be very specific on what I want. *For those of you who do customer newsletters, what kind of metrics do you look at* - whether it's to report to leadership or to make future decisions on content, or for other purposes?
I want to know list size, opens, click thrus, which links were clicked, and over time which accounts made the most clicks and opens. If they can also report on conversions for leads, signing up for events, etc, I’d want to know.
I want to show leadership that I’m driving actions and if I can, that it leads to retention. That might be a bit much but I love to get the data and see what I can find, for instance, do they read the content more, watch videos, what topics, etc?
In the past I’ve reported on the same metrics used by my organization for demand gen. But also personally looked at unique clicks on strategic content as well as any insights relevant to other teams (sales, product, partners, etc.). Also results on any testing if you have variations in the newsletter for different segments.
I use those metrics as well. At the end of the year, I took it further to identify which profiles were reading the newsletter. We were trying to target all customers in the newsletter, so it was a hodge podge of info. I realized that while we were sending it to execs (and others), they weren't the ones that were reading it. They had the lowest click through rates. System admins and other personas were reading it. With this data, i created a new comms strategy for executives, and focused the newsletter specifically on content that admins and others would like. This increased the open and click through rates since it was more appealing to a select group.