Newsletters are a direct line to your audience. Learn from publishers who are at the forefront of using newsletter metrics to increase engagement, develop products, and drive revenue for their businesses.

1. Better Newsletter Metrics: How are people
paying attention to newsletters?
#MetricShift

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Today’s Speaker
Clare Carr
VP of Marketing

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Parse.ly empowers companies to understand, own and
improve digital audience engagement through data. We want
to ensure the work you do makes the impact it deserves.

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Metrics represent your audience.
So, start by connecting with your audience.
Figure out what
audience cares about
Foster loyal audiences Monetize newsletter and
strengthen brand

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A few newsletters I subscribe to:
Personal Work

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● How publishers use newsletter metrics to
improve engagement
● Which metrics and benchmarks can
measure newsletter success
● How Parse.ly uses campaign metrics and
content analytics together
@parsely #MetricShift

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External Referral Traffic

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Referral Traffic Sources

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What do you think of when you think of a
newsletter?

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Think in terms of what a newsletter can
provide
Segmented audience (for you)
Something unique that they can’t get anywhere else (for audience)
Intimate experience of “my” email address. Even if it’s not
personalized, it’s personal . (for both of you)

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How newsletter editors use metrics to
increase engagement for their content
and build reader loyalty

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1. Identifying audience
By looking at on-site data,
editors can understand
who the audience is and
what content they are
engaging with, and
implement those findings
into the creation of the
newsletter

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2. Creating a voice or unique offering

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3. Tracking it
By using tagging URLs,
Axios can identify which
newsletter is sending
traffic to a particular
story. They can also see
if one newsletter
audience is more
engaged than another.

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4. Optimizing
For newsletter editors
sending multiple
newsletters on different
cadences, including the
date in the tagging URL can
help identify if certain days
are best for newsletter
engagement.

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You want to catch your audience’s
attention. How do you know if you did?

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The answer may seem obvious
Open rates Click ratesSize of your subscriber list
Whatever shows up in your preferred email marketing platform

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But, what happens after the click?
How long do subscribers actively read or watch your content after
they click through?
Which devices do they use to read your content?
What percent of a story’s traffic came from the newsletter?

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Using UTM parameters to track performance
How you might tag a newsletter URL that links to a blog post about video analytics:
Think of each parameter as a question and its value as an answer:

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How Parse.ly uses campaign metrics
and content analytics

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Parse.ly Dashboard - Campaigns

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Contextualize audience engagement

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Understand what % of traffic was driven by a
newsletter

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Learn which devices are used to read your
newsletter content

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Parse.ly's Data Studies Newsletter

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Understanding how your audience engaged with
your newsletter content helps better serve your
audience when crafting the next newsletter send.
No matter your goal, digging deeper into data
helps you put your audience first.

27. Better Newsletter Metrics: How are people
paying attention to newsletters?
QUESTIONS?

28. Get the right kind of attention.
hello@parsely.com @parsely Parse.ly