When you’re selling more of your products than you did before a newsletter, then your newsletter is successful. Along the way there are certain criteria you can test. The three most useful pieces of information you can track are Open Rates, Calls to Actions and Forwards.
Open Rates have a few elements in play – when you send your newsletter, the subject line, your from line. Test all of these elements to find the best response for your newsletter. This can change over time as your newsletter grows in readership.
Calls To Actions are the goals you have for that particular newsletter. Test your calls to actions to determine the highest click throughs and also sales. The Obama presidential campaign in 2008 they found using “Learn More” to have the highest click through rate by far. A quick survey of surveys seems to indicate it still gets high responses.
Forwards are tracked (along with both open rates and calls to action) with your autoresponders. This is important if you are using your newsletter to generate word of mouth and viral marketing.