Newsletters are a great way to inform your customers about upcoming events. With these 5 KPIs, you'll keep track of the value of your email marketing.
What It’s About
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Do you want to promote a new event and have already organized events like concerts or theater performances in the past? Then use the contact details of former customers and inform them via a newsletter. The advantage: with TICKETINO, you can download your customers' address data and use it to send newsletters. However, you must comply with the applicable data protection regulations!
Precise marketing controlling is also essential for successful email marketing. You should keep an eye on the following 5 KPIs. Using email marketing software that also evaluates the most important KPIs for you is worthwhile.
KPI 1: Delivery Rate
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The first metric is the delivery rate. It indicates the percentage of emails that successfully reach your recipients' inboxes. Undelivered emails are referred to in industry jargon as bounces. Newsletter tools such as Brevo or Mailchimp classify undeliverable emails as either soft bounces (temporarily undeliverable) or hard bounces (permanently undeliverable). Spam filters can be one reason for a low delivery rate.
If you continuously update your address database with new contact details and exclude old email addresses from your mailings, your delivery rate should be relatively high. It shows you whether your newsletter is actually landing in the inbox. According to Inxmail, a delivery rate of over 95 percent is the target to aim for.
KPI 2: Open Rate
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Successful delivery doesn't yet mean your newsletter is actually being read. The open rate indicates the percentage of recipients who open the email in their inbox.
An captivating subject line, among other things, has a positive influence on the open rate. Still, don't let modest numbers discourage you — many people don't read newsletters. According to Inxmail, the average open rate is just under 25 percent. Brevo's figures are in a similar range, at 20 to 25 percent. So if you reach 20%, that's fine; if it's well above 25%, you can consider yourself lucky.
KPI 3: Click Rate
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With your newsletter, you don't just want to entertain your former customers — your primary goal is to encourage them to buy tickets. The first step toward that is a click on a link to your website or your ticket shop. Click rates tell you what percentage of email recipients click on links.
Specifically, there are different metrics. The click-through rate measures the number of clicks in relation to the total number of delivered emails. In comparison, the click-to-open rate measures how many people who opened the email ultimately clicked on at least one link.
Don't be discouraged by lower rates — only a few people click on a link in newsletters. CRM provider HubSpot considers a click-through rate of over 2 percent to be good in most industries. If you'd still like to optimize your newsletter, you'll find the most important tips and tricks here.
KPI 4: Unsubscribe Rate
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If you use a newsletter tool, it will also measure the unsubscribe rate. It shows what percentage of your contact list no longer wants to receive newsletters in the future. Don't let unsubscribes unsettle you. If your event account is linked to a newsletter tool, you can continuously add new customers to your mailing list. In addition, unsubscribes further sharpen your target audience — former customers who are genuinely interested in your events will continue to receive your newsletters in the future.
KPI 5: Conversion Rate
Things get more complicated with the conversion rate. It reveals how many email recipients ultimately buy a ticket via a newsletter link.
Unfortunately, your mailing system can't measure the conversion rate directly. Google Analytics can potentially help here. Professional newsletter tools usually automatically add the necessary UTM parameters to the links in your newsletter. If desired, you can also define and add these parameters yourself.
You won't always hit the target values for all 5 KPIs — and that's not a big problem, either. That's because not all ticket purchases resulting from the newsletter can be measured.
The TICKETINO team wishes you great success with your upcoming event newsletters!
Are you still looking for a ticketing partner for your event?
Contact us at marketing@ticketino.com or call us from
8 a.m. to 6 p.m. at +41 43 500 40 80 (CH) or +49 30 201 696 006 (EU).
You can also schedule a phone appointment. We look forward to hearing from you!
