Your newsletter subscribers are trying to tell you something, but are you tracking the right metrics to hear them? Learning from and iterating upon even the simplest elements of your newsletter can lead to powerful insights and improvements for your newsletter and audience, as we discussed in Designing a Data-Driven Newsletter. Curators traditionally rely on three standard metrics to gauge newsletter effectiveness: open rate, click-thru rate and subscription rate. Yet these alone don’t provide a complete picture of newsletter health. Conversely, collecting every possible data point does not guarantee fitness. Too many curators waste time collecting data simply for the sake of collecting, rather than using analytics to diagnose and improve.
Like many modern freelancers, you may find journalist Ann Friedman in a range of publications, including The New York Times, The Washington Post and New York Magazine. This disaggregation of her body of work can make it difficult for readers to develop loyalty. Yet many readers — particularly millennials — are more interested in following a writer they trust or enjoy than a publication. “People like people more than brands,” Friedman told Crosscut in a recent interview, which is why she began curating her own weekly newsletter to better engage and grow her readers across publications. The roughly 500-word-count letter highlights topics she finds interesting, written in her distinctly casual, first-person tone. Through unpaid social media and word of mouth, Friedman has grown her subscriber base to more than 25,000 readers since the newsletter launch in 2013.