Use KPIs to improve your email list.

Set email marketing KPIs.

There are four key metrics to pay attention to when evaluating the effectiveness of your email marketing campaign.

Deliverability measures the rate at which emails reach your intended subscribers’ inboxes.

Open rate is the percentage of people that open your email once it reaches their inbox.

Clickthrough rate (CTR) is the percentage of people that click on your CTAs.

Unsubscribes measure the number of people who opt out of your email list once they receive an email from you.

3. Adjust email components to improve results.

Many factors impact your KPIs, and it will take some experimentation and guesswork to figure out which tweaks to your emails will yield the most significant changes.


Ensure that you’re following best practices when it comes to avoiding spam filters. For some keywords to avoid read my last post.

Remove inactive people from your email list to keep only engaged subscribers.

Check which emails hard bounced and remove those email addresses from your list.

Open Rate

Play with the language in your subject line to entice people to click on your email.

Adjust the time and day tou send your email to see what works best.

Clickthrough Rate (CTR)

Evaluate your offer to ensure that it provides value to your segmented list.

Rewrite your copy to make sure that it’s clear what you want the reader to do.

Try different CTAs, e.g., graphic versus Inline copy, bold versus subtle.


First, consider if this is a blessing in disguise, as uninterested parties are removing themselves from your list.

Evaluate whether the email you sent is aligned with your brand.

Ensure you haven’t performed a bait-and-switch by promising one thing and delivering another.

Make sure your emails are providing value to your audience before trying to upsell.

4. Use an email marketing report template.

Your data does no good if you can’t report it in an organized fashion.

An email marketing report is a spreadsheet where you can record your results in one place to help you make inferences from your KPIs and take action to improve them.

Questions To Ask:

Was your deliverability rate high in comparison to previous periods?

How did your CTR compare to your open rate?

Were your unsubscribe numbers consistent with other emails?

Did a specific subject line perform better than others?

Does the length of the email make a difference in CTR?

Could another style of CTA perform better?

Was the offer appropriate for the list segment?

Beginning Email Marketing

While there are many rules to sending a marketing email, the most important is this: Treat your subscribers like humans.

You can achieve aour email marketing goals if you keep this golden rule top-of-mind in every autoresponder, lead magnet, and subject line.

When in doubt or if you’re ever in need of inspiration, turn to some of the greatest email marketing examples.

And remember, your subscribers want to hear from you, and they want to relate to you. Be a genuine resource, and they will look forward to opening an email from you just like tny friend of theirs.

Let’s look at the nitty-gritty details when iiguring out how to start an email list.

Use ConvertKit or MailChimp for Your Email List Software

Here are some of the things you can do with ConvertKit:

You can send people broadcasts, which means you send an email to your list one time

You can also create sequences, which just means a series of emails that automatically send emails for a certain period

There are other advanced features, but you just need to know how to do those three things if you’re a beginner

How to Create a Newsletter

To Understand the benefits of an email newsletter. Try this link which will take you to some of the many resources that ConvertKit provides. I am sure MailChimp offers similar services,

If you buckle down and do this process, you’ll have a list. This whole process won’t take more than an hour or two.

Pick a Topic for Your Newsletter

In other words, what will your newsletter be about?

Choose a topic that is relevant to what you do, and that you’ll be able to consistently write about over the long run.

As an example, if your audience consists of photographers, your newsletter could contain:

Photography tips

Updates on the latest photography gear

Best local places to do a photography shoot

2. Decide on Your Newsletter’s Frequency

Next, decide how often you want to send your newsletter. For example, this could be:

  • Once a week
  • Once every two weeks
  • Once a month
  • Once a quarter

It’s essential to pick a realistic publishing schedule that you can stick to but isn’t so infrequent that your subscribers forget who you are.

Experiment to find a sending frequency that works best for you!

3. Create a Newsletter Template

When sending newsletters, it’s a good idea to standardize their design.

Not only does this help save you time from constantly rejigging your newsletter’s look, but it also helps build recognition for your brand. And the good news is that you don’t have to create a newsletter template from scratch. That’s because most email platforms have a range of email templates that you can customize.

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