Your AdvisorStream reports include open and view rates, which measure your contacts engagement with your newsletter, subject line, and the content. These statistics provide key information about your email marketing and are a great starting point to review the success and improve your newsletters and/or direct emails.
Why opens and views are important
Opens and views can give you a good idea of how your newsletters are performing and which clients/prospects are engaged with your communications. If an open rate is strong, it usually means your subject lines resonate with your clients/prospects and that the individuals are excited to receive communication from you. If your views are high, the message content is relevant to subscribers who open the newsletter and they are interested in learning more about the topic/ content you've provided.
Reviewing how you measure up against the industry average can give you an idea of how your rates stack up against other financial professionals. Once you know where you stand, you can use the information to improve your email marketing. Make time to review your reports after every newsletter and consider what factors might have affected your results.
Total Opens: The total number of times a newsletter/email was opened. Includes multiple opens from the same person.
Unique Opens: The number of distinct recipients that opened the email.
Open rate: The percentage of email recipients that received and opened the email.
Total Views: The total number of times an article or piece of content was clicked and viewed.
Unique Views: The number of distinct recipients that clicked on a content piece. Each recipient is only counted once.
How to improve open rates
- Change the subject line and test before sending
- Segment your contacts
- Change your send frequency
A low open rate generally indicates:
- Your subject line is not relevant or interesting enough
- Your contacts are composed of a wide variety of subscribers
- You may be sending too many or too few emails
- Outdated/ disengaged contacts
How to improve view rates
Your view rate tells you how many of your contacts find your newsletter content useful, interesting, and educational. To improve your view rate, you'll need to include content that's useful to more of your clients/prospects. You can sometimes accomplish this by targeting specific content to a smaller, segmented list.
- Switch out the content with articles that are more suitable for your contacts
- Review the top-performing content from previous newsletters to drive insights
- Make a copy of the newsletter, with slightly different articles for each contact segment