Newsletter KPIs can make or break your publishing strategy in 2025. Are you tracking the right ones?
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With newsletter advertising becoming a significant revenue stream for publishers, understanding these metrics is more important than ever. While the benchmark for open rates in media and publishing hovers around 34%, successful newsletter publishers consistently achieve rates of 40% or higher by focusing on the right metrics.
We've found that focusing on the right newsletter metrics is crucial for long-term success. A healthy delivery rate should be at least 95%, while unsubscribe rates below 0.17% (the Indiegraf network average) indicate strong audience retention. However, many publishers still struggle with average opening rates of just 15-30%. That's why we've identified the seven newsletter KPIs benchmarks that actually drive results for publishers in 2025.
Image Source: Indiegraf
Open rate stands as one of the most fundamental newsletter KPIs that publishers must monitor in 2025. This metric provides immediate insight into how your audience initially engages with your content.
Open rate represents the percentage of email recipients who open your newsletter out of the total number successfully delivered. The calculation is straightforward:
Open Rate = (Number of Unique Opens ÷ Number of Delivered Emails) × 100
For example, if you send a newsletter to 1,000 subscribers, one email bounces, and 200 people open it, your open rate would be 20.1%.
Notably, tracking opens relies on a tiny 1×1-pixel image embedded in your email. When this pixel loads, it signals an "open event". This tracking method has limitations since:
These factors make open rates an estimate rather than an exact figure.
Open rate serves as the first indicator of engagement in your newsletter funnel. Furthermore, this metric offers several critical insights for publishers:
For publishers specifically, a good newsletter open rate benchmark varies by industry. In 2025, media and publishing should aim for approximately 34.23%. Government newsletters achieve the highest average at 40.55%, while vitamin supplement emails see the lowest at 27.34%.
Enhancing your newsletter open rates requires a multi-faceted approach:
1. Craft compelling subject lines
2. Optimize your preheader textEmails that include preheader text observe an average open rate of 25.83%, over six percentage points higher than industry standard. This preview text acts as your subject line's subtitle, giving you additional space to entice readers.
3. Perfect your timingThe best time to send newsletters is early morning (4-5 AM) with another effective window around 6 PM. For day selection, weekdays perform similarly according to the data.
4. Segment your audienceSegmented campaigns reach 14% higher open rates compared to non-segmented ones. Consider creating segments based on:
5. Clean your subscriber listRegular list hygiene improves open rates by removing inactive subscribers. If contacts haven't engaged with your newsletters for 3-6 months, send a reactivation campaign. If they remain inactive, remove them from your list.
6. Personalize strategicallyThough personalized subject lines show 26% higher open rates according to Experian research, recent data suggests the impact may be changing. Some studies found non-personalized subject lines performed better (22.14% vs. 18.79%).
7. Optimize for mobile devicesGiven that about half of emails are opened on mobile devices, ensure your newsletters are responsive with:
8. Use a recognizable sender nameTest different formats like "[Your name] from [Publication]" to build trust and recognition. This element appears alongside your subject line in recipients' inboxes and significantly impacts open decisions.
9. Implement A/B testingSplit-test different subject lines, preview texts, and sending times to identify what resonates best with your audience. This data-driven approach provides concrete evidence of what drives your specific audience to open.
By implementing these strategies consistently, publishers can optimize their newsletter open rates - creating the essential first step toward meeting all other newsletter KPIs that follow in the engagement funnel.
Image Source: ActiveCampaign
Click-Through Rate (CTR) measures deeper engagement with your newsletter KPIs than simple opens. This metric reveals how effectively your content motivates subscribers to take action beyond just reading.
Click-Through Rate represents the percentage of email recipients who clicked at least one link in your newsletter. The calculation formula is:
CTR = (Number of Clicks ÷ Number of Delivered Emails) × 100
For example, if you send a newsletter to 1,000 subscribers and 65 recipients click a link, your CTR would be 6.5%.
There are two distinct ways to track clicks:
Most marketers use delivered emails (sent emails minus bounces) as the denominator to ensure deliverability issues don't skew CTR analysis.
CTR is arguably the most valuable newsletter metric because it measures actual engagement rather than passive opens. Indeed, many marketers consider CTR more important than open rate as it shows readers taking concrete action.
This metric provides critical insights for publishers:
In 2025, publishers should benchmark against industry standards. The average CTR across all industries is 2.3%, but varies significantly:
For newsletters specifically, the average CTR is 3.84%, while triggered emails perform better at 5.02%.
To boost your newsletter CTR, focus on these proven strategies:
1. Hone in on one clear call-to-action Multiple CTAs can overwhelm subscribers with decision fatigue. Reducing CTAs to just one increased clicks by 371% and sales by 1617% in one study. Make your CTA obvious, easy to follow, and focused on a single specific action.
2. Optimize for mobile usersAbout 50% of emails are opened on mobile devices, yet desktop readers are three times more likely to click through. Ensure your newsletter is responsive with:
3. Segment your audience Breaking down your email lists into segments enables more relevant content. Segmented campaigns enjoy 18% more transactions, 24% more sales leads, and 24% greater revenue. Target specific groups based on:
4. Use engaging visualsEmails with images have a 42% higher CTR than those without. Nevertheless, balance is key—don't overwhelm with too many visuals. Include high-quality images that support your message and draw attention to your CTA.
5. Make content scannable Most people scan rather than read emails thoroughly. Consequently, structure your newsletter with:
6. A/B test continually Test different elements to see what drives clicks:
7. Send at optimal timesCTR remains relatively stable during office hours but spikes at specific times: 4 AM, 6 AM, 9 AM, and 6 PM. Test different sending times with your specific audience to find your optimal window.
8. Use personalization strategicallyPersonalized emails increase CTR by 39% compared to generic messages. Moreover, emails that include social sharing options generate 30% higher CTRs, while those with three or more social sharing options see 55% higher CTRs.
By implementing these strategies, publishers can significantly improve their newsletter click-through rates, driving more engaged readers to their websites and ultimately boosting conversions.
Image Source: AgencyAnalytics
Among all newsletter KPIs, Click-to-Open Rate (CTOR) offers publishers the clearest window into content effectiveness in 2025. Unlike other metrics, CTOR reveals how compelling your newsletter content truly is once subscribers open it.
Click-to-Open Rate measures the percentage of email recipients who clicked at least one link after opening your newsletter. The calculation formula is straightforward:
CTOR = (Number of Unique Clicks ÷ Number of Unique Opens) × 100
For instance, if 100 people opened your email and 11 clicked a link, your CTOR would be 11%. This differs from Click-Through Rate because CTOR only considers people who actually viewed your email, not everyone who received it.
Essentially, CTOR compares unique clicks to unique opens, providing a more refined analysis than CTR. Although CTR tracks clicks against all delivered emails, CTOR isolates how well your content resonated with those who opened it.
CTOR stands as arguably the best metric for measuring email campaign resonance. Additionally, this KPI provides several crucial insights for publishers:
In 2025, publishers should aim for CTOR benchmarks between 10-20%, with the average across all industries hovering around 11% as of 2021. Media and publishing companies typically enjoy higher-than-average CTORs.
To boost your newsletter's CTOR, implement these proven strategies:
1. Structure for scannabilityMake your newsletter easily digestible with clear sections, readable chunks, headlines, and crisp images. Place your most important information first, ensuring the email naturally funnels down to a compelling CTA.
2. Maintain content relevance Segment your email list for targeted content delivery. For example, emails to monthly donors might differ from those sent to first-time subscribers. This personalized approach encourages more clicks and better CTORs.
3. Optimize CTAsFocus on a single, clear call-to-action to prevent decision fatigue. In fact, emails with too many links confuse subscribers about which action to take. Make your CTA visually dominant and consider A/B testing buttons versus hyperlinks.
4. Create dynamic contentUse the details you've collected about your recipients to display content that aligns with their interests. Swap out images, CTA buttons, or text sections to match individual preferences, increasing the likelihood of clicks.
5. Simplify your designUse clear sections, ample white space, and eye-catching buttons. Avoid overwhelming readers with dense text or too many actions. Mobile optimization is critical—test your newsletter across multiple devices before sending.
6. Test and refine continuouslyRun A/B tests on message copy, layouts, and CTA positions. Use heat maps to see where readers click most frequently. For deeper analysis, check CTOR by segment to identify which subscriber groups engage most with your content.
7. Balance open and click metricsIf you see high open rates but low CTORs, you've created great subject lines but underwhelming content. Conversely, lower open rates with increasing CTORs suggest your content quality is high but reaching fewer readers.
By focusing on these strategies, publishers can optimize their newsletter engagement beyond surface-level metrics. CTOR helps identify which content truly motivates action, allowing you to refine your approach for maximum impact.
Image Source: FluentCRM
Unsubscribe rate provides critical insights into subscriber retention and is an essential newsletter KPI that publishers should carefully monitor in 2025. Unlike engagement metrics, this indicator reveals who's actively leaving your audience.
Unsubscribe rate represents the percentage of email recipients who opt out of receiving future communications from you. The calculation is straightforward:
Unsubscribe Rate = (Number of Unsubscribes ÷ Number of Delivered Emails) × 100
For instance, if 1,000 newsletters were delivered and 10 people unsubscribed, your unsubscribe rate would be 1%.
According to original research, the average unsubscribe rate across industries is approximately 0.17%. Accordingly, industry benchmarks suggest:
Media publishers should generally aim to keep unsubscribe rates below 0.5%, whereas anything consistently above 1.5% indicates underlying issues requiring immediate attention.
Unsubscribe rate serves as the "check engine light" for your email marketing strategy. Furthermore, this metric provides valuable insights:
Naturally, some unsubscribes are inevitable due to changing subscriber circumstances or email list cleaning. Nevertheless, consistently high rates require investigation.
To minimize subscriber losses, implement these proven strategies:
1. Segment your audienceDivide your list based on interests, behaviors, and demographics to deliver more relevant content. Highly segmented emails can reduce unsubscribe rates by up to 50% compared to unsegmented lists.
2. Set clear expectationsEstablish transparency about email content and frequency during signup. Additionally, make your value proposition obvious so subscribers understand what they're receiving.
3. Optimize sending frequencySending too many emails is the top reason for unsubscribes, with 69% of consumers citing excessive frequency as their primary reason for opting out. Test different cadences with your audience to find the sweet spot.
4. Create valuable, relevant contentIrrelevant content ranks as the second most common reason for unsubscribes at 56%. Therefore, focus on providing genuine value in every newsletter.
5. Implement preference managementInstead of forcing an all-or-nothing choice, let subscribers control what types of content they receive and how often. Subsequently, this flexibility can retain subscribers who might otherwise leave completely.
6. Clean your list regularlyPeriodically remove inactive subscribers who haven't engaged with your emails in 90+ days. Hence, this proactive approach prevents potential unsubscribes while improving overall engagement metrics.
7. Make unsubscribing easyDespite seeming counterintuitive, having a clear unsubscribe link actually improves overall engagement. Hiding this option can damage your sender reputation and potentially violate regulations.
By monitoring your unsubscribe rate alongside other newsletter metrics, you'll gain comprehensive insights into your content effectiveness and subscriber satisfaction.
Image Source: FluentCRM
Tracking bounce rate as a crucial newsletter KPI offers publishers vital information about email deliverability health in 2025. Unlike engagement metrics, bounce rate directly reveals technical issues preventing your messages from reaching subscribers' inboxes.
Bounce rate represents the percentage of emails that couldn't be delivered to recipients' inboxes. The calculation is straightforward:
Bounce Rate = (Number of Bounced Emails ÷ Number of Sent Emails) × 100
For example, if you send 1,000 newsletters and 20 bounce back, your bounce rate would be 2%.
There are two distinct types of bounces:
In 2025, publishers should aim to maintain bounce rates below 2%, which is considered healthy. Rates between 2-5% should raise concerns, while anything above 5% indicates serious deliverability problems requiring immediate attention.
Bounce rate serves as a critical health indicator for your email program. Primarily, this metric impacts several aspects of your newsletter strategy:
For publishers specifically, mailbox providers like Gmail and Yahoo use bounce rates as key factors in determining whether to deliver your newsletters to subscribers' primary inboxes or relegate them to spam folders.
To maintain healthy bounce rates, implement these effective strategies:
1. Implement double opt-in This verification method ensures only real people with valid email addresses join your list. Subscribers must confirm their subscription by clicking a link in a verification email, effectively eliminating typos and fake addresses.
2. Regularly clean your email list Remove hard bounces immediately and deactivate addresses after three consecutive soft bounces. Additionally, consider removing subscribers who haven't engaged with your content in 90+ days.
3. Authenticate your domain Set up proper authentication protocols including SPF, DKIM, and DMARC. These tell email clients you're a legitimate sender, not a spammer.
4. Use a reputable email service providerQuality providers maintain good IP reputations and help prevent delivery issues.
5. Avoid purchased email listsBought lists often contain inactive addresses and spam traps that will damage your sender reputation and increase bounce rates.
6. Segment your listsCategorize subscribers based on engagement levels, focusing more attention on active readers.
7. Send from a branded domainAvoid using free sender domains like Gmail or Yahoo for your newsletters.
By consistently monitoring your bounce rate alongside other newsletter metrics, publishers can maintain optimal deliverability and ensure their content reaches intended audiences.
Image Source: Bloomreach
Delivery rate forms the foundation of all other newsletter KPIs for publishers seeking success in 2025. First and foremost, this metric tells you whether your emails are even reaching subscribers' servers before any engagement can occur.
Delivery rate represents the percentage of emails that successfully reach recipients' servers without bouncing. The calculation formula is straightforward:
Delivery Rate = [(Number of Sent Emails - Number of Bounces) ÷ Number of Sent Emails] × 100
For instance, if you send 1,000 newsletters and 20 bounce back, your delivery rate would be 98%. Of course, delivery rate differs from deliverability—while delivery rate simply measures whether emails reached servers, deliverability tracks inbox placement (primary inbox vs. spam folder).
In 2025, publishers should aim for delivery rates of 95% or higher. In fact, top-performing email programs often maintain rates between 95-98%. Any rate below 80% should immediately trigger investigation.
Delivery rate serves as the entry point for email marketing success. In particular, this metric provides several crucial insights:
To maintain excellent delivery rates, implement these effective strategies:
Even more importantly, monitor your email metrics consistently to catch delivery problems early. As a result, you'll maintain the solid foundation needed for all other newsletter engagement metrics to thrive.
Image Source: Indiegraf
Conversion rate stands as the ultimate goal among all newsletter KPIs for publishers, measuring the bottom-line impact of your email efforts in 2025.
Conversion rate represents the percentage of email recipients who complete your desired action after reading your newsletter. This action varies based on your goals - purchasing products, downloading resources, visiting your website, or subscribing to services.
The calculation formula is straightforward:
Conversion Rate = (Number of Conversions ÷ Number of Delivered Emails) × 100
For example, if you send 1,000 newsletters with 990 successful deliveries, and 45 recipients convert by visiting your website, your conversion rate would be 4.5%.
Conversion rate directly measures campaign effectiveness beyond surface-level engagement. This metric reveals:
While industry averages typically fall between 2-5%, conversion rates vary significantly by email type and industry. Welcome emails average around 3% conversion rate, whereas abandoned cart emails average 2.39%.
Boost your newsletter conversion rates with these practical strategies:
Ultimately, a robust conversion rate indicates your entire email marketing funnel is working effectively - from deliverability through opens and clicks to final action.
| KPI | Definition/Calculation | Industry Benchmark | Why It Matters | Key Improvement Strategies |
|---|---|---|---|---|
| Open Rate | (Number of Unique Opens ÷ Number of Delivered Emails) × 100 | 34.23% for media/publishing | - Subject line effectiveness - List quality assessment - Email deliverability predictor | - Craft compelling subject lines - Optimize preheader text - Perfect timing (4-5 AM, 6 PM) - Segment audience |
| Click-Through Rate | (Number of Clicks ÷ Number of Delivered Emails) × 100 | 2.9% for media/publishing | - Content effectiveness - Link optimization - Email fatigue indicator - Revenue connection | - Focus on one clear CTA - Optimize for mobile - Segment audience - Use engaging visuals |
| Click-to-Open Rate | (Number of Unique Clicks ÷ Number of Unique Opens) × 100 | 10-20% average, 11% across industries | - Content effectiveness assessment - Design evaluation - Subject line alignment - Email ROI indicator | - Structure for scannability - Maintain content relevance - Optimize CTAs - Create dynamic content |
| Unsubscribe Rate | (Number of Unsubscribes ÷ Number of Delivered Emails) × 100 | Below 0.5% for media publishers | - List quality indicator - Content relevance barometer - Deliverability protector - Revenue predictor | - Segment audience - Set clear expectations - Optimize sending frequency - Create valuable content |
| Bounce Rate | (Number of Bounced Emails ÷ Number of Sent Emails) × 100 | Below 2% is healthy | - Sender reputation protection - Deliverability predictor - List quality indicator - ROI measurement | - Implement double opt-in - Clean email list regularly - Authenticate domain - Use reputable ESP |
| Delivery Rate | [(Sent Emails - Bounces) ÷ Sent Emails] × 100 | 95% or higher | - Foundation for all metrics - List health indicator - Early warning system - Sender reputation impact | - Double opt-in verification - Authenticate domain - Regular list cleaning - Use reputable ESP |
| Conversion Rate | (Number of Conversions ÷ Number of Delivered Emails) × 100 | 2-5% average | - ROI indicator - Content effectiveness - Campaign comparison - List quality assessment | - Clear CTAs - Mobile optimization - Dedicated landing pages - A/B testing |
Note: These KPIs should be tracked through your email service provider's analytics dashboard. Publishers monetizing through newsletter advertising may also want to track ad-specific revenue metrics using specialized platforms like Admailr.
Understanding these KPIs is essential, but for publishers monetizing through newsletter advertising, tracking revenue performance requires additional considerations:
Ad Performance Metrics: Beyond standard newsletter KPIs, successful publishers track ad-specific metrics like click-through rates on sponsored content, conversion rates for advertiser campaigns, and revenue per subscriber.
Monetization Analytics: While your ESP tracks opens and clicks, specialized ad serving platforms like Admailr provide detailed insights into which ads perform best, how much revenue each newsletter generates, and real-time earnings data.
Advertiser Reporting: Publishers working with sponsors need to provide performance data specific to advertiser campaigns - metrics that standard newsletter analytics don't typically capture.
This specialized revenue tracking complements your core newsletter KPIs, giving you the complete picture needed to optimize both content engagement and monetization.
These seven newsletter KPIs work together to form a complete picture of your email program's health. Delivery rate creates the foundation, open rate shows initial engagement, click-through and click-to-open rates measure content resonance, while bounce and unsubscribe rates flag potential problems. Conversion rate ties everything back to your bottom line.
Publishers who monitor all these metrics gain powerful insights unavailable from tracking just one or two KPIs. My research shows that most successful publishing teams check these metrics weekly and establish internal benchmarks beyond industry standards.
Start small if you feel overwhelmed. Focus first on improving open rates through better subject lines and sending times. Then move to click-related metrics by enhancing your content and CTAs. Finally, tackle conversion optimization once your engagement metrics stabilize.
Remember that list health fundamentally affects all other metrics. Clean your subscriber database quarterly, segment based on engagement levels, and remove long-term inactive subscribers. This practice alone often boosts most KPIs by 10-15%.
Most importantly, view these metrics as interconnected rather than isolated numbers. A sudden drop in open rate might stem from deliverability issues, while declining click rates could signal content fatigue. Each metric tells part of your newsletter story - you need all seven to understand the complete narrative.
For publishers monetizing their newsletters through advertising, consider adding specialized revenue tracking to complement these core KPIs. While your email service provider handles standard metrics, ad serving platforms like Admailr focus specifically on maximizing newsletter revenue through optimized ad placement and detailed advertiser performance reporting.
