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How to Know If Your eNewsletter Is Actually Working (And How to Start One That Does!)

  • Writer: shannan siegwart-small
    shannan siegwart-small
  • Oct 2
  • 3 min read
Woman focused on typing on a laptop in a bright classroom setting. She wears a green vest and white sweater, sitting at a desk.
Analyzing metrics on her laptop, a woman evaluates the success of her e-newsletter in a bright, modern workspace.

So, you hit “send” on your shiny new eNewsletter. 🎉 You wait. You sip your coffee. You check your inbox... and maybe panic a little wondering: “Is anyone even reading this?”

First of all—deep breath. 🧘 eNewsletters are still one of the most powerful tools in your small business marketing toolkit. But to really make them work for you, you need to do two things:

  1. Understand what success looks like

  2. Set up your campaign to reach that success

Let’s break it down, one subject line at a time and find out : How to Know If Your eNewsletter Is Actually Working for you.



💌 Why eNewsletters Are Totally Worth It

Before we talk metrics, let’s talk why newsletters deserve a spot in your marketing rotation:

  • Direct connection with your audience—right in their inbox

  • High ROI (email marketing averages $36 for every $1 spent!)

  • Nurtures trust by keeping you top of mind without being too salesy

  • Drives traffic to your website, blog, or product pages

  • Grows your community by offering valuable, relevant content

Basically, a great newsletter builds relationships and drives results. It’s a win-win. 🙌



📊 Metrics That Actually Matter

Okay, so how do you know your newsletter isn’t just floating in the inbox void? Keep an eye on these key analytics:

1. Open Rate

This tells you how many people actually opened your email. A good benchmark for small businesses is 20–30%.

💡 If it’s low, your subject line might need a little more sparkle or personalization.



2. Click-Through Rate (CTR)

This tracks how many people clicked on links inside your email (to your website, blog, product, etc). Average CTR is 2–5%.

💡 This shows how engaging and relevant your content is.



3. Unsubscribe Rate

This is the % of people who decide, “Nah, I’m good” and unsubscribe. Keep this under 0.5%.

💡 If it’s higher, reassess your frequency or content value.



4. Conversion Rate

How many people did the thing you wanted them to do (buy, book, download, etc.)? That’s your conversion rate.

💡 Track with custom links or UTM codes so you can measure your ROI clearly.



5. List Growth Rate

Are new people joining your email list regularly? Your list should be slowly but steadily growing.

💡 Offer freebies, lead magnets, or easy signup options on your website/socials.


Man in gray suit holding laptop, looking at phone, standing outdoors in front of modern glass building. Focused expression.

🚀 How to Start a Successful eNewsletter Campaign

If you’re brand-new to newsletters or you’ve been winging it, here’s how to launch (or relaunch) with intention:



1. Define Your Goal

What do you want your emails to do? Drive traffic? Boost sales? Educate your audience? Be clear about your goal before you write a single word.



2. Choose the Right Platform

Mailchimp, Flodesk, ConvertKit—pick the one that fits your brand and tech comfort level. Most offer free trials and beautiful templates to get started.



3. Know Your Audience

Tailor your content like you’re writing to a friend, not a crowd. The more specific and relatable, the better your engagement.



4. Keep It Consistent (But Not Overwhelming)

Decide on a realistic schedule—weekly, biweekly, or monthly—and stick with it. Consistency builds trust.



5. Make It Pretty AND Useful

Your design should be on-brand, mobile-friendly, and easy to skim. Include visuals, short paragraphs, and clear call-to-action (CTA) buttons.



6. Test and Tweak

Test subject lines. Test sending times. Test formats. Marketing is all about learning what works for your people and adapting as you grow.



✨ Bottom Line: Don’t Just Send—Strategize

An eNewsletter isn’t just a check-the-box task. It’s a powerful tool to connect, convert, and grow your small business—if you’re intentional about it. And the best part? You don’t have to do it alone.



📬 Ready to Start or Uplevel Your eNewsletter Game?

At Willow & Sage Marketing, we help small business owners craft newsletter strategies that are smart, fun, and totally on-brand. From list building to copywriting to click-worthy subject lines—we’ve got your back.

👉 Let’s work together to turn your emails into inbox gold.


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