For the B2B digital publishing world, newsletters are still a large driver of traffic to a website. However, our expectations of what a newsletter design should be has changed. Text-based headlines and responsive design proved to be significant drivers of better metrics for the following newsletter redesign. This redesign used UTM codes to show that several of the following metrics improved over a 39 day period.
Metrics Report Before & After
|Pre design(39 days before 5/6)||Post Design(39 days after 5/6)||Change|
|Unsubscribe Avg||1.6 per email||1.2 per email||-0.4|
|Click to Open Ratio||11.5%||10.7%||-0.8%**|
|Average Session||40 Seconds||58 Seconds||+18 seconds|