Does anyone have data on ROI for newsletters?

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We spend a bunch of staff time on content  creation for 25% open rates. Has someone run some numbers on how many "conversions" it takes to justify the staff time spent on a newsletter? One of our newsletters is designed to drive attendance at athletics events; another is designed to get folks to attend arts events. But we can't track someone from audience to ticket purchase; so we can't track that "conversion." Thanks!
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American River College

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Posted 2 years ago

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Ted Hogan, Champion

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Official Response
I completely understand the difficulty in calculating ROI when you do not have the ability to track the user response from email recipient through to ticket purchase. Often there is no push-the-button solution available to you to produce those metrics.

Do your email newsletters include some kind of CTA (call-to-action) that you can track? All of your link clicks within your emails sent through Emma are compiled and recorded. So what do you want your audience to do? Click through to a web page for more information? Receive an autoresponder message when they request additional information? How do those numbers change over time in an extended campaign? Do they improve? Are box office sales improving?

Think about who is in your intended audience, what action you want them to do, and then think about what parts of that action you ***CAN*** measure to help you estimate ROI.