Module 5 — Lesson 30

The U.S. Army Marines have an unofficial slogan called, “Adapt, Improvise, Overcome”.

One could argue that just like the Marines, the top newsletter businesses in the world share one trait in common:

They are adaptable.

But how do these top newsletters know what—and how— to adapt to change?

It’s simple… Analytics.

In 2017, Tyler Denk, founder of beehiiv, worked for Morning Brew with only one objective: "grow the newsletter." Five years later, Morning Brew has grown to over 6M+ readers. How did they do that? What was the secret weapon that helped them overcome the competition?

It was their meticulous attitude toward tracking and analyzing their data: where was their audience coming from, what content did they prefer most, and where did they need to “Adapt, Improvise, and Overcome”?

In short, to have a successful newsletter business, you need the most accurate data. That’s why Tyler made analytics the focus of the growth strategy at Morning Brew — and why beehiiv created the most comprehensive analysis tool ever for email newsletters.

Introducing…

*drum roll please*

3D Analytics.

*And the crowd goes wild*

3D Analytics is beehiiv’s unique analysis tool for tracking important metrics.

Your analytics tab is like those security control rooms you see in movies. It’s where you can keep an eye on all important metrics and key performance indicators (KPIs).

At first glance it can look a little overwhelming — but don’t worry, it’s quite intuitive once you get the hang of it.

To get to your Post Analytics, head to Analyze → Posts Report.

You may already know what most of these metrics stand for, but for those who don’t, let me explain:

Delivered — the number of emails that have arrived safely in your subscribers’ inboxes.

Opened — the number of emails that have been opened by your subscribers.

Unique email clicks — the total number of clicks your emails have amassed.

Average clicks per open — the average ratio of clicks to opens.

Unsubscribed — you know what this is. People who unsubscribe.

Spams reported — the number of people who’ve marked your emails as spam.

You have a cool chart to help visualize your core metrics (delivered, opened, clicked).

And then there’s a graph to spot trends in your analytics.

You can also see your top emails/posts, and top URLs, and view your post KPIs from when they were published.

If you want a deeper dive into how to navigate the analytics dashboard, feel free to watch these two videos…

Subscribers Report

Posts Report

Other Possible Use Cases

• If you can see where your subscribers are coming from, you can double down on the growth channels that are working the best.

• You can use the audience demographics to provide potential sponsors with a better understanding of who your audience is.

• If you see a negative trend in your open rate or click rate, you can adapt as necessary.

Additional Resources

• Analytics for email marketing: what you need to know

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