Improved Engagement: Despite a 4.7% decline in open rates, click rates improved by 16.4% year-over-year, indicating more relevant content or better CTAs.
Stable Delivery: Delivery rates remained consistently high at 96%, with hard bounce rates below 0.5%.
June 2025 Standout: The June 2025 newsletter achieved the highest click-to-open ratio (4.82%) of all campaigns analyzed.
List Health: Unsubscribe rates remained very low at 0.12%, indicating good list health and content relevance.
Performance Trends
Delivery & Opens
Engagement
List Health
Delivery & Open Rate Analysis
Seasonal Patterns: Open rates tend to dip during summer months (June-August) and rebound in Q4.
2025 Improvement: Delivery rates in 2025 showed more consistency with lower variance between campaigns compared to 2024.
Best Performer: February 2024 had the highest open rate (55.1%), while March 2025 had the lowest (35.9%).
Engagement Deep Dive
CTR Growth: Click-through rates improved significantly in 2025, with January 2025 reaching 1.88% (the highest in the dataset).
Content Impact: The improved click-to-open ratio (3.3% in 2025 vs 2.8% in 2024) suggests better engagement with content.
A/B Test Success: July 2024 Test A showed a 5.48% click-to-open ratio, significantly higher than Test B (4.01%).
List Health Observations
Excellent Retention: Unsubscribe rates remained remarkably stable and low throughout both years, averaging just 0.12%.
Bounce Management: Hard bounce rates decreased in 2025 (average 0.23% vs 0.39% in 2024).
Soft Bounce Alert: May 2025 saw an unusually high soft bounce rate (4.83%), worth investigating.
Campaign Comparison
Metric
2024 Average
2025 Average
Change
Analysis
Sent
109,153
112,656
+3.2%
Increased send volume indicates list growth
Delivery Rate
96.0%
96.0%
0.0%
Consistent excellent deliverability
Open Rate
43.2%
38.6%
-10.6%
Potential subject line fatigue or inbox competition
Click Rate
1.10%
1.28%
+16.4%
Improved content relevance or CTAs
Click-to-Open
2.55%
3.31%
+29.8%
Stronger engagement with opened emails
Unsubscribe Rate
0.13%
0.10%
-23.1%
Better audience targeting or content
Monthly Performance Breakdown
Seasonal Insights
Q1 Strength: January-February consistently show higher engagement, likely due to post-holiday email appetite.
Summer Slump: June-August see reduced open rates but stable click-through rates.
Year-End Recovery: Performance rebounds in November-December.
Recommendations
Actionable Insights
Subject Line Testing: Implement more A/B testing to combat open rate decline