Promotions analytics

Promotions analytics is a company-level view showing which promotions are driving the most engagement across all your newsletters. It surfaces your top performers and gives you a full table of every promotion’s metrics.

How to get there

1. Open your Company dashboard in Letterhead.
2. Go to Promotions in the left nav.
3. Click the Analytics tab.

Best Performing Promotions

At the top of the page, three cards highlight your standout promotions:

• Most Efficient — the promotion with the highest click-through rate (requires at least 100 impressions to rank).
• Most Volume — the promotion with the most total clicks.
• Top Sends — your best newsletter-and-promotion pairings, ranked by clicks.

Top Performing Sends

The Top Sends card ranks individual sends — a specific newsletter paired with the promotion that ran in it — by total clicks. Each entry shows the newsletter’s title, the promotion it carried (labeled “Promo:”), and the clicks that pairing drove; select one to open that newsletter. It’s the fastest way to see not just which ads work, but which ads work in which newsletters, so you can lean into the pairings that land.

All Promotions table

Below the cards, a paginated table lists every promotion with the following columns:

• First Published — when the promotion first went live
• Title — the promotion name
• Promoter — the advertiser or sponsor
• Channels — which newsletters it has run in
• Zone — the placement zone within the newsletter
• Impressions — how many times it was shown to subscribers
• Clicks — total clicks on the promotion link
• CTR — click-through rate (clicks ÷ impressions)

The Promotion Clicks card in your company analytics

Your company analytics dashboard also carries a Promotion Clicks card in its overview section, alongside your other key newsletter performance indicators. It shows how many times readers clicked promotion links across all your newsletters during the date range you select:

• Total clicks — every promotion link click during the selected period
• Trend indicator — whether clicks rose or fell compared to the previous period of equal length

It’s the at-a-glance view; the table above is where you go for per-promotion detail.

Where else promotion performance shows up

• Each promotion’s details page shows its own individual metrics, including for HTML promotions.
• Promotion link clicks also appear on individual contact profiles, so you can see who engaged.

For a full overview of the Promotions area, see Working in Promotions.

Prefer to have it done for you?

Penpal can pull your promotion performance in conversation — try “how are my promotions performing this month?”. See how Penpal works.