What is a clicker worth to you?

Author

Chris Miquel
August 26, 2024

What is a clicker worth to you?

It’s not easy for newsletter owners to understand the value of a subscriber on their list.

When it comes to e-commerce the calculation is much easier.

So as a newsletter operator, how are you supposed to figure this out so you can plan how to scale and forecast revenues?

It all comes down to the click…

Remember, if a subscriber has not clicked a link, they have not been monetized!

This is the basic principle I use to understand the value of my subscribers.

The 30-Day Clicker Segment

By setting up a segment that includes anyone who has Clicked In The Last 30 Days AND Is Still Active (not unsubscribed or complained) you will have the number of monetizable subscribers for the last month.

I run this segment on the 1st day of every month so I can use this to calculate the RPES (Revenue Per Engaged Subscriber or Clicker) for the month that just ended.

Snapshot from one of my Daily Newsletters

Total Newsletter Revenue

Now that you have calculated the number of subscribers who have clicked, it’s time to add up all the revenue generated from your newsletter.

In-Email Revenue

Here you will add all revenues generated within your newsletters or through affiliate relationships.

Basically any revenue generated by sending traffic to a 3rd-Party advertiser via an email campaign.

Monetization can include:

On-Site Revenue

All revenue that is generated from traffic on your website via email.

Monetization can include:

Revenue Per Engaged Subscriber (RPES)

I considered an engaged subscriber someone who has clicked within the last 30 days.

To calculate the Revenue Per Engaged Subscriber I simply add up all our revenue generated from the newsletter and website traffic generated from email and divide it by the number of 30 day clickers.

RPES = (In-Email Revenue + On-Site Revenue) / 30 Day Clickers

So if I generated $25,000 with a 30-Day Clicker count of 82,580, I would have an RPES of $0.30.

So this means for every clicker I activate I should earn $0.30 per month while they are still active on my list.

These numbers will fluctuate, so you want to keep track of them over time to understand your average RPES and determine what you want to invest in to acquire new subscribers.

I put together a calculator for you to help you keep track and calculate it for yourself.

Simply copy the sheet into your own spreadsheet.

If you have questions with the calculator please me know.

There are a bunch of different ways to monetize your newsletter, so you can edit the details I provided above to fit your needs.

The simple idea is to figure out how much revenue on average you generate from an engaged subscriber (clicker).

I will discuss in a future newsletter how to calculate the LTV (lifetime value) of a subscriber based on your RPES.

Let’s monetize those clickers,
Chris Miquel

Follow me on Twitter: @miqchris

and on LinkedIn: chrismiquel

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