Are click-throughs a reliable measure?

This article was originally published in Melcrum's Measurement newsletter, February 12, 2008. Melcrum Publishing, London, UK (2008).

The usefulness of electronic newsletters is about 66% for weekly newsletters and 74% for daily newsletters, but click-throughs aren’t necessarily the best measurement of how much people are reading. A better measurement is how many unique visitors read any part of the newsletter on your intranet.