I write, produce and manage more e-newsletters than I realized.
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Four of the e-newsletters I produce for various clients.
These days, third party suppliers make creating hot-looking e-newsletters easy. I use MailChimp (mailchimp.com, @mailchimp) which I LOVE! Easy to use, fun and professional. Awesome stats that I can check quickly on my phone when I’m out and about, so I know exactly how my client’s projects are performing.
E-newsletters work if you have a clear goal of what you want out of them, and work diligently to build an engaged list. Engaged means;
- Your readers don’t complain (MailChimp and other suppliers will let you know)
- Recipients open your email higher than your industry’s average (again, MailChimp tells you this in their reports)
- Recipients click your links
If your readers aren’t doing the above but they also aren’t unsubscribing, you need to give them better content. Better content is;
- Not what YOU want to tell them about your product or service
- More of what resulted in your highest opens (your subject line is the clue)
- More of what they clicked on
Two of my four examples consistently perform 25% and better than the industry average and get 15% click-through rate.
One of the examples gets close to 60% open rates because it’s a very small list and incredibly targeted. My goal for 1st quarter 2012 is to very slowly grow this list and 2nd quarter add advertising to some of the issues to convert—probably a simple banner ad/link. I feel good about this because what I want to offer is exactly what I know this group is looking for.
There’s my two cents on e-newsletters. What have your e-newsletter challenges/successes been?[/fusion_builder_column][/fusion_builder_row][/fusion_builder_container]
