Don’t “spray and pray” when you can actually see what’s working and what isn’t
Email newsletters allow you to transform chance encounters with your website into ongoing relationships. You don’t want to squander this opportunity by ignoring the impact statistics that are at your fingertips.
Methodical experimentation is key here, from the very start. Using email metrics allows you to see what’s working and what’s not, so you can work towards sending newsletters that your readers want to receive. And this principal stands regardless of the size of your audience.
Most newsletter platforms come with built-in metrics so you can track your newsletter’s successes and failures. Consistently checking the statistics to see what works and what doesn’t can help you refine your newsletter and ultimately all of your marketing efforts.
Is anyone reading it?
The first question when starting to work with any email marketing campaign or publication is, “Is anyone reading it?” Check your newsletter’s open rates to see which editions fared better than others. An open rate under 20% is considered low and anything above 50% is amazing.
Subscribers generally decide whether to open an email based on the subject line. Compare subject lines of newsletters with high open rates with those with lower rates. Perhaps your consumers respond better to shorter subject lines, or chatty subject lines. Or maybe they are more likely to open a newsletter announcing a discount or promotion. Stick to the style that’s getting the most attention, and think about how you can apply that style in other aspects of your company’s marketing.
Is it converting?
The second question to ask about your newsletter is, “Is it converting?” In other words, are the recipients doing what you want them to do? Your newsletter should always include a call to action, asking recipients to click through to a landing page – which might be a product page, announcement of a promotion or registration for a contest.
Check click-through rates to see how many readers responded to your call to action and clicked on the link. How many actually converted when they reached the page itself? Once again, compare the successful newsletters with the unsuccessful ones to see which calls to action get the most traction.
Other factors might make the difference between a successful newsletter and an unsuccessful one. Look at length, tone and graphic design to see whether those are affecting user response. Research what types of content your consumers appreciate and give them more of it, in newsletters and elsewhere.
Tracking your newsletter metrics takes precious time, but your readers are also busy people and will only make time to read your emails if they find the content interesting and helpful. Time spent on finding out how to grab their attention is time well spent.
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