May 5, 2015
If you are like most people, you have read a recently read a poorly-formatted enewsletter on your mobile device. By looking at it, you can tell that no one took the time to consider mobile when sending it. This oversight could mean text that’s too large or too small to read, broken layouts and slow loading images.
Email marketers used to be able to get by without including formatting for mobile devices but that is no longer the case. As of March 2015, 45% of email opens occurred on mobile, 36% on desktop and 19% in a webmail client. (Adestra “Top 10 email clients). Depending on your target audience, close to half may not be seeing your news letter correctly or ideally. Some industries have even higher mobile views: according to a 2015, marketing report (Sign-up.to 2015 Email Marketing Benchmark) Events (66,9% of opens), Online Services (52,9%) and Property (50,8%) sectors show the highest levels of mobile email consumption. You can learn even more about mobile email statistics here.
Not all queries and design elements work across all email clients and that is the same with mobile devices. At minimum, ensure that your newsletter template is ready for the most common clients such as the iPhone and popular Android phones such as the Galaxy. If you are able to track your users client usage, like you can with Mail on the Mark, you can be sure that it looks good to the majority of your e-newsletter recipients.
December 2, 2014
Getting your newsletter out on time can be hard, and when life gets busy, it seems like everything else comes first. Over the years, we’ve found that most people under-estimate all the steps and how long each step will take to get their e-newsletter sent.
You’re not alone. This is the typical scenario we frequently witness:
You want to send out our company newsletter every month, but then you don’t start working on the e-newsletter until just a few days before it needs to go out. You don’t have the time to think up ideas, build the content, create the blog that you want to click through to, organize and enter new email addresses and test and proofread the e-newsletter. So another month slips by without reaching out to your customers and prospects.
The most important thing to do is work backwards and plan all of your steps.
Our E-Newsletter Planning Checklist (PDF) breaks down your planning step by step to help get your e-newsletter out on time.
And, if you’ve realized that you never manage to your e-newsletter out on time, consider hiring a virtual assistant to help, or give us a call for an estimate on writing and sending your e-newsletter with great content to a targeted audience.
October 1, 2014
Sometimes when people decide to start sending an enewsletter, they poorly understand key processes, overlook critical elements, or are unrealistic about the logistics of email marketing.
Here are some hard lessons we’ve found out:
People aren’t as good about sending their enewsletters as they think they will be. Many of our clients set out with a hefty goal to send out a newsletter once a month or even once a week. However as deadlines and life get in the way, the newsletter gets put on the back burner. If you’re running a small business or getting a startup off the ground, there isn’t much time for writing.
Frequently, newsletters start out strong, but then are sent less and less frequently once the writer has run through their initial topics.
This is why it’s important to set realistic goals for yourself and to stick to the deadlines you set for yourself. Some clients find it’s helpful to work with a writer to help contribute to the newsletter or to write it entirely. (That is why we started our Full Service e-newsletter service)
Once a long time lapses between your newsletters some of your subscribers will forget that they had signed up to hear from you, and your unsubscribe rate will increase.
Make it a goal to get out your newsletter at least once a month. Staying on top of your customers mind is likely a key reason you started sending these emails in the first place.
People unsubscribe either because your content doesn’t fit with what they are looking for, or the frequency isn’t jiving with them. It’s OK to lose people, and it should be expected.
Keeping a clean subscriber list can help with this. Then you are sure that the people receiving your emails really want it.
Don’t freak out. Sometimes bounces happen because of simple things like full email boxes or email addresses that aren’t valid anymore. You can help keep your bounces low by giving your subscribers the option to update their email in a subscriber settings page.