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.
September 2, 2014
Pretty much every e-newsletter includes a link to easily unsubscribe.
The Can-Spam law requires that you make it easy for recipients to unsubscribe (although they don’t actually require one-click unsubscription), and nearly every major email marketing platform builds in one-click unsubscribe buttons so that the sender is quickly and automatically protected against complaints of spam.
But why let your committed readers unsubscribe when what they really want to do is update their email address?
If your content is good and you have a group of readers who want to stay in touch, you should make it easy for them to update their email address. If you only include an unsubscribe button, you are forcing readers to unsubscribe and then hunt down your subscribe button and sign up with a new email address. Many people will get stopped in their tracks somewhere during that process and you’ll lose them from your list.
We suggest that you include a link that allows for recipients to update their email address (or other preferences) with just one click. We make this easy for you with Mail on the Mark and can build it right into your e-newsletter blueprint.
April 16, 2014
This week we’re focusing on keeping your email marketing campaign working for you. After you do all the work of organizing a subscriber list, getting your content together, and working out your delivery schedule, there are more steps to take to make sure your campaign is maximized. Read the articles below for some helpful ideas.
This Statistics Roundup Will Improve Your Email Marketing Strategy
Sarah Greesonbach for Business 2 community shares some good things to keep in mind after you get your enewsletter up and running. We especially like the point about frequency, which is a really important factor and shouldn’t be overlooked.
Three Email Marketing Improvement Challenges for 2014
Writing for MarketingProfs.com, Karen Talavera tells us about some smart ideas to increase revenue from your email marketing campaign.
The Final Check
Robert Fenton of WizEmail writes about why it’s so important to do this, every time. Your emails need to be consistently professional, so get in the habit of making this final step.
Email List Segmenting: 3 Reasons Why It’s Necessary
Don’t forget about your subscriber list. Keeping it segmented and targeted correctly will make sure the right person is getting the right message. Written by Heidi Schmidt for Business 2 Community.