Ever considered allowing someone to advertise on your newsletter? There are many companies out there who have the same customers as you, but don’t offer the same product or service. They could complement your offering or add value to your customers in some way. These are the people who could pay for your newsletter by taking out an advert. Everyone is looking for ways to reach more people. Why not let them reach your database via your newsletter...
Sending a personalised birthday card to each of your staff, on the morning of their birthday, is a simple (and very effective) way to boost office morale. Tell them you’re thinking of them on their birthday, they’re a valuable member of your team and you hope they have a great day! (What’s more, you already have everyone’s date of birth on file, so you won’t even struggle to build the list.)
If someone wants to remove themselves from your database, please let them, and make it simple. If they are trying to unsubscribe and you complicate the process, it won’t trick them into staying. It will irritate them further and you can expect loads of complaints and ugly feedback.
We all know it’s difficult to find meaningful data against which to measure your email newsletter performance. We ask as many questions as possible, compare our results to previous mailings, try to keep our own strategy in mind and, every so often, find a report that can be pretty useful! This is such a report… It tracks UK companies but it’s a nice place to start to see if our results are matching others in our industry.
There’s been plenty written about this and people believe different versions but I like to track click throughs. Bottom line – if I send out an article, I want to know who’s bothered to read it, but therein lies the debate… Some content lends itself to being tracked by click throughs and some doesn’t.
Open rates are as accurate as it’s possible to make them, which will be easier to understand once you know how they are tracked. A very tiny image is automatically placed in the bottom, left corner of every email sent out through our mailing system. This image is stored online and is uniquely linked to the email (and therefore email address) in which it appears. (By the way, it’s too tiny to see.)
Do you know the difference between ‘opens’ and ‘unique opens’ on your mailing reports? ‘Opens’ refers to the total number of times your email was opened by anyone. 'Unique opens’ is the total number of unique people who opened your email. It doesn’t take into account how many times each person opened it.