Sending email newsletters seems like an easy idea, but most marketers are doing it incorrectly. The effectiveness of the newsletter relies heavily on the frequency in which they are sent. Most marketers send email newsletters when they feel it is wise or necessary. However, you should be sending newsletters to your readers when they want to read them.
Here are a few suggestions from the KobeMail team on how to send more effective email newsletters:
Inquire Within: Your email recipients should be very valuable to you. You should focus on getting to know your audience, and in turn, understanding how often they want to receive your email newsletters. You can offer them a preference option, or you can include a form for them to fill out indicating their preferences.
Segmentation: After you follow the first step of inquiring the recipients' preferences, you can implement their suggestions into segmenting your newsletters. Depending on your audiences' preferences, you may be inclined to send emails daily, weekly, or monthly, but at least you will be assured that it is to their liking.
Test: Setup your mailing campaigns according to frequency preferences. See how many of your contacts fall under each specified "preference." Gauge reporting based n the open rate and click through rates by each designated frequency.
Adjust: After sufficient testing, it is time to check the results. While you should keep your newsletter content somewhat consistent through out mailings, changing it around once in a while based on feedback is a good idea. Make sure not to overload your newsletters with too much content as it may force your readers to disregard future mailings.
Follow Up: Check up on how successful your new segmentation based on frequency preferences is. Have you received any feedback? Make sure to make changes based on user comments and experiences.
You need to find out how often your subscribers want to receive your email newsletters. If you can figure that out first, then developing content will be much easier. Allow your users to have control and options!
Author: Peter Schirripa
Editor: Courtney Dillsworth
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