If you have an email address, you're probably very familiar with e newsletters. And, as we all know, familiarity can breed contempt, which is why so many of your email marketing missives are routed directly to the spam folder. Audiences are tired of seeing the same old thing presented in the same old way. Which is why we suggest pivoting away from the traditional "two column" format to a more accessible and easily digestible "links only" newsletter.
Most email marketing efforts involve a very traditional
newsletter in the two-column format that allows you to tell a few brand
stories, offer a content marketing resource, and maybe include one of your popular
blog posts, space permitting. But, imagine if you radically overhauled your
format, moving away from the standard design to what can best be described as a
"links only" format.
This revamped newsletter will give you much more flexibility
when it comes to your content, including a short intro paragraph from your
organisation's leader(s) followed by relevant and timely links organised by
theme.
Take the following case study-style example:
After rebooting their e news for a links only format, one of
our clients saw an almost immediate bump in their key performance indicators,
which continued to climb with each subsequent email. In fact, when we compare
one of their typical, "pre-link" newsletters with their most recent
newsletter, the metrics clearly show a dramatic improvement:
October 2016 (list averages to date)
Open rate: 15.6%
Click rate: 0.6%
April 2017 (list averages to date)
Open rate: 30.2% (2x increase)
Click rate: 1.8% (2x+ increase)
In addition to the metrics, they also received an outpouring
of emails from their list members telling them how useful and refreshing this
new format was, some even going so far as to say that they actually looked
forward to receiving it each month. Now, they're even considering increasing
their newsletter production to two per month because they have clear indicators
that their audience is hungry for more.
Overall, they couldn't be happier with their newsletter
pivot and we expect it to continue to generate similar results in the months to
come. So, if you're still doing email marketing with a traditional format and
layout, we highly encourage you to give a "links only" version a test
run, which is easy enough to do in most, if not all, email marketing platforms.
We think you'll be quite pleased with the results!
By J. Brad Wilke - Article Source: EzineArticles.com/9700725
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