Read It or Delete It?
Frequency also comes into play if you send your newsletter too infrequently. If it’s been six months since your last mailing, there’s a good chance many of your subscribers will have forgotten they signed up to receive your communication and hit the spam button. Generally, once per quarter is the minimum recommended frequency.
Onward and Upward
It’s time to take a look at your existing program. Make use of your delivery reports to understand the effectiveness of your newsletters. Review your open rates, opt-out requests, spam complaints, clickthroughs and specific feedback from your subscribers. Chances are there’s room for improvement. The following tips will help you identify weaknesses with your current newsletter and help you get back on track.
1. Use your own permission-based list. Permission is not transferable, so you should never use purchased lists or lists that you have swapped with another business.
2. Communicate about the type and frequency of your newsletter. When people sign up to be on your e-mail list, allow them to select their areas of interest. Specify what they will receive and when they will receive it.
3. Keep your list up to date. Check for inactive subscribers, and either remove them or send them a one-time e-mail asking them to confirm their interest.
4. Determine the optimal frequency. Ask yourself how frequently your customers think about or use your product or service, and send communications accordingly.
5. Keep your content fresh. Provide useful, relevant information such as tips about your product or recent research about your industry. Remember, your newsletter should be about your customer, not about you.
Annette Iafrate is the senior director of the regional development program at Constant Contact. She can be reached at firstname.lastname@example.org.