The Email Newsletter

A pillar of our marketing strategy for the past 7 years has been our humble but regular email newsletter - The Coffee Pot.  In the past few months we have been reviewing progress and the effectiveness of our email campaign as we have quite a body of emails now floating across the web each month.

 

In August we conducted a respondent survey which gave qualitative feedback on the types of articles people like to read, what they don't like, what they think of font sizes etc. 

 

We've been incorporating the feedback into the latter issues and getting some interesting results.  We have always enjoyed the speed and effectiveness of email campaigns.

 

Tracking the quantitative aspects of the emails ie bounce rate, opening rate, links clicked we have traditionally used the same software as our general website statistics.  This was good at giving us raw numbers of people whom landed on our site from the newsletter.

 

This week we started to use Campaign Monitor, a dedicated service for email campaigns.  I had this on the "To-do" list for quite a few months and I wish I had done it 7 years ago.

 

The reporting has brought our effectiveness under the spotlight.  It is so much easier having the response rates "at a glance" on just one report page.  

 

Can't wait to send the next newsletter and track our improvements and add to our pillar of strength.