Does Everyone Ignore Your Newsletter?

As Internet marketers we all know how important it is to have a successful newsletter to help us keep in touch with our customers. But it can be pretty frustrating to spend all those hours developing content and campaigns only to have the program flop. Open rates can dive into the single-digits and click-through rates can fall to mere fractions of a percent.

So if this happens, what do you do?

First of all, don't panic. Usually, if you spend a few minutes looking at your data you can identify the problems pretty easily.

Determine Which Problem to Fix

Take a look at where your leads are coming from. If you are purchasing lists from other websites or publishers, make sure you segregate each source in your reporting so you can measure the quality of each list. You want to make sure you have a way of determining the quality of a list source before you merge the purchased group into your master list.

Also, if it has been around for a while, try segregating your opt-in list into three groups by age:

* Under 6 months
* 6 months to 1 year
* Over 1 year

It is normal for open and click through rates to be highest for the "Under 6 Month" category, and lowest for those who have been on your list for over a year. However, there should not be a significant drop off as people move from one category to the next.

Look for anomalies in the data. Here are a few things I look for when I'm troubleshooting a client's campaign:

* Is there a significant drop-off behind the first mailing? If the first mailing that a recipient gets typically achieves a 35% open rate, but the second has a 7% open rate, then the problem is not with the list source, or the header information (subject line, "From" address, etc.) it is with the content of the newsletter itself. If the drop off is 35% to 29%, then one might consider that to be normal.
* Has there been a change in frequency? We all get busy, and one of the first activities that can get forgotten is the newsletter. Unfortunately, absence in the Email marketing realm does NOT make the heart grow fonder. In fact, a prolonged period of non-communication is one of the leading causes of opt-outs.
* Are your articles relevant to the demographic? It is a good idea to survey your house list periodically to test your assumptions about their levels of expertise and interest in different subjects.

Wake Up Your Sleepy Optin List

Look at how you approach the people who have subscribed to your list. Remember that with email newsletters the permission your subscribers have given you to send email to them is not permanent; they can opt out at any time if they lose confidence or interest in your newsletter.

More often than not, however, people don't actually opt-out. They simply stop opening and reading your email. I call these "sleepy" subscribers. They are getting your messages, but since they are "asleep" they can't read them. Although there's no way to know for sure, I would guess that your "sleep" rate is probably about 4 to 5 times the size of your opt-out rate. So your opt-out rate is an indicator of your "sleep" rate.

It is vital to understand what your subscribers think of your publication. Again, surveys are a great way to get feedback on your program. You can also provide an open link on each newsletter that asks for general feedback. Very few people will take the time to provide feedback on a feedback form, but you can bet that those who do represent a large chunk of your audience. Take their feedback seriously, and learn from it.

Five Steps to Improve Your Performance

Following are five steps that have always lifted the performance of my campaigns.

* Get in touch immediately – From the moment someone signs up for your newsletter, they start to forget you. If you take three weeks to send something to them, then they won't remember signing up and they will reject your email as spam. Make sure they get an issue of your newsletter (or an ebook, or a free report; something that is relevant to them and has value) immediately after they sign up.
* Make it personal and entertaining – Email marketing is a one-to-one communication, it is almost always best to keep the tone personal and entertaining. Try telling a few stories about yourself or your company. Let people get to "know" you, and feel like an "insider" with your company. This increases their personal equity in your brand.
* Make all emails "high-value" – Every time you send an email it should be valuable to the recipient, not just to you. Straight sales letters with no "meat" can dampen open rates for future mailings. Train your recipients to view each email you send as a valuable piece of information they cannot afford to miss.
* Test multiple article types – You can write all kinds of articles, and depending on your industry and demographics of your subscribers, they may prefer instructional and how-to articles; others may prefer current industry events, or breaking news. Test these out and see what works best.
* Test different formats – Try splitting your list and send half your recipients an HTML newsletter and the other half a "text-looking" email. Make sure that the "text-looking" email really does have HTML in it, or else you won't be able to track the open rates!

Keep Your Chin UP

All newsletters can experience a blow to their response rates. If this happens to you, it is important to identify the problems and fix them before you lose too much of your list to opt-outs and list fatigue. Variety is the spice of life, and it can "wake up" a sleepy list by injecting some excitement. Make sure each communication you send is high value, and provides something new. And keep the lines of communication open so your subscribers can help you improve the quality of your content.



Top 6 Email Marketing Services

We have provided below a list of the 6 best email marketing companies on the web that small businesses can use to create the best email marketing compaigns and newsletters. The top email marketing services listed below provides some of the best email marketing tools such as quality templates, autoresponders and more. The 6 best email marketing services are:

1. GetResponse

2. ConstantContact
Emails for Small Business with Constant Contact
3. Aweber

4. Campaigner

5. Benchmark

6. Mailigen

 

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Free Email Marketing Tips

On this website has been provided lots of email marketing tips. Here you will find current tips on all aspect of email marketing . The articles provided here has also been submitted to Ezinearticles.com . Reading these articles you will learn why you should do email marketing, how to do email marketing effectively, you will learn how to start your own opt in list, how to create an effective email marketing campaign, how to use autoresponders effectively, how to get better email open rates and lots more. Click any of the link below to start reading the article.

8 Advantages Of Using An Email Marketing Software
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All about Email Marketing
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How Do Autoresponders Work?
The Significance and Benefits of Email Marketing
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Don't Make This Idiotic Mistake-Build Your List
Building a Power List of Subscribers to Earn Money Online Over and Over Again
How Your Business Can Benefit from Email Marketing
Is Email Marketing Right For Your Business?
Can You Really Use Articles To Build Your List?
Combining Email Marketing with Other Types of Marketing
How To Create Compelling E-mail Offers That Sell Like Crazy
The Right Content for Your Email Marketing
Copywriting in Your Email Campaign
Costly Email Mistakes
Creating Email Lists for Marketing Campaigns
4 Crucial Things You Need To Do To Build your List
How to Make a CSV file for your mailing list.
How Deliverability is damaged ?
Designing for Different Types of Email Audiences
Advertise, Do not Spam
How To Build A List Of Eager Subscribers
Top 5 Tips For Effective Email Marketing
Effective Email Marketing
How I Use Email Automatic Responders
The Biggest Email Brand Killers
Email Marketing Basics
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When Email Marketing Does Not Work
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The Importance Of An Email List For Your Online Business And How To Create One
Are Autoresponders really that important to internet marketing?
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The Truth About Mailing List Advertising
Email Marketing Mistakes
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6 Profitable Ways To Use Autoresponders
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