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Newsletter by email
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Newsletters by email
Emailed Newsletters are a means of sending the same email to multiple people at the click of a button. They are a cost effective tool to maintain relations with stakeholders,
Benefits over printed versions
- ability to send to multiple selected email addresses simultaneously,
- No worry of newsletters getting delivered late through post due to some unavoidable circumstances
Negatives when compared to paper newsletters
- Risk of virus
- Internet cnnectivity is required
- Cannot be read at leisure away from the computer
Precautions
- Make sure that the recepient has ASKED to be placed on your mailing-list. Alternatively, you must have an existing relationship with him
- If the subscriber has opted in from your website, please make sure to archive information about time, date and IP address from where he opted in.
- The newsletter should not be heavy in graphics: attachments should be avoided.
- Opting out (Unsubscribe) for the newsletter should be possible.
- Your physical contact address should be mentioned.
- Double "opt-in" is now a standard industry practice. If the customer signs up for the newsletter, make sure to send an email confirming the desired request. Ask the customer either to click on an option for confirmation or provide some way of knowing his confirmation.
Analysis of bounce message
- After each nl, and before the next nl goes out, you opt-out all the bounces unless the bounce is because of a full mailbox. For all other reasons, even in case of no reason mentioned, you should opt-out.
- Verify the nl sent reports which you get after you send a newsletter. Ideally you should not be seeing any red lines on the report. In case you do see any red lines, you should understand the reason mentioned and rectify it immediately before the next nl.
- Few of the important bounce messages which should be given higher priority are:
- General Failure (This normally indicates that the mail server has blocked your email)
- Non-existant email id (Too many bounces with this reason, and the mail server assumes you are spam source trying out different combination ids). In case you receive bounce mails due to non-existent email ids or discontinued email ids, be sure to immediately opt-out those email ids. This way you can reduce bounces and unwanted traffic and most importantly avoid blocks from the mail server.
- Recipient has blocked your email id.
- Any reason like the one in the bounce message below which suggests that there is something wrong on your part.
Tips
Studies have shown that ..
- Mondays, Tuesdays and Weekends are best days to send.
- Wednesdays and Friday's are the days your email is least likely to be read.
- Tuesday mailings typically get the highest click rates.
- Shorter Subject Lines (less than 35 characters) significantly outperform longer subject lines (greater than 35 characters) by both open rate and click through rate (CTR.)
- Subject line personalization is the single best place to add personalization if you want to improve open rate and CTR.
- Shoot for having either 5-10 links or over 20 links for best performance. Try to avoid having 6-19 links within your emails.
- Text messages show a very slight advantage in CTR over HTML, but the percentage is negligible.
In summary,
Send your email newsletters and permission-based email marketing campaigns on Monday with a personalized subject line less than 35 characters and have either 5-10 links or over 20 in each email body and whether you do text or HTML is your choice.
See Also
- Newsletter
- Newsletter by email
- Newsletter by email using eDeskOnline
