So here’s a simple question, how do you know that newsletters work? Have a look at the image below showing hits over the past month, can you tell me what day we sent the monthly newsletter?
The same expected trend is shown for the unqiue visitors graph, this one a little more dramatic in it’s impact.
These graphics tell us one important thing – this site isn’t emailing frequently enough! We’ve watched the stats on this site for some time now and month in, month out, it’s the same effect from the monthly send. Your newsletter is an excellent vehicle for generating traffic, but it also much more strategic than that. The peaks demonstrated above clearly show the level of trust the newsletter has created among the customer base, this is perfect for sending a promotional offer also in the off weeks from the newsletter.
You will need to experiment a little with your customer base to understand what level of communications is right for you, however you should be sure to tell your customers how often you will be mailing them in the sign-up process – and stick to that committment! If you’ve promised monthly updates in the sign-up process and then start sending email communications every week, your subscribers could easily view this as a breach of trust and start unsubscribing or worse, filing complaints.
The most important part of any digital campaign however, whether it’s SEM, social media or email newsletters is to perform the analysis as shown above to see what impact your activites are having and adjust accordingly.