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Make your e-newsletter 21.5% more effective

Friday, March 26th, 2004Filed in E-newslettersComments

Good article by Linda Kazares in eNewsletter Journal. She says if you re-send an issue of your newsletter to subscribers who haven’t opened it you’ll get 21.5% additional “reads” (assume she means “opens”). Be sure to use a different subject line, Kazares recommends. Interesting tactic. If you’re putting a lot of work into each issue, why not pump up your ROI?

Discussion

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Comments

  1. Kate on Friday, March 26th, 2004 at 3 pm

    But if people read your newsletter in the preview pane, as I and gazillions of Outlook users do, it never gets counted as an Open. So you could be resending to people who _have_ read it, and don’t appreciate being emailed a second time with the same stuff.

  2. Hank Stroll on Friday, March 26th, 2004 at 5 pm

    Kate … This is Hank Stroll, publisher of eNewsletter Journal. You pose an interesting question about the preview pane.

    We don’t face that specific delimma as the technology we use counts preview pane views as reads, so we know who viewed the eNewsletter either by opening it up or in their preview pane.

    This is important to us as our research shows that there is lots of misinformation about ‘preview panes’.

    Some publishers think that a view in a preview pane is not a valid ‘open’.

    We disagree.

    Our surveys to the 500,000 businsess executives who subscribe to our 24 B2B custom published eNewsletters show the following:

    1 - 91% of our subscribers use Outlook as their email client.
    2 - 86% read their email (eNewsletters included) in their preview pane first to see if an artilce peaks their interest.
    3 - If an specific artilce catches their eye, then 34% will finish reading the eNewsletter after they open it up. The rest finish their reading in the preview pane.

    Hopes this sheds more light on the subject. Please contact me with any additional comments or questions.

    Hank Stroll
    612-871-4000
    Publisher, eNewsletter Journal
    An InternetVIZ eJournal
    http://www.InternetVIZ.com

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