With nearly 3.9 billion people using email regularly, newsletters are an essential marketing tool. However, to create a successful newsletter, it is essential to follow several best practices and regularly evaluate the effectiveness of the campaigns carried out.
Why create a newsletter?
In recent years, some have announced the death of the newsletter. However, it is now an essential tool for companies wishing to stay in touch with their target audience. On the B2B side, 72% of professionals subscribed to professional newsletters in 2019. On the B2C side, the newsletter was on the third step of the podium regarding preferences for receiving monthly emails.
In 2020, ” La Lucarne ” devoted an episode to the “comeback of newsletters” in the media, mentioning an increase in the number of newsletter subscribers around the world.
A tool for loyalty, communication and customer knowledge, the newsletter can come in different formats depending on the objectives it meets.
Some companies use it to highlight the content posted on their blog and thus demonstrate their expertise. This is the case of Stihl whose newsletter regularly contains links to articles or tutorials published on the brand’s website. A title and a few lines of presentation are enough to make the reader want to discover the highlighted content.
Excerpt from the Stihl newsletter
Other companies use email marketing to promote their products and increase traffic to their website. Petit Ballon and its Father’s Day germany telegram data newsletter is a great example. A guide containing a wide selection of products offers the reader the opportunity to discover many gift ideas. In addition, several calls-to-action (CTAs) allow them to further their research on the brand’s website.
Sharing news and good advice in order to always stay in touch with its audience can also be a company’s motivation. This is the case of Ulule, which highlights, every week, projects hosted on its crowdfunding platform in order to inspire its subscribers and invite them to support certain initiatives.
Creating a newsletter can also be an opportunity for a company to develop its brand image by communicating its history, values and commitments. Roxy, for example, chose to remind its subscribers of the efforts made to reduce its climate footprint while highlighting one of its sustainable and eco-responsible clothing collections.
The conversion rate
To calculate the conversion rate, the paul buckley desktop support technician formula is: (number of contacts who took the expected action ÷ number of emails sent) x 100.
This is a key indicator to identify whether the campaign objectives have been achieved.
The churn rate
To calculate the unsubscribe rate, the formula is: (number of unsubscribes ÷ number of emails sent) x 100.
This data provides information on how subscribers perceive the newsletter received.
The reporting rate
To calculate it, the formula is: (number of dating data spam reports ÷ number of emails sent) x 100.
A high reporting rate may, for example, reveal that the unsubscribe link in the newsletter is not sufficiently visible.
By keeping a watchful eye on these 7 key KPIs, it is possible to improve the effectiveness of the email campaigns carried out and thus create a newsletter with lasting success.