are you sending to?
Does your list measure up?
Divide and conquer
you are like many organizations, you likely have an email
list that has been collected over the years with the foresight
that you will one day have an eNewsletter or some form of
communication update system.
you collected these email addresses properly through an
opt-in system, then you’re already headed in the right
direction. Most businesses, unfortunately, did not have
access to proper opt-in tools before PIPEDA and CAN-SPAM
requirements came into effect. That’s okay, eMarketers
are setup to help you clean your lists and ensure compliance.
Most will likely be able to do the work for you.
all contact information though, email addresses change as
people switch jobs, email providers change ownership and
a plethora of other possibilities. Before you start sending
out a masterfully crafted eNewsletter - or any communication
for that matter - you should first clean up your list, removing
duplicates, obvious typos, etc., especially if your list
hasn’t been used for some time.
your list is clean, there other considerations which can
keep your readership growth steady and your recipients interested.
The scope of your organization may be very broad. You may
want to offer particular promotions to subgroups of your
eNewsletter recipients. Perhaps you have different content
and articles prepared for industry peers than for the public.
The more you know about your readers and what you have to
offer them, the more you can target your content, the greater
the interest and thus the “open” and referral
rates. The bottom line is that being interesting leads to
having interested customers.
by asking your readers for their interests when they subscribe,
or using a survey in your next campaign, you can determine
which content it is optimal for your recipients. If you
find your readers divided, an approach you can take involves
creating different email lists for different interest groups.
Readers who signed up for news about Monster Trucks are
unlikely to be interested in your knitting tips, even if
both topics are areas in which your organization is involved.
Rather than sending your complete eNewsletter to all subscribers,
why not create separate eNewsletters and divide the content
accordingly. By creating targeted content with your readers’
interests in mind, your overall “open” rates
as well as referral rates should rise.
when topics are loosely related, they may still not be of
interest to your entire list: (e.g. a music label with acts
in several genres. Separating your list into interest groups
should be a strong consideration, especially with larger
opt-in lists and several areas. If you’ve been sending
your eNewsletter for some time now and believe it is impractical
to ask readers for interests at this point, you can use
tracking results and click-thrus from successive campaigns
and look for trends. Once you notice a pattern you can choose
to divide your list accordingly or simply ask your eMarketing
service to help you find a solution that is feasible for
and sending to multiple email lists should be offered through
your list management service/eMarketing company and when
appropriate will be well worth your time and any added cost.