Content Is King. Ways to Know What Your Subscribers Want
A successful newsletter is neither the one sent to an enormous number of subscribers
nor the one that generated a lot of sales or phone enquiries. It is the one that
made your subscribers happy and made them want more.
Unsubscribe Requests – a Vital Part of any Campaign
Following the unsubscribe figures of your email campaign statistics is a vital part
of any email marketing campaign. They speak more than all of the other figures.
If the unsubscribe levels are big this is a definite sign that your customers are
not receiving the information that they want.
To overcome this difficulty you should devise ways of tracking which content is
the right one and what your subscribers want. It’s a long process of monitoring
and refining until you find the right formula.
Experiment with Content and Track Recipients response
How do you know what content resonates most with your readers? Similar to a scientific
experiment in a laboratory – do some tests. Try different content concepts and track
the response. Carefully examine the figures to see which articles, products or banners
are clicked the most. Since it is a trial, stick to main types of information, products
and services. For example if you are selling clothing, do not show the whole range
of men’s shirts. Instead show several general types of clothes such as men’s shirt,
women’s dresses, skirts and trousers, and so on. Obviously if you are getting a
lot of clicks from the shirts and the skirts but nothing from the rest you have
found the content your subscribers want.
After you have figures about the “bread and butter” preferences of your subscribers,
examine the details. In the next newsletter provide more specific products. If we
use the same example, add casual, formal and Hawaii men’s shirts and evening, casual,
ethno dresses. After several mailings you are likely to know not only what types
of products your subscribers are interested in but the top wanted products as well.
Monitor Traffic of Click Through Rates
The content selecting process can be accompanied by careful analysis of the traffic
received through the website. Monitor which sections of your site get most of the
clicks and think why this is happens. Probably sections are promoted well than others
and that is the reason for the heavy traffic. A section that has equal display to
the rest of the sections, and still gets a lot of clicks, shows a hot area of your
customer’s preferences.
Finally keep in mind that some products and services are, to some extend, influenced
by the seasons. If you are trying to figure out which is the right content for such
kind of business you will need to monitor and test different email marketing campaigns
for at least a year.
A shortcut to determining which content is best for your company is to make a survey.
Ask all the questions you want and analyze the answers. Offer some incentive for
survey participation to increase the number of people who will be eager to answer
your questions.
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