top of page
  • Writer's pictureCindy McGrath

Strategy #3 of 5 for getting the most from your newsletter every time

Updated: Mar 10, 2023


Determine what is working, what isn't, and how to adjust your approach. Photo by Markus Winkler on Unsplash
Review your newsletter results and adjust your approach as needed

Newsletters are a powerful and effective marketing tool that helps you attract and retain customers, members, employees, business partners, and donors. Timely and compelling content propels your brand, reputation, and customer satisfaction. It’s also useful for facilitating change.


Here is the third of five surefire strategies for maximizing your newsletter’s effectiveness:


3) Determine what is working, what isn't, and how to adjust your approach


Take time to celebrate your successes and learn what you can improve. Review the data to see how your open and click rates compare with industry averages. Determine which articles are generating the most traffic and which aren’t. Take a look at future content plans to see whether you should make adjustments in keeping with those findings.


Keep in mind that traffic to particular articles is not the whole story. “You can’t let one metric mean success,” said digital marketing pioneer, writer, and speaker Ann Handley. “Patterns over time in several categories are more useful than any single specific metric.”


See how you’re doing on some of the objectives you identified in Step #1. Although these can’t all be attributed to your newsletter, it has an impact:


  • What feedback have you received?

  • Are the number of potential customer inquiries up?

  • How’s your retention rate?

  • Has traffic to your website changed?

  • Have you gained more social media followers?

  • Have you reduced call volume to customer service (because they’re getting answers to frequently asked questions)?

  • Are customers taking advantage of more of your benefits?

  • Have you received newsletter-attributed registrations to an event?

Example:

Through analyzing monthly newsletter data for a healthcare purchaser, I determined which content was resonating with the current and prospective member audience. Using this information, I adjusted the mix of articles that improved open and click-through rates. By repurposing this content on the organization’s website and social media, website traffic jumped 44% in a year; the number of social media followers increased threefold.


Check back for strategy #4 of 5 for getting the most from your newsletter every time.


Photo by Markus Winkler on Unsplash


Cynthia McGrath helps businesses connect with their employees and customers through strategic marketing communications.

Comments


bottom of page