Email lists are extremely important when building your online presence.
But there’s no point building a list and not sending anything to them – they would have forgotten who you are by the time you get around to it!
You should be sending out regular content (or campaigns) to your subscribers to help re-ignite that interaction and keep the goal of providing useful information.
This article is going to discuss the changes that have recently been made to the StuffedWeb weekly email, and how those changes have impacted both open and click through rates.
The original template
This template was created in the smallest amount of time possible.
The aim was to send out the latest posts via email whilst requiring a tiny production time.
So as you can see, the template consisted of the introduction text to the article, followed by a read more link.
This was sent out automatically every Wednesday and gave me the ability to completely forget about it.
Typical open rates for this email was 17% with a click through at 3% – I’ll agree it’s not the best of figures.
The new template
As you can see, there are quite a few changes to the template.
I reached the point with StuffedWeb where creating an article doesn’t take half the time it used too, and email was an area I knew I could improve.
So the extra time that had become available was being spent on creating a higher value, more informative email.
Here’s a breakdown of the changes:
A personal introduction
As StuffedWeb is created and maintained by one person (me), I figured a personal introduction would help my subscribers get to know the person behind the content little better, and gives me the opportunity to talk about developments in my life, the online word and StuffedWeb.
I haven’t tested to see the impact of this personal message on click through rates, but it just ‘feels’ right (very technical I know).
Try adding a message about ‘the life of you’ (keep it semi-relevant please) to the top of your next email and let me know how you get on.
Images next to the weekly post
The weekly post is still in priority position within the email as driving traffic back to the website is the primary goal.
But the main change is it now has an image to accompany the text.
Every post should have an image as it helps explain the subject, and draws people in.
If it works on a blog, then why wouldn’t it work on email?
Interesting posts this week
If you run a blog, chances are you read a heck of a lot of articles.
Given one of the goals of the email is to provide valuable information to subscribers; why not cherry pick those articles and drop the best (or most interesting) 3 into the email?
Providing an image from the article (when possible) and a short introduction to why your subscribers should read that article only adds a few minutes onto the email creation time, yet meets the value requirement.
Beyond that, you will see click through stats on those articles.
This means you can see the articles that your readers care about most and potentially use this information as inspiration for future articles.
Industry average (according to MailChimp):
Average open rate: 19.7%
Average click rate: 2.8%
Creation time: 0 (after set up)
Average open rate: 17%
Average click rate: 3%
Creation time: 30 – 45 minutes
Average open rate: 24%
Average click rate: 7%
As you can see, there is a 7% increase in opens, and 4% increase in clicks; plus it’s providing me with extra information on what by subscribers enjoy reading about online.
So that extra 30 to 45 minutes spent creating the email is well worth the effort for those better results.
If you’re currently a subscriber to my weekly emails, then thank you and if you have any recommendations for improvement then feel free to drop me an email.
I want you to take another look at the emails you’re sending out to your subscribers and answer:
- Where can you improve?
- How can you provide better value?
- What do your subscribers want from you?
Then make those changes!