So - how did the newsletter perform?
- 45 newsletters sent this year which was a little behind last year’s 47 but ahead of 2012 and 2013’s 44.
- Grew the opening rate from last year’s 58% to 62%
- Changed the opening title to shorten it by removing the “It’s Friday” Text
- A lot of churn - the list size stayed the same but many more new subscribes and unsubscribes than previous years.
On the whole I think I’m happy with that - driving the opening rate above 60% is encouraging and considering how the first half of the year was - I think I have a soft target for 2016!
The Best of 2015
What’s Going On In Your Business
Opening rate of 72.34%
An impassioned plea to not only start measuring your performance but to actually do something with the data. Just compiling the figures isn’t enough - you need to be changing behaviors as a result of data trends.
The Worst of 2015
Marketing Advice From Helmuth Von Moltke The Elder
Opening rate of 50.94%
You’d think after last year’s worst performer I’d have learned that random headlines that make sense to me but give you no indication as to what’s inside don’t work. I wish I’d got this one across better as it is a critical point:
Digital marketing is the wild west and it’s different for everybody and every business. Yes you need a plan and a general objective but you won’t find out what works for your business until you dive in. The message that “No plan survives contact with the enemy” is so true when it comes to digital marketing - particularly in the social world.
I don’t know about you but I’m exhausted - it has been a draining year.
I’m going to take the rest of month and get my energy back - do some reading and catch up on a million things I’ve been putting aside.
Have a happy holiday season and a fabulous new year.
See you on January 7th.