Optimise The Opening Rate Of Your Conference and Events Newsletter
12 Jul 2017
Sending newsletters is a popular marketing tool to attract new customers, maintain contact with existing clients, and gather information for market research. To write and send a newsletter is one thing, to make sure your recipients open and read it is another matter. To keep your event or conference newsletters away from the digital waste bin, follow these 7 essential tips for optimising the opening rate.
Maintain The Database
Are your databases up-to-date? In order to keep your recipient groups up-to-date and avoid spreading losses, you should update your databases at regular intervals. In addition to this, remove old email addresses and add new customers on a regular basis. Try to fill the database with all important customer data. This allows you to create relevant content on the one hand, and to divide your recipients into specific target groups.
An interesting title or subject line is half the battle to getting the recipient to actually open the document, let alone read your event or conference newsletter. Receiving mail with a non-citing subject line, such as "XY Newsletter" or even a blank subject line, causes most recipients to delete the e-mail immediately. Therefore, inform your recipients of what content they expect in the mail and write an individual subject line for each of your newsletters. This will help keep your recipients interested in developments of the event.
Quality Before Quantity
No one likes to read incredibly long text documents. Design your newsletters to be brief, concise and relevant to your readers. Do not lose yourself in detailed explanations. Instead, link the content to your website, press releases or blog contributions, where your recipients can read the topics in detail.
Tip: Use images as an eye catcher. They not only loosen the text, but also provide visual attention to the reader.
Imagine you are on the road or travelling by train, receive an interesting newsletter, want to read it on your mobile phone, and get an unformatted copy of it when you open it. This is an incredibly annoying situation, which usually results in the newsletter being deleted right there and then. You can avoid this problem by adapting your newsletter not only as a desktop version, but also as a mobile version. This makes it easy for your recipient to retrieve and read the newsletters at any time.
Final Checks Before Liftoff
Before you publish your newsletter into the wild-wide-web, you should carry out a final grammar and error check. Is all the contents of the newsletter displayed correctly? Does the formatting work for the desktop / mobile version? Are graphics and images loaded? And above all: is the content written flawlessly? Spelling and grammar errors are unprofessional and pose a bad picture of your business. Therefore, always take the time to proofread and send your newsletter to a test account before publishing the final version.
Unfortunately, there is no guarantee that all recipients will actually read your newsletter. However, there are practical tools to help you understand who and how many recipients did, and which content of your newsletter is most clicked. This is how you can evaluate the value of your newsletter and whether it is actually worthwhile to write it. Examples of such software that includes mail analysis tools are Sistrix and Mailchimp.
Set up a regular period for the delivery of your newsletter and stick to it. This prevents you from overflowing your customers permanently with too much information.