Portfolio: Newsletter ROI
If you've ever been part of an email campaign, even a small one, you know how exciting those instant results are. Whether you send out 1000 or 10,000 emails you should see a discernible spike in your web traffic. Ideally this translates into purchases if your site is set up for ecommerce.
Last week I wrote 10 cold-call proposals for a client, each of them ending with a request to watch a promotional video. This wasn't a mass email campaign, and each of the recipients were unlikely to invest in the product despite the excellent writing in the email. And then we waited, and of those 10 four watched the video. One emailed back their regrets, but with enough emails and a 40% view-rate there's hope.
Step one should be to define the outcome of your email. Step two is to imagine a scenario where your email reader feels compelled to buy that product or follow that link. Step three is to time your email campaign and send it. Step four is to measure the success or failure of your campaign.
Plan. Write. Mail. Measure.
Those steps are very broadly painted and each step has many sub-steps I won't get into here, but measurement is important for any of your marketing projects.
The product is a light-weight database that automates some newsletter features. I call it The Newsletterer.
Mar 13, 09 - newsletter, email, marketing, product,