I was having a conversation with a client after I sent the first newsletter we worked on together, and I said that I was going to work on getting more people to open the newsletter. She said that no one had said that before and her previous newsletter person had never said anything to her about numbers.
How many people does your newsletter go to? Do you know? Out of that number (the number of newsletters you send) are there any that bounce back because of bad emails? You should take time to fix those — you can see if you have a typo in the address, or if you have a more current email address in another database, but if you’re keeping up — you shouldn’t have more than one or two bounces a month.
So how about that next number? How many people opened your newsletter? Mail Chimp says the percentage of opens depends on your industry. (I wish they had a category for Pilates studios). The percentages that MailChimp quotes on their page are between 18 – 25%. So the newsletter which I posted above, is 43.6% — which sounds good. Almost 20% above the average. Should you be satisfied? No. I’m not satisfied until I think everyone reads my newsletter (I haven’t achieved that yet – so I’m still working on it.) What can you do? You can try different subject lines, you can try to have more content, you can offer different sales options/discounts. However, if you’re the business owner and you send out newsletters — you want to have some idea of what the results from that newsletter are so you can brainstorm about what to do to make your numbers better! You should watch to see if people are opening your newsletter, clicking on your links, and/or watching your videos!
Do you know your newsletter numbers? Would you like some help creating your newsletter, and evaluating your numbers? Schedule an appointment with Farm Girl Marketing Solutions today!