Running an effective email newsletter is the first step. What comes next requires the ability to improve outcomes based on data. The most effective newsletters use data to constantly improve (including open rates, click-through rates, shareability and other KPIs) within the frame of their purpose and audience.
This is not easy. This requires treating your newsletter like a product that must be sold, via the subject line, every day. Determining what “engage” means is also critical. There are countless tactics you can apply to email, but they will only be successful if they’re informed by a broader strategy. Workflow, production process, technical requirements and demand on employee time must also be considered.
An email cannot be effective if you don’t know who is reading it. Before launching the newsletter, you need to know who you’re contacting, why they’ll start receiving the newsletter and why they will be interested.
Getting started with email newsletters? This report offers an overview of the important roles email can play for newsrooms.
Email newsletters can serve more than one purpose. The first step is deciding which you want to pursue.