We are all sitting at home and thinking about what to do next. How will we communicate with our customers? How effectively and in what form...
We are all sitting at home and thinking about what to do next. How will we communicate with our customers? How effectively and what form of communication should we choose? Should we send our customers a newsletter or start our own company magazine?
Another article from our free series on content france telemarketing marketing , this time dedicated to comparing two communication channels: newsletter and company magazine. At a time when everyone is solving how to deliver information to customers, it is appropriate to take a look at how to actually deliver a newsletter , or a company magazine?
How to prepare a company magazine I.
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Nobody reads newsletters
A common phrase we hear from our clients when we prepare a content strategy and suggest which channels to use to present our clients' services or products .
Every month we send out several dozen newsletters to hundreds of thousands of email addresses. We have been preparing and sending newsletters for more than ten years. So we have comparisons and very detailed and representative data on how newsletters work. Who reads them, how they read them and how successful they are. All this data clearly shows several main trends that do not change much over time.
How newsletters work
People read newsletters: the usual open rate (i.e. the ratio between the number of sent and the number of opened) of emails is around 30%. In the case of a quality and regularly maintained database, it is often over 50%. Yes: if you send a well-prepared newsletter to 1000 of your customers , 300 to 500 (but we can also get to around 700) will open it.
Newsletters bring visitors to the website: the usual click rate (i.e. the ratio between those who receive the newsletter and those who click on a link) is around 11-20%. In the case of an interesting offer, a properly formulated "call to action", the click rate can be in the tens of percent range.
