Are your email newsletters too long?

If you're sending long e-mails with a long feature article or introduction, how many readers are clicking on the subsequent articles?

If the main content is “above the fold,” which means it was in the area of the recipient’s inbox that did not require scrolling, people may not be moving further down the email. Check your click rates by position on the page top to bottom.  If click rates drop substantially as you move down the page (and your content is still great), consider shortening your emails to perhaps one topic.

Many people don’t sit at their computer to read email - they just want to get through their email.  If you make your newsletter too long, readers might think “Oh, I’ll have to get back to this one” and then forget about it.  If you keep it short and punchy, it gives readers the opportunity to do something with your content right then and there.  Drive them to your web site with a great story and make sure your site "sticky" enough with more interesting content - and enough pointers to get to it!

eznews update - Interactive Charts: Let the data-loving begin

Now in the response section of Broadsword's eznews accounts, you’ll find Interactive Charts, displaying all of the useful email results in a handy, visual way. You’ll know at a glance how your campaigns perform over time. You’ll see individual results unfold over hourly increments. And best of all, these new charts make it easy to spot trends and patterns in your email strategy.

Which trends might you identify, you ask? Well, seeing your data packaged so handsomely might lead you to several conclusions. Consider these scenarios:

1) Your clicks and opens drop in months with a higher sending volume.
Maybe you’re sending too frequently.

This pattern is an example of the inverse relationship. As the number of campaigns goes up, your audience engagement goes down.

What to do? Consider sending fewer emails. You can consolidate messages or modify content so that your various audience groups only get the most relevant and tailored messages.

Click to read more ...

sol boosts its customer communication with eznews

Clcik image to read full newslettersol Group, the largest petroleum company in the BVI, has signed up for Broadsword|eznews, our e-mail marketing service.  They'll be using it to regularly communicate with their customers.  You can read their first issue here.