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February 25, 2009 / jasonpinto

C’mon, you know you want to click…

click_blogOne of the most exciting marketing activities I look forward to each month is sending out our e-Newsletter. We spend a bit of time discussing and sketching ideas.. Then we throw them away and start stressing over the deadline. But then we get it done.. we write the content for our newsletter.

We try to keep the design pretty simple and consistent from month to month. But this past month, we tried something a little different. See, the email that you receive for the newsletter contains a blurb for each article… Hopefully it catches your attention, and you click the link to read the rest of the article online.

Well, this month we decided to remove the “Read More…” link at the end of each blurb. We thought it “looked better” without it. The day arrived to send the newsletter.  We have separate lists that we send the content out to. So, the first list came up on the queue, and the email was sent out…    We track as much as possible.. the opens, the bouncebacks, the click-throughs… all in real-time.

Well, after a few minutes, I started to panic! People were opening the email, but hardly anyone was clicking through! I waited some more, and still.. not a lot of clicks. Now, the content may not have been compelling, but looking at past months, I knew we had a great group of people that normally take the time to click through.

Then we made a decision… Before we send the newsletter to our other lists, we needed to change the design. Yep, we added back in the “Read more…” links.    We sent it out to the next few batches, and the click-through rate started to climb. (We rejoiced!)

Now, there certainly is an argument that the Read More link may not have been the solution.. maybe it was the timing for the first group, or something else.

But here were the key lessons learned:

  • Testing your marketing activities is so important! Even when you’ve only made what seems like a minor change.
  • While it may add a few minutes to your day, it does pay off to separate your targets into different lists.
  • And of course, it greatly helps when you have technology that allows you to view results in real-time, and make adjustments before a message is pushed to the next list of people.

So, to the people that were on our first batch of this month’s newsletter, please don’t be mad at me. I promise you will get an extra special treat in the next newsletter.

Plus… all of the content behind those blurbs can be found on our website 🙂

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