Walter Analytics Marketing Q&A: How to Get the Best Out of Your Email Marketing

Email marketing is still one of the best marketing techniques to build a loyal community. In our recent weekly Q&A session with Neil Walter, we walked through the essentials of modern email marketing techniques. If you would like to participate in our next Q&A and ask your questions, please sign up and register here. As some of the issues contained business information, we only show the general ones here as we’re always respecting our clients’ and prospects’ privacy.

How to Get the Best Out of Your Email Marketing

What tool should I use to send out my newsletters?

There are a wide variety of tools for email marketing campaigns. We recommend MailChimp, only because it is super easy to use and it has pre-defined templates. It’s also free or very cheap for smaller communities but can deliver the same results for large communities as well.

I have a high open rate but also a high rate of unsubscribes, what would be the problem?

You probably have great content, but you haven’t segmented your list of subscribers into multiple lists. Tailor your content to the right people and you will have less unsubscribes.

How can I determine the frequency of the newsletters?

It should be the same frequency of your data reports. If you produce a lot of content on a daily basis, you may consider a daily newsletter; but if your site publishes less content, you should tailor your frequency to your content production schedule. Also, watch out for the length of your emails, no one wants to read hour-long emails on a daily basis.

What did you mean when said, email is not a channel?

Social media channels are public and interactive. Though there’s a new trend in interactive emails, it should still be considered a personal thing. Your mailbox is private, like your credit card numbers. You might chat with anyone on Facebook, but you will reconsider twice who’ll you allow into your Google Chat. Therefore, email is not a communication channel in its classic sense; it’s a personal, tailored platform. You seriously need to personalize all your newsletters to individual users to get better results.

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