Stand By Your List
Lots of firms have house email lists and send messages out to them regularly. But how many of these firms really pore over the numbers? Who are the heavy responders? Who responds to what?
When you regularly review your email stats, you learn more about your audience. I spend hours looking at past transmissions of Web Digest For Marketers. Different subscribers react to different types of content and ad offers.
Recent subscribers tend to be very active, much the same as someone just entering a trade show or party room. A recent newsletter issue I ran on Twitter had a large number of “.edu” responders.
I’ve spotted very well known people responding to both editorial and ads in my newsletter. I see competitors clicking on other competitors’ ad offers, and then requesting ad rates from me.
The point is, it may seem tedious to go over such data on a regular basis. But you’ll be surprised what invaluable marketplace feedback there is from your email transmissions. It’s time very well spent.
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