Revamping your newsletter can help you transform stale old leads into fresh new prospects. MarketingSherpa released a case study today with tips on how you can also bring your newsletter and old lists back to life.
The study followed a technology marketer in their quest to increase weak open rates and clickthroughs. What began as a challenge to improve their newsletter, turned into a complete overhaul of everything from design to content. After the process, open rates increased by 52% and clickthroughs were up 1315%.
(I’m not lying on the figures, read the full case study to find out.)
The company used a six step process to achieve the outstanding results. Here’s what they did:
1. Designed a new template. The company did away with their old, excessively busy layout and adopted a more streamlined two-column design.
2. Improved content. Instead of straight advertising, the company decided to create content that positioned their brand as a thought leader in the industry.
3. Approached old leads with caution. Some of the company’s leads were three years old. Instead of annoying any of them with a barrage of emails in their inbox, the company first tested the newsletter on a rented list that had never heard of the company before.
4. Shortened subject lines. The company standardized subject lines to 30 words or less – “Business Insights – January.”
5. Stuck to a regular schedule. They committed to send the newsletter during the last week of every month on a Monday, Tuesday or Wednesday.
6. Used pre-populated landing pages. When a reader clicked through a link requesting a demo or information, they landed on a page with the newsletter title at the top and four fields below, partially filled in with their email address and first name.
- 52.3% increase in open rates
- 1315% increase in clickthrough rates (from 1.3% to 17.1%)
- 18.3% of clickthroughs requested a demo or meeting on the landing page
- 2% increase in overall sales
Read the full case study at MarketingSherpa.com.