As Internet marketers we all know how important it is to have a successful newsletter to help us keep in touch with our customers. But it can be pretty frustrating to spend all those hours developing content and campaigns only to have the program flop. Open rates can dive into the single-digits and click-through rates can fall to mere fractions of a percent.
So if this happens, what do you do?
First of all, don’t panic. Usually, if you spend a few minutes looking at your data you can identify the problems pretty easily.
Determine Which Problem to Fix
Take a look at where your leads are coming from. If you are purchasing lists from other websites or publishers, make sure you segregate each source in your reporting so you can measure the quality of each list. You want to make sure you have a way of determining the quality of a list source before you merge the purchased group into your master list.
Also, if it has been around for a while, try segregating your opt-in list into three groups by age:
* Under 6 months
* 6 months to 1 year
* Over 1 year
It is normal for open and click through rates to be highest...
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