How often do you publish an email newsletter? Once a week? Twice? For our clients, many of them publish 5 to 7 days per week. Sound crazy?
In today’s Strategy Spotlight, Don Nicholas, Chairman & CEO of Mequoda explains why a daily email newsletter is the right path, and should be considered a service to your readers.
Quick Strategy Tip of the Day from Don
One of the questions we get all the time is, “really? you recommend sending daily emails?” And the answer is yes, because it’s the core of being an internet publisher. And believe it or not, mailing daily actually keeps people on your list longer than mailing sporadically. Readers like consistency.
In fact, the average annual retention rate for a Mequoda client using a daily email strategy averages between 65% and 75%, including a very aggressive list hygiene protocol.
We have a publishing client with 8.5 million email newsletter subscribers across 30 different niche websites. He mails every single day, and his email list continues to grow.
Think about it. On average, a reader of magazine spends about 45 minutes with an issue once a month, and they might get about 30-50 articles in that magazine.
If you look at a daily email that broadcasts 6x per week, you’re giving away at least 30-50 articles there too. And a reader may spend a similar 45 minutes or more with your email content over the course of a month.
Consider your editorial email newsletter as a service to your visitors, giving away a bunch of interesting content they asked to receive.
Your goal should be to brighten up the day of your reader with an email newsletter that they can skim in 60 seconds and get something of value, enlightenment or simply be entertained. And then make sure you’ve got a slightly longer portal post to back up each of your email summaries that takes no more than 3 to 5 minutes to read.
A well done email newsletter that leads to 5 to 10 great portal posts is the backbone of our methodology and is alive and well on more than 300 niche website systems that we’ve helped build over the past 20 years.
Want to chat more about digitizing and transforming your print publication?
When you become a Mequoda Gold Member, you begin a transformational journey to multiplatform publishing success with your own custom content management and marketing system. It all starts with Mequoda’s experienced planning team working with you to create a detailed, bulletproof five-year business plan – a comprehensive map that takes you successfully into the 21st century.
We have a very specific method for leveraging content to drive website traffic, engage an audience, and monetize that content. We will serve as your coach as we teach you the Mequoda Method; give you the tools, analytics, and best practices you need to succeed; and cheer as the profits roll in. The complete business plan and 5-year financial model that we build for you will leave you with much less doubt about your future. From there, we can turn your plan into reality by building a customized Mequoda System which includes strategic training for you and your whole team. Schedule a 30-minute call with Don to ask your most pressing questions.
