Case study of a B2B newsletter
Latest posts | Feed | By Mark Brownlow on June 09, 2006
There are plenty of useful insights in this look at the email sent out by the National Association of Realtors to its members.
The key things to pick up on are how the whole tone and direction of the newsletter is focused on the recipient, not the sender.
And take note of some of the little tricks used when wording titles and newsletter sections to make them more attractive and durable.
The open rates aren't spectacular when compared to industry averages. Which highlights the flaws in benchmarking. The nature of the audience (busy, non-reading real estate agents who get the email as part of their trade association membership) means the results are pretty good actually.
The key things to pick up on are how the whole tone and direction of the newsletter is focused on the recipient, not the sender.
And take note of some of the little tricks used when wording titles and newsletter sections to make them more attractive and durable.
The open rates aren't spectacular when compared to industry averages. Which highlights the flaws in benchmarking. The nature of the audience (busy, non-reading real estate agents who get the email as part of their trade association membership) means the results are pretty good actually.
[This post brought to you by Campaigner Email Marketing]
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