The newsletter has been lovingly crafted and sent to all the people who agreed to receive it (even if only by implication – see Newsletters – building the address list) so you could just sit by at your desk and wait for the congratulatory e-mails to flood in and the phone to ring with enquiries.
Preferable is to have some idea of how it has been received.
The bigger and better e-mailing companies provide tracking tools for e-mails. It’s usually possible to see how many newsletters were delivered and how many were rejected (undeliverable, invalid address, suspected spam etc). This tells you who COULD read the newsletter and who would never see it. It allows you to correct any address mistakes, remove out of date addresses and to contact people for whom it was classed as spam. They can usually configure their PC to allow mail from specific addresses (i.e. yours) to be delivered.
You will usually be able to see who has opened a newsletter and who has deleted it without reading it.
More importantly, it’s usually possible to see what people found interesting in it – but only if it was set up correctly. Links in an e-mail newsletter can usually be tagged. When a reader clicks on one of these links it gets registered. If your newsletter has been constructed correctly you’ll be able to see what people have clicked on and therefore what interested them. For example, this Blog article was linked from one of our newsletters. Anyone clicking on the link in the newsletter and reading it (perhaps you?) will have registered with our e-mailing system.
The aim of tracking is to see what’s of interest to readers and what works when included. It can be taken further. Suppose you put an article or advert for a particular service or product in your newsletter with a link to the relevant page on your web site. When someone has clicked on it and visited the web site you could e-mail them or, better still, extract their phone number from your database (assuming you had it of course) and call them to see if they need any further information.
Of course you can make the newsletter more interactive for your readers by including papers and articles they can download or polls they can take part in. You could have sign-up facilities for other newsletters you issue or mailing lists for people who want to be kept informed of special offers and so on.
If you’ve read through the series of articles here on newsletters and would like to know more, please call us on 01579-342360 or e-mail us via email@example.com