WHEN E-ZINES first came out, chief marketing officers looked at the reports and were excited about using open rates and click-throughs to measure their success and justify the investment.
Today, CMOs are demanding more from metrics they use every day. Open rates and clickthroughs are only part of the equation: They need to know if the e-zine is contributing to actual sales. And it’d help if they could see if and how customers are interacting with the content.
My advice? Think like a magazine publisher and put the reader first. Here’s a three-part plan for achieving true e-zine success:
-
Profile subscribers to understand their interests.
-
Make sure the activity reports you get are used by both marketers and salespeople.
-
Use the reports to define the content.
But let’s answer the big question: How do you push sales with an e-mail newsletter? There are several ways.
DRIVING SALES
Auto dealers are sending layered newsletters serving different levels of reader interest. Content is based on an individual’s profile
Network
