Some Good Practices for Newsletter Distribution

Newsletters remain very powerful medium of telling the world about your organisation, product or service. However, like any other media, there are certain things to keep in mind, if you send our any form of mass email, including newsletters.

  1. A newsletter campaign does not have more than 8-10% click open rate in most cases. That means out of every 1000 email ids to which you send your newsletter, only 80-100 would actually find the opportunity, time or motivation to open your newsletter. If your newsletter is extraordinarily rich in content, is mailed to a targetted audience, and the timing is right, you might find your newsletter breaching 18-20% mark at best.
  2. A newsletter campaign does not have more than 10-12% CTR. That means, out of the people who actually read your newsletter, only 10-12% will actually click to read an article in detail. That means, out of a 1000 people receiving the newsletter, only 8-10 will click onto an article. And most people will click only one article!
  3. Most people send us newsletters overnight, hoping we will jump open their newsletters first thing in the morning. Plain wrong. The best timing to deliver newsletters is after people have finished their urgent work and are somewhat relaxed. That makes 12 noon a good time to circulate the newsletter. Or make it 3:30 PM. Overnight delivered newsletters also have to compete with one another because many users find multiple newsletters in their mailbox and chose to ignore most, even if they themselves signed up to receive them.
  4. Send newsletters on Wednesdays or Thursdays.
  5. Sending newsletters out from your primary domain is a strict no no.. Assuming company ABC sends out newsletters from mailer@example.com, very soon this will start getting marked by Google as a mass mailer. Remember, services such as Google do not love mass mailers that much. That means, if the email distribution rate to Gmail.com goes beyond 70- 80 per second, recipients might not even get the emails in their inbox because services such as Gmail and Yahoo will blacklist that id. Do it from multiple ids and you would find search engines will blacklist the domain.Then you happily send out a great presentation to a client and wonder why he/she did not even revert back. He/she never received it in his inbox!
  6. The challenge of keeping your newsletter gets further compounded by the fact that many opt-in subscribers forget they opted in and start looking at these newsletters as unwanted babies. No problem so far, but if they click on the ‘report spam’ button instead of unsubscribe button (or mark it as junk), and if the number of people doing so is significant, then services such as Gmail or Yahoo! mail will straight deliver communications from your domain into the junk/spam folder. That could include regular business communication.
  7. To avoid this email blacklist issue, please send emails from secondary domains. For example, if your organization’s primary domain is xyz.com,  a good practice would be to buy 4 or 5 domains such as xyzmailer.com, xyzmailer.org etc. Then send out the mailer campaigns from one such domain every time by rotation. The sender id should be donotreply@ xyzmailer.com, so that people know this is an unmonitored id. Of course, in the body or the footer, do provide a link to a contact form or a contact id on your primary domain.
  8. Use a good service provider. A good service provider uses multiple IPs, uses knowledge of mail delivery rate for most email service providers and provides you with good reports pertaining to the campaign.
  9. Most important rule: Always provide your organisation physical contact details, phone number and a contact email id and an explanation of why the person is receiving this newsletter. And never spam.

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