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Three Tips for Gaining Excellent Click-Through Rates

April 27, 2011  

Lisa Keller of The Loud Few liked what she saw in the "Q4 2010 North America Email Trend and Benchmark Results" from EEC and Epsilon. "Our average Click Through Rate (32.01%) and average Open Rate (40.99%) for our monthly tLF newsletters were far beyond the Business Products and Services General industry average Open Rate (21.9%) and Click Through Rate (3.8%)," she writes at her agency's blog.

So how does The Loud Few achieve its exceptional rates? According to Keller, it's with traits like these:

Its newsletters contain exclusive content. If blog visitors, Twitter followers, Facebook fans and email subscribers all get the same information, a customer has little incentive to interact with you in every channel. "So," Keller says, "we made it a point to include exclusive content in our email newsletters that only our email subscribers receive."

The type of content varies from issue to issue. A subscriber won't see the same format each time he opens a Loud Few newsletter. It might have a favorite blog post, a helpful download or other resources that benefit the reader. "We've found that by providing a variety of content (instead of just one main article or announcement), you can improve or maintain a good Click Through Rate," Keller explains.

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  • by Lisa Keller Thu Apr 28, 2011 via web

    Thanks for the feature! We've just redesigned our newsletter and have included an area to solicit feedback from our audience so we can provide the content they are looking for. We also regularly use our social media channels to poll our audience on what type of content they find helpful from us, which guides our newsletter content strategy. You can sign up for our new newsletter here:

  • by Nick Stamoulis Thu Apr 28, 2011 via web

    Creating content specifically for your newsletter is a great way to keep people engaged. It also helps encourage other social networking connections to sign up for the newsletter because it has that element of exclusivity. Congrats to The Loud Few for their outstanding rates.

  • by Ramiro Rodriguez Thu Apr 28, 2011 via web

    I'm in the process of building a web site and was thinking about newsletter content. I was thinking, what's the point in sending a newsletter that contains the same information that the site contains?

    Thanks. I included this as a shared post on my blog :-)

    I have more work to do!

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