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| Apr 24, 2005 4:00 am |
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re: re: Ezine format - link vs. whole content |
Prasad GI
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Hello, everybody. I've just read what people have had to say on the subject and it seemed to me that opinions are fairly evenly matched!
My company produces e-zines for one of the world's largest banks and they have given us an additional objective: To generate click-throughs to their website with a view to encouraging customers to - hopefully! - linger and read the other interesting bits. In the last 8 months or so that this initiative has been in place, we've averaged about 30% click-through rates and open rates that vary between 30-50% (we produce four e-zines).
We follow the same system that Christopher Knight and a few others have talked about: to place a headline and a line or two of text on the home page of the mailer which 'teases' the reader. Finally, I thought Lisa got it right when she said that most newsletter/e-zine content is usually not compelling enough. We've been experimenting with varied formats - we borrow from fable, from mythology, we experiment with dialogue and other creative formats - to get the message of our products and services across. Private Reply to Prasad GI (new win) |
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