My church does a weekly email newsletter and we currently have approximately 1530 subscribers. I oversee the content that goes out and have staff who prepare the content and handle proofing and sending. The email arrives in inboxes from me and admittedly I have not been as involved in the content creation as I should given that I am the sender.
The April 24th eNewsletter
We typically send our newsletter out on Thursdays at 12pm. That’s not intentional… we do it at that time because that’s the way it’s always been (ah, saying those words out loud leave a bitter taste in my mouth). Prior to sending out the April 24th newsletter I chose to rewrite some text, changing some of the overall tone. It isn’t an indictment of anyone who contributed to the current copy, but rather a challenge to myself to ask, “if I put my best foot forward on this week’s newsletter, what results will I see?”
The Copy Results
You can view the final product here.
I’ll let you be the judge if you believe my copy to be compelling and personable. I do want to point one thing out.
Student Summer Activities
I’m blue in the face talking about our Middle School Summer Camp… however, we haven’t seen much fruit from our promotions so far (particularly for Summer camp). In this particular newsletter I chose to take a different route. My son loves watching Phineas and Ferb and their opening title song is exactly what the summer activities are all about:
“There’s 104 days of summer vacation then school comes along just to end it. So the annual problem of our generation is finding a good way to spend it.”
– Phineas and Ferb Title Sequence Song
I included a the above picture and lyrics and linked to the actual song via YouTube.
After just over 24 hours since the email was sent, the links to our summer activities account for 20% of all clicks.
The Other Stats
Our list average for opens is 21% and we’re currently at 23.4% opens for this campaign (I anticipate it will reach 30% at its current rate). Our average click rate is 3% and we’re currently at 6.4% for this campaign.
I am one of the more experienced writers on our communication team. When I am paired with a responsibility that leans into my strengths, the results will be strong. Second conclusion, you can’t turn on auto-pilot and just copy and paste from your website to your newsletter. Respect the medium and your subscribers enough to put in maximum effort to tell your organization’s story.