How to Grow Your Newsletter Readership

To be very honest, I don’t like newsletters. Maybe it because I am the type who likes to Google specific information I want to find or maybe it is because it always requires an extra click to view the content.

Whatever it is, for a very long time, it had prevented me from viewing the newsletter as an important engagement tool. With an average of 18% open rate I couldn’t understand why my colleagues at the consulate spend so much valuable time wording and rewording items, scavenging the web for information to post, and pressuring us all with deadlines. good newsletter

But then one day, my boss decided to pass on the task to me. As much as I didn’t want it, it only seemed right that the newsletter resides with the person responsible for digital diplomacy, right?

Not wanting to waste my time, I decided that if I am to deal with this headache, I have to do it right and make it worth the while. With the help of David, my dear intern at the time, we managed to increase our readership from 18% to 38%. A rate much higher than the 19-25% average most companies and non profits expect, and than the 12-20% average many diplomatic missions are accustomed to.

Here are a few things we did, I hope this helps other diplomatic missions increase their reach:

* Note- we used constant contact as our platform.

Content:

  • We decided to focus on “soft news” and only refer to political matters if absolutely necessary, and even then, rather than issue a statement, we embedded it into the opening greeting paragraph/section.
  • We tried, as much as possible to localize our newsletter by bringing the stories of our activities in the region as well as coverage of events (academic, cultural or other), business and companies. For news items that occurred in Israel, we found a local connection and tackled it from that angle (family member, a person involved etc)
  • We gave 1 video and 1 travel tip each week.
  • We made a spotlight section that gave us the freedom to post uncategorized material and/or promote conferences in Israel.
  • Event listing – Always in the same part of the newsletter and always updated. The list would always include the basic Who What When Where info + a small pic, both linked to the full information either on the consulate’s website and/or the venue’s.

Layout:

  • 2 column newsletter – I find that one item leads you to read the next item in the column next to it. You can really play with this in the sense that if you have something less attractive that must be posted, etc
  • Clean colors – White background, black writing, friendly font, orange borders, and blue titles.
  • Images – For the most part, we had the pics and text appear together rather than one before the other. For events happening in Israel or travel tips, we tried to use less iconic images to stimulate curiosity which increases the click count.
  • Keeping it short – Few sentences and a link to full story on our website (not “read more” but using keywords to help with the website’s SEO)

Back work – clean up:

  • We did our research and moved all of those who never open the newsletter to a group we called “zero opens”.
  • We fixed all the broken/wrong email addresses
  • We removed non active users

Gimmicks – highly important:

  • We changed the setting so that it appears as an email from the consul general by using his first and last name.
  • We gave each email a different name and a title that reflects on the content in an attractive, localized way.
  • We started sending the email 2 hours earlier than we used tom right before lunchtime on a Friday.
  • We shared in on Face book and twitter.

Once published, the newsletter would be tweeted and posted to Facebook.

Remember, you can always use the Join My Mailing List App to connect Facebook fans and one-time visitors from your page to your mailing list.

There are many more tricks and tips that can help you increase your newsletter’s reach. But the most important thing to remember is this:

If someone signed up for your newsletter and or are following, they might be following your counterparts in other cities in their country or even in other parts of the world. In light of that you must make yourself relevant- not by publishing the same unified content but by creating your own content, give people a reason to follow you and not someone else.

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The Power Shift

I had a very productive week.

I started my new job as the managing director of New Family organization and met with a few of my existing and potential clients:

A website building and design company, a PR Strategy company, an SEO and online reputation company and an advocacy group. I also had coffee with a young lawyer longing to find a creative outlet that might incorporate her profession with her passion.

More about my interesting meetings with some some other time, but for now –

I was shocked to find that in a country that is connected to Facebook as if it was an IV such as Israel, in a city so tech, nightlife and creativity-motivated city such as Tel Aviv, that web, PR, marketing and advocacy groups fail to understand the very basic influences of social media on modern society and how it changes (or at least has a tremendous impact) on marketing advocating and PR strategies and tactics; THE POWER SHIFT

As I mentioned in previous posts, today, a person’s voice opinion thought, feeling or experience speaks much louder than any logo or official spokesperson. No more dictating messages. Authenticity is the key to success.

At the Twiplomacy conference held on October 22 (2012) at the Italian embassy in Washington DC, Senior Innovation Adviser to the US Secretary of State, Mr. Alec Ross referred to the exact same point. In this video, Ross explains simply and effectively this very principle that should be understood by professionals, explained to clients and implemented in marketing tactics so as not to waste the client’s hard-earned money, Using new technology in old thinking can only go so far. And those looking for PR, Strategy and Marketing professional’s services should be aware of this before hiring their services.

8 Simple Steps Towards Reaching A Broader Audience

As I have mentioned in previous posts, your country’s achievements may seem wonderful to you and your Diaspora, but if your goal is to make friends for your country, showing off is not enough, and can sometimes be annoying. I mean, if your country has a strong economy and you are promoting that aspect in a country that suffers from high unemployment, you might start pissing people off.

You must show how your country’s achievements benefit the region or city you reside in.

It is classic “What’s In It For Me” only with the mind-set of ‘What’s In It for Them’ elevated by social media, and creating a win for all situation.

For example, let’s say that one of the pillars of your country’s overall branding strategy is its medical field. It is part of your job to make people aware of the fact that you have a lot to offer in that realm. So what’s the problem? Write a few words, add hashtags and attach an article from a website published in your native country raving all about it and post on your Facebook page, right? Sure if you want it to end right there, but if you want to be effective there are more ways to do it, and here is one of them:

  1. Contact the author of the article as well as the hero of the story.
  2. Email the article to local bloggers who would be interested in that content and offer to connect them with the above.
  3. Contact an online medical publication as well as a specific community that would be positively affected by this breakthrough, and get them to publish the story (written by the blogger who picked it up) on their website, newsletter and social networks. Don’t just post it on their page, it works better for all involved if they post it on their website and later share it themselves.
  4. Tell them all that you will be more than happy to promote the post using your mission’s networks as well.
  5. Once it is published, keep your promise and share it on your Social Media Channels using effective hashtags.
  6. Post on your website that the local publication/blog/organization wrote about this amazing discovery in your country, give the gist of it and share the link to where it was published.
  7. Thank the blogger as well as the organization/publication for posting and promise to let them know if and when you receive anything that would be of interest to them and send them the link to the featured article on your website.
  8. Use the information in the article and refer to it in an answer you compose in response to that or a related topic on Quora or any other significant Q&A based social network.

By applying these simple and basic PR moves, you will be able to:

  1. Deliver your message to a broader audience.
  2. Give your country positive exposure.
  3. Make new connections with bloggers, organizations and publications that will in the future be open and willing to receive more information from you and also possibly host or co-sponsor joint events, delegations or co-ops.
  4. Contribute to the local community and show how relevant you are to their day-to-day lives.
  5. Improve your country’s online presence and reputation. The circulation of linked information from one website to another, as well as newsletters, tweets and shares help search engines pick up on you and the story.