My team and I send a monthly educational newsletter on insurance topics to condominium owners and HOA board members. The purpose is to inform, educate, and help people understand how their insurance coverage works. We also include helpful tips for property maintenance.
Our current open rate is about 50%.
We are considering changing the frequency from once-a-month to every other month. I am concerned this change will diminish the importance and credibility of our newsletter.
I am interested in anyone’s thoughts.
Thank you,
Laurie R.
ABI Insurance
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Hey Laurie! If you are going to be changing the frequency of your emails, you’ll want to make sure you let your subscribers known in advance of the change. That way, they’ll know when to expect your emails as changing the frequency suddenly may cause a change in your stats.
You could also ask your subscribers in an email if they’d prefer monthly or bi monthly emails and you can adjust your sending based on the results. To set that up, you can use tag automation in a Broadcast and tag the subscribers based on which option they select in your email (they will need to click a link for you to track their selection, so you’ll need two links set up in the email, one for each option). You can then review your stats after sending the message to see which option is the most popular.
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^^ This is the way.
With the tag automation, you’re basically surveying people without them really knowing it. It’s a great tactic to get your audience’s opinion.
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Amanda,
Thank you for your response and your suggestion of using tag automation in an email. We will want to let our subscribers know if we change the newsletter cadence. We have a good subscriber list built and want to keep it growing. Thank you for your feedback. Laurie
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Dave,
Thank you for the suggestion! I will look into this a little more.
Laurie
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