It's important to place tracking links in the newsletters you advertise in, but they're even more essential within your own newsletter. Typically, links within newsletters draw your subscriber back to your site, where they can gain more information. This builds familiarity, a critical element in establishing the know, like, trust factor.
You can also use links in your newsletters to send your subscribers directly to your product/service order page, online store, or to your referral page for an affiliate partner.
Since publishing a successful newsletter is really about two things -- fulfilling the needs of your customers, and making you money, setting up tracking links specifically to address these two reasons makes good sense.
By fulfilling and addressing the needs and interests of your subscribers, you'll earn more! Secondly, you'll be able to focus on the theme of your newsletter with pinpoint accuracy.
It's a simple but effective strategy. Material that's highly interesting to your subscribers is most likely to result in click-ins, which in turn make you money. There's no point in allocating precious time to building info-packed content articles that generate little interest. And that's why tracking is essential.
You send your newsletter to 400 subscribers, and you get 19 responses (clicks). That's a 4.7% Response Rate (19/400 = 0.047).
Publish a half-dozen or so issues before you make any attempt at analysis -- and make sure you have some good data to base your conclusions on. Remember, there are plenty of bona fide reasons why a subscriber may not click on any links, or even read your newsletter.
For example, don't send your newsletter out on a major holiday, when a subscriber's thoughts are probably as disconnected from the internet as humanly possible.
One school of marketing thought suggests that business-related newsletters (often subscribed to from work) fare better when sent out during the week, while non-business emails (like newsletters) do better on the weekend when subscribers have the leisure time to read them.
The key is to test your own newsletter reality. And keep making it better based on your findings.
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