Content Marketing Today

3 Key Elements Make This eNewsletter a Winner!

Attention & Emotion Grabbing Photo, Call to Action, and Two Paragraph Description Creates Great Response.

Maybe I’m just a sucker for kids and the medical professionals who look after them when they really need help, but this simple eNewsletter got me to click immediately to check out the ‘Grape Fest’ event photos that you’ll find on the SW Florida Wine & Food Fest website.

One thing for sure, powerful imagery combined with an obvious call to action and compelling descriptive text can achieve wonders. When email boxes are overflowing, you won’t likely get the attention you need, unless you can grab readers’ interest immediately.  The Grape Fest eNewsletter does exactly that.

Rather than proceed on gut feeling about its effectiveness, I checked with Carolyn Rogers, whose firm, Briggs & Rogers Marketing and Public Relations, created this eNewsletter campaign.  She shared the actual open rate and unique click through %.  I learned that this edition of their eNewsletter significantly outperformed the average for non-profits(I used data from MailChimp, one of my email providers, to do the comparison).

Here’s how handily they beat the non-profit averages:

Open rate:  42% better than average

Unique click rate: 361% better than average

All it took was a powerful image combined with brief, compelling text–and a great big ‘Click here’ button at the top of the image.  That sure made for one effective, action-generating eNewsletter.

Of course, now I know that you’ll  surf right over to the SW Florida Wine & Food Fest site.  You may want to get involved.