Raz is CMO of Orange Sky CMOs in Sydney, Australia. We caught up recently and got his insights into the latest in email newsletters for business marketing.
You’ve been doing email newsletters for years. How frequently do you change something major e.g. layout, frequency, type of article?
Every couple of years: content, structure and design.
When you assess the analytics on a newsletter, what are the top 3 metrics you use?
Open rate, engagement rate, and unsubscribes. This keeps me focused on people opening the email, reading / engaging with it, and not getting pissed off or bored with it.
Do you have a view on whether B2B brands should re-use blog content in newsletters?
Content can be repurposed, based on the audience. not the sender. You can use blog posts, videos, images, tweets, quotes – anything to engage your audience and add value to them as they read.
What’s one tip for the future in newsletters?
Talk to your audience, like as a person, like in a conversation. See what I’ve just done here? Don’t talk AT them. Try talking WITH them – and they’ll respond.
What’s your favourite AdTech for newsletters?
I’m not fussed either way. they are all pretty similar. it’s your content which is the most important, not one fancy feature over another.