Saturday, March 5, 2011

Subscribers React to Newsletter Themes

It's interesting to see how newsletter themes affect opens and opt out rates for long tenured subscribers.

I continually reinvent my business by adding new services, but for the same target market. Many subscribers who had opened and "clicked through" for earlier themes don't understand how the new concepts apply to them and either don't open the newsletter or opt out.

This analogy evokes the old adage, "we mock what we don't understand".  I hope that's not what they're doing.  Instead, I think it's this world of mass communications that triggers one's first option to quickly delete or opt out if they haven't heard of a new concept.  This places even greater emphasis on the need to find the pace setters and opinion leaders who can influence all the rest.

Thursday, March 3, 2011

A Rabbit in the Race Helps You to Get Outside of Your Comfort Zone

I am the rabbit in my client's race and I know that because of me they do things they wouldn't otherwise do.

I wish I had a rabbit that was running in my race.  Although I know that there are things I would suggest to a client, I don't necessarily practice them myself.