The Best (and worst) Newsletters of 2014

I started this newsletter on Thursday 18th August, 2011.  Sent to the client list from my former web building company, it was an explanation of how Google works and had an opening rate of 35%.

• In 2012 I sent out 44 newsletters and had grown the opening rate to 43%
• 2013 saw another 44 newsletters and the opening rate moved up to 54%
• This year I will send out 47 newsletters and the opening rate is averaging just above 58%

Even though the data indicates that I'm getting better at this, there are still the outliers that shed light on what resonated with you and what didn't - and they're always fun to look at!

The Best of 2014

Why your data is like a fine wine
Opening rate of 70%
September 4th

I liked this one - short and sweet it made the point that the longer you track your data, the more sense they make - check it out here.

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The Worst of 2014

Just how scary is your website?
Opening rate of 48%
November 6th

Sent after the Halloween holiday and intended to  make the point about the importance of mobile, not only was it a little late - it didn't give you any indication of what was inside - it was fun though!

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Subject line takeaways for 2014

What's been super interesting for me this year is the use of "How" in the subject line.  When I use it to explain how something works the opening rate goes down.  When I use it to explain "How not" to do something - the opening rate goes up.

I'm not quite sure what that means - I suspect that with limited time, it's easier to learn what to avoid than it is to have to learn something new.  Hmmmm - I might play with that next year.

More newsletter analysis next week!

Written while listening to: Build - the 2 hour version by music2work2 on YouTube

Image Credits: Halloween parade, Oct 2014 - 69 - Ed Yourdon on Flickr / Age like a fine wine by Derek Gavey on Flickr

Should you be promoting your content on social media?

Why would you promote your content until you know that people want it?  

While the development of Ad tools across social platforms now mean that you can laser target your content to a specific audience, there's nothing worse than being assaulted by someone's selling message.

I don't mind the odd product ad here and there but I resent being attacked by some "link bait" headline that leads to another banal post on 10 different ways to use my common sense.

Is your content good enough?

Most of you on this list are still developing your content chops, which is great because the more you do this the better you get.  Eventually you're going to produce something that just rocks,  that people love and from which you get great feedback.  That's when you should start considering whether to promote it or not.

A Zeppelin Analogy

You might not be a rock fan but I'm guessing you've heard of Stairway to Heaven.  That track came from the band's 4th album and while Zeppelin II is pretty bloody good, it took years of playing and developing for the band to produce something truly great.

The underlying behavior that grows your audience is you getting better at presenting your message.  The only way to do that is to consistently show up and create, send it out into the universe, listen to the feedback, make changes and do it again.  

For years.

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It's the Thanksgiving holiday here in the US next week, I'll he hanging with family so no newsletter. If you're American, have a great holiday - see you all again on the 4th.

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Written while listening to: Most Popular Playlist music2work2

Image Credit: Epic Hartz - Inside Sleeve

Why You're James Bond (and I'm Q!)

I like to think of you as 007 - fearless, dedicated, jolly good looking and yes, excellent at your job!  In this context I'm Q - the person you go see when you need to get "tooled up" for the digital marketing mission.

My job is to select the appropriate gadget for your talents and defined objectives - no point in putting you in an underwater car if you're on a desert mission - likewise, there's little value in learning Pinterest if you're a lawyer.

The only difference between you and James is that while he throws away the manual and can instinctively operate an invisible rocket shooting Aston Martin, it's going to take you a little longer.

It's all about how you use your time

Whether you're writing blog posts, making videos or working social media to increase your audience, it takes time to get good at it.  With only a few hours a week available for marketing, choosing which strategy to focus on is critical to your business.

If you feel like your marketing isn't working, or if you're just not having any fun, give me a call.  There are new tools and gadgets being invented all the time and some of them you might actually enjoy using.  

While I can't promise an ejector seat or poisoned blades in the soles of your shoes, I can fit you with a strategy that aligns with your skills, your business objectives and makes the best use of your time!

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Written while listening to: Stampy's Lovely World 1 - music2work2

Image credit: Yes that's a sandwich - Keptin's Cabin

Just How Scary Is Your Website...

On a Mobile Device?
 

Zombie Walk (052) - Philippe Leroyer on Flickr

Here's a great way to find out:
 

Cell phone Zombies - Matthew Hurst on Flickr

Go here: http://mobiletest.me/

Put the url of your website in and select which device you want to view it on
 

Halloween parade, Oct 2014 - Ed Yourdon on Flickr

Not happy with the results?
 

Zombie Texter - Lynn Friedman on Flickr

Call me on 310 980 2499 and let's chat
 

The Coroner pronounced himself dead then lived another day. by Steve Baker on Flickr

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Written while listening to: Scary Movie Music - music2work2

Why Digital Marketing Takes So Bloody Long!

I've got a new site launching this week - check it out:

http://schatanopticalgallery

Guess how long it took from first meeting to today?

5 months.

5 months!

I know - crazy right - for a 10 page website!

Where the time went

June was spent establishing what it was we were going to create and why, July was all about defining the look and feel.  August and September focused on words and images and booking photographers and caricaturists. 

The last few weeks have been spent putting it all together and we've still got to launch the blog!

Total time spent

Total hours so far on the gig are just over 35 - so technically speaking, yes - we could have done it in a week - but that's the point.

Digital marketing isn't your business, it is an adjunct to your core activity and as a result will always take longer than you think it will.

It's not a race!

Digital marketing is not about who gets there first - it is about who does it best - consistently - over time. 

Incorporate it into your weekly operation, say a couple of hours a week, and you'll develop a habit that will grow your business into the future.

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Written while listening to: Create Flow Playlist - music2work2

Why You Should Be Writing Longer Form Content

Short form content such as weekly blogs, newsletters like this, sub 5 min videos etc, is great for farming your base.  It enables you to regularly "touch" your existing clients at a relatively low resource cost and drives repeat business and word of mouth referrals.

However, when it comes to driving authority and search engine visibility, short form content pales in comparison to longer form expert pieces.  The data is clear on this - people are far more likely to share things that make them look like experts too!

The thing is - longer form content is really hard to do well.  If it takes two hours to produce a short form piece of content, a larger piece can take up to ten hours or more and who has that kind of time?

I advocate farming your existing base first and getting that short but regular content "plate spinning," but when you find yourself thinking about how to drive more new business, long form content should be a strong contender for your time.

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Written while listening to: Stampy's Lovely World 1 - music2work2