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Friday, 20 July 2012
Thursday, 19 July 2012
July 2012 Newsletter of the Month
We've
chosen this artsy email from fuelNYC as our client newsletter of the month for
July:
GraphicMail
client fuelNYC is an
online resource for artists based in New York City that offers a selection of
open calls, grants, residencies, classes and more.
Why did we pick it?
Sending a
newsletter that people read but don’t know or understand what you want them to
do about is a very common email marketing mishap.
In this email newsletter, fuelNYC shows how to avoid that by showcasing a strong and obvious
call to action, directly below their banner image. It’s really hard to miss,
and given that this email had a 19% open rate, we’d say it paid off.
The use
of their images could be great for giving incentive for email subscribers to engage
with the brand beyond their inbox - by sharing these on popular visual social
networks like Pinterest.
Any room for improvement?
It could
be helpful to allow readers the social publishing capabilities within the newsletter,
instead of forcing them to do it the long way round - by copying and pasting
the URL for the browser version - for example.
fuelNYC
could see some improved sharing rates if they included some
social widgets directly in their emails, using layout and copy to call them out to
their audience.
GraphicMail would
advise to place unsubscribe links both in the header and footer of their
newsletters, so that people who want to opt out can do so easily - instead of
getting frustrated and reporting the email as spam.
Congratulations on an email marketing
job well done!
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