Here at Milldam, we departed from our usual newsletter format to produce a unique Summer Series that focuses on a few subtopics from one main idea.
Due to increased mobility and the nature of busy schedules, our theme for this series is “News on the Go.” We are therefore writing the June, July and August editions of the Milldam Monthly with an emphasis on how to quickly and concisely find the information that interests you and to make sure that the news you share is accessible anywhere. This is particularly important because so many people get their news via smartphone, tablet or iPad.
The second in the series, our July newsletter focused on getting news quickly and was titled “In A Snap.” “In a Snap” featured stories on reworking website content to use bullet points, which drives readability and increases the time readers spend viewing website pages. It also examined how businesses can use (and are using) the popular phone app SnapChat to grow their brands. The July newsletter was especially robust as it reported on three of our recent escapades to conferences or events across the country, as well as featured two new clients for Milldam (ColoGuard Enterprise Solutions and Panduit).
Fun to note: the July issue was actually our most successful newsletter to date! It had the highest open rate of all Milldam newsletters, running 15% higher than the industry average and 6% higher than Milldam’s average open rate. We also discovered, as is trending in email marketing efforts in general, that our July newsletter had a higher percentage of mobile readers than any of our prior newsletters — 46% of those who opened it did so on their mobile device. Thus, in the act of reviewing the Milldam Monthly, our readers proved a real life example of getting their “News on the Go”!
This issue also had a healthy click through rate (CTR), meaning that people were engaging with our content, which is always a goal. Readers were especially interested in our “Week on the West Coast” at Datacenter Dynamics, as this link was clicked on the most; 31% of those who opened the email clicked through to read the piece. We can deduce this interest had something to do with our photos from sessions focused on The Green Grid’s new Performance Indicator – that being one of the biggest pieces of industry news this summer and something client Future Facilities had an active hand in developing.
Ultimately, the goal of the Milldam Monthly newsletter is to provide relevant content that all of our readers find interesting. For this blog recap, we thought it useful to reflect on what specifically made our Summer Series so likeable and the July edition so successful. Our June, July and (upcoming) August newsletters build on one another and follow the trend of today’s fast paced society. As we continue moving in this direction while producing and perusing news and engaging in-person and over the Internet, we’re doing so increasingly “on the go”. It’s becoming less frequent to have the time to sit down and reflect on a news segment or digest a lengthy newspaper article. However, if content is concise, as we saw in July’s Milldam Monthly, the target audience will absorb the pieces made readily available to them.
Stay in touch for our third and final installment in the Summer Series: August’s newsletter featuring mobility!
