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Want to create a newsletter (PDF) for different clients from my wordpress blog posts. Each client will have its own template and some fields (such as title) will be customized. What's the best approach?
Wayne Schaffnit below has some awesome points about frequency, and I'd urge you to take everything he's said and consider my answer an appendix or addition to his answer. Wayne, great answer! Calculating Your Ideal Email Newsletter Frequency Step 1. Set Your Benchmark We begin with the assumption that your list is opt in, your customers want to hear from you, and you have enough content to share regularly and consistently. I recommend beginning with one email a month. It's a reasonable frequency that is also achievable. Most people can think up a short newsletter once a month. After sending a few monthly newsletters, ideally three to five, it's time to decide on what your "benchmark" is. For example, what are your average views, click-throughs and, if you've got goals on your website, track your conversions (like sales or other actions you might like a reader to take) with Google Analytics too. Let's say for this example, your monthly newsletter gets 100 unique views, 10 unique click-throughs and 1 conversion. Small numbers but it'll be easy for me to demonstrate how to calculate the frequency. Step 2. Test Your New Frequency Now, pick your next frequency level. We began at monthly sends, so maybe, test fortnightly (every two weeks). Send twice a month for an equal amount of months to your initial test - I suggested 3 to 5 months. Then, again, calculate monthly what your average views, click-throughs and conversions are. Note. We're not calculating this per newsletter. We're calculating this per month. This way, you'll see if sending more newsletters nets you better results per month. Let's say, for our example, your first fortnightly newsletter results in 70 unique views, 8 unique click-throughs and 1 conversion. The second newsletter that month also had 70 views but 30 of them views the previous email, 8 totally unique click-throughs and 1 conversion. That means per month, your results were 110 unique views, 16 click-throughs and 2 conversions. Make sense? Sending twice a month is better than once a month in our example. Step 3. Increase Frequency and Test Again Run a weekly send test and see, again, how you're doing, month over month, not newsletter vs newsletter. As you increase frequency, you'll naturally see a decrease in per newsletter results but you may see an overall increase in engagement and sales. The Caveats However, don't forget to consider the "hidden" costs of the increased frequency. Is the increase in sales worth the additional time and effort of the increased frequency? My gut says it will be, but of course, each situation is different. If you're able to automate newsletter sends, via an RSS to Email feature (ask your newsletter platform about this), then I'd say there's no downside. You could even offer readers the option to choose their own preferred frequency.
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Or, you could offer an option where you set the frequency depending on a user's account status, and make the emails available for only a certain time each week (say, from 2 PM to 2AM). If you send the emails on a regular basis, then consider the cost of this automation and decide if it's worthwhile. My biggest advice for you here is, first and last, to make your emails as accessible as you possibly can. If you can't figure out how to make them more accessible, you're either not using them, or you don't care. This is the part that will make them popular. It's also the part that will keep your list motivated and engaged. It costs nothing to send them out. However, it may not have the same impact as if we were using a more personalized, useful email that would get the attention of.