How Do Your Email Stats Compare?

As an internet consultant, I am often asked for average numbers for the clicks and open rates in the media industry in regards to emails and specifically email blasts.  Constant Contact reports that the publishing industry has an average open rate of 18.6%, a bounce rate of 8.6% with a click thru rate of 23.7%.  (See source link below for the full report.)  The media clients that I work with often report numbers that are slightly lower.  I compared 10 of my magazine clients to provide you these numbers…. an average open rate of 16.5%, a bounce rate of 6.6% with a click thru rate of 21.5%.  The two data sets are very close.

What is SOV, Share Of Voice in Online Advertising?

I am often asked about SOV in many Requests For Proposals (RFP) received by my media clients. What is it and how is it calculated?  SOV stands for "Share Of Voice". In comparison to other advertisers, what is a certain clients' share of the total impressions you will deliver in a certain period of time online for them. If there were 2 advertisers the SOV would be 50/50.  If there were 4 advertisers, the share of voice for one client would be 25% if all advertisers were given the same the number of impressions in the same period of time.

It is very important that all publishers know the details of their online stats to be sure that they can answer questions like this when asked.  In addition, it is important that ad sales reps understand what SOV is and how it effects clients and their ad campaigns online.  

More online:  http://en.wikipedia.org/wiki/Share_of_voice

e-NewsLetter Revenue Ideas

1. Increasing frequency and reducing the size of the email text often increases the user interaction.
2. Plan each eNewsletter topic with this thought… “How can partner with someone willing to pay for exposure to my readers?”
3. Create one master list and then break users off into segments that if they un-subscribe that you do not loose them forever.
4. Create a networking group that includes 6-8 business partners that are looking to share eLists and or space in each others eLIsts and meet quarterly to coordinate on topics, ideas and potential sponsors.
5. Write the subject line last and spend some serious time on it.  Ask yourself, “Would that subject line beg you to open the email?”

Ryan Dohrn to Host Sales Workshops for Publishers Australia

Print and digital media expert Ryan Dohrn headlined Magazine Week Conference for Publishers Australia last November, educating the enthusiastic audience about “Reinvigorating the Sales Process.” The overwhelming success of Ryan’s presentation has earned him an invitation to again travel ‘downunder’ to present workshops for Publishers Australia in Melbourne, Brisbane, and Sydney. Publishers Australia represents a myriad of titles ranging from tourism to aviation to outdoor sports, and runs the gamut from niche to huge publications.

Improve Your Monthly Sales e-Newsletter

Here are 6 ways to improve your monthly sales e-Newsletter:

1. Keep it short.  While context is good, bullet points are better.  Plus, bullets are easy to read.
2. REALLY, really focus on success.  Get a quote from an advertiser and include it each month.
3. Remove all your sales pitch “stuff”.  The idea is to “give a little and get a little.”  Become a resource.