Greetings!
Lots of mystery in this issue. And some solutions, too. The first article talks about measures of success--both the kind you can take to the bank and the statistical variety. I question some conventional wisdom, too.
We added a record number of new subscribers this month. No mystery here. It's thanks to the curiosity of exploding networking--online and face to face. That's the subject of the second article.
And this month's Web Tip offers a solution to a real problem for anyone using email. That's all of us, isn't it?
In the continuing question of how big a smile is too big, most who commented thought the big grin in my photo is OK. The minority sided with me that it's a bit too much. I'm hoping the summer will bring the perfect occasion for a wonderful new photo.
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Mystery
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 Readers love mystery. We know that about novels. But it turns out to be true of e-zine readers, too.
Clicks & Opens
The April issue of Web Words racked up the highest-ever click through rate of our three-plus year publishing history. A whopping 23% of our readers clicked through to Berkshire Hills Financial. Most of them did so after learning that the site was designed to deliver one main message. But readers had to click through to the site to find the main message. I didn't reveal it in the newsletter.
Our best opens rate in recent memory was for the January issue. Of course, why people open a particular issue is a mystery all its own. Maybe people opened that month because the holidays were over and they had an extra few minutes to read what we had to say. Or maybe they were intrigued by the title "We Did It!" What did we do? We broke through the 1,000-subscriber barrier.
Opens rates in the email marketing business are the Holy Grail. After all, if they don't open your mailing, they aren't going to get your message. The subject line is key. Pundits in the field spend lots of energy writing on this topic and there's no real consensus. If you don't have anything to do one day, just Google the topic. You'll find 94,900,000 hits for what makes a good subject line.
Here's an example from 12 Ways to Write a Good Subject Line. This one always shows up.
3. WIIFM: Always keep in mind the needs of your readers... the "What's In It for me?" mentality. Your subject line must briefly describe the message of your email in a way that answers the reader's question: "Will this message help me meet my needs, solve a problem, or make my life easier?"
I don't think so. What's in it for you about my subject line, "We Did It"? Nothing, right?
Results
Of course, the real measure of success for email marketing is results. Do readers take action? So when Peter Coombs closed a new client in one call from his first-ever e-zine, that was a success.
Those click throughs (or is it clicks through?) were a measure of success for me. It meant people looked at the copy I wrote for my client. And when one of them read the entire site and then made an appointment for financial advice, it was a win for everyone. No mystery there.
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Golden Age
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 For an inveterate networker like me, these are wonderful times. Excess urgency due to the economy plus Facebook and LinkedIn are creating the perfect networking storm. Everyone is busy shaking hands and reciting their elevator speeches.
Gatherings
May sent me to networking heaven with two unusual events both tied to the apron strings of online networking. First there was Berkshire's own Perle Mesta--Nancy Fitzpatrick--of Red Lion Inn fame, who is a huge fan of Facebook. She posted a notice online that she wanted to meet her Facebook friends face to face. So the glitterati of the Berkshire art world, and a few others of us thrown in, gathered in the Lion's Den for food, drink and conversation.
Melody Burns--Idea Practitioner and Catalyst--is the sparkplug for Albany's Last Friday Mixer on LinkedIn. On May 29th there were hundreds of networkers gathered at an event that was broadcast live by TALK 1300 AM, a local talk radio station. For this gathering there was no program, just a really nice breakfast and lots of people--all for $3. It was a benefit for the Juvenile Diabetes Research Foundation and worth the hour drive for a 7:15 start time. And that's saying a lot.
All of this is fine for someone like me who at the age of five used to walk up to perfect strangers at restaurants and introduce myself. But what if you're an introvert?
If you're looking for a job or running a business, just do it anyway. Look for events that are tied to online groups so you can stay in touch with the people you meet. Start with something small where others are welcoming.
And when you get there, take a deep breath, smile and walk up to someone who is standing alone. They'll almost certainly welcome a conversation with you since they don't know how to handle the room either.
Card Carrying
And for heaven's sake, take lots of business cards. I always carry a few blanks for people who don't have their own. But really, this is a networking event. What are you thinking when you go empty handed? For more about this, check out "First Among Equals" Web Words, November, 2006.
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| Web Tips |
 TrueSwitch is the answer to a maiden's prayer--or at least an email marketer's wish. I lose people all the time (see "Staying in Touch" Web Words, March, 2009).
TrueSwitch lets you switch from one ISP (Internet Service Provider) to another seamlessly and for free, if you switch to one of their partners. If not, it's $19.95. They have lots of partners and just iced a deal with Google so that their service is built-in.
TrueSwitch lets you copy personal data (address books for example), forward email from the old account to the new one, retain Instant Messaging and, most of all, notify your contacts of an email change of address. This is the part I love.
So if you've been putting off making the move because the pain is too great, go for it. I'll look for your "change of address" notice.
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And Finally . . .
Shawenon Communications collaborates with small businesses, solopreneurs, professionals and not-for-profits to get their messages across in the written word.
We specialize in electronic communications, including e-zines and other forms of email marketing, and Web site content. We also ghostwrite articles and other business communications. As a business partner, we resell Constant Contact's email marketing service.
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Sincerely, 
Susanna Opper
Shawenon Communications
413-528-6494
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