Published on: 09-05-2012

Reach more people with your online magazine

The most obvious channel for distributing your digital magazine is e-mail. You can send your readers an invitation to open your magazine. In this article I will give you tips for reaching a bigger audience and promoting your magazine more than once.

Successful email marketing

Various essential factors have an impact on the success of an e-mail campaign. When I say success, I mean a high delivery rate, high click-through rate and open-ratio. Speaking of which, what are the average e-mail campaign stats? According to an e-mail bench-mark study by Sign-up.to, the average open-ratio is 22.9% and the click-through rate is 3.3%.

Quick tips to improve your e-mail marketing:

  1. Write catchy email subject lines
    The subject line is the first trigger for opening e-mail. Keep it short and place the most important words in front. Make it personal. Make an offer. Make a promise or create expectations. The useful tips easily run into the thousands. The best advice, however, is to try things out for yourself. Experiment with A/B testing, try different subject lines and analyze the open-ratio and click-through ratio.
  2. Make it personal
    Personalize your email. You can personalize in the subject line, the content itself or e.g. in the header image, for example.
  3. Create different referrals to your magazine
    Offer your recipients different options for opening your magazine. For example: a text link in the first line, a cover image of your magazine, a button with ‘open magazine’ and a list of issue highlights.
  4. Refer to pages in your magazine (highlights)
    Based on the content of your magazine, your recipient will make the decision whether to open or not to open your magazine. A single topic is unlikely to trigger people. Mention your magazine’s highlights in your e-mail and refer to specific pages.
  5. Optimize your mailing for mobile
    You can optimize your mailing for mobile in a couple of ways. Use a single-column layout and a header image no wider than 500 pixels. Use buttons on the left side (these are easier to click on a touchscreen). Use at least font size 13.

Recycle your content

I think it’s a shame to only promote your magazine once after putting so much time and effort into creating it. Plan on a second and even a third promotional push. Re-send your e-mail after a week to recipients who haven’t opened it yet.

Measuring online success

If you’re using e-mail software, you will more than likely be able to consult all sorts of statistics. Check the following mailing stats:

  • Percent delivered
  • Open rate
  • Click rate
  • Clicks per link
  • Click through rate for magazine
  • Failed

You can create UTM codes with Google Analytics to track your URLs. Insert a UTM code in every link. You can use an easy tool for setting up your UTM code. This makes it easy to track your recipients and see if they are contributing to your targets. Good luck with your e-mailings! If you have any questions, please let me know.

Want to start right away? Register for a 14-day free trial and discover the endless possibilities our tool has to offer.

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