Putting historical perspective in e-mail newsletters using Email Marketing Director
History News Network (HNN) is the only website on the Internet wholly devoted to putting newsworthy current events into historical perspective on a daily basis. HNN.com is updated each day in response to the latest breaking news with observations by historians from both the left and the right of the political spectrum, with the explicit goal of exposing politicians who misrepresent history by pointing out bogus analogies, deflating beguiling myths and "reminding us all of the complexity of history."
When this ambitious online magazine launched in June 2001, outside services were used to deliver its early e-mail newsletters. "It cost a small fortune every month," said Rick Shenkman, founder and editor of History News Network. "We had to limit our newsletters to twice a week because of the cost of the service." Once the importance of the e-mail newsletter to the amount of website traffic was realized, it didn’t take long for the magazine to start looking for an e-mail system that would streamline the production process while at the same time allow for a professionally designed email with updated info to be sent several times a week without increasing costs.
HNN readers choice: text or HTML e-mails
Another reason influencing HNN's decision to bring its e-mail newsletter in-house was to improve its image. Shenkman said while many HNN readers in the early days of the publication were satisfied with receiving text emails, he knew that taking the newsletter to the next level would require sending professional HTML newsletters.
So while email gurus warned that too many emails would annoy recipients, Shenkman had faith in the HNN readership and sent both versions to readers -- a plain text e-mail message and an HTML message using Email Marketing Director. Both e-mails had explanations for the double message, and both had easy opt-outs. Readers chose their favorite format, with many still receiving both versions today.
"Our base is loyal and understood the problem we faced, so they put up with it," Shenkman said of the double send. "We had over a thousand people keep the HTML newsletter and unsubscribe from the plain text version. The rest seem to like getting both."
Web traffic boost and more
Since HNN began using Email Marketing Director and no longer had to pay someone else to dispatch their e-mail newsletter, they were ready to add newsletters, which they did, Shenkman says.
"I do three newsletters a week, so that’s about nine hours per week," he said. "For that nine hours of work we get: 1. Jolts in website hits; 2. Great response from readers; and 3. Reader loyalty," he says.
Today some 13,000 readers subscribe to the HNN weekly newsletter, and each month the site receives more than 6,000,000 hits.
"Our numbers jumped by a third," Shenkman said. "We now receive about 300,000 unique visitors a month -- thanks to Email Marketing Director," Shenkman said.
About History News Network
History News Network (HNN) is a Seattle-based 501(c)(3) nonprofit created in June 2001 and funded by George Mason University but operating independently of the university as a non-profit corporation registered in Washington State. The website believes that "history is complicated and our pages are open to people of all political persuasions. Left, right, center: all are welcome." More information can be found at http://hnn.us
About Arial Software
Founded in 1993, Arial Software is widely considered the industry leader in comprehensive software designed exclusively for relationship marketing through personalized email messaging. Its products include Campaign Enterprise email marketing software and Email Marketing Director desktop software. More information on these e-mail tools can be found at http://www.arialsoftware.com
If you are interested in a Campaign Enterprise email best practices case study, contact the Arial Software Marketing department here.
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