Marketers are busy people. They don’t want to sift through a ton of preamble and unnecessary text to get to the really helpful material in a newsletter.
When Hunter PR started its e-newsletter directed toward marketers, The 511, in 2011, the firm kept that in mind. The newsletter, which started bi-monthly but went monthly in early 2012, tackles relevant, social media-related topics, such as brands making their mark on Facebook, using Vine, and crisis communications.
It always follows the same format, listing five important things marketers need to know about those topics. It’s very direct and to the point, with any information about Hunter and the expertise it offers presented in a sidebar. The firm’s commitment to providing useful information with no fat makes it the winner of the Best Electronic Newsletter category of the 2013 PR Daily Awards.
Since the newsletter went monthly in February 2012, subscriptions have risen by 71 percent, rising steadily with each issue. Open rates are three times the average for marketing newsletters. Quite a few clients found out about Hunter’s digital capability directly from the newsletter, too. They include Diageo, Gallo, Hasbro, and 3M. The firm has also gained new clients because of the newsletter.
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