‘Content is king’ but how does the King communicate?
“Content is king” has become quite the quintessential phrase in Blogs like ours over the past few years. But it’s a phrase we at Tactic Group strongly believe in. So if content is king, how should it be communicated?
Last month we setup an email campaign for delivering HTML newsletters to the membership database of the New Zealand Snowsports Instructors Alliance (NZSIA). Our chosen platform was Campaign Monitor. And we were impressed. The functionality was extensive, the approval process for campaigns was thorough and the reporting stats are substantial. 100% recommended!
For NZSIA the newsletter performed well. 50% of recipients opened the newsletter (which is very high for email campaigns), 25% clicked a link and only 0.35% unsubscribed. Pretty good results I’d say. The fact that the recipients of the campaign were a highly targeted market certainly helped. However the newsletter’s clean and simple design plus, getting back on topic now, the well-thought-out readable content would have made the biggest impact – particularly with the clicked link and low unsubscribe rates.
Yep, content is still king, that’s for sure. However, without the vessel to communicate such content the message would have never reached the audience. In this case the vessel was an HTML email campaign in the form of a newsletter. In another cases it might be a Twitter stream or a Vimeo channel, but the vessel must be matched with the message and suited to those you’re trying to reach.
Tags: Campaign monitor
