Welcome to our latest fortnightly eBulletin, posted here on 9 January 2018. In this issue:
We hope the arrival of our first HTML bulletin into your inbox will be a welcome surprise. It’ll take a while to get slick at using our new template (old dog, new tricks?), and I will definitely be resisting gratuitous images and colours, but hopefully you’ll find it easier and more appealing to read – and mobile-friendly too.
If you spot a problem, or would just like to comment on the new design, or on any articles that we feature, you can still simply reply to this eBulletin or email firstname.lastname@example.org to get in touch.
We’ve also been busy setting spring dates in London for a number of our courses, and to celebrate the new-look eBulletin we’re offering subscribers 20% discount on all places booked before 31 January 2018. That’s £320 per place – just quote ‘320Jan18’ in the other price field on the booking form to claim the discount.
Six new course dates now available to book (with more to come shortly):
Copywriting Workshop, 21 March
Introduction to Marketing in Publishing, 19 April
Email Marketing Workshop, 17 May
Schools Marketing Workshop, 28 June
Impressive Marketing Plans on a Small Budget, 5 July
Profitable Commissioning Workshop, 12 July
I find it fascinating looking back over a year of Bulletins to see which articles piqued your interest, and there are a number here that you’ll want to check out if you missed them first time round. Once again both case examples from publishing and simple tips seemed to hit the spot consistently. Cogora’s quirky ‘meet the team’ page got you clicking in January (it was changed shortly afterwards BUT the quirky photos have now been reinstated, do head over to have a look), as did news of Emerald’s new website reported in August, and Penguin’s Facebook campaign to recruit enewsletter subscribers that same month.
Tips on good sources of royalty-free images and on effective habits for the (then) new year went down well, too. But the runaway winner was ‘10 tricks to appear smart in meetings’, an article read by no fewer than 15% of all eBulletin subscribers. Be sure I’ll be watching out for these being deployed by any of you if we’re in a meeting together sometime soon!
Our click-through rates across the year varied hugely, generally hovering at around 14% but the more popular articles pushed this to well over 20% on half a dozen occasions. (Note that as eBulletins in 2017 were text-only we couldn’t track true open rates, though they’d have been higher than CTRs.) And some stories we confidently predicted would be in this list didn’t make it and we’ll never really know why – wrong timing? Our wrong judgement?
In reverse order, here are the articles that attracted the highest numbers of unique clicks in 2017. These are expressed as a percentage of total subscribers mailed.
10. Six sources of royalty-free images, with thanks to Wordtracker (13 June, 6.7%)
9. 8 simple steps to getting your work noticed – love this Wiley blog post (4 April, 6.9%)
8. 19 words and phrases to weed out of your marketing copy (21 March, 7.4%)
7. Fabulous Penguin Facebook campaign to recruit enewsletter subscribers (22 August, 7.8%)
6. 10 enduring quotes about marketing to drop into conversation (7 March, 8%)
5. 7 simple but effective habits for 2017, honest (10 January, 9.1%)
4. Fascinating article about academics’ attitude to marketing, in THE (25 July, 11%)
3. Emerald’s new website is a force to be reckoned with (8 August, 12%)
2. What’s your view of this ‘meet the team’ page? (10 January, 13%)
1. 10 tricks to appear smart in meetings, love these at cooperreview.com (3 October, 15%)
If you have good news or quirky stories you’d like to share with other eBulletin readers, do drop us a line at email@example.com. You may just feature in an eBulletin and in this round-up next year!
The new GDPR data protection legislation will come into force across the EU on 25 May 2018 (and yes that includes the UK), which means we have just five months to ensure that our data management processes are compliant or risk potentially huge fines.
ALPSP are running a webinar especially for publishers on 30 January with the option of registering to receive a link to the recording afterwards if unable to make the live time. A previous seminar last year was both scary and very useful. At £60/£100 for members/non-members this will be time and money well-spent.
Read more on the ALPSP website.
Our Email Marketing Workshop focuses on ensuring that you’re delivering content your readers welcome and in a style they warm to – we’d like to think it’s the perfect complement to ensuring you’re up to speed with GDPR!
Catch up on The Marketability Grapevine on Facebook
I recently saw a teaching resource described as ‘sparkling’, which puzzled me enough to try to work out why. I suspect that thesaurus.com offered it up as an alternative to ‘brilliant’, a word definitely over-used by schools publishers.
Tip: useful though thesaurus.com undoubtedly is, it can produce synonyms that just come across as weird. Great copy isn’t about adjectives but about examples and facts.
Read more about our Copywriting Workshop.