How Boardwalk tripled its download rate

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“We're an Atlanta-based firm focusing on executive search for nonprofit companies. This is our seventh year, and in our third year we discovered e-mail company Constant Contact to help us connect with our clients with our monthly newsletter, “SmorgasBoard.” It's a fairly tight list—about 1,000 to 1,500 names in 16 states—but for us it's substantial. Our open rates are just about average, but our click-through rates are 10 times the Constant Contact average. Why? We try real hard to write about things that are relevant to our audience. Recently we started doing a series of monthly breakfasts for our clients to explore topics of interest to nonprofit organizations, and we use what we hear there in our next newsletter. Our newsletters are absolutely not about self-promotion; we basically reinforce the fact that we are thoughtful about what we do and well-informed. As for ROI, over the past 12 months, visitors to our Web site downloaded copies of our intellectual capital (pamphlets, templates and newsletter content) 77,000 times. That's at least double or triple our download rate three years ago, which is extraordinary.” —SAM PETTWAY, founding director, BoardWalk Consulting
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