How Vector Security Won the 2017 SAMMY Award for Best Short Form Company Newsletter
Vector Security created a weekly electronic newsletter with the intent to drive traffic to its company blog.
Vector Security introduced its Home Security Blog e-Newsletter in March 2016 with the intent to expand readership of its Home Security Blog, which opens a dialogue with customers about advances in security and home automation technologies.
General safety awareness and related tips are also staple educational content. The newsletter is emailed each week to nearly 87,500 recipients (and growing) as an added customer touchpoint to proactively push content from the blog to them.
The newsletter spotlights, as the main article, a blog post from earlier in the week. Beneath that article, there are links to two additional items that contain related content.
“The newsletter is distributed on Thursdays, and there have been times when those inbound readers have accounted for as high as 43.5% of our total web traffic in a day,” says Art Miller, Vector’s vice president of marketing. “Since the introduction of the newsletter, Thursdays are now our biggest web traffic day of the week.”
That spike in readership has also improved the company’s search engine optimization (SEO) traffic to those blog articles, plus Vector began to see the installments shared across social media and other content sharing services such as Facebook, Twitter, LinkedIn, Reddit and others.
Vector’s electronic newsletter and online efforts have resulted in a readership that has expanded well beyond its primary service areas along the East Coast and Mid-Atlantic region.
For instance, the company was recently contacted by a Google employee on the West Coast regarding a blog about Pokémon Go and its impact on business security. The company has also received media inquiries related to a blog post that focused on hacked Internet of Things (IoT) devices.
As the numbers bear out, Vector continued to grow at a steady pace month to month with more than 100% readership growth in a five-month period leading up to its entry into the SAMMY Awards newsletter category.
In July 2016, readership topped out at 5,838. By the end of November, it had risen to 12,872.
“We attribute much of this growth to the newsletter, which has achieved our goal of expanding readership of our blog,” Miller says. “We also introduced a similar newsletter — for our business security blog — in November 2016, and we’ve already seen the readership of those articles improve 50% since September.
2017 SAMMY Winners: Read up on the rest of this year’s SAMMY winners here.
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