Trending: I hear people say they don’t read eNewsletters any more, but this past week has proved just the opposite

I’ve been so busy this past year that when Schroder PR Account Manager Sarah Funderburk would ask me every few months how the firm was going to celebrate its 10th anniversary, I’d just shrug my shoulders, shake my head and gaze back into my computer. Lucky for me, I’m not in charge of anniversaries.

One afternoon a few weeks ago, I was wondering why Sarah kept asking me questions about an upcoming presentation as I was trying to get out the office door. Suddenly, my wife and our firm’s editorial director Jan Schroder walked in while the other teammates grabbed champagne and cupcakes. “We just couldn’t let you go any longer without celebrating our 10th anniversary,” Sarah said. I grabbed a camera and snapped a group photo in our Rhodes Hall office.

Last week, just before we pressed “send” on the latest issue of Clear Messages, our PR firm’s company eNewsletter that included our champagne and cupcake team photo, I suggested we change the subject line to reflect our milestone. “Clear Messages:” it read. “Schroder PR celebrates 10th anniversary.”

A few minutes after we sent that email to exactly 2,195 folks – many of whom I threw in at the last minute out of my address book and from whom I hadn’t heard anything in years – my own email inbox began to fill up. Before the week was out, I had received 157 emails with personal congratulatory notes.  I received emails from high school classmates, college roommates, clients, competitors, former bosses from my 1980s days at The Greenville News – even one from Wendy Binns, the current owner of Atlanta INtown, whom I hired out of college years ago.

Today, with eNewsletters, we can monitor and report specific numerical data in real time. For example, this edition of Clear Messages was opened by 590 recipients, for an open rate of 31%, which is 16% above the industry average, our electronic reporting tells us. We also know 93 of our recipients clicked through to read more at our firm’s website.

In 2013, PR professionals are blessed with an ever-growing array of communication platforms through which to promote our clients and our causes. In the coming years, we’ll be helping clients use communication vehicles that are not even invented yet. No matter what we end up doing, one element in our campaign will be the eNewsletter and it will still warm our hearts when you press reply and let us know in a few words – or characters – that you still care.…read the full article here.