With over 100 billion emails sent last year alone, and many of us receiving tens if not hundreds of emails a day, it can be easy for your newsletter to become lost in a sea of your readers emails.
But before you start waving the white flag, regular newsletters and emails are still a great way to create another touch point with your customers and build your profile and sales. But how do you stand out in a crowded inbox and keep readers opening? Here are four tips to increase your newsletter opens and clicks.
1. Never underestimate the power of your subject line
Your subject line is the headline of your newsletter and in many cases the only opportunity to capture your readers’ attention.
For best results don’t just go for a generic ‘[Month] Newsletter’ subject line, include an incentive or information teaser. It could be to address a challenge or need, or include a desired benefit, a sneak peek of the tips contained within, an emotional pull or special offer.
2. Personalise your newsletter
General statements like ‘Hello Business Owner’ immediately rid your newsletter of the personal touch and people are less likely to read on. Readers want to feel like you are talking directly to them so where possible personalise your newsletter by using their first name.
If you don't have the names of the people you are emailing, or a program that will insert their names for you, consider using a pain or benefit driven headline that will appeal to most if not all readers. A targeted headline like this, despite not being personalised is often more effective then a group greeting.
3. Value your reader’s time
People are busy and inboxes are crowded. Value your reader’s time by keeping your newsletter brief and relevant. It is not the place to waffle about everything you’ve done for the month; it is another touch point to connect with your readers, so think about what they will want and need.
If you do have long articles and detailed information you want to share, publish them as a blog post on your website so you can provide a short sentence or two with a link to "read more" this not only saves space and time, it also increases your website traffic.
4. Prioritise your content
Keep in mind that the majority of your readers will be scanners looking to see ‘what’s in it for me’? They will scan until they find something relevant or of value to them – and if they don’t your headed for deleted items.
To appeal to scanners outline the key selling points of your newsletter early and link to each area where possible. Also make sure that the most interesting, relevant or hard-hitting information is at the start of your newsletter.
How do you keep readers opening your newsletter?