January 2021
Open your inbox right now. How many newsletters and email campaigns do you have sitting unopened? If you come in under 50, I’d say you are doing pretty well! Now, how many of those are you going to actually open and read? For the average person, the answer is fewer than 1 in 4.
So, as a brand, how do you separate yourself from the rest of the unopened emails weighing down your client’s inbox? Let’s break down the best ways to freshen up a newsletter and increase your open rate.
1. Grab attention with your headline. You’ve heard ‘you only get once chance to make a first impression.’ Well, you only get one chance to get that click, so make sure you are putting your best foot forward with a solid subject line. So…be funny, get cheesy, incorporate your favorite pun or emoji! (when appropriate)! If you aren’t being creative here, why would anyone open the email?
2. Content is your priority. If you feel the content is ready for a change, it probably is. Shake up the newsletter by making sure you are providing valuable content, and not a promotion. If your newsletter feels too much like a sales pitch, it is going to drive down open rates for the next newsletter…and the one after that. It’s all about being mindful of people’s time.
3. Give your graphics a facelift. We obviously love branding, so staying true to your brand is key. But that doesn’t mean your look has to get stale. With a new look, you will generate interest around the newsletter and hold their attention.
4. Don’t spam inboxes. Nothing is less desirable than feeling bogged down with too many emails from one company. For most businesses, you don’t need to send a newsletter more than once a month. Sometimes even once a quarter will do the trick.
5. Set expectations from the start. When you ask people to subscribe and you capture their email, make sure you don’t stray too far away from the content you are advertising. If you say you are providing news and updates, do just that. If you ask people to sign up to get a promotion, make sure you give it to them. It sounds simple…and it is.
For more marketing tips and for help with your brand, get in touch with us.