If you work with newsletters, you’ve probably run into the challenge of maintaining or having to achieve a high open rate. A robust open rate is essential to ensure that messages that are processed, paginated and carefully defined reach the target audience and generate engagement. There are some tips to encourage an increase in the rate of newsletter opening, ensuring its success and, consequently, increasing the conversions of new users as well as the retention of those already acquired.
The importance of newsletters
Newsletters are an effective marketing tool in the corporate communication landscape, being able to offer significant benefits in the conversion and retention of the public. They allow a direct communication, specific to the users to whom it is addressed, through which you can regularly provide valuable content and exclusive promotions.
Thanks to the customization already mentioned, it is possible to adapt communications to individual preferences. This stimulates user interest and increases the likelihood of conversion or retention. Newsletters facilitate website traffic generation and promote active interaction with your audience, helping you build strong relationships and maintain loyalty over time.
What are the main elements to improve the newsletter opening rate?
- Create engaging objects
The subject of the email is the first impression the recipient has of the communication. It is absolutely necessary to avoid the use of promotional phrases or clickbait. Instead, it is much more effective to adopt a clear and concise style in communicating the value of content, which is still in line with the brand’s tone of voice. To stimulate curiosity, you can articulate objects that leave your thoughts hanging, so as to push users to open the newsletter to learn more.
- Audience segmentation
A "cutting and sewing" strategy is essential. You have to divide your audience into smaller segments based on demographic, behavioral or interest data. Banally, to different age groups corresponds a different language, a different style of communication. Send highly relevant content to each segment to maximize interest.
- Customization for a better newsletter opening rate
Making the experience more personal can make all the difference. Using the recipient’s name in the email header can help a lot, as well as customizing content based on past user preferences and behavior. It takes a lot more work, but it is an investment and not a waste of time and energy.
- Appropriate frequency
You need to find the right balance in the frequency of sending emails. Too often it could lead to disinterest and even annoyance towards something that could be considered "spam", while sending emails too rarely could make the brand forget or lose interest.
- Quality content
Content is king. Working on the selection of valuable information is a long but essential process, without which it would not make sense to carry out a newsletter project, which are relevant and useful for your audience.
To make the email appealing you can use a mix of text and visual elements. Many of the platforms used for newsletters allow you to mix text and graphics, some with more freedom than others. To improve layout management, here are some tips on how to create a newsletter with HubSpot.
- A/B test
The analysis is key. To understand what works best with your audience you need to conduct A/B tests on various elements, such as the object, design and call-to-action text. That is, create multiple versions of the newsletter, analyzing the results to understand which version sent got more openings and conversions.
- Optimization for mobile devices
You must ensure that your emails are mobile-optimized. Most people open emails from smartphones, and a responsive layout can make the difference between a continuation of reading and an annoyed abandonment.
- Clear and easy subscription
"Transparency" is the key. It must be easy for recipients to unsubscribe if they wish, even if it is against their interests. A transparent opt-out policy can increase user confidence. Similarly, there must be easily identifiable and pleasing call to action to increase the final conversion rate.
Bonus: tips number nine
The way to a high opening rate is a continuous process of testing and optimization. You have to experiment with these strategies to remain competitive, carefully monitoring the results and adapting your approach based on the responses of the audience. Each audience is unique, and success comes from the ability to constantly adapt their strategy to their preferences and behaviors.
To successfully manage a newsletter, the latest tips is to rely on a communication agency that knows these dynamics well and is able to apply them to specific targets and sectors. Contact Ekeria, inbound marketing agency in Milan, and request a free call to talk about your project.
