Having thousands of email subscribers is a great achievement but open-rates is where it really counts. Ada Ivanova provides tips on how you can boost your newsletter’s readership.
The first trick is the simplest one and it is hardly a surprise – if you want your subscribers to read your newsletter, you need to provide great content. Pretty straightforward and pretty efficient! When your subscribers know your stuff is top-notch, they will be looking forward to each new issue and even if they are busy the moment they receive it, they will certainly keep it to read it later.
You might consider yourself really lucky, if you manage to make your subscribers wait impatiently for each new issue. Even if you don’t achieve this, the next best thing is to provoke their curiosity when they see your newsletter in their mailbox. The best way to do it is to make the subject line of the email with your newsletter clear about what’s inside and who it is from.
This way if the topic(s) of the email are intriguing and you are a recognized brand, your chances to have your newsletter opened increase in heaps and bounds. Also, if there is anything special inside – i.e. a promotion, a deal, a coupon, a free download, etc., don’t forget to mention it as well because such special items are like a magnet for your readers.
Your subject lines might be catchy but if your newsletter gets caught by spam filters, this isn’t of much use. Words such as ‘free’ that are treasured by marketers and that basically boost the open rate are considered spammy by many spam filters, so try to avoid these words because they can make your newsletter head straight to the spam folders of your subscribers. Additionally, check if the email you are sending your newsletter from hasn’t made it into a spam blacklist list because if it has, then you have no choice but to replace it with a clean one.
Timing is very important and this applies to newsletters, too. The best time to have your newsletter in your readers’ mailboxes is early in the morning because this is the time when they arrive at their desks and start checking their mail for messages received during the night. When users are done with this, they get to other tasks (or have their lunch break) and even if they see your newsletter, they might be too busy to read it.
You need to bear this fact in mind when you schedule your newsletters. If your mailing list is huge, it might take hours for the server to send all emails, so factor this as well. Of course, with the global nature of the Net you can’t have your newsletter served in the morning for everybody but if you have a specially targeted geo-region (i.e. the US), try to have your newsletter delivered in the morning at least for them.
In addition to the time of the day your newsletter is delivered, the day itself is also important. If you publish at random intervals, this will make your users confused. It is best if you publish at regular intervals (i.e. once a day, once or twice a week, once or twice a month, etc.) because this way your users will know when your newsletter is to hit their mailboxes. Stick to a regular schedule and break it only when something exceptional and urgent must be communicated.
I guess you have heard that if you can’t measure something, you can’t manage it. This is valid for newsletters as well. This is why you need to track your open rates and your conversions. If the WordPress newsletter plugin you have picked to run your newsletter supports this, you are lucky but if it doesn’t, then you have to search for third party solutions.
Publishing a newsletter might be your best move but when your readers don’t even bother to open it, all your efforts are in vain. Because of this, it makes sense not only to spend time on gathering newsletter subscribers, but also on keeping their interest alive. I hope that the tips in this article will help you to achieve this.
Ada Ivanova is the Blogger Relations Manager at WinkPress – the ultimate resource about WordPress, its themes, and plugins. If you are interested in more tips about how to use newsletters and which the best WordPress newsletter plugins are, please visit our site.