How We Think

Is Anyone Actually Reading your E-Newsletter?

Mar 02, 2020

You’ve taken the time to write an informational e-blast/newsletter with great information on your product/service/promotion/industry and sent it to your contact list, so it’s being viewed and read by the masses, right?  Actually, the average email open rate across all industries is only 20.81%!

With over 80% of businesses using email marketing technology, and nearly 70% of consumers preferring to receive marketing information via email than other digital methods, how can you ensure your email marketing gets noticed?   

Here are 3 tips to help keep your e-newsletter from being sent to the trash without even being opened:

  1. Subject Line. Your subject line is at THE top of the list and for good reason.  You could have great content in your e-newsletter, but no one will ever know that if your subject line reads like the 6th page of a financial statement for a bubble gum company and is, well, BORING!   (I mean unless you sell gum and you’re really trying to get an edge on your competition! But I am guessing that is unlikely).  Create a subject line that creates some allure, some mystery, creates interest…creates a reason for the reader to want to click on that email and actually open it to read the contents inside.
  2. Length.  An e-newsletter should typically not exceed 125-150 words (according to the Content Writing Institute).  A good rule of thumb is to keep the content short, sweet, and to the point.  A 3-page report of data is not suited for an email.  Keeping the content relevant to your topic and condensed is the way to go.  We are in an era where bite-sized amounts of information are preferred and you can always direct them to your blog where the meat and potatoes of your content are housed.
  3. Analytics.  So you’ve got a long list of contacts in your email marketing software, but that doesn’t necessarily mean everyone is opening and reading your e-newsletter.  Most email automation software (like Mailchimp or Constant Contact) has analytics built right in that tracks how many emails were opened, how many bounced, how many people opted out, etc.  This is GREAT information, don’t let it go to waste.  Use these analytics to optimize your contact list and understand what your audience wants to read.

Now you have some knowledge and ammunition to help your e-newsletter be e-ffective!  Don’t have time to write the content every month, not sure how to analyze your results?  Not to worry, at Tulip Tree Studios, we can help with all of the above. Give us a call 507.218.8401 and we would love to chat with you about email marketing and help you get started!