Email Newsletter Ideas. Your email newsletter database is valuable. After all, these people signed up to receive your content. They must be eager to consume it, right?
And yet, the average email open rate in 2020 was 18%. That means less than one of every five subscribers you’ve earned looks at the content you send.
Some daily e-newsletter brands have found better success. Morning Brew, theSkimm, and The Hustle have risen to the top of the newsletter game with open rates approaching 50% and subscriber totals that make the rest of us green with envy. The Hustle built something so good that marketing software company HubSpot recently bought it in a deal valued at $27 million.
What does it take to get people who’ve already expressed an interest in your brand’s content to open and (hopefully) read it? Here are some lessons content marketers can learn from these email newsletter successes.
1. Don’t require a click
Morning Brew, theSkimm, and The Hustle newsletters are self-contained. Readers can consume and understand the topic without ever having to click to go to the brand’s website to learn more.
That may seem counterintuitive to marketers. Yet, if your content’s goal is to build a valuable relationship with your audience, it makes sense: Don’t make your audience work harder for your content than they have to.
Each newsletter also gets to the point quickly. For example, theSkimm boils its few-hundred-word feature story into a simple paragraph that appears at the end of the main article. Here’s one for the effect of the pandemic on women and mothers:
The pandemic has exacerbated flaws in the US system that’s let down women and mothers. And it’s continued to highlight racial inequities. Now, some lawmakers are taking initiative to address the problems lingering for decades.
By thoughtfully designing your e-newsletter with the audience in mind, you can better address varied reading habits. Create subheads and snippets for at-a-glance readers, and offer longer pieces and additional resources for in-depth readers. Keep in mind: Readers don’t exhibit the same behaviors every day. Someone may be short on time one day but have more time to read on another day. Or a topic may pique the interest of one reader but leave another less intrigued.
2. Craft custom subject lines – and be consistent
Even though they signed up to receive your content, few people will work to find it in a crowded inbox. Make it easier for them to spot your e-newsletter – put your brand voice and visual identity in the subject lines. A consistent look will draw the eye more than random words.
Both The Hustle and Morning Brew use emojis in their subject line. The Hustle chooses an emoji relevant to the content of the day. – Read more
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