I tend to aim for both. In this article, Ann Gynn offers 6 ideas for more opens, clicks, and shares. I like what she has to say about creating content that doesn’t require a click through for the reader to understand it.
“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.”
Of course, you’ll want to click through for the other 5. I love irony.
Who doesn’t love a Q&A from an advertising company about why newsletter advertising is awesome?
“Publishers and other players are flocking to email newsletters because of the versatility and value that the email address provided them.
For publishers, newsletters are highly engaged media. Consumers opt-in to receive it, and they make a conscious decision to open and read it. And while newsletters have always been highly effective at driving readers to a publisher’s webpage, they are discovering that the newsletter itself can generate high CPMs and incremental ad revenue.”
Newsletter consultant Dan Oshinsky’s February edition (yes, edition is the better word for it) of Not a Newsletter, his monthly Google Doc of fresh newsletter resources, is now available.
This rabbit hole of information worth spending the better part of a day with is too good to sum up in one paragraph, so I’m linking to one interesting article about email marketing he included and to an Inbox Collective Google Slide Dan put together (25 Ways to Sign Someone Up For Your Newsletter). Enjoy.
Get excited because Dan is going to be speaking about newsletter business models at Newsletter Fest!
Ness Labs founder and creator of Maker Mind, a newsletter about mindful productivity, Anne-Laure Le Cunff recently published 50 newsletter lessons she’s learned by sending 50 issues. There are some good ones in there, including number 15.
“Respect the reader-writer contract. Subscribers give you access to their most intimate space on the Internet: their inbox. Respect their trust by delivering exactly what you promised.”
Also, in reading this I learned she has an invite-only newsletter community on Telegram.
Shooting for higher open rates? In addition to delivering amazing content that is so valuable your subscribers open them regularly, you might want to consider learning the CURVE methodology in this article by Alex Williams.
Hint: CURVE is an acronym.
MarketerHire’s Mae Rice asked Dan Oshinsky how marketers could improve their email newsletters and he provided some great tips. Two we can all take note of are to be way less promotional and much more personal in our content.
If you missed Dan’s advice for welcome emails or want to revisit it, you can find that here.
Magan Le’s article for Litmus provides data and charts showing the optimal send times for optimizing open rates in several countries.
“Over 20% of all email opens occur within the first hour after being sent; within the second hour, nearly 30%. After that, opens come in at a much slower pace.”
Note: I changed my own send day from Tuesday to Thursday just before the end of 2020 but kept the time the same (10 a.m.) and haven’t seen a change in what has been a solid 30-35% open rate, which could be attributed to keeping the time the same. Have you run any helpful experiments on testing send times or days?
Nic Getkake of The Slice shares some smart ways to get your newsletter in front of an audience in this article.
“Starting out, joining an engaged forum like Indie Hackers can be a great way for you to get your initial subscribers as well as validate your idea.
In the early days of The Slice, a good portion of my initial subscriber base were all from there, and it’s a good start point. It’s a great community and they are very inviting of newcomers, so ask as many questions as you can, comment on the posts, be active, ask for advice. Maybe you have just finished building your landing page, ask the community on what improvements you can make, and there are hundreds of sub groups that have a specific focus.”
Click through for a nice list of options, including paid advertisements, cross promotions, and other growth channels.
Related: Check out 10 Powerful Conversion Tips For A Better Newsletter Landing Page.
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