When you hit ‘send’ on your monthly newsletter, does it feel like you’re blasting content into the vast vacuum of space – never to be heard or seen again?
It’s frustrating when you when spend time and effort piecing together a newsletter only to have no one read it.
But there are a few things you can do to solve this.
If your open rate is low, a lacklustre subject line is likely to blame. You only have 50 characters to capture your recipient’s attention so it’s important to make them count.
Here’s why your subject line might be missing the mark:
- Too long: As the famous saying goes: TLDR. Life is too short to read long-winded subject lines. Do your recipients a favour and get straight to the main attraction.
- Too vague: Would you open an email if the subject line was ‘Exciting news’? Neither would I. As per above, put the key information in the subject line. Instead of saying ‘we have an announcement!’, tell your readers what the announcement is.
- Too boring: There’s being specific with your readers, and then there’s being dull. You can be more creative than ‘Newsletter no.1’. Pose a question to your reader, give them a fascinating statistic, pull them in with a promise.
Another thing to pay attention to is the name you are using to send your email.
Do your emails appear in your customers’ inbox addressed from ‘Info’, ‘Customer Service’ or some other mysterious entity? Make sure you’re sending as someone your customers will immediately recognise.
You can’t go wrong with your business’ name. Or, if you have a personal relationship with the recipients, put your own. People will appreciate the personalised touch and be more inclined to open your email.
Implement these little tricks in your next newsletter and see the improvement for yourself.
