Mastering a 48% Open Rate for Your Newsletter: A Simple Guide
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Understanding Newsletter Success
Achieving a high open rate for your newsletter is more attainable than you might think. Recently, while navigating my email service provider, I stumbled upon a "statistics" feature. The results were astonishing: my newsletter averaged a remarkable open rate of 48%. I had initially estimated it to be in the low 40s, but this revelation prompted me to dive deeper into understanding what contributes to this success.
Qualify Your Subscribers
I have always been averse to intrusive marketing tactics, even if it means sacrificing potential revenue. All my subscribers come from one source—my blog—where I avoid pop-ups, cookie notifications, and other marketing gimmicks. The subscription form is subtly placed, ensuring that those who sign up are genuinely interested. Additionally, I offer an archive for readers to peruse past newsletters before they decide to subscribe, setting clear expectations.
Craft Honest Titles
In today's digital landscape, everyone can spot clickbait from a mile away. As such, I strive to create newsletter titles that accurately reflect their content. For instance, my last newsletter was titled "Rain in Saudi Desert, Amazon Robot, and Earth 750 Million Years Ago," which precisely captured the topics discussed.
Keep It Concise
One of the enduring mysteries in the business world is the popularity of platforms like Substack. While I understand the appeal of newsletters, I often find myself puzzled by the lengthy ones. The newsletters I enjoy reading can be consumed in under a minute and are succinctly presented with bullet points. In crafting my own newsletter, I aim for brevity, typically keeping it under three minutes. I often edit out unnecessary content to maintain a tight, engaging format.
Maintain High Standards
There’s a common criticism of niche newsletters: they can lead to repetitive content. A prime example of excellence in newsletter writing is Tim Ferriss' "Five Bullets Friday," known for its concise, diverse, and informative nature. I emulate this approach by avoiding a narrow focus and discussing a wide range of intriguing topics.
Limit Frequency
Nothing is more overwhelming than a flood of newsletters in your inbox. I send mine biweekly, which helps create anticipation without overwhelming my subscribers. In December, I send only one newsletter to accommodate the busy holiday season.
Promote Inclusivity
While I usually see a couple of unsubscribes with each newsletter, I once experienced a spike of eleven unsubscribes after discussing climate activists. This incident taught me to steer clear of judgmental language, divisive subjects, and edgy humor. My goal is to remain as neutral and inclusive as possible.
Avoid Exploiting Subscribers
Some creators use their subscriber base solely to push sales, which can quickly become off-putting. While audiences expect promotions from companies, constant sales pitches are unwelcome. As a creator, my role is to educate and entertain, not to exploit. I offer a one-time 30% discount on Gumroad for new subscribers, but I refrain from promoting products in my newsletters.
Vary Your Sending Schedule
Sending your newsletter at the same time every week can become monotonous. I prefer to release mine on the 1st and 15th of each month, regardless of the day of the week. This approach adds an element of surprise and keeps things fresh for my audience.
Conclusion
To sum up, ensure your subscribers are genuinely interested, use authentic titles, keep your content concise, uphold high standards, limit the frequency of your newsletters, be inclusive, avoid exploiting your audience, and vary your sending schedule.
Good luck!
For more insights, visit auresnotes.com.
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