The perfect newsletter: what should it include and how do you increase open rates?
You put time and effort into your newsletter, but open rates are disappointing. Frustrating, right? A good newsletter can be hugely effective, but only if it stands out in your audience’s crowded inbox. At Social Roots we help businesses create newsletters that are not just opened, but also read and acted on. In this blog, we discuss the key elements of a strong newsletter and how to increase your open rates.
A compelling subject line
First impressions are everything. Almost 50% of recipients open an email based purely on its subject line. A dull or vague title goes straight in the bin. Keep your subject line short, intriguing and relevant, for example:
- Don’t miss this exclusive offer!
- 5 tips to solve [problem] straight away!
- New arrivals: products you won’t want to miss!
Avoid clickbait and make sure your newsletter’s content lives up to the expectations your subject line sets.
Personal and relevant content
A newsletter should be more than a one-way stream of promotions. People open emails because they expect valuable and relevant information. This could include:
- Inspiring blog posts or tips
- Exclusive discounts or offers
- Updates about your business or products
- Interesting trends and insights
In addition, personalisation increases engagement. Emails featuring a name or tailored content based on previous interactions perform better.
A clear call to action (CTA)
Your newsletter has a purpose: to prompt action. Whether that means making a purchase, signing up or reading a blog post, make it as easy as possible for the reader. Use clear CTAs such as:
- View the collection
- Claim your discount
- Read more
Place your CTAs strategically and make sure they stand out visually.
The right send times
The time you send your newsletter can make a big difference. Tuesdays and Thursdays between 10am and 2pm often perform best, but test different days and times to see what works for your audience.
Optimising and testing
A newsletter is never perfect first time. A/B test different elements, such as subject lines, send times and CTAs. Analyse the results and optimise your emails based on data.
Conclusion: from email to action
A strong newsletter takes more than just a few well-chosen words. A compelling subject line, valuable content and strategic send times increase your chances of success.
At Social Roots we help businesses create and optimise newsletters that really work. Ready to improve your open rates? Get in touch!
