To start, you should know that these are really good Open Rates; for comparison, benchmarking my results versus other B2B Newsletters, the average Open Rate is 22% (Campaign Monitor). By industry, Advertising & Marketing Newsletters average an even lower 20.5%.
I achieve DOUBLE the average Open Rate with my Newsletter. And what I’m doing here is sharing how can you achieve this type of result, too.*
1. Know Your Audience
I have a deep understanding of my target audience, ranging from basic information about who they are to knowing, in a deeper sense, what keeps them up at night. How do I know this? Because I ask questions and I listen. The better you are at talking to your clients and prospects, and digging into what they’re thinking and feeling, the better you can tailor Newsletter content to their needs.
2. Spend Time Honing the Subject Line
Your subject line is the first thing people see as they’re scanning their inbox, so it’s the most important thing you can focus on.
(Having said that, once you achieve a sense of trust with your recipients, they’ll also open your emails if they see your name. For me, I’m always scanning the “From” column, to see who is sending me what. Keep that in mind for the future…)
Speaking clearly and plainly is important, as is being a bit spicy. I have to make the promise of the Newsletter compelling and concise enough for someone to believe it’s worth opening up and taking a look.
3. Share Only Extremely Valuable Content
Keeping in mind what my audience wants and needs, content is king. I strive to share what’s valuable, informative, and relevant. This might be insights into new digital marketing developments, tips that solve my audience’s pain points, or relevant information for their needs and interests.
For me, only the highest-quality content will do. If you practice this, over time, it keeps subscribers engaged and looking forward to your next newsletter.
4. Encourage Engagement
I’m always asking my readers to engage with me, sharing their feedback and ideas. Over time, their feedback has provided amazing insights into their struggles and what they want to know.
Use your newsletter to learn more about your target audience. Ask questions. And provide visibility, for everyone, so that the community learns together. I also encourage readers to share my Newsletter with others.
5. Be Consistent
Consistency is key to building trust for readers. I send my Newsletter monthly; be sure you’re on a regular schedule so that your audience knows when to expect your Newsletter. Whether it’s weekly, bi-weekly, or monthly, stick to your chosen frequency.
6. Optimize for Mobile Devices
Since people check their emails on mobile devices, I make sure my Newsletter is mobile-friendly. I use Constant Contact (I’m a Partner) because the platform uses responsive design, and I am consistent in my format, so that the content is readable on smaller screens.
If you create a seamless mobile experience, it can also improve open rates because your recipients know that they’ll have an easy time reading your email.
7. Monitor and Analyze Results
One of the best ways I’ve learned to improve my newsletter is by looking at the data. It’s clear to me when subject lines are strong (or not), and it’s equally clear which topics are of interest.
If you are consistent about looking at the data, you’ll see trends and patterns emerge, and you’ll learn what works and what doesn’t.
If you’re interested in achieving better results for your B2B newsletter, or starting a newsletter, let’s chat!
*There is an inflation now of reported Open Rates because of many email platforms (I use Constant Contact). This is caused by the automatic opening/testing of links by some software/hardware. To see how this is affecting your rates, check the Click-Through list and see how many people are clicking ALL the links. As long as that number is low, you can be assured that this issue isn’t affecting your overall Open and Click-Through Rates (CTRs). If it’s high, you do have an issue of inflated rates.
