How to increase the open rate of your newsletter?

I'm sure this is a question you ask yourself very often?

And that's normal, I mean, when you spend so much time capturing emails,

With a landing page but also a lead magnet, you now want people to read your newsletters.

Because you have the right digital marketing strategy in place, you should now be ready to differentiate yourself from the competition and gain new customers.

Above all, your email content is relevant, that it allows your audience to progress and often buy your physical or digital products.

Before getting to the heart of this subject to find out where you stand, know that in 2020, the average open rate was 17.8%, with a click rate of 4.3% 

More exactly, the average open rate varies between 15.30% and 24.90%, depending on your sector of activity (source Campaign Monitor ).

The bad news is that this number is decreasing from year to year ...

I discussed this trend with Mélanie, our “Email & Copywriting ” angel :

 

Today capturing and captivating its audience have become the sinews of war ... Hence the importance of working on the content of your newsletter, but especially its copywriting , with a professional or training in this art.

I give you my best simple tips to increase your email open rate.

First, I will discuss techniques to increase your deliverability rate to bypass the spam filters of your recipients' mailboxes.

Then, you will have ideas for titles that entice you to click.

Finally, we talk about the content to put in your newsletter to create an appointment expected by your audience.

1. Increase the deliverability rate (and overcome the SPAM barrier)

Email open rate is the percentage of subscribers who open a specific email out of your total number of subscribers.

For example, an open rate of 50% means that for every 10 emails delivered to your recipients' inbox, 5 actually opened it.

It is, therefore, necessary to make sure beforehand that your emailing campaigns arrive in the mailbox of your contacts.

Here are some tips.

Involve your audience to increase the open rate of your newsletter

You can do this in some ways.

First, from your welcome email, ask your recipients to take you out of their SPAM box or from the “promotion” tab of Gmail, as well as to add your email address to their contacts.

To do this, make it easier for them by showing them how to do it step by step.

Another way is to ask your recipients to reply to your emails.

This way, Gmail, Hotmail, or another messaging identifies you as a real contact and not a spammer.

My advice: regularly invite your recipient list to reply to you and/or add you to these contacts.

Indeed, they may not do it from the welcome email. They will surely prefer to judge the quality of your content first.

And maybe, over time, they have a folder in their archives containing all your emails ...

Avoid “promotion” titles.

Avoid titles that grossly call for a promotion, a great deal.

I think of the words: offers, promotion, exceptional, irresistible, broken prices, lower prices, sales, cheap, golden deal, free, easy money, urgent 100% guaranteed, gifts ...

With these types of words, you increase the risk of landing in the SPAM mailbox of your readers, and consequently, you decrease your chances of being read by your readers.

Be smarter than that to increase the open rate of your emails ...

2. An object title that clicks to increase your email open rate

Like you, your audience is in demand from all sides.

We live in a world where everything is done to distract us. And the smartphone and the Internet are not helping.

Our attention span would currently be 8 seconds,

It is, therefore, this small period that you have to hook your reader.

This is why, to hold your reader's attention, I invite you to work on your titles.

Indeed, it is mainly the title that affects the open rate since it is this little piece of text that your recipients see first.

Note: To put the odds on your side, also choose a sender name that speaks to your subscribers and also consider writing a good pre-header. Indeed, these are the 2 other visible texts of an email not yet opened with the title.

Here are 3 title schemes and a tip you can reuse as you wish.

The title “promise.”

Make a promise to your audiences, such as solving one of their problems with a method or technique or even tips.

Here are some examples :

• How to buy an apartment without financial support?
• How to cook roast beef without messing up the oven?
• 10 tips for reaching the summit of Mont-Blanc without being a mountaineer ...

You generate interest with this technique that makes your reader want to open your newsletter.

The title “curiosity.”

Curiosity is a bad thing. On the other hand, what is it useful for capturing attention?

This is why curiosity is also an excellent lever to obtain a better open rate.

To find ideas for “curiosity” titles, I invite you to browse the press, particularly the tabloid press, by analyzing why you stopped on such a title.

Here are some examples of my own:

• Do you know this method to increase your newsletter open rate?
• I am shocked by this practice of my competitors ...
• I have my slap!
• Have you seen this latest hack?
• The secret to getting rid of acne ...

The idea here is to talk about something without naming it explicitly.

So the one and the only way to find out is to open your email!

The title “novelty.”

Note: this type of title is to be used with part et monie (a little wobbly humor?), So as not to tire your audience and end up in their SPAM box.

But everything new attracts, and inevitably your audience is no exception.

Experts in Digital Marketing speak of FOMO (Fear of Missing Out), that is to say, the fear of missing something.

So, in your title, give information, a detail that will change everything in life.

Here are some examples :

• The latest hack to increase your open rate,
• This new technique for climbing stairs 4 to 4,
• The new trendy concept for building muscle ...

Besides, the big advertisers know how to use it: come and discover our latest product ...

Tip: add the recipient's name in the subject line of the email

The statistics prove it.

Personalizing the subject line of your email can increase its open rate by 50 to 58%

Why?

Your audience does not want to read a commercial offer. They are looking for emotions, to feel concerned.

And add nothing that his first name in your title arouses emotions ...

My advice: if you plan to use this trick, add in your email capture form to add the “first name” field, or even to make it mandatory.

3. Quality content to increase the opening rate of your newsletter

I will say it is even the base.

No matter how much you use the latest tricks, the latest hacks, all of human psychology, if your business doesn't write great content, your audience will end up not reading you or even unsubscribing.

In the long term, the quality of your content is the key to increasing the open rate of your newsletter.

For this, your goal as an entrepreneur is to offer your subscribers:

• Exclusive content,
• Advice has never seen elsewhere,
• Relevant content that allows your audience to progress learn new things and have fun ...

Conclusion to increase the open rate of your newsletter

Increase the deliverability rate, avoiding the SPAM box.

To do this, involve your recipients by answering questions you ask them in your emails or asking them to add you to their contacts.

Then write titles that make you want to click.

Here are 3 suggestions:

• The promise: it involves high added value content such as an action plan or your best tips for solving a pain in your audience,
• Curiosity: the title curiosity has great power. However, avoid “public” titles. They must always be related to your content,
• The novelty: it strongly encourages people to click (then buy). Think of the queues in front of Apple stores when a new product is released.

Finally, publish content with very high added value.

This is essential…

Today, even the largest business that seeks to connect with buyers must offer many more products and services. You need to distribute free content to support your customers in their transformation.

To sum up in 3 questions.