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What makes a newsletter great and increase open rate?

What makes a newsletter great?
You will find lot of contents regarding newsletters and how to achieve high open rate, over past two decades i have learnt that simple & short newsletter gets you more response.
 
Most important to me is Good database for newsletter?
Its important you dont use any purchased database as it can get you in trouble. gone are the days when one used to buy database online and send a blast. Now we have to be very careful as we have to make sure our newsletter database is as per GDPR compliance specially if you are in EU.

Always keep your database updated, Good database will give you good result.


Here are some tips for good newsletter, ways to increase open rate of newsletter.
  1. Audience: Make sure your recipient list is clean & updated.
  2. Keep subject line to that point not too short not too long, for me 8-12 words is good, subject line should reflect contents or newsletter. Avoid Spam words Example :
    • Apply now
    • Auto email removal
    • Billion
    • Cash bonus
    • Cheap
    • Compare rates
    • Credit
    • Double your income
    • Earn $
    • Earn extra cash
    • Eliminate debt
    • Explode your business
    • Extra income
    • Free
    • Fast cash
  3. Mobile Responsive: Since high number of users read email on phone, so make sure your newsletter are readable on phone, it if contains graphics then use bigger font so that text on graphics is readable
  4. Plain Text email: if possible always add plan text version of email for readability. software such as MailChimp gives you option to add text version also.
  5. Graphics: Good graphics will always user to open email.
  6. Contents: Keep newsletter short as user don't read or like long newsletter, keep your campaign to the point.
  7. Always test newsletters before sending it to make sure all links are working.
  8. Always keep Un-Subscription option in the email & if possible give users option to choose their preference this will help you precisely target audience and increase the open rate.
  9. Always verify your domain (sender email), this will increase the delivery rate and avoid being blocked as  spam. Verifying email/domain varies from service provider to service provider example of MailChimp

Last but not least always play around your newsletter to see what works best

References :
Spam Check - MailChimp
Plain Text email: Campaign monitor
Stats: MailChimp - Benchmarks 
 
Updated: 23-08-2021
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