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Newsletter marketing is one of the best ways to keep your customers engaged and your profits rolling in.

However, that only works if your newsletter is being opened and read.

What is a newsletter?

In email marketing, a newsletter is a type of email that’s periodically sent out to a business’ subscribers. Its main purpose is to share company and product updates. However, you can also use a newsletter to promote your products or services. Just be sure that your promotional content makes up no more than 10% of the newsletter’s content.

A newsletter also helps you build and nurture relationships with your customers.

How to measure the readership of a newsletter

The advent of email marketing platforms has helped marketers become more efficient in their email marketing efforts, thanks to the ability they give marketers to track emails and gather data from their readership.

So how do you get the data that shows if your newsletter is being read?

With many email marketing platforms, particularly Campaign Monitor, getting all the data you need is easy. Simply go to your account dashboard and take a look at your campaign insights.

Source: Campaign Monitor

Under the insights tab, look out for the metrics that show you how your subscribers are engaging with your newsletter, namely the:

  • Open rate – this is a metric that shows how many subscribers have opened your newsletter.
  • Click-through rate – is an indicator of how many subscribers clicked a link in your newsletter.
  • Click-to-open rate (CTOR) – is a metric that compares the number of unique clicks and unique opens. It’s the best way to determine the effectiveness of an email, as it indicates that the reader was interested enough in the content to click-through to learn more.

How to improve the readership of your newsletter

Improving the readership of a newsletter is every marketer’s desire. The good part is, if you make a few adjustments to yours, you’ll get to see that improvement.

Optimize your subject line

The subject line is the first chance you have of getting subscribers to read your newsletter. As such, invest a lot of time and effort in making sure you craft a subject line that draws readers into your newsletter.

Give your readers what they want

The reason your subscribers joined your mailing list is that they’re looking for something that can add value. To keep your readers coming back for more, you need to keep providing value in your newsletter. Do this by giving tips, best practices, and advice concerning the problem you’re solving through your product or service.

Segment and personalize

Personalization is a great way to make your subscribers feel valued.  By personalizing your newsletters to feel like they’re tailored specifically for your subscriber, you endear yourself to them. The result is that you’ll become a highlight of their inbox.

Emails with personalized subject lines have a 26% higher chance of being opened

Use mobile-friendly email templates

The numbers have proven it: Most emails are consumed on mobile devices.

Because of this, responsive email templates are now a must. Failure to cater to the masses that prefer to read their emails on a mobile device will result in your newsletter going unread. In fact, it may end up in the trash box.

Does it really matter?

Improving the readership of your emails matters, as it ultimately means improving your revenue. Email newsletter marketing is an integral part of your marketing strategy. However, you’ll only realize your marketing goals if your newsletter gets read.

What now?

Now that you know how to improve the readership of your newsletter, go ahead and start tweaking your newsletters to optimize them for maximum performance. For better results in your next campaign, take a look at these newsletters and the lessons you can learn from them.

This blog provides general information and discussion about email marketing and related subjects. The content provided in this blog ("Content”), should not be construed as and is not intended to constitute financial, legal or tax advice. You should seek the advice of professionals prior to acting upon any information contained in the Content. All Content is provided strictly “as is” and we make no warranty or representation of any kind regarding the Content.
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