Do you work at making your e-newsletter titles interesting and compelling? One of the big concerns in internet marketing right now is prospects who sign up for but then never open your e-newsletter (or e-zine). Suffering a lower “open rate” (the percentage of prospects and customers who actually open and read your e-newsletter) is something almost every single business owner experiences.
Why do people sign up for your newsletter and then fail to read it?
- They signed up to get your free opt-in offer and were not so interested in your e-newsletter
- They sign up for everyone's e-newsletter and get hundreds of them
- They think they have more time for reading than they actually do
- Reading something that isn't mission critical gets pushed to the back of the to-do list, and eventually your e-newsletter date is stale
- Your e-newsletter title (subject line) isn't interesting to them, it doesn't meet a need or grab their attention
Anyone who markets using e-newsletters will tend to have only a small percentage of prospects and customers who receive it actually open it. Some people will stay on your list for many years and actually never open one of your e-newsletters. You would think they would unsubscribe, right? But they don't – they never get to doing that, either! Or, they have a belief that one day their desk will be whistle-clean and they will start reading all the e-newsletters they subscribe to.
You want your receivers to open it up, right? So how can you make that happen?
- Use the two-word rule for your e-newsletter titles (or subject line in your email). This means that the reader can get a sense of what your e-newsletter is about by reading the first 2 words only. Here's an example. Let's say your e-newsletter title is “This Week Only Get 2 Free E-books From Me.” Someone scanning just the first two words would read “this week” which isn't very interesting. Try turning the title around to say “Free E-books This Week Only – Get 2 Free E-Books by Clicking The Link Below.” Now, the first two words read “Free E-books” which is much more likely to engage your readers than “This Week.”
- Publish consistently. Even when receivers don't open your e-newsletter much of the time, they still get top-of-mind awareness just by the fact that you are there, the same day, week in and week out. They expect to see your name (or your business name) in an e-mail from you. Just keep publishing consistently – it shows you have focus and longevity in your business. Eventually, one of your titles will grab them and they will open your e-newsletter. Or, they will have a problem and you'll come to mind as someone who could help them.
- Try using very short e-newsletter titles now and then. Titles like “Still there?” or “Can You Come?” or “Try This” will be appealing to some of your list members. Track your open rate and see if these short titles get more attention.
E-newsletters are still an inexpensive and effective way to market. Work at your e-newsletter titles and see if your open rate increases.
Want to read more about marketing? You can read How To Be Useful To Prospects by clicking here.