How to Boost Your Newsletter Open Rate

Associations that send out e-newsletters to their membership want the best open rates possible. To this end, Marketing Insider Group CEO Michael Brenner, writing for the Content Marketing Institute, offers several tips on getting subscribers to open and read. One, make sure the "from" field has personality. In other words, use an e-mail ID that resonates so that the e-newsletter is not seen as an impersonal marketing message. Two, segment your list. Brenner cites a recent study by Lyris, which found that higher open rates were the biggest advantage of e-mail list segmentation. Three, know that the subject line is the deciding factor on whether your e-newsletter will be opened.

 

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