5 Ways to Improve Email Newsletter Delivery and Open Rates

It’s important that your email newsletter is delivered to the “inbox”, not the “spam” folder

If your email newsletter doesn’t get delivered to the recipient’s inbox, the chances of it being read are slim to none.

The email newsletter should include a prominently placed white list request. Getting through an Internet Service Provider (ISP) and most email service providers (ESP) is the easy part. Getting through filters on the recipient’s desktop is best accomplished by permission. Due to this, your best bet here is to ask readers to “white list” you by adding your email newsletter’s “from address” to their address book.

An email newsletter should be sent at regular intervals. Make sure the frequency of the email newsletter deployment is consistent with what they were told when they first signed up. This way the reader will already be expecting it, hopefully, looking forward to it, and thus more likely to read it.

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The email newsletter is delivered to the inbox at an appropriate day and time. Yes, timing matters. Email newsletters sent in the middle of the night are easily overlooked or deleted. The best time to deploy email newsletter campaigns is weekdays during business hours for B2B, and weekends or evenings for B2C.

The “from line” of an email newsletter should clearly identify the sender and be quickly recognizable to the recipient. Studies have shown that when viewing their inbox, readers start by looking at the from line; engaging readers here has been shown to increase open rates.

The subject line should be engaging, benefit oriented and talking about the content found in the email newsletter. Keep it short. Most email clients permit 40-80 characters. Generally, shorter email subject lines produce higher open and click-through rates.  Avoid outrageous claims that sound “spammy” and the use of spam trigger words like “FREE”.

Respect your audience with a well designed, usable email newsletter and they will continue to subscribe, read the content found in the email newsletter and forward them to their friends via email and social networks.


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