How You Can Double the Opening Rate of Your Newsletter

One of the most underestimated marketing tools is email marketing - known to many as the newsletter. From the very first visit of users to your website, you can ensure that you win the leads for your newsletter. This post by our guest author and founder of the BERLIN STARTUP SCHOOL, Constantin “Tino” Schmutzler, helps you collect as many leads as possible and increase the opening rate of your newsletter.

What is the opening rate in newsletter marketing?

When it comes to the opening rate (or “Open Rate”), you should know different metrics: The opening rate is the percentual share of the readers who really open the newsletter, compared to the total number of subscribers. It further distinguishes between a unique and a total opening rate.

The total opening rate includes all views, even if the newsletter has been opened multiple times by the same users. In contrast, only the initial opening is included in the unique opening rate. If the latter is around 20%, you are already doing a good job.

Why does the opening rate play a central role in newsletters?

The opening rate is the currency by which you can measure the success of your newsletter. Because at this you see whether your subscribers are really interested in your newsletter, or whether you have many inactive subscribers.

As mentioned earlier, the goal is to achieve the highest possible opening rate. You will learn how this works in this article. After all, what good are many subscribers to you if no one reads your newsletter?

How can an opening rate be calculated?

Important: You should always consider how many “bounces” there were. This refers to cases in which delivery of your newsletter was unsuccessful for various reasons. This includes the specification of a non-existent email address or the server of the recipients blocking the delivery of the newsletter. You can remove the bounces from your distribution list and focus on the delivered emails. This is calculated based on the total number of subscribers as follows:

Openings / (Shipping quantity - Bounces) *100 = Opening rate in %

4 common reasons for a low opening rate in the newsletter

Before we look at possible optimizations, we want to show you four reasons for a low opening rate.

1. Accidental spam

One of the most common reasons for a low “Open Rate” is that the newsletter ends up in the spam folder. There can be several reasons for this:

• You are using an untrustworthy or private email address to send the newsletter. As a rule, you should always use your company address. Additionally, you can alert users to save your email address as a contact. This way, the newsletter will definitely end up in the mailbox. Even though this is rather unusual on the part of the users.
• The data or images in the newsletter are too large. Sending attachments in newsletters is generally a bad idea! In addition, in this way you can hardly trace who has really opened or downloaded the content.
• Certain providers have very strict rules, after which they sort the emails into spam. And here comes the bad news: Unfortunately you have no influence on this.

So that your emails don't disappear into the spam folder of your subscribers, so-called email verification tools like MailerCheck or Snov.io can help.

2. Too frequent frequency

Actually, this also applies to the first point: Spam. You definitely don't want to scare off your subscribers by sending them a newsletter without further added value several times a day (this includes repeating the same information or constant reminders). The only exception: Frequent dispatch makes sense in connection with your product and strategy (e.g., news).

3. Bad subject line

A boring text in the subject line can result in especially new users not opening your newsletter. Particularly on mobile devices, only the first five to seven words of the subject line are visible and therefore all the more important.

4. Wrong time

Whoever does not know the daily routine of his target group will also only have a low opening rate of the newsletter. This also applies to the ideal day. And as much in advance: Friday is not a good day to send a newsletter (unless you are pointing out events on the weekend).

These four errors are common causes of a low opening rate. We will explain how to best approach them in the next sections.

Increase newsletter opening rate - with these tricks it works

The reasons mentioned above for a low “Open Rate” can be easily resolved. With the following tips you can even exceed it by far.

How often should you send a newsletter?

The content of the newsletter determines how often it is sent. You should always keep the following questions in mind: “Is the content of the newsletter worth reporting?” and “Does the newsletter offer added value for my target group?”. The newsletters I personally enjoy reading the most (exclusive news) I receive about once to a maximum of twice a month. The higher the frequency, the more added value you must offer your readers with the content of the newsletter.

It is best if the readers already know when they are subscribing how often they will receive the newsletter.

How do you design the subject line correctly?

‘Copywriting is dead? Long live Copywriting!’ Every word can be crucial for subscribers to open the newsletter – or not. Be aware that on a mobile device only the first words of the subject line are visible in the preview. These should directly make clear what the email is about or arouse the curiosity of the readers.

There are also a few useful tricks for a strong subject line:

• Use the nickname in the text
• Use a special emoji
• Generate FOMO (“Fear of missing out”), e.g.: “50% discount on the first 5 orders”, “Finally a solution for [target group-specific problem]”, or “You've been waiting for this a long time!”

The preview under the subject line is also important:

Various examples of newsletter subject lines; Source: private

Make sure in doing so that the content of the newsletter is teased there in the form of text, and not just some standardized note, code or image description (e.g. “If this newsletter is not displayed correctly”, “English version below”; see picture).

When should you send the newsletter best?

Usually it is advisable to send the newsletter between Tuesday and Thursday morning. If, for example, employees belong to your target group, it should be sent between 8 and at the latest 9 o'clock in the morning. So ideally exactly when the target group checks emails for the first time.

Because: If you miss the right time when the target group checks the emails, the newsletter slips further and further down the mailbox and is no longer current. But you can also test different sending times over a longer period of time, analyze when it is opened and accordingly choose the optimal time.

How should you build a newsletter so that it is opened again and again?

Not only the time, but also the structure is important when sending the newsletter. Ideally, the structure is always the same, so that your subscribers already know the structure and can thus establish a reading flow. Tools like GetResponse

(Demo vereinbaren)

I know it from myself: With one or the other newsletter, there is always a specific section that I look for each time. So give your readers the opportunity to always find this section in the same place and with the same design. You can work with color elements or special text elements (underlined, bold, etc.).

What else can you do?

Get to know your community so well that you aim the content at them. Are your subscribers interested in the latest productivity tools? Give them a voucher for it (and write it directly into the subject line). Is there an exclusive meeting? Let them know!

Always remind them that as a subscriber to the newsletter they enjoy special advantages. And yes, you may also artificially restrict these advantages. Because in this way you not only awaken a general interest, you also churn up “Fomo” again.

With our tips win loyal readers

The success of a newsletter depends on several components. If you consider the tips mentioned above, you will not only gain numerous new subscribers, but you will also get them to stay faithful and read your newsletter.