Your email newsletter database is valuable. After all, these people signed up to receive your content. They must be eager to consume it, right?
And yet, the average email open rate in 2020 was 18%. That means less than one of every five subscribers you’ve earned looks at the content you send.
Some daily e-newsletter brands have found better success. Morning Brew, theSkimm, and The Hustle have risen to the top of the newsletter game with open rates approaching 50% and subscriber totals that make the rest of us green with envy. The Hustle built something so good that marketing software company HubSpot recently bought it in a deal valued at $27 million.
What does it take to get people who’ve already expressed an interest in your brand’s content to open and (hopefully) read it? Here are some lessons content marketers can learn from these email newsletter successes.
That may seem counterintuitive to marketers. Yet, if your content’s goal is to build a valuable relationship with your audience, it makes sense: Don’t make your audience work harder for your content than they have to.