How to Write Newsletters That Get Opened, Read and Clicked
INSIDE
Reinventing the Newsletter
How to Increase Opens
How to Increase Clicks and Conversions
About Joanna Wiebe
About GetResponse
3
14
36
54
55
2 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
REINVENTING
THE NEWSLETTER
IF THERE’S ONE FORCE HOLDING YOUR NEWSLETTER
BACK, it’s that you refer to it as a “newsletter.”
 
After    all,  what’s  a    newsletter?  If    you tried     to   define   it,   you
might    use words   like bulletin or   leaflet   –    and,      if    we’re    being    honest
(which  we  should  be), bulletins,     leaflets  and newsletters  do  not
exactly scream, “Read me!” Nobody stops what they’re doing to
peruse a newsletter. Nobody hits ‘pause’ on a Grumpy Cat video
to see what bulletin just popped into their inbox. That’s because
nobody in the free world is interested in receiving a dump of info
that some unknown entity considers so worthy of attention they
blast it out to 1000s of unsuspecting folks at once.
3 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
18+29+2197z
7%
7%
18%
9%
9%
29%
21%
Other
Newsletters
Replies
Social alerts
1-to-1 emails
Receipts
Emails with attachments
Newsletters push content at busy people. Newsletters
summarize stories until all the juice is squeezed out of them.
Newsletters try  –    and generally     fail –    to   make    their     presence     felt in
inboxes that are  filled     with      an   average of   121 business emails each
day. As of 2012, newsletters take up 29% of the space in an inbox,
more than any other type of email. More than social alerts. More
than one-to-one emails. More than receipts and other transactional
emails.
4 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
Take a sec to think about the newsletters you’ve signed up
for. First,    can you name    five of   them?   Second,      how      many    of   them
would you pay to continue receiving?
Those are important questions to try to answer. They’re
questions your subscribers may be indirectly asking right this
second as they seek the great mystical unicorn that is Inbox Zero.
But even more important than those two Qs is your answer
to this question: Would your subscribers pay you to keep receiving
your newsletter? Would even 5% of your subscribers pay $5 per
month to continue to have your newsletter arrive in their inbox? If
not, why not? It could be because:
You’re not sending them content they want to read and share,
so they rarely bother opening your newsletters
You’re not sure what your newsletter’s value proposition is,
which is resulting in a muddied experience for your subscribers
5 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
You think newsletters ought to have a set number of articles
–    like,      say, four      –    which   is    making you focus    more    on  quantity
than on quality
You’re creating “content” instead of developing value-packed
articles, infographics, videos and webinars your subscribers
would miss if they were gone
 80% of B2B content marketers use newsletters (2014)1. If there

are 218,000 B2B companies in the US2, there may be as many as

174,400 newsletters    floating around, competing

for subscribers.

I’ve been in content creation and copywriting for over a decade,
working with B2B and B2C of all sizes in industries from tech to
fashion, and I’ve heard the same frustrations over and over.
What do readers want? Why don’t they open my newsletters?
Why don’t they click to read our articles and posts? Why don’t
they comment or, at least, share our stuff? Is it asking so
much to get them to click to tweet our latest newsletter?
6 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
Since the explosion of content marketing, marketers are
more    exhausted   than      ever      with      their     efforts  to   create   newsletters
that convert… but that end up failing to do anything more than
generate work. It should come as no surprise to you that inbox
competition is at an all-time high. You already know that marketers
in   every    industry      –    including     yours    –    are  creating more    content than
ever before and that they’re distributing that content via emailed
newsletters. But it’s not like the only barrier to your newsletter’s
success is competition. That would be manageable for any
marketer. Rather, your newsletter is impeded by:
1. The tiny screens your
subscribers are using to read
their email
2. Gmail’s Promotions tab,
also known as The Place
Newsletters
Go to Die
40% of B2B content
marketers believe
NEWSLETTERS ARE LESS
EFFECTIVE content marketing
tactics than social media and
other tactics. (2014)1
7 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
3. The sense that newsletters are low value inbox-clutterers
You’re frustrated. Your subscribers are bored.
So who’s winning with newsletters in their current state?
Instead of writing a newsletter, let’s talk about how to
write and send emails that connect with people and provide
value every time. Let’s write single-focus emails that are irresistible
to open and juicy to consume. This is the goal for this ebook: to get
you to the point of creating and sending “newsletters” your readers
would pay for, newsletters that will turn them from lukewarm leads
to white-hot prospects.
1
2
www.iab.net/media/file/b2bresearch2014.pdf
www.quora.com/how-many-b2b-companies-are-there-in-the-u-s
8 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
WHAT’S YOUR
NEWSLETTER’S
VALUE PROPOSITION?
YOUR NEWSLETTER NEEDS A REASON FOR EXISTING, and
that reason should not be, “Well, everyone has a newsletter so
we  ought    to,  too.”     If    that’s    how      your     newsletter   started, fine.     But
from this day forward, we want it to exist for a purpose. We want
it to earn attention. And if it’s going to do that, it needs to provide
measurable value to two groups:
1. Your prospects and customers
2. Your business
9 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
The value for the business is lead generation, list growth and
engagement opportunities leading to sales. If your newsletter is
very good and your list is very engaged, your newsletter can also
lead to reputation-building, paid sponsors and PR opportunities.
The value is clear for your business. But is it clear for your
prospects and customers?
Defining a Customer-Centric Value

Proposition for Your Newsletter

A value proposition, or a unique sales proposition (USP), is usually
expressed    as   a    succinct,     memorable  and specific statement
of   what’s  uniquely     desirable     about    your     solution.     The      first value
proposition in the history of marketing was the tagline for M&Ms:
The milk chocolate melts in your mouth, not in your hands.
That’s a strong value proposition because it meets all the criteria
discussed above:
10 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
YES
NO
Uniquely desirable benefit or outcome for user
Expressed succinctly
Expressed memorably
Expressed specifically
Now, your value prop doesn’t necessarily need to be expressed
succinctly unless you plan to use it as a tagline for your newsletter
or a headline for the newsletter sign-up page. It does, however,
need     to   communicate    what     wonderful   outcome     you offer     the
subscriber   that s/he      can’t     find      elsewhere.   This      isn’t      an   easy      task.
That’s why most newsletters have no raison d’etre and, thus, low
engagement.     Your    customers   can tell  when    you aren’t   offering them
anything valuable.
11 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
Pat Flynn of Smart Passive Income (2014)1 does a great job
expressing his newsletter’s USP: “Get exclusive online business
strategies     that you cannot  find      on  the  blog.”
12 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
How does Pat’s newsletter’s value prop score?
YES
NO
Uniquely desirable benefit or outcome for user
Expressed succinctly
Expressed memorably
Expressed specifically
Ramit Sethi of I Will Teach You to Be Rich (2014)2 also has a value
proposition for his newsletter: “Join the free newsletter for getting
rich.” He supports that statement with bullets expressing what he
offers   that’s    unique, like insider  techniques  and scripts   that are
“never publicly released.”
13 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
14 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
How does Ramit’s newsletter’s value prop score?
YES
NO
Uniquely desirable benefit or outcome for user
Expressed succinctly
Expressed memorably
Expressed specifically
You’re totally welcome to disagree on how I’ve scored the above
value propositions. It’s not the score that’s the point. It’s the fact
that top-performing  newsletters  exist     to   provide specific value    to
their readers.
15 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
When you know your newsletter’s value proposition, you can:
       Get     your     subscribers  excited  about    what     you’ll    offer     them
Filter out topics that won’t serve your value prop
More easily write focused, meaningful newsletter content
       Waste less time      filling    your     editorial      calendar      with      random topics
Send out reader-worthy content
It’s not just about documenting and sharing your value proposition
with your subscribers. Your newsletter also has to radiate your value
on every delivery. An example of a newsletter that does just that is
Brad Grossman’s Zeitguide (2014)3, a cultural almanac for business,
tech and political leaders that want to forecast future trends based
on what’s happening now. When you sign up3, you can see the
history of Zeitguide newsletters, which immediately signals the
newsletter’s value proposition:
16 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
The newsletters themselves
synthesize the “zeitgeist”
of a particular topic, as
shown in this example for
the Zeitguide to the Cost of
Fear (Oct 17, 2014):
17 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
Every Zeitguide lives and breathes the newsletter’s value
proposition. As a result, subscribers know why they’ve subscribed
to the newsletter, which, I’m sure you’ll agree, is far better than
subscribers questioning their interest in a newsletter.
So your job right now is to come up with a value proposition for
your newsletter. Brainstorm value propositions for your newsletter,
and complete the following table to choose the value prop that’s
most likely to attract and keep subscribers. Make sure it’s your
truest value proposition, not just the value prop that will attract
subscribers but be impossible for you to live up to.
Print and complete the table on the next page.
18 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
Worksheet: Our Newsletter’s

Value Proposition

Potential Value Prop
Is This Something Our

Prospects Will Really

Want?

Is This Something

Our Prospects

Can’t Easily Find

Elsewhere?

1
2
3
www.smartpassiveincome.com/about/
www.iwillteachyoutoberich.com/newsletter-signup/
www.zeitguide.com/newsletters/
19 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
HOW TO
INCREASE OPENS
OPEN RATES ARE IMPACTED BY MUCH MORE THAN the words
you write     in   a    subject  line and the  name    in   the  From    field.
Your subscribers are more likely to open your newsletter if the From
and subject line do their jobs and if:
Your email is not buried in Gmail’s Promotions, Social or
Updates tab
       They’ve    opened your     newsletter   –    or   other    emails   from     you –
recently (and are in the early stages of forming the habit)
They’ve found your content valuable in the past
You’re not considered spam
20 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
Let’s explore the copywriting tactics you can use to do all of the
above, and then we’ll dive into writing better-performing from and
subject lines.
                  DO OPEN RATES MATTER?

Open  rates     matter   to   businesses   and non-profits  for  this reason:

a subscriber can’t convert if they don’t open your email.

Of course, that doesn’t mean your conversion rate will necessarily

go up as your open rate goes up. Rather, think of it as widening

your     funnel.  You      need     to   send     more    people  –    qualified     leads     from

your     list  –    into the  top of   the  funnel,  and that’s    what     a    higher   open

rate can do.

Get into Gmail’s Primary Tab
Winning the right to appear in Gmail’s Primary tab isn’t a game of
chance. It’s a matter of asking. When a new subscriber signs up,
you should give them clear, unmistakable instructions about how to
move your emails from Promotions to Primary.
21 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
DingTwist (2014)1  does     this very      well      on  their     opt-in   confirmation
page:
Also remind new subscribers of why they’ll want your newsletter
in their Primary tab. This goes back to your newsletter’s value
proposition. What will your audience get from you every time they
receive  your     newsletter?  Put that on  your     opt-in   confirmation     page,
as in this example:
22 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
Great! Just One More Thing
To be sure you’ll get front-of-the-line access to offers and
the data you want most, add us to your safe sender list
and move us into your Primary tab in Gmail. It’s as easy
as dragging and dropping. Head over to Gmail now, and
move us from Promotions to Primary, then select “Yes”
when Gmail asks you to do this going forward.
Don’t overlook this critical step. It may seem like extra work to
include a pic like DingTwist has done, but in reality it should take
very      little      time      –    and the  pay-off will be   worth   the  small    amount of
effort.
If    you’re  not sure      if    it’s  worth   the  effort    for
your particular list, sign into GetResponse,
go into Email Analytics, and select Email
Clients to see what percentage of your subscribers are receiving
your emails in Gmail. It might surprise you.
23 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
                        REMEMBER:

Your newsletter needs to earn its place in the Primary tab. If you

don’t send newsletters worth reading, you won’t last long in the

Primary tab.

Get Subscribers in the Habit

of Opening

Once your email is on your subscribers’ radars, you need to help
them develop a habit of opening your newsletters. After all, they
signed up to hear from you, so you owe it to them to make hearing
from you as easy as possible, don’t you? You do. Here are two very
simple, relatively quick ways to encourage habit-formation.
24 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
1. Get ‘Em Hooked with an Intriguing
Autoresponder Campaign
When   your     subscriber   first signs     up, s/he      usually  opts      in   to   get
something, whether a whitepaper or a free software trial or a
coupon code. You should have GetResponse autoresponders set
up to immediately send that item (commonly referred to as opt-in
bait) to your new subscriber, following which should begin a series
of drip emails that cover the most interesting or the least-known
elements of a high-value topic.
Writing great autoresponders is an ebook of its own, but here’s
the primary goal you should have in mind when creating an
autoresponder   sequence:    find      a    topic     your     prospect      cares
desperately about, and write a short series of emails that teaches
them     a    new      perspective  on  that topic.    New,    different     and unheard
of   –    those    are  the  magic   words   when    creating this drip      campaign.
If    you can get  new      subscribers  to   open     the  first 3    emails   you send
them,    to   read      those    emails   and to   find      value    in   them,    you’re  on  your
way to becoming a habit.
25 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
2. Keep a Schedule
A schedule can create a sense of anticipation in your subscribers.
If your content is really fantastic, they’ll look forward to seeing your
newsletter in their inbox every, say, Wednesday. If you know you’re
going to send a newsletter every Wednesday, tell your subscribers
so   i)    when    they      opt-in,  ii)   on  the  confirmation     page     and iii)  in   the
welcome email. Then keep that schedule.
The argument against keeping a schedule is that you may become
white noise in an inbox. But that’s only true if you send newsletters
filled     with      content your     subscribers  don’t    want.    If    you know    your
newsletter’s value proposition and you know what your prospects
want, then it’s a matter of connecting them to your content. A
schedule can help with that.
But what if someone was opening your emails before… then
stopped opening them… and never returned? They’re still on your
list, but should they be? They will bring down your open rate, which
is only acceptable if they are going to re-engage at some point.
If a subscriber is not opening, then she’s not reading, clicking or
26 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
buying, so why is she still on your list? (Hint: the answer to that
question should not be, “Because I want a big list.”)
Now, you don’t have to go on a wild and ruthless crusade to
remove every subscriber that hasn’t opened an email in the last six
months. But you should make re-engagement and cleansing part
of your email marketing strategy.
          IS TUESDAY STILL THE BEST DAY TO SEND

A NEWSLETTER?

“Our delivery schedule is 10:30am Eastern on Wednesdays.

This harks back to my solopreneur days, where I would write the

newsletter or record my weekly video on Monday and get it ready

for publishing on Wednesday. This gave me a little lee-way if I was

behind or needed more time to create something awesome.

  Sending mid-week also gives us the opportunity to send other

emails   –    like live webinar reminders   or   promos –    on  Monday

and Friday without feeling like we’re emailing daily and annoying

people.

Sending in the morning works well for engagement and blog

comments. People might be catching up on email after they

come back from lunch on the East coast or just getting into their

emails in the morning on the West coast.”

Nathalie Lussier, Digital Strategist and Co-founder of AmbitionAlly

27 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
First, try to win the disengaged back. Segment your list to
identify subscribers that have not opened recently; for example,
subscribers  who      have     not opened your     last five newsletters. Send
those disengaged subscribers a targeted newsletter intended to
re-engage them. This can be as simple as asking for them to come
back, like CNET does:
28 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
If it’s very important to you to win them back and you have
something   to   offer,    dig  into your     pockets –    reward  subscribers
for restarting the convo with you. A great example of a solid re-
engagement effort    comes   courtesy      of   Starbucks:
29 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
Crocs also does a great job of incenting subscribers to re-engage:
Interestingly, Crocs includes a note below the primary message
to explain that, if the recipient doesn’t click on the email, they’ll be
removed from the list. This leads us to our next step…
30 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
Clean your list. Scrub those disengaged subscribers away! If, after
being nicely invited, they haven’t re-engaged:
Port them from your primary list to a new list or group, which
you can then suppress or segment-out when you send your
newsletter going forward, or
Unsubscribe or delete them from your list
Although least desirable of your options, unsubscribing or deleting
your disengaged subscribers may be the best way to go, for two
reasons.      The      first:     it    clears    them     from     your     list  so   they’re  free      to
re-subscribe in the future, which they won’t be able to do if they’re
already subscribed but on a muted group. The second: if you’re
keeping those    folks     on  your     list  in   the  hopes   of   mailing them     offers
down the road, you could be setting yourself up to be labeled as
spam because you’ll be popping into their inbox irregularly and only
with      offers.  Not good     email    marketing.
31 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
                  WHAT ABOUT AUSTRALIA?

GetResponse found that 23.8% of all email opens occur during

the  first hour     after     an   email    is    delivered.    After 24 hours, an

email’s chance of being opened drops to less than 1%.

So think about your subscribers around the world when sending

your newsletter, and opt to send using local time. You might be

surprised     to   find      that innocuous   little      clock    is    suppressing opens.

List cleansing is an activity that so few marketers want to do
because there’s a sense that your business isn’t legit unless you
have a “large list.” But how many subscribers do you have to have
in order to have a large list? No one can answer that question
because there is no answer to it; there is no ideal number. It’s not
about quantity. List size is a vanity metric. List quality pays the
bills.
If your open rate is below your industry average, it’s likely time to
clean your list.
32 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
Now,    you may      think,    “Well,   Joanna, isn’t      that just artificially
increasing my open rate?” To which I’d reply, “Isn’t keeping
disengaged  subscribers  on  your     list  artificially    decreasing   your     open
rate?”
Send Valuable Content
When it comes to your newsletter, the better your content, the
more likely your subscribers are to open your newsletter, click thru
and share. That said, if you’ve written dull, lifeless newsletters in the
past, you can still reclaim your spot in the hearts of readers. You
just have to send better, more timely and more relevant content to
them. Easy, right?
Whether     you send     offers,  news     and updates,      original content or
any combination of those, the only way to be sure you’re sending
valuable content is to listen to your subscribers. They will show you
33 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
and tell  you what     content they      most     enjoy    –    and it’s  up  to   you to
notice their signals and craft your newsletter content accordingly.
              STILL SENDING BLAST NEWSLETTERS?

The larger your list, the more diverse your subscribers are bound

to be. The same content won’t interest everyone equally.

So consider segmenting your list every time you send a

newsletter, and tailor the newsletter to each segment. This takes

a little more work on your part, but it also increases the relevance

of your newsletter, which could increase opens, clicks

and shares.

Here are some ways to discern what’s valuable to your subscribers:
1. Pay attention to the emails that have the highest click-thru rate
(CTR), which can indicate interest in the topic.
2.   Immediately      after     they      first sign      up, invite    them     to   update  their
subscription settings. Send them to a short form that will allow
them to indicate, say, their profession, which will in turn help you
send them only the content they’re sure to care about.
34 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
3.   On the  sign-up confirmation     page,    invite    them     to   take      a    very
short survey in which you ask them questions that will familiarize
you with their favorite types of content and places they go for
great content. (GetResponse has a build-in, fully customizable
survey feature.)
4. Split-test your opt-in bait. The content that compels more
people to sign up is likely to be the content that they’d most like
to hear about on a regular basis.
In the last chapter, you worked on developing a value proposition
for your newsletter. To get a strong sense for how desirable your
value prop really is, craft headlines expressing your value prop, and
split-test those headlines on your opt-in page.
35 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
Avoid Spam Filters
The      most     obvious ways     to   avoid    spam    filters    are:
1. Not to send spam
2. Not to buy or sell a subscriber list
3. To use double opt-ins, ensuring subscribers intended to sign up
4. To make it really easy to unsubscribe
You should also ask new subscribers to add you to their whitelist
or safe sender list. Dov Gordon (2014)1 does this on his opt-in
confirmation     page:
36 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
When you send new subscribers a welcome email, simply ask
them to unsubscribe when they’ve learned all they can from you.
Be sure to clearly spell out that they should not label you as spam
and why they shouldn’t. We do this at Copyhackers in our welcome
email (2014)2.
37 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
We’re also careful to use a recognizable From name, as are many
marketers.   If    you keep     a    swipe    file of   the  best,     most     influential
newsletters, you’ll see that they rarely switch up their From names:
And      a    final      technique    to   ensure  you avoid    that nasty,   business-
killing   spam    filter:    segment      your     list. There   are  countless     reasons to
segment your list, and ensuring that you send the right content only
to people who want to receive it is one of them.
38 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
When you segment your newsletter, you can avoid creating the
perception of overmailing your list.
      “Should I Avoid Using So-Called Spam Words in My

Newsletters?”

Phrases   like “free”,  “get      paid”,   “increase     traffic”  and “friend”

have      been     known  to   set  off  spam    filters.   In   fact,      there     are  300+

recognized spam words, many of which you probably use without

thinking about it.

If  you’re  finding  your     emails   snagged      by  spam    filters,   avoid    those

words. On the other hand, if you’re willing to risk being labelled

spam, the use of some of these phrases could easily increase

your opens and clicks.

If your strategy is to email frequently, send one email to your
entire list 2x per month, and every other day send emails on
specific topics   only      to   the  subscribers  who’ve shown  interest in
those topics
39 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
Remember that disengaged subscribers are often just too busy
to open your emails, so avoid inadvertently triggering their “this
is spam” instinct by sending them just one sales email, not the
whole campaign
Make sales emails dependent on newsletter clicks: only send an
offer     to   subscribers  who’ve actively engaged      with      your     emails
From Lines
Would you open email from someone you didn’t know? The risk of
opening spam    that will set  off  a    trigger   of   follow-up    emails   and any
number of   other    hassles  –    from     stolen   identities     to   screen   pop-ups
–    is    too great     for  most     people. And      that’s    why      your     From    line is      so
important for opens.
40 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
Your From line needs to be populated
with      a    name    that signals  trust      first and
foremost. You already saw that reputable
newsletter   marketers    –    like Ramit   Sethi     and
ModCloth   –    use the  same     From    line every
time they send.
Take a look at your Inbox, and then take
a look at your Spam folder, where you’ll
see From lines like those shown to
the right.
What do those spammy From lines have in common?
The personalization is awkward
Special characters and strangely used punctuation
They’re primarily business or brand names
41 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
People open emails from people. For your newsletter to stand a
chance  of   being    opened, it    needs    to   give      off  reliable signals  that a
real human being wrote it.
And if you don’t think From lines are that important, chew on
this. Recent data shows that approximately 49% of all emails are
opened on a mobile device, and the most popular email provider is
Gmail. So what does a Gmail inbox look like on an iPhone? Check
it out:
42 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
What’s the  first,     most     prominent   part of   every    email?   The      From    line.
It’s in the largest type. And it’s at the top of each email, compelling
the  reader   to   look      at   it    first and inadvertently     turning  it    into a    filter.
Subject Lines
You could easily dedicate an entire, full-length book to the art and
science of writing subject lines. Schools of thought vary wildly on
the subject of subject lines, so I’m not going to try to synthesize
and analyze what     the  whole   world    says      –    but, instead, here’s   what
I’ve seen work in tests.
Your Subject Line Has 1 Job
Here’s what your subject line should be expected to do: get
subscribers to open. That’s it.
43 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
That’s all you can ask it to do. Is it capable of doing more? Sure, it
can:
Impact click-thrus
Impact conversions
Impact unsubscribes
Summarize the newsletter’s content
   Dig data? At the end of this chapter, you’ll see some very

interesting charts highlighting stats for over 375 million subject

lines.

But none     of   the  above   is    its   job. Its   job –    the  task it    is    responsible
for  in   your     email    campaign    –    is    to   compel subscribers  to   open.    (In  a
non-scuzzy and honest way.)
Brennan Dunn of Planscope.io (2014) does a fantastic job writing
subject lines that tease just enough to get people to open, as the
following selection of his recent subject lines shows:
44 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
Why you need to write assumption-less proposals (+ a freebie)
How to justify “more than market” rates
3 freelancers who have built successful products and how they did it
Brennan’s three most recent newsletter subject lines have an
average open rate of 42%. Let me repeat: 42%. They give the
subscriber just enough info to desire more, which is a fantastic
writing tactic to entice opens. Importantly, these curiosity-piquing
subject  lines     are  accurate      reflections   of   the  content within   the
newsletter; there’s no bait-and-switch happening here, and no
trickery.
Imagine if, instead of writing, “How to justify more than market
rates”, Brennan summarized the newsletter in the subject line, as
many marketers do:
Freelancers: to justify higher rates, sell your results not
your skills
45 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
  Remind new subscribers who you are! To boost opens for

new subscribers, segment out those who signed up in the last

4 weeks. Tweak your subject line so it incorporates your brand

name. For example, Brennan might send newer subscribers this:

How to justify “more than market” rates [Planscope.io]

When you read a subject line like that, you have no reason to
open! You just got the tl;dr in the subject line. Only those who want
a deeper level of information about “selling results” would open
the  email    –    which   is    not just bad for  open     rates     but also for  your
subscribers: they signed up to learn from you, so draw them into
your rich, meaty lessons.
46 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
Your Subject Line Should Be Formatted Like a Friend’s
Subject Line
When’s the last time your nearest-and-dearest sent you an email
with this kind of subject line:
So Guess Who Got That Fancy New Job and a Signing Bonus, Jessica
Instead, you’re more likely to see this:
Soooo… guess who got that fancy new job AND a signing bonus
 As more emails are read on mobile devices, subject lines will be

increasingly truncated. So that 55-character gem you just wrote?

Try cutting that down to at most 35 characters, which is the

maximum recommended for mobile. To be safe? Aim for fewer

than 25 characters.

47 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
Trusted senders rarely use Title Case, rarely personalize and rarely
follow the rules of grammar and punctuation. That’s not to say that
you should make spelling mistakes or get super-informal with your
subscribers. Rather, be aware of what a formal, business-ready
subject line often looks like in your subscriber’s inbox… and
what that could signify.  Title     Case     +    personalization  +    perfect
grammar = business newsletter. If you don’t want to be seen as
JABN (just another business newsletter), don’t look like one.
48 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
Preheader Text
On mobile devices and online, most email clients / inboxes will
show the following:
1. The From line
2. The subject line
3. Preheader text
Preheader text is the least discussed copy in an email, which
makes it a huge opportunity because so few businesses are taking
advantage of it. In GetResponse and in most email marketing
platforms, a small editable section above your newsletter body
exists, usually housing a standard “View HTML” link, like so:
49 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
That’s the area where you want to write a short snippet of enticing
copy.
Here’s what it looks like when you don’t write preheader copy:
Not very meaningful, right? Wasted space, and a wasted
opportunity to increase opens. You should use that preheader
space to give subscribers a reason to open your email. Build on
your subject line with it, as Club Monaco does below. Or give more
specifics,     as   Hotels.com does below.
So  what     are  you gonna   do  differently   to   optimize     your     emails   to   get
more    opens?  Print     off  the  following    checklist     and post      it    near      your
desk.
50 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
The Email Marketer’s Checklist

for Increasing Opens

I am segmenting and using custom subject lines for each segment
I am sending the newsletter at a time my subscriber is likely to open
My From line uses the name of a real person from my company
I know that the email content will match the newsletter’s value proposition
If I used personalization in the subject line, it doesn’t read awkwardly
The subject line isn’t summarizing the newsletter’s content
The subject line teases about the juiciest, funniest or otherwise most
interesting part of the newsletter, in a non-tricky way
The subject line isn’t written in Title Case
I’ve written compelling preheader text
There’s a clear link to unsubscribe within
51 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
Subject Line FAQs:
Answers Based on 375,000,000+ Emails Analyzed
GetResponse analyzed hundreds of thousands of subject lines for
emails sent in dozens of industries to a world of markets using our
platform. Here’s what we learned.
Open rate
14.00%
12.00%
10.00%
8.00%
6.00%
4.00%
2.00%
0.00%
0-15
16-30
31-45
45-60
61+
To get higher open rates, how
long should my subject line
be? It may surprise you to learn
that the email subject lines with
the highest open rates are very
lengthy. Those with over 46
characters in length have a
9.48%  OR,      while    those    with      61+      characters   get  the  most     opens   at
12.38%.
52 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
Click rate
2.30%
2.15%
2.05%
1.95%
1.85%
1.75%
1.65%
1.55%
0-15
16-30
31-45
45-60
61+
To get higher click rates,
how long should my subject
line be? Although subject lines
shouldn’t be responsible for click
rates, they do impact them. Click
rates are highest for subject lines
that are either very short at 0
to   15  characters   (2.10%)      or   very      long      at   61+      characters   (2.08%).
Compare that to a less-than 1.80% CR, on average, for subject
lines that are between 16 and 60 characters.
30+25+155z
0-15
16-30
46-60
61+
What’s the most common
subject line length among
email marketers? Although very
long and very short subject lines
get the highest open and click
rates, email marketers tend to
use subject lines that are
31-45
53 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
between 31 and 45 characters in length.
In fact, for every 1 email sent using a very short subject line (0-15
chars), there are 7 emails sent that use the oh-so common mid-
length line (31-45 chars).
Open rate
14.00%
12.00%
10.00%
8.00%
6.00%
4.00%
2.00%
0.00%
NO
YES
Should I personalize my
subject lines? No, not if you’re
doing it to increase open rates.
Personalized subject lines have
an average open rate of 6.21%,
while non-personalized subject
lines have a much higher
average open rate of 10.05%. However, unsubscribe rates
are lower for personalized subject lines (0.08%) than for non-
personalized (0.12%), so if your goal is to reduce unsubscribes, test
a personalized subject line.
54 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
                          TAKEAWAY:

For your upcoming newsletters, A/B test very short, non-

personalized subject lines, and see if your subscribers respond

like the average subscribers do.

  www.dingtwist.com/thanks-for-signing-up

www.dovgordon.net/check-your-email.html

3www.copyhackers.com/subscribe-to-copy-hackers

4www.planscope.io

1
2
55 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
HOW TO INCREASE
CLICKS AND
CONVERSIONS
IN THE LAST CHAPTER, I RECOMMENDED that you make your
subject line responsible for 1 job only: to get subscribers to open.
The number 1 is a very important number in email marketing. Here
are a few other 1s for you:
Your newsletter should have 1 goal
Your newsletter should have 1 success metric, tied to the goal
Your newsletter should be written in a 1-to-1 fashion
56 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
Know Your Conversion Goal
A newsletter can help you reach any number of marketing goals, so
every time you sit down to write a newsletter, you should start by
considering your goal:
More clicks (CTR)
More forwards to more friends
More comments on the landing page
More video views on the landing page
More tweets, likes or other shares on the landing page
More sales on the landing page
Fewer unsubscribes
More unsubscribes (yes, if you’re cleaning your list, this may
be a goal!)
57 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
SHOULD YOU PASTE YOUR WHOLE BLOG POST INTO AN

EMAIL, OR SHOULD YOU WRITE A TEASER AND LINK TO

YOUR POST?

“Whatever you do, you should do it for the reader. Some people

say you should do teasers so that it ‘trains’ readers to click

your   links     so   that you can sell them     stuff     later      on. I     guess    that

 makes sense, but I always saw my newsletter as a distribution

channel for my content, which I want to reach as many people

as possible. So I just send the whole thing. Why? Because I think

that’s what’s best for the reader.”

Jeff Goins,  goinswriter.com
The reason you need to start with your conversion goal is because
everything you write in your newsletter should move your reader
toward that goal. If something does not move your reader toward
that goal, it shouldn’t exist in your newsletter. You’ll notice that
I didn’t include “more opens” as a goal. That’s because your
newsletter’s goal should never be to increase opens; that’s the job
58 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
of everything we covered in the last chapter.
I often recommend that you start with your call to action and
write backward from there as this is the surest way to make sure
you follow the ol’ copywriting rule of writing as much as you need to
convince, and not a word more. Here’s what the end result of that
approach looks like, courtesy of a great newsletter by copywriter
Aaron   Orendorff   at   IconiContent     (sent Oct 21, 2014).
59 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
When you read Aaron’s newsletter, you’ll notice how everything is
building up to the click. Yes, the busy subscriber can simply click
the title and head straight to the post, but the engaged subscriber
gets pulled in by a ton of clever anticipation building. By the time
you reach the call to action / text link, not even a linebacker could
block you from clicking it.
What is the conversion goal for Aaron’s newsletter? CTR. No
question about it.
60 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
Increase Comments on and

Shares of Your Posts

Because so many newsletters are lead-ins to blog posts, it often
seems that the only goal would be CTR; you want to get people to
click through to your post. But what you most want, most often, is
for your reader not just to click to consume your content… but to
click and share or comment on your content.
3 NOTES ON EMAIL COPYWRITING

FOR MOBILE DEVICES

       MOBILE EMAIL IS CONTEXT, NOT SCREEN SIZE

Mobile  emails.  Desktop      emails.  What’s the  difference?  A   common

mistake when writing and sending mobile emails is to think about

them     as   a    screen   size that your     message      needs    to   fit   inside    –    it’s

not. An email for mobile isn’t just a smaller copy of your

desktop email.

61 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
Mobile covers a wide range of reader use cases – where they are,

what they’re doing, and how they can respond. On mobile, you

need to consider not only how your reader interacts with an email

on their device but also how they can take action on their device

after they’ve viewed the email.

RESPONSIVE ISN’T ENOUGH
 If you’re looking at an email on a mobile device, you might be

on the bus, or waiting in line for food, or sitting on your couch

at      home.   What’s the  difference   between      these     situations    and

looking at   your     emails   in   the  office,   at   your     desk,    in   front     of   your

computer?    Well     –    everything,  frankly.

For one,      your     workflow    is    different.    The      time      and focus    you have

for an email on mobile isn’t the same as on your desktop. Also,

the      resources    you have     access   to   on  mobile  are  limited  –    you

can’t hop from app to app and navigate the web as easily on

mobile device. All these factors contribute to how likely a reader

will take action on your email, or, if they can take action at all.

62 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
          OPTIMIZE FOR THE WHOLE EXPERIENCE

When   you’re  writing  a    mobile  email,   think     about    the  workflow    your

reader will take after they click the CTA. You need to consider

whether the action you want them to take is easy or optimized for

their context, whatever that context may be.

Matt Harris, Co-founder of sendwithus
So change your goal accordingly.
Your email body can’t be solely responsible for the job of boosting
comments or shares on the landing page; the page itself will have
to do a lot of that work. But the email can and should:
Be written to plant the seed of commenting or sharing (
one, not both)
Make commenting or sharing sound beneficial to the reader in
some real way
Create the impression that others are engaging with
comments and sharing
63 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
Normalize the act of commenting and sharing
Ramsay Taplin at BlogTyrant.com (2014) is one of the few email
marketers I see regularly requesting comments and giving
subscribers reasons to comment. Here, you can see that he not
only names the group he wants to leave comments most (i.e.,
Australians), but he also creates the impression that others are
engaging: “get a few comments up the top”, aka, hurry before
others leave comments at the top of the post!
64 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
If you want to increase comments on the blog post to which you’re
linking, write the email not to discuss the blog post so much as
to spark conversation in the mind of your reader. Think of this: to
leave    a    comment    requires      the same    effort    and level    of   engagement
necessary to get a student in a lecture theatre to raise her hand
and ask a question or comment on what you, the lecturer, said.
Here’s what engaging university instructors say to do:
“Good teaching keeps everybody on their toes and requires everyone to think.
Calling out questions and asking people to raise their hands with the answer is
the opposite of requiring everybody to think.”
Terry McGlynn, associate professor at Cal State (2014).
65 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
That means you need to get your readers’ minds churning in your
newsletter. You can do this by:
Taking a side on a timely debate your readers are already
thinking about, then driving them to the post where you address
the subject more fully
       ‘Picking    a    fight’    with      a    concept or   practice that is    likely    to   divide
your     audience     –    such     as   rallying against  A/B      testing   when
you’ve got CROs on your list
Opening up about your challenging or unusual personal
experiences
Opening up about your challenging or unusual business
experiences
Ask your subscribers a tough or stimulating question
66 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
As  an   example      of   picking a    fight,    here’s   just such     a    newsletter   from
copywriter Drayton Bird (2014):
67 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
And as an example of asking a tough or stimulating question, check
out this newsletter by copywriter Neville Medhora (2014):
68 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
Also, be sure to make it easy for your reader to comment. Captchas
and uncommon commenting tools can easily get in the way of
conversions your newsletter is working hard to generate for you.
Additional quick tips for writing newsletters that can increase
comments and shares:
       In the  first email    you ever      send     –    i.e.  the  welcome     email    –
position comments   as   ‘payment’   for  your     best      stuff     and state
the consequence of not leaving comments: you won’t be able to
invest time in writing useful posts anymore
Use the PS to ask for comments
Feature clever past comments in the sidebar
Use the PS to highlight the best tweet you recently received,
along with a link for people to follow that Twitter account (which
could make others who want to be highlighted more willing to
tweet)
69 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
If you have advanced insights into your subscribers, segment
out those with Twitter accounts and use a prewritten “click to
tweet” or tweetable in the newsletter
As  a    final      note,     remember   that,      although     you’re  writing  a    newsletter
–    which   sounds  like it    ought    to   be   lengthy –    it    can help      to   get  to   the
point quickly. So if you know your conversion goal is to do X, do
your best to get the reader to X in little time, as Nir Eyal does in
this newsletter:
1
2
3
4
5
iconicontent.com/blog/rejection-and-success
www.blogtyrant.com
smallpondscience.com/2014/01/20/why-students-dont-raise-hands-in-my-classroom/

draytonbird.com/

kopywritingkourse.com/
70 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
BONUS ADVANCED TIP 1:
Send your newsletter in 2 groups over 2 days. On day 1, segment
out about 20% of your list, and send them a newsletter with a great
reward  –    like a    gift card      –    for  leaving  the  most     intriguing    comment
within the next 8 hours. (That time limit is critical!) The next day,
send a second newsletter to the remaining 80% of your list, and
spark conversation by showcasing the most intriguing comment in
the newsletter, along with a request that they add their voice to the
convo, too (no incentive or mention of incentives).
BONUS ADVANCED TIP 2:
Send your newsletter in 2 groups over 2 days. On day 1, segment
out about 40% of your list, and encourage them to tweet their
reaction your post immediately. On day 2, send a second
newsletter to the remaining 60% of your list, and embed some of
the tweets that show the more interesting reactions; include copy
that highlights the number of people who are talking about your
article on Twitter (as long as that number isn’t super-low).
71 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
HOW CONVERSION
COPYWRITERS
WRITE EMAILS
IF YOU WANT TO CONVERT YOUR SUBSCRIBERS, show them
value.   Fulfill   the  promise that lured     your     readers to   sign      up  for  your
newsletter   in   the  first place.   That’s   the  most     important    thing     to   keep
in mind.
Once    you’ve  got your     value    prop     figured  out, you’ve  landed  on  1
clear goal for your next newsletter, you’re prepared to write in a
1-to-1 (not 1-to-many) style, and you’re segmenting and scheduling
appropriately for your goals, how do you actually write your
newsletter?
72 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
Start with AIDA. Then follow the other fundamentals of conversion-
focused newsletter copywriting discussed in this chapter.
                 LEARN FROM THE MASTERS

Copywriters write newsletters worth subscribing to if only to

borrow copy ideas from the newsletters themselves. So why not

sign up for the newsletter of every copywriter you come across?

You can keep their newsletters in a Swipe File for reference

when writing.

AIDA: Your Copywriting
Starting Point
You may be familiar with AIDA, a popular acronym copywriters
often follow to structure their copy for best results. Here’s how it
works:
73 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
Attention: Grab your     reader   with      the  first line.
Interest: Engage your reader to keep him reading.
Desire: Make him hunger for what’s about to come.
Action: Get him to click.
Instead of giving you a bunch of ideas for how to make AIDA work,
check out these 3 examples of AIDA at play in newsletters worth
mimicking.
CHRIS BROGAN’S NEWSLETTER (2014)
74 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
JON MORROW’S NEWSLETTER (2014)
MARIE FORLEO’S NEWSLETTER (2014)
75 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
The more newsletters you write, the less you’ll need to rely on AIDA.
But when    you first start      writing  newsletters, or   if    you’re  finding  that
you’re not getting the results you want, let AIDA guide your copy.
Open Your Newsletter with

Short Sentences

You’ll notice that the sentences / paragraphs in the most addictively
readable newsletters are quite short. This makes the copy very
easy to move through. Your reader’s eyes can keep scrolling down
rather than scrolling all the way across the screen, all the way back,
down, and all the way across and back again.
At minimum, the opening lines of your newsletter should be very
short to draw readers in, like Melissa Cassera (2014) does:
76 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
Format for Readability
You may have noticed that the example newsletters in this ebook
are rarely if ever heavily designed. Most are simple one-column
HTML newsletters. I’m not suggesting that only plain-looking
newsletters work; rather, I’ve found that one-column text lends
itself well to AIDA-structured newsletters. It focuses the reading
experience. If you want people to read, start by focusing their
77 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
eyes      on  the  text –    don’t    introduce    distractions, like unnecessary
iconography or multiple ‘blocks’ of stories.
In your one-column HTML newsletter, format the copy such that
most if not all of your paragraphs are composed primarily of one
sentence. Use paragraphs very sparingly, as copywriter Ben Settle
(2014) does:
78 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
79 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
Do as Cialdini Would Do: Persuade
In   his  legendary    Influence:   The      Psychology of   Persuasion, Robert
Cialdini describes six common persuasion principles: reciprocity,
commitment, social proof, liking (or likability), authority and scarcity.
These are the principles most of us use to enhance our everyday
marketing, and we should equally use them in our newsletters and
the  sales     emails   that flow     out of   those.
Here’s  a    great     example.     When   time      is    running out on  an   offer
you’ve mailed to your newsletter list, don’t just write, “Ends soon!”
Copywriter Jon Benson wrote the following urgency-packed email
for a webinar he was cohosting:
80 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
Write Directly to 1 Reader
This conversion copywriting tip is one I’ve repeated throughout
because it bears repeating. Repeat after me: write 1-to-1. When
you write this way, you’re not Faceless Person Behind Big Brand
sending random articles to Faceless List. You’re [insert your name
here] sharing something really intriguing with 1 person. You’re
writing “me to you”. Laura Roeder does a great job of this in her
newsletter The Dash (2014):
81 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
Test Everything in GetResponse
There is no perfect formula for writing high-converting newsletters.
What works for X business writing to Y audience won’t necessarily
work for Z business writing for A audience. That’s why we A/B test.
Not to sound all sales-pitchy, but, truly, one of the best reasons to
use GetResponse is because it allows you to easily A/B test:
Your subject line
Your body copy
Your From line
The time of day you send
The day of the week you send
So as you close up this book and begin writing the newsletters of
your audience’s dreams, be sure to split-test as much as you can.
82 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
If    you find      any interesting   learnings     or   insights,      we’d     love      to   share
them on the GetResponse.com blog and the Copyhackers.com
blog.
1
2
3
4
5
6
ownermag.com/battleplan
boostblogtraffic.com
www.marieforleo.com/2014/02/verberize-get-more-done
melissacassera.com
bensettle.com/blog
getthedash.com
83 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
ABOUT
JOANNA WIEBE
THE ORIGINAL CONVERSION COPYWRITER, Joanna Wiebe
runs a conversion copywriting consultancy in Victoria, BC and is
the co-creator of both Copyhackers.com and Disco Surveys, the
incentivized pop-up survey for marketers (trydisco.com).
Joanna specializes in writing test-worthy, higher-performing email
and web copy that’s loved by customers and bottom lines alike.
She’s sold more than 40,000 copies of her copywriting ebooks and
has been invited to speak at such events as Inbound, HeroConf,
Copyblogger Authority Intensive, Problogger Event, MicroConf,
Conversion Jam and Business of Software, among others.
84 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
You should sign up for the Copyhackers newsletter now and
connect with Joanna online to ensure you always get the best in
copywriting education.
@copyhackers
joanna@copyhackers.com
copyhackers.com
copyhackers.com/subscribe-to-copy-hackers
* According to the 2014-2018 Email Statistics Report by The Radicati Group, as cited in

http://www.news.com.au/finance/work/emails-expected-to-rise-to-140-a-day-in-2018/story-

e6frfm9r-1226904239876 as of October 2014.
** As detailed in http://landing.returnpath.com/emailintelligencereport as of October 2014.
*** Image sourced from http://www.imore.com/gmail-app-now-supports-glorious-higher-
resolutions-iphone-6-and-6-plus
85 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked
ABOUT US
GetResponse is an easy-to-use, web-based email marketing

solution that can help you to build your permission-based mailing

lists,      boost    your     conversions and increase      your     profitability.

350,000 businesses have trusted us with their email marketing to:
increase email deliverability

build permission-based email lists

deliver HTML-enhanced newsletters

track email marketing results

nurture subscriber and customer relationships

stay in touch with prospects via the autoresponder

… and ultimately increase their online revenues by means of

responsible

email marketing.

For more information about how GetResponse can help you and

your business, please visit www.getrespose.com or give us a call

toll-free at 1-877-EMAIL-GR.

86 | GetResponse and Joanna Wiebe, Creator of Copyhackers

 

How to Write Newsletters That Get Opened, Read and Clicked

 


Warning: Unknown: write failed: Disk quota exceeded (122) in Unknown on line 0

Warning: Unknown: Failed to write session data (files). Please verify that the current setting of session.save_path is correct () in Unknown on line 0