Magazine article Folio: the Magazine for Magazine Management

6 Tips for Boosting Newsletter Open Rates: Newsletters Are a Crucial Source of Online Traffic. Here Are Some Ideas to Optimize Your Open Rates

Magazine article Folio: the Magazine for Magazine Management

6 Tips for Boosting Newsletter Open Rates: Newsletters Are a Crucial Source of Online Traffic. Here Are Some Ideas to Optimize Your Open Rates

Article excerpt

For many magazines, the majority of online traffic is derived from a key aspect of the publishing business: e-newsletters.

Smooth delivery, opens and click-throughs are a perennial priority, one that Thrillist has built its business around. The company's foundation is a free, subscriber-based e-mail newsletter business, delivering localized content on restaurants, nightlife and retail outlets for urban 20-and-30-something men. The brand has about 3 million daily subscribers and projected 2012 revenues are in the range of $60 million.

Here, Thrillist's John Wiseman, the company's vice president of marketing and partnerships, delivers six tips to boosting the bread-and-butter of the e-newsletter business: open rates.

1. Building Sustained Readership

"A key component is great content--without it, people will probably not even open the first email. Our editorial team consistently seeks out and shapes stories that are timely and deliver fresh content that is actionable and entertaining."

2. Subject Lines

"You have to have amazing subject lines. You do this by being timely and speaking to what's current. You can use context that is out in the world that can directly or obliquely speak to what the core of your business is. You should also use a dash of mystery. One of the subject lines we've used in tests is 'Get Your Mind Blown.' Readers wonder what that means, and it makes them want to open it. When they open it, you connect the subject line to the content. …

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