This posting is based 100% in our experience with our own emails and newsletters. We started sending out emails to our contacts in the summer of 2008. The first emails that we sent out were all about one topic per email. We picked something timely we thought our clients and prospects needed to know and invited them to contact us if they wanted this “something” to be implemented on their sites.

These emails had a click through rate anywhere from 1.3% to 2.4%… low given that the statistics show:

• B2B newsletters range from 5 to 15 percent  
• B2C promotional emails’ range from about 2 to 12 percent
• Lists that are segmented see rates in the 10 to 20 percent range

Starting in 2009 we decided to turn our emails into actual newsletters, meaning more than one article per issue. Our click through rate jumped to 16.2%.

Why did this happen?

1. There was more content to choose from. If one article did not appeal to someone, then maybe the next article did.
2. We changed our tone to a softer sell. Our tone is more informational now and readers are responding positively to this change. The soft sell revolved around the “what’s new” section.
3. It’s not all about us. We are making an effort to have one of our three main articles be from a partner. This brings in a new perspective.
4. We showcase our clients. We have a added a “featured project” with a brief description of the client and a link to their website. So far, this type of link is getting the most attention.
5. We thank them for being in our list. They get special offers and discounts from our partners.
6. We have calls to action. We don’t give the articles in their entirety. Each article continues on our blog.

Just like on a website, content on a newsletter is king. These six changes in tone and content have made a significant difference for us. Maybe they can work for you too.