From updates about newly-available products, to data-driven insights and how they shape an industry, there are many reasons that thoughtful businesses send newsletters to their customers.
However, with only an average open rate of 18.76%, people are certainly not opening every newsletter they have subscribed to. The likelihood of opening depends on both the type of email being sent as well as the inbox management style of the recipient.
Before we jump into how you can help your newsletter stand out better in the email inbox of your target customer, let’s assume two key truths:
If you nodded along to those two points, you’re poised to succeed in a world where people have more control over their inbox and their attention. Here’s a path to success:
Though most opt-in email flows include one-off promotions every now and again, the fundamental style of a newsletter may be defined as one of the following. Which type sounds most like yours?
With a Gated inbox, the person receiving your email has control over what emails they focus on - and when. We’ve seen three quite distinct types of inbox personalities emerge among people who use Gated. (Perhaps one of these resembles how you manage your inbox?)
In the end, it’s important to respect that each person deserves control over what reaches them. If someone uses Gated, they may choose to allow your emails into their inbox – or not. Remember: Gated is not a spam filter. A user can see the contents of their Gated folder easily, at any time they choose.
People who have more of a Hyper-focus or Open Gate style of inbox management often use the Gated folder as a place to hold messages that simply aren’t core to their main focus.
People who operate with a FOMO style of inbox management value Gated because they can keep every message, but don’t have to be buried in it.
If your newsletters are in someone’s Gated folder, it might be because that person wants to read your email at a time of their own choosing.
More and more users are turning to email management solutions (such as Gated) that allow them to see the emails they want to see, when they want to see them. Are you sending content when your audience wants to read it? Have you ever even asked them?
We’ll continue to make product improvements designed to help people focus on what matters most to them. If you’ve read this far, it’s likely that includes the newsletter being sent by a thoughtful person like you! It takes smart marketers, marketing agency leaders, and sellers to make a change.
We’d love to hear from you about how you connect with people through your newsletter. Share your story on LinkedIn, and be sure to tag @Gated in your post!
Published April 2022
Updated December 2022