Any writer who writes for a commercial purpose will tell you that the response of the reader hones their craft. As a newsletter writer, this aspect of your writing becomes all the more important for you to develop your skills. You have to be in the thick of things when it comes to knowing what your readers like to receive in their email inbox. Reality checks on how your writing is perceived will keep you on your toes and will not allow your work to be complacent. With the use of modern technology, you can monitor every aspect of a newsletter once it’s delivered to an email inbox.
You can find out if the receiver has opened the newsletter and on which web links the reader is clicking. Your technical team can share these statistics with you. Let’s look at how you can measure the response to your writing. Firstly, more subscribers opening your newsletter will surely mean that your subject line is good and enticing. Readers will be eager to open and go through your newsletter if the subject line makes them curious. You have little room to show off your expertise here. Bring out the editor in you, along with the thesaurus, and carve out a subject line that sums up the spirit of the newsletter. Weak subject lines will find lesser opens. When readers do not open your newsletter at all, your writing and all the other metrics are immediately made redundant.
Secondly, the opens have a direct relationship with more subscribers receiving the newsletters in their inbox and not the Spam box. That necessarily means that your copy does not have spam words or those that trigger spam alerts. Your email delivery specialist will tell you how many of the newsletters got directly into the inbox. Numbers indicating that many were blocked by email service providers (ESPs) and internet service providers (ISPs) are a reminder to you. You have to conduct more thorough checks on your writing draft to get rid of spam words. Being tagged as spam is a loss of credibility for your newsletter. At the same time, you’re losing out on readers. Check the statistics every time your newsletter is sent out.
Thirdly, find out how many anchor text links were clicked upon by your readers. Technology will get you a complete break up of these clicks. You can find out the exact number of clicks on every single web link, be it anchor texts or just images. Studying this data will give you an idea of what makes your readers click. Note them down for future reference. Write the next newsletter keeping these points in mind. Also, the location of the anchor text has a bearing on the number of clicks. Draft your newsletter in a way that places the most important anchor texts in these tested locations. The response of the readers in the form of clicks also gives you an idea if they are receiving your writing favorably. Learn from your feedback and you will evolve as a better newsletter writer.