Many marketers wonder, “How long should my top newsletter be?” The length and content of a newsletter can impact its effectiveness and engagement. If you have enough content, then consider yourself lucky and keep on reading!
On the other hand, if you are scrapping to get 3 stories in your weekly email marketing newsletter, then you need to focus on generating more content. But let us assume that if your are reading this, you have plenty of content that you can place in your newsletter.
So does the number of stories in a newsletter make a difference? To find out, I recently conducted a split test comparing newsletters with less stories versus more stories. And I’ve got results and insights on creating the top newsletter for your audience.
As a fractional CMO, I work with clients across a wide range of services. I come in for “surgical strikes” for each of them. For some, I do PPC; for others, CRO management; and yet for others, I develop email marketing strategies. Email marketing is my first love in the digital marketing world. This is where I cut my teeth and developed my own approach.
That being said, I’m particularly fond of how this split test played out.
Top Newsletter Split Test Ideas
Every effective split test starts with a clear hypothesis. This means testing one variable at a time. If you test multiple variables, you won’t know what caused any changes. My hypothesis was simple: “Adding a story to the newsletter will increase overall engagement.”
Why Testing One Variable Matters
Testing one variable at a time is crucial for clear, actionable insights. If you change multiple elements simultaneously, it becomes impossible to determine which change influenced the outcome. For example, if I tested both the number of stories and the subject line, I wouldn’t know whether the increased engagement was due to the additional story or a more compelling subject line. This is why the split test focused solely on the number of stories.
Methodology
To test the hypothesis, I created two versions of the newsletter: one with regular amount of stories and one with an additional story. Since a single email can’t provide statistically valid results unless you have millions of subscribers, I ran the test over a couple of weeks to gather enough data for a reliable analysis.
Test Design
The design of our test was straightforward. We sent out multiple newsletters over a period, ensuring each version (control vs. variation) was sent to a significant portion of our subscriber base. This helped us gather a robust set of data to analyze.
Sample Size and Duration
To achieve statistically significant results, I sent out over 1 million emails in total. This process was crucial, allowing to account for any anomalies or variations in reader behavior over time.
Analysis and Results
After the test, I analyzed the results. I looked at two key metrics: open rate and click-to-open rate (CTOR). Here are the findings (open rates on the line graph, CTOR on the bar chart):
Open Rate
Now, for those who’ve been reading my blog for a while, you will know that I believe open rates are overrated. It’s really a vanity metric that doesn’t tell much and can be easily manipulated. However, it was important here to confirm that each segment was getting the same opens, more or less.
This shows that the length of the newsletter did not affect whether people opened it. I was happy to see that in this test, both versions were equally compelling.
Click-to-Open Rate (CTOR)
Now, on to the meat and potatoes! The variation with an extra piece achieved a CTOR of just north of 21.7%, while the regular email marketing newsletter (control) had a CTOR of 20.8%.
The difference between 21.7% and 20.8% can be looked at in two ways. The simple difference is 0.9%, but if you think about how big that change is compared to the starting point (20.8%), it’s actually about a 4% change – which is a big deal! If you’re not following, it’s like saying you had $20.80 and then gained 90 cents. That 90 cents is roughly 4% of the $20.80 you had before. So, the small change of 0.9% is actually a 4% change when you compare it to the original number.
So the variation with an extra piece had a 4% uplift in engagement. It is for this reason that I believe CTOR is the metric to look at to see if your emails are engaging, because it shows the percentage of readers who clicked on a link after opening the email. A higher CTOR means more engaged readers who find the content valuable.
Top Newsletter Strategies to Boost Your Email Marketing Efforts
The data suggested that including more stories in a newsletter can enhance engagement compared to less. With a nearly 4% uplift in CTOR and consistent open rates, the variation format appears more effective – and the client was not only happy with the results, but also impressed!
Based on these results, I recommended adopting a larger format for their newsletters. This approach not only maintains high open rates but also boosts engagement, making it a more impactful way to communicate with your audience.
Implementing the Findings
To implement these findings, consider reviewing your current newsletter strategy. Are there opportunities to add more valuable content without overwhelming your readers? Focus on presenting your stories prominently to capture attention and drive engagement.
The Importance of Continuous Testing
It’s important to remember that these findings are based on our specific audience and content. Continuous testing and adaptation are crucial as audience preferences can change. What works today might not be as effective tomorrow, so regularly reviewing and testing your newsletter strategies is essential.
Final Thoughts
As someone who has spent years refining email marketing strategies, I can attest to the importance of data-driven decision-making. The insights from this split test offer a valuable roadmap for improving newsletter engagement.
If you’re looking to improve your newsletter strategy, schedule a free 15-minute consultation with me. Together, we can explore ways to optimize your content and increase engagement. Whether you’re looking to enhance your PPC campaigns, improve CRO management, or refine your email marketing, my expertise can help you achieve your goals.
FAQs on the Best Top Newsletter Practices
How many stories should my newsletter have?
My research suggests that more stories – without overdoing in – can increase engagement. However, this may vary based on your audience and content. The key is to provide valuable and relevant information without overwhelming your readers.
Does the placement of stories matter?
Yes, featuring stories prominently rather than as text links can increase engagement. Make sure your most important stories are easy to find. Placement plays a crucial role in drawing reader attention and encouraging clicks.
Can I test more than one variable at a time?
It’s best to test one variable at a time to know what caused any changes. Multiple variables can confuse the results. For instance, if you change both the number of stories and the design layout, it will be unclear which change impacted engagement.
How long should my split test run?
Run your split test over several newsletters to gather enough data for a reliable analysis. A single email usually isn’t enough unless you have a very large list. The duration of your test should be long enough to account for variations in reader behavior over time.
What’s the most important metric to track?
The click-to-open rate (CTOR) is a key metric to track as it shows how many people clicked on your content after opening the email. This metric provides insight into how engaging your content is to those who open your emails.
Why is it important to continuously test and adapt my newsletter strategy?
Audience preferences can change over time, so what works today might not be effective tomorrow. Regularly testing and adapting your strategy ensures that your newsletters remain relevant and engaging.
Which email marketing service provider (ESP) do you recommend?
Like I said, I cut my teeth in email marketing and have been doing it for over 15 years! So, I don’t have a personal preference. I see through the fluff and can point out similiarities and differences between various ESPs, but I ran this split test on ActiveCampaign – they offer good tools overall and make split testing a breeze.
How can a fractional CMO help with my newsletter strategy?
As a fractional CMO, I bring expertise across various aspects of digital marketing, including PPC, CRO management, and email marketing. My tailored approach can help optimize your newsletter strategy to boost engagement and achieve your marketing goals.
