We’ve all been there, your newsletter hits inboxes with a decent open rate, but the click-through rate? Cue the sad trombone. It’s one of the most common frustrations financial services firms face, and guess what? It’s fixable.
If you’ve been asking yourself, “How can I boost my click-through and click-to-open rates?”, you’re in the right place.
Why are my click-through rates so low? Your newsletter might be too impersonal!
You’re likely using your newsletter to inform clients about important financial updates – think tax changes, property market trends, or tips for better money management. But while these topics are crucial, your clients are also craving something a little more… human.
Yes, your clients want to hear from you, but they’re not just after a rundown of market updates. They want a peek behind the curtain. They want to know what’s happening at your office, what causes you care about, and how your team is doing. Updates about office renovations, charity events, or any awards or exam achievements your team’s celebrating? Those are the kinds of stories that get people engaged.
It’s simple – people buy from people. Your clients want to connect with you as much as they want useful financial advice. When you show the human side of your business, your engagement rates will follow suit.
Take advantage of your newsletter reports
Here’s a secret: your newsletter stats are a goldmine of information. Sure, you might glance at them and think, “Good to know,” but are you really using that data to its full potential?
If you’re a Yardstick client using our newsletter service, you’re already sitting on a treasure chest of actionable insights. After each campaign, we send you a detailed report, including your top three most-clicked articles.
These aren’t just numbers; they’re telling you exactly what your audience loves reading. And you’d be surprised how many businesses miss the opportunity to capitalise on this information.
Here’s the trick – when you see which topics are getting the most attention, lean into topics that get the most attention. Make those topics a recurring theme. If your clients loved that piece on investment strategies, for example, why not create a follow-up? Or if a personal story about your team got tons of clicks, share more behind-the-scenes updates. Your audience is already telling you what they want, now give it to them!
Reviewing your newsletter reports regularly will help you understand what resonates with your clients, prospects, and professional connections. It’s a quick and easy way to boost your content relevance and, ultimately, your click-through rates.
The power of personal touches
Speaking of connecting with your audience, let’s talk about the magic of small gestures. A lot of firms overlook the power of a personal touch. Take a holiday greeting, for example, it doesn’t need to be over the top. A simple, festive message with a nice seasonal banner will do wonders. It’s all about showing your clients that you’re thinking about them.
These small but thoughtful gestures help build stronger relationships with your audience. People love feeling appreciated, and when you show that you care, your business will stand out.
Don’t be afraid to ask for feedback
And here’s the kicker: when was the last time you actually asked your clients what they think? Not “how’s my haircut?” kind of feedback, but real, actionable insights on what they love (or don’t love) about your newsletter.
It could be as simple as a quick email or survey. Ask your clients what they want more of, less of, or even what they’d love to see next. By listening to them directly, you’ll be able to tweak your content to make it exactly what they want. And when you do that? Your open and click-through rates will thank you.
Ready to level up your newsletters?
At the end of the day, your newsletter isn’t just a place to broadcast information. It’s an opportunity to engage with your clients on a deeper level and build meaningful relationships. By adding personal touches, paying attention to your data, and actively gathering feedback, you’ll be well on your way to boosting your click-through rates and keeping your audience engaged.
So, what’s next? Ready to put these tips into action? If you’re not sure where to start or if you want us to help you take your newsletter to the next level, give us a shout by email at hi@theyardstickagency.co.uk or call 0115 8965 300.
