Tick the right inboxes: six tips to save a failing newsletter

Newsletters are a popular way to engage with readers of your publication and keep them informed about the latest news specific to their interests. If you are struggling to make your newsletter really make waves, it may not be time to pull the plug just yet. 

Freelance journalist Laura Kelly held a panel discussion at The Publisher Podcast Summit and Awards event asking The Telegraph's head of newsletters Marie Bonheim and her deputy David Alexander about how to save a newsletter that is under-performing.

• Have a clear idea of what you want to achieve with the newsletter, like driving referral traffic or building a loyal readership. Set goals - like open and click-through rate - to track progress. Be prepared to experiment until you discover the sweet spot.

• Scour the latest trends and find what people are reading about. Keep an eye on which editions do well and what kinds of content is in most-demand.

• Ask for feedback, even a 1-5 star rating system can gauge what audiences like (and dislike). Encourage submissions by offering to publish reader responses in the next edition.

• Test out different subject lines. Bonhein says that her readers prefer direct, personal language like "You" and "Your". She explains: "We made it more personable, more simple language, more about the person involved."

• Play around with different frequencies or time of output that the newsletter goes out on.

• Think of ways to remind audiences why they subscribed in the first place. Prioritise re-establishing and rebuilding that relationship. Welcome back emails, anyone?

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