Your newsletter engagement toolkit

Newsletter engagement advice has become incredibly shallow.

"Write better subject lines!"

"Use more emojis!"

“Make it shorter!"

These surface level tips overlook what actually matters for keeping subscribers engaged long term. They reduce the art of newsletter writing to a collection of cheap tricks and "hacks."

The result? Thousands of newsletters that get opened but never truly connect with readers.

Now don't get me wrong, subject lines do matter, but they're just the beginning. Real engagement - the kind that builds lasting relationships with your subscribers - comes from something deeper.

The Inbox Trinity

Every newsletter creator has their own definition of success. Some optimize for revenue, others for community building, and others on specific business goals.

But before you can achieve any goals, your emails need to actually reach your subscribers' inboxes. That’s why you should always remember The Inbox Trinity:

• Opens are good
• Clicks are better
• Replies are gold

Why does this matter? Because each level of engagement tells inbox providers something different about your relationship with the people you’re sending to.

When subscribers reply to your emails, it sends a signal that you're a trusted sender. This improves your deliverability – helping you land in the primary inbox instead of promotions or spam.

Think of this as your solid foundation: Strong deliverability gets your content in front of your subscribers and will improve your engagement, regardless of your specific goals.

Building on your foundation

If you're in the early stages of building your list, focus on opens and replies. Those will give you two crucial things:

1. Confirmation people are actually interested in your content
2. Direct feedback about what your subscribers need

Here's a simple example. In my welcome email, I ask new subscribers to reply with "in" if they're excited about Creator Glue. But I also invite them to share any current struggles.

Dozens of detailed responses land in my inbox that shape future topics.

Optimizing for clicks

Once you have steady opens and replies, it's time to optimize for clicks. But not just any clicks.

Instead of generic "click here" links, use action-oriented phrases:

• "See how this strategy works in action"
• "Get the complete framework"
• "Watch how I write my emails"

Also consider what leads readers to the click. What’s the hook? For example:

“If you want to see what I do, watch how I write my emails”

vs.

“If you want to see all of these powerful strategies put into practice, watch how I write my emails.”

These small changes can dramatically increase your click-through rates.

Your next steps

1. Define your focus: Should you be optimizing for opens and replies? Or does increasing clicks make the most sense for you?
2. Run experiments: Don't overhaul everything at once. Test one small change every 4-6 weeks:
   • Try adding or removing sections
   • Adjust your layout
   • Test different calls to action
3. Measure consistently: Look for sustained improvement over at least 4 weeks before declaring an experiment successful.

Remember: Even a half-percent improvement, if consistent, is a win worth keeping.

‍