"Newsletter open rate is 70% but no leads."

Question from a subscriber: "I have a really high read rate for my monthly newsletter than I send to clients, prospects and referral partners – 60-70% every month. But I am not converting even 1-2% of these reads into clients."

The term "open rate" is deceptive.

Open rate can mean the images and copy downloaded into the person’s email window when it was open - it does not necessarily mean they actively opened anything.

Now - for the harsh truth.

If the content present a clear value proposition, and you are sending it to a qualified base of readers, you will get people asking you for help, with minimal or no prompting.

Focus on improving clarity of the value proposition to where it becomes a wow, wow, super wow:

• Most newsletters are scanned, not ready word-by-word. Use bold font to guide the reader's eye to the key concepts.
• In the first line, clarify what the learning outcome of the newsletter is.
• Make it clear that you are a wealth manager, who you work with, how you help, and then give them a clear action to take at the end. "I am a wealth manager for high school teachers in Voorhees, NJ, and if you'd like me to review your NJ Pension statement, click here to meet."
• Send a survey to all readers asking about how they prefer to work with a wealth manager, what they need from one, and why or why not they would ever consider working with you. If it's all DIY investors, for example, you're trying to convert the wrong audience.
• Give the newsletter a episodic theme that zeroes in on a specific problem you solve. E.g., "The next three newsletters focus on how to know if you are taking too much risk in your NJ teachers 401k."

Sara's upshot

Clarity in the face of a big problem is hard to resist. If you're getting attention but no leads, make it easier for people to see the problem they are having, and the solution they need you for.

Yeah?

Yaaaaah.

BOOM - there you go, today's marketing tip for 'ya!

-Sara G

P.S. Here is a blog about email newsletters for you!

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• I am an outsourced CMO for companies who need regular, full service marketing - blogging, social media posts, newsletters, etc.
• I am an hourly consultant for those who just need one-time or recurring marketing guidance
• People hire me as a ghostwriter to write content for a project fee
• I have a?social media training program
• I have a book about?what to say on LinkedIn?messenger
• I have a book about how to create a simple marketing plan

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Just letting you know in case you ever need me...see you tomorrow in the Daily.

-Sara G