The Power of Personalization
Cutting through the noise and making a lasting impression is challenging for everyone competing online. And in the inbox? Now you’re entering a territory where your audience is being berated with essential notifications from their kid’s school, work emails on repeat, doctor’s appointment reminders, sales offers, and content from local and national publishers and creators. It’s brutal out here.
To stand out, presentationon matters as much as content. At TFD, we believe newsletters should be more than links—they create relationships between publishers and audiences, fostering engagement and loyalty.
One of the most effective strategies we’ve implemented (and have been shouting about since 2021!) is the importance of humanizing your editors. This approach transforms newsletters from just another email into a personal, engaging experience that fosters a deeper connection with readers. And, selfishly, an increase in click rate! A win-win.
One of our clients struggled with newsletter engagement. Despite strong content, their click rate remained stagnant. We recommended a simple addition—an editor’s note at the top of each issue newsletter.
A brief introduction added a human touch to the experience. It allowed the editor to guide readers through the newsletter’s content while sharing anecdotes and links. This change transformed the readers’ engagement with the newsletter.
Here are a few examples from TFD clients:
- Down East Magazine / Taste - We love the call out to actually reply to the newsletter. Boosts engagement and even deliverability into the reader's inbox.
- St. Louis Magazine / Daily - Again with the request to reply! And a call out to follow the editor on Bluesky? Amazing.
- New Jersey Monthly / Gist - This editor intro really builds trust as a local resource with her New Jersey knowledge, which is exactly what city/regional readers are looking for.
- St. Louis Jewish Light / The Morning Light - We adore this fun, casual and not-too-serious editor sign off at the bottom of the email. The unpredictability of what is written draws attention from the audience week after week.
Why It Works
- Builds Connection – Readers appreciate knowing a real person is behind the content, making them more likely to trust and engage with it.
- Encourages Engagement – Readers are likelier to click and read the story when an editor provides context or a personal take.
- Drives Clicks – Instead of a list of links, the content now has a narrative, making it more compelling to interact with.
The Results: A 400% Increase in Click Rate
The impact of this change was immediate. The client's click rate skyrocketed by 400% within one send—a testament to the power of editorial personalization. Readers were no longer just passively consuming content; they were engaging with it on a deeper, more personal level.
Takeaways for Your Newsletter Strategy
- Feature your editorial team in your newsletters—put a face (or at least a name) behind the content.
- Include a short, engaging introduction from the editor to set the tone and provide context.
- Encourage replies to foster direct engagement with your audience.
- Experiment and track results—small changes can yield massive improvements in engagement.
If you're looking to transform your newsletter strategy and deepen your audience engagement, let’s chat! At Twenty First Digital, we specialize in helping media brands build stronger relationships with their readers.