Two to Three Short- to Medium-Form Articles

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Select Newsletter Formats that Drive ROI. Expert Q&As or Interviews: Open rate 17%. Click rate 17%. Revenue or profit 14%. Driving website traffic 14%. Conversion rate 17%. Listicles, Step-by-Step Guides, Recipes, or Tutorials: Open rate 21%. Click rate 20%. Revenue or profit 21%. Driving website traffic 24%. Conversion rate 22%.

We asked respondents about a total of 11 newsletter formats:

Expert Q&As or Interviews
Influencer Takeovers
Listicles, Step-by-Step Guides, Recipes, or Tutorials
Image-based Content or Infographics
Video-based Content
Mixed Media Content
Long-form Articles or Deep Dives
Quote or Stats Roundups
Lists of Short Blurbs Followed by Related Links
Interactive Content
There’s lots more where this came from — check out canada phone number material our free download on the future of newsletters — but here’s how every format drives open rates, according to 500+ newsletter operators:

Newsletter Formats That Drive Open Rates. Expert Q&As or interviews 17%. Influencer takeovers 20%. Listicles, step-by-step guides, recipes, or tutorials 21%. Image-based content or infographics 23%. Video-based content 21%. Mixed media content (text plus video or imagery) 22%. Long-form articles or deep dives 9%. 2 to 3 short- to medium-form articles 21%. Quote or stats roundups 7%. Lists of short blurbs followed by related links 10%. Interactive content like polls and quizzes 10%.

That doesn’t mean you should abandon your great idea for a newsletter that curates long-form articles or deep dives. You know your audience best, and open rates are just one metric.

Based on the survey results and the subject-matter interviews I conducted, here’s some trends in newsletter content strategy that we’re seeing: