How to get members to actually read the magazine
3 min read
You put weeks into an issue. A fraction of your members open it. It's disheartening, and it's normal.
Readership rises when you fix a handful of small things.
1. The email
Most people decide in a second. Look at your last announcement:
- Does the subject line say what's inside?
- Does the first line give a reason to click?
- Is there one clear link?
Compare "Our Autumn issue is out" with "Autumn issue: the new reporting rules, and four members who've already switched". The second wins. More subject line examples.
2. The first page
When a member clicks, what do they see? A cover and a long contents list is a lot to ask. Try:
- A contents page that sells three articles.
- A short editor's letter that tells them what to read first.
- A strong first article within the first few pages.
3. The content
Look at what members actually read. If you have reading data, see which articles held attention. If you don't, ask five members what they remember. Then do more of that.
Ask yourself of each article: what can a reader do after this that they couldn't before? Where to find ideas.
4. Length and layout
- Keep most articles under 800 words.
- Use subheadings.
- Make sure the text is readable on a phone.
- Add one practical box or checklist per issue.
5. The timing
- Publish on the same day each time.
- Send at a time your members are likely to be at their desks.
- Don't compete with a big event or deadline.
6. The habit
Members open what they expect. Tell them when the next issue comes and keep to it. Put a "coming in the next issue" note on the last page.
7. A personal touch
A note from the editor, a mention of a member by name, a reply to a letter. Make it feel like it comes from a person.
8. Ask them
Run a two-minute survey after an issue: what did you read first, what did you skip, what would you like next? Five questions will do. Use the answers in the next planning meeting.
What to measure
Track the number of members who open each issue, the pages read and the articles that got clicks. Look for a trend over three issues, not a single number. A simple measurement plan.
Pick one
Don't change everything at once. Choose one thing, such as a better subject line, and try it on the next issue. Then another.
Frequently asked questions
What is a good open rate for a member magazine?
It varies a great deal between associations. Measure your own and try to improve it issue by issue, rather than comparing to a general figure.
Why don't members read it?
Common reasons are an unclear email, a long first page, content that isn't relevant and not knowing when it arrives.
How can I find out what members want?
Ask a small sample directly and look at which articles got the most reading and clicks.
Should I send it more than once?
A reminder a week later to those who haven't opened it, with a different subject line, is usually welcome.
