Why Newsletter Opens and Clicks Matter More Than Subscriber Count

Radio stations often get excited about big numbers. We celebrate large listener bases, social media followers, and yes—email subscribers. One of our client-owners often complains that their newsletter service drops subscribers who come back undeliverable.  When it comes to newsletters, focusing too much on your email list size can be misleading.

A huge subscriber count means very little if the people on that list aren’t opening your emails or clicking through your content. Engagement is what truly counts, especially if your station is looking to build loyalty, drive traffic, and generate revenue online.

Subscriber Count Is a Vanity Metric

Sure, it feels good to see a growing email list. But it’s easy to fall into the trap of thinking more subscribers automatically means more success. It doesn’t. Inactive subscribers can actually hurt your deliverability and lower your open rates, making your emails more likely to end up in spam folders.

Why Opens and Clicks Are the Real Goals

Email marketing platforms provide detailed metrics such as open and click-through rates for a reason. These are indicators of how compelling your content is and how well you’re meeting your audience’s needs.

A small, highly engaged list is far more powerful than a massive list with little activity. The more people who open and interact with your emails, the more value your newsletter delivers—to your station and to your advertisers.

How to Create Value in Every Newsletter

So how do you drive more opens and clicks? By giving your subscribers something they actually want to read.

Here are a few high-performing content ideas:

• Behind-the-Scenes Access: Give a peek into your studios or show prep routines.
• Local Event Spotlights: Become the go-to source for what’s happening in your community.
• Exclusive Contests or Previews: Offer newsletter-only giveaways or sneak peeks of upcoming content.
• Show Recaps or Podcast Clips: Deliver the best moments directly to inboxes.
• Interactive Content: Include polls, surveys, or “reply to this email” prompts to spark two-way communication.

Watch Your Analytics Closely

Sending e-mails costs money—whether they’re opened or not. That’s why it’s important to monitor your analytics to make sure your schedule isn’t working against you. For example, delivering a daily news update might seem like a great idea, but if you notice only a handful of subscribers consistently open it, it may be more beneficial to shift to an every-other-day schedule. This not only saves resources but also helps avoid fatigue among your audience. It could also be a cost savings.

Experiment with sending days and times to find what resonates best with your audience. Let your metrics guide you.

Better Engagement = More Revenue Opportunities

Advertisers don’t just want eyeballs—they want attention. If I’m that savvy newsletter advertiser, I’m not going to ask you how many subscribers you have – I’m going to ask you for your open and click rates. A well-engaged email list is an asset your sales team can use to justify premium sponsorships and ad placements.

One Last Tip: Don’t Be Afraid of Unsubscribes

It might seem counterintuitive, but making it easy for people to unsubscribe is a good thing. You want a clean list of engaged subscribers. If someone’s not interested, letting them go improves your metrics and keeps your audience quality high.

Your radio station’s email list can be a powerful tool—if you treat it like a conversation instead of a megaphone. Focus on delivering real value in every newsletter, and you’ll see opens and clicks that matter a whole lot more than your total subscriber count.