6 Tips for Encouraging Email Engagement
How do you drive email marketing engagement in your campaigns? These 6 tips are a great way to start:
- Convey value in your subject lines — If subscribers are trashing your emails before opening them, it means that they’re looking at the subject line (combined with the sender address) and determining that the email content is not relevant to their needs. So, be sure your subject line conveys the value of the content in your email message. Click here for a subject line cheat sheet that offers 10 tips for boosting your email open rates.
- Personalize your content and offers — If your open rates start out high with new subscribers and fall precipitously, your email content and offers are not meeting their expectations. When emailing customers, personalization is one of the most important ways to keep subscribers opening and engaging with your emails. This can include using your customers’ names in the subject line and email message, as well as creating content that targets individual preferences (e.g., product recommendations based on previous purchases).
- Segment your email lists — In addition to using the subscriber’s name, segmenting your email list based on such factors as demographics, geographics, purchase history, and website browsing behavior can help maximize the relevance of your email content and offers for each subscriber.In a recent study, MailChimp compared segmented campaigns to the same email marketers’ unsegmented email campaigns. Email-marketing segmentation:
- Increased email opens by 14.31%
- Increased clicks by 100.95%
- Decreased unsubscribe rates by 9.37%
- Decreased bounce rates by 4.65%.
Plus, the Direct Marketing Association found that segmentation increased email-marketing campaign revenue by 760% compared to sending one-size-fits-all campaigns.
For email segmentation best practices that can help boost your email-marketing engagement and drive more revenue, check out this NewsLever article: “Email-Marketing List Segmentation—Give a Lift to Your ROI With These 5 Best Practices.”
- Create calls to action that convert — The calls to action in your emails are the entrance to your sales funnel. Can your subscribers easily spot them? Does the button copy motivate a click? Check out this previous NewsLever article for eight essential best practices to design powerful calls to action that convert.
- Optimize for mobile — If you’re not using responsive design to optimize your emails for mobile, then your subscriber engagement metrics are likely suffering. Click on the following links for:
- Why using responsive design pays off
- Mobile-friendly design tips and coding for responsive design coding
- Mobile email-marketing best practices.
- Automate your emails — Marketing automation combines strategy and software to help you create more relevant and personalized email campaigns. A/B testing, personalization, and dynamic content are just a few examples of automation features that can be used to help boost email engagement. Find out more here about why automation is an effective tool for managing email communications based on subscriber engagement, as well how to use automation to streamline your email campaigns.
