Best email marketing practices to increase engagement
Email marketing is one of the biggest and most successful ways for businesses to reach out directly to customers and prospects. It is an outbound, active tactic as contrasted to the more passive, inbound tactics of social networking and search advertising.
If you publish an email to a mailbox, the receiver will most likely see it (assuming you’ve done an effort to optimise deliverability). What people do next is determined by how effective you are at driving participation with that email.
Effective email marketing planning demands a perfect blend of several crucial elements:
Deliverability: Explore how to whitelist an email to preserve a strong sender identity and a clean list, ensuring that your email gets to its target.
Responsiveness: Verify that your email can be accessed in an array of browsers and platforms, such as tablets, desktops, laptops, and smartphones.
Targeting: Browse and segment the list to select the appropriate demographics for your outreach.
Personalization: Add the intended recipient’s name, work title, or other appropriate data in the email.
Timing: Use A/B testing to figure out the ideal time for sending an email based on the biggest amount of interaction.
Relevance: Use calls to action which lead to information that is useful and interesting.
Optimization entails analysing the findings, fine-tuning your method, and calculating the return on investment.
With these factors in mind, let’s look at seven ways how to improve your email marketing engagement rate?
- Make attention-grabbing subject lines
Subscribers’ interaction with the content of your emails is greatly affected by the subject lines you use. In fact, 47% of people who receive emails read mail based on the subject line. If your subject line fails to catch your subscribers’ interest the moment they see it in their inbox, they are unlikely to get involved with your emails.
To attract your audience’s interest, build a subject line that entices them to open the mail to discover more.
Here are a few tips for writing open-worthy emails:
Use the subscriber’s name or “you” to personalise your subject lines.
Create a sense of a rush (” A few hours for this afternoon’s sale!”).
Make use of humour.
Utilize a cliff-hanger (“You cannot believe the deals that we’ve got…”)
- Segment your subscribers
Segment your subscribers if you’d like to boost email engagement. People that respond to your emails aren’t all engaged in the same subjects. Each client has different demands, and categorizing your subscribers is the best approach to address those needs.
You must group your subscribers according to their business objectives. If you sell culinary resources, one group may be interested in your luxurious stand mixers, while another group may be keen on the cookware you sell.
You can provide customized emails by grouping people along based on their interests and other distinguishing characteristics such as demographics.
Your subscribers do not have spare moments to squander on useless emails, especially since they receive plenty of emails per day from various companies. When you customize your content to your target audience, they are more likely to reply to your emails.
- Create informative email headers
Your email’s header, along with the subject line, is the most crucial factor for creating a good first impression. If you get individuals to open your emails, you cannot afford to let them down with a bad subject line.
Create an interesting and informative heading for your emails if you want to increase email engagement.
You may approach your headers in the same way you do your subject line. Make your header as interesting and pertinent as your subject line. It will assist you in keeping prospects interested when they read your emails.
- Get your timing correct
You might have to focus on your scheduling if your goal is to increase email engagement. Sending emails at the proper time of day can have a significant impact on whether or not someone connects with the email’s content.
The optimum timing will be based on your audience. Despite the fact that 58% of adults read their email early in the morning, your subscribers may react differently. You could try delivering your emails at various times of the day to observe when you get the most response.
You should also think about the day of the week that you send your emails. Mondays, for example, may generate a lot of interest, while Fridays do not. Determining the optimal time of day, as well as the ideal days can help you in increasing interaction with your email messages.
- Make a single central call to action (CTA)
To boost email engagement, build a centralised call to action (CTA). If you urge your audience to do a lot in one email, they may become disengaged since they are unsure of how to proceed.
Imagine opening an email and seeing numerous CTA buttons, each one directing you to do anything different. Which would you choose? Making a choice would be difficult because you couldn’t determine which button to press.
That is why you must focus on a single key CTA. Having a single CTA will maintain your audience’s interest and increase the likelihood that they will click on the button and go to your website.
Make sure your centralised CTA is detailed and tells your viewers what will happen next. Use a particular CTA, such as “Click Here.” Use a specific CTA, such as “Buy Our Clearance Sale.”
- Make use of video
Consider including videos in your emails to encourage your subscribers to interact with your email marketing. Videos may triple your clickthrough rate (CTR)!
Videos can help you grab your subscribers’ attention and encourage them to interact with your emails. Your film can highlight a new product, valuable industry knowledge, or a behind-the-scenes glimpse of your company.
When creating videos to include in your emails, make sure they are of excellent quality and helpful. You don’t want to develop a video just to have a video in your email; it should provide value to your subscribers.
If you want to increase email marketing engagement, video is a wonderful addition to your campaign. Consider creating educational videos that add value to your followers.
- Examine the outcomes
After you’ve done all you can to enhance email engagement, it’s time to assess the results. Email metrics can aid in determining the success of communications and fine-tuning them for better efficiency. The data you’ll want to collect begins with the fundamentals:
Total number of messages sent
Total number of messages delivered
So, what exactly are these measures, and what exactly do they indicate? The number of emails sent and delivered, as well as the number of soft and hard bounces, may tell you what state your list is and how well the email deliverability oversight is functioning.
The open rate shows the email’s first interest among recipients. How well did you persuade people to open the email?
To take it a step further, you should track the reaction or conversion rate. The last essential metric to monitor is the unsubscribe rate, which is calculated by dividing the number of unsubscribes by the number of emails delivered.
Tracking these interaction statistics for each email will help you establish an awareness of the reaction you may expect and how to immediately recognise if something is amiss. Are emails working properly? Is it worth the effort? You can be certain with the proper email metrics.
Email is rapidly moving away from the traditional desktop environment and towards mobile devices. As a result, it is likely to be a more time-sensitive, intimate communication medium. It also means that you should think about how your email’s layout looks and how well your text reads on a smartphone or tablet. Keep a watch on the stats that show that many of the emails you send are being clicked and opened on mobile, and implement changes as needed to accommodate these readers.