Jared Atchison October 2, 2020 Do you want to see more people engaging with your emails? Business owners and marketing teams spend their time fine-tuning their strategy for more engagement, which translates to additional sales and website traffic.
But getting users to engage with your emails is far from easy. Once you build a lead list and start sending out messages, don’t feel discouraged if things are so quiet you can hear crickets chirping in the background.
You can convince subscribers that your emails are worth opening. The average return on investment for email marketing is 4,400%, which means you’re leaving a ton of money on the table if you give up on your email campaign due to low engagement.
Now, let’s look at several creative strategies you can use to get more email engagement and conversions. Our goal is to give you actionable tips that you can use to generate more engagement, and consequently, enhance CX and sales.
Bring Value to the Table
Odds are, you’re subscribed to email lists across the internet. When new messages land in your inbox from these companies, do you read every single one? Probably not. There’s a good chance that you only open emails that you think will provide value to your life or help you overcome a pain point.
If you want more people to open your emails, you have to be willing to bring value to the table. For instance, you could offer a free download of your latest lead magnet, meaningful advice, or a demo of your next update. All of these things can be used and enjoyed by your audience without pulling out their credit card.
The best way to forge strong relationships with your audience is to continuously provide them with value, even when they are not directly making a purchase. Building trust with subscribers is a great way to improve engagement, which leads to brand loyalty.
Don’t forget to mention what you’re offering in the subject line. Many users will determine if they should open your message based on the title. For reference, including the word “free” in the subject line leads to 10% more opens. Why? Because subscribers feel like they are getting something of value without breaking the bank.
Ensure Email Deliverability
It’s not easy to get more engagement if subscribers are not getting your emails. Deliverability is a common problem that business owners face when trying to reach their customers. You can’t provide value and sway consumers that will never see what you have to say.
Luckily, there are a couple of things you can do to increase your email delivery success rate.
First, make it easy for subscribers to manage their preferences. In other words, if someone wants to unsubscribe, change the types of emails they receive, or temporarily freeze your messages, give them that option. If you don’t, they may mark your email as spam, which results in a decreased sender reputation.
You’ll also want to use an email marketing service to reduce the chances of getting blacklisted by email providers. The last thing you need is to raise red flags with some of the more popular platforms, like Gmail and Outlook.
Make Personalization a Priority
Nothing will deflate your audience like an email that’s not tailored to their needs. For this reason, personalization is one of the best marketing strategies you can implement for more engagement.
Essentially, personalization is the act of creating emails that are designed for various audience segments. Let’s say your business sells sporting goods online. You would want to create personalized email campaigns for people based on their preferences. This strategy ensures that people are only receiving emails that they want to read.
Sending emails about baseball to people that are clearly only interested in soccer can dramatically reduce your engagement rate. Take a look at your audience, and think about the different segments that visit your website. What are the goals, needs, and pain points of these users?
If you can figure out your segments, you can start creating highly-personalized emails that yield serious results. You can take it a step further and start personalizing with personal details like names and birthdays. Sending out a one week only birthday discount is a great way to get more engagement.
Don’t forget to include personalization in your subject line. Research shows that adding key personalized details to your email title results in 26% more conversions.
Let Subscribers Know What Happens Next
Finally, you should let subscribers know what needs to happen after they read your email. Typically, you’ll tell them to keep an eye out for your next email or show a call-to-action (CTA).
The goal here is to get more people engaging with your future emails, or better yet, visit your website. If you’re using a drip campaign, you’ll want to let users know when to expect your next message. Using this strategy, you’ll have users checking their email to see if you followed through.
Including a CTA is a great way to get more people to buy your products, engage with your blog, and visit your social media pages. You’ll likely need to spend time tuning your CTA until you get the results you’re after, but it’s possible.
Getting people to engage with your emails boils down to one point: let users know why they should open your messages. For all you know, they may be subscribed to all of your competitors. It’s up to you to craft personalized messaging that’s jam-packed with value and gives consumers a reason to engage with your brand.
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