Email marketing campaigns are an integral part of digital marketing, but oftentimes they are not as successful as marketers would like.
Email engagement is key to the success of any email campaign, so it’s important to know what you’re doing before you start sending out emails.
This blog post will cover some tips and tricks for better email engagement that can be used by anyone who wants their email campaigns to be more successful.
What is Email Engagement?
Email engagement is the process of interacting with your email messages through various actions like opening, clicking, or reading.
In other words, it’s when a subscriber takes an action that you have specifically designed for them in order to engage their interest and encourage further interaction from them.
Email engagements can be used as a metric for measuring success directly related to your campaigns which helps define future strategy.
Why is Email Engagement Important?
Email engagement is important because it helps to promote a feeling of value for your subscribers.
When you send them emails that they find interesting, valuable, and useful, they will be more likely to open and read those messages than if the content did not meet their needs.
This means more people getting information about what you have to offer which can lead directly to email conversions such as sales or signups for other offers.
The best way to encourage any type of engagement with your message is by keeping things simple and using language that resonates well with your target audience.
Make sure the title accurately describes the contents so readers know exactly what they are going through before clicking on it in order to avoid being disappointed later.
What are the Benefits of a High Email Engagement Rate?
The benefits of high email engagement are immense.
Having a high open-rate means that your subscribers like what you have to say and they want more, which is exactly the type of audience marketers need for engaging with their brand further.
A higher click-through rate (CTR) indicates that people found your message relevant enough to act on it by clicking one or more links inside according to how many options were provided in order to get additional information about whatever topic was covered.
When someone takes action after reading an email, whether it be opening up another communication channel beyond emails such as social media or responding directly within the body itself, this shows interest and commitment from them towards following up with whatever actions you’ve laid out before them so far.
What Does Engagement Consist Of?
Email engagement consists of five main metrics, such as:
- Open Rate
- Click-Through Rate
- Click Map
- Unsubscribe Rate
- External Website Traffic
Let’s discuss the importance of each metric in detail:
Open Rate:
This is the percentage of people who opened up your email, which can be measured by both unique opens and total opens.
The higher this number is, the more successful you are with grabbing attention from interested parties within your target audience.
It’s important to remember that open rates vary depending on a variety of factors such as time spent during the day or week, seasonality (time of year), industry type/niche topic including related events going on around it at any given moment in order for specific strategies to be implemented accordingly.
Click-Through Rate:
This is the number of people who clicked on any links within your email, whether it’s one link or several.
The higher this rating is, the more likely you are to be providing content that interests and excites your readers enough for them to want to take action in order for their needs/desires to either be met or fulfilled further by what they find when clicking through.
Your CTR can also depend on factors such as time sent during day/week, seasonality, etc., but mostly has a direct correlation with open rates since emails opened will increase click-throughs automatically if there’s something valuable inside worth checking out thoroughly.
Click Map:
This is an advanced reporting feature that provides information about where your subscribers are clicking within the email.
It includes all clicks, whether they be on just one link or several, and displays them in a map format so you can see which areas of interest got clicked more frequently than others depending on what’s inside since this will give you additional insight into how to better improve future campaigns by learning from mistakes made previously.
Unsubscribe Rate:
This is the percentage of people who unsubscribed from your email list due to lack of interest.
The lower this number is, the more likely you are at capturing attention and providing something valuable enough for them to want to stay subscribed in order to receive future communications as well.
External Website Traffic:
Traffic coming directly from within an email can be useful since it shows that subscribers found what was inside relevant/helpful enough for them to take action by clicking on external links where they could learn even more about whatever topic(s) were covered before arriving upon other webpages beyond emails themselves.
When someone clicks through multiple times throughout a single campaign or opens up several messages consecutively over time with no additional engagement between each one.
Ways to Keep Your Subscribers Engaged
Create a Customer Loyalty Program:
Developing a customer loyalty program is one of the best ways to keep your customers coming back regularly for more because it helps you build stronger relationships with them.Each time they return, there’s something new waiting just for them revolving around their interests so that even if the content inside an email isn’t necessarily related to what initially captured their interest in order to subscribe in the first place.The chances are high that once discovered, whatever information is being provided will pique further curiosity and prompt future engagement down the road as well.
Try Using Giveaways:
One of the best ways to get people excited about your business is through giveaways. You can run a contest, offer discounts or even raffle off free items in order for subscribers to feel more inclined towards opening up emails on an ongoing basis.This will help increase open rates which are directly correlated with click-throughs and CTR’s within each email that gets sent out since readers are more likely to be interested when there’s something fun/exciting going on at any given moment.This should depend on the prize involved while also being able to learn about relevant offers they didn’t know existed before arriving upon new webpage(s) beyond links included within emails themselves.
Offer Exclusive Discounts:
Send messages to your email list about exclusive deals or offers that can’t be found anywhere else.This will make them feel special for being a part of the conversation and give you an edge over other businesses in terms of providing superior service through personalized strategies not commonly seen elsewhere.
Reach Out on Subscribers’ Birthdays and Anniversaries:
Send out emails on special occasions such as a subscriber’s birthday or when they’ve been subscribed with your business for a certain amount of time.This will help strengthen the bond that forms between you and your customers, giving them an additional reason to stay interested in future campaigns while also marking milestones along this journey together throughout their tenure.
Build Credibility:
Add testimonials from satisfied clients within each email so readers can feel more confident about following what you have to say because other people are doing it too already.Not only does this give potential subscribers confidence in signing up but it gives current ones even more incentive to continue reading since there is something new waiting just around the corner every week.
Send Summary Emails:
Summarize all the content that was included in multiple emails into one simple summary email.This will help keep subscribers informed about what’s going on while also showing them how it ties back to previous messages sent along the way which could lead to even more engagement down the road as well.
Create Storytelling and Dynamic Content:
Each time you send out a new message to your email list, include dynamic content that is able to evolve over time for the better.This way it keeps people engaged and excited about what’s going on in addition to providing valuable information they can use no matter when certain messages are read or responded to.
Create an Interactive Experience:
Try incorporating elements of interactivity into your emails so there’s something extra waiting just beyond links included within each one which will help keep readers interested in checking back again soon because they never know what might be different this time around when they return.It works by creating a personalized experience that makes them feel special.For example, you can include polls or surveys that let them express their thoughts and opinions about certain topics.This will help create a dialogue between your business and customers which is just what they’re looking for in terms of receiving relevant email marketing material on an ongoing basis while also giving everyone something to talk about besides the campaign itself.
Use Captivating Subject Lines:
Keep your subject lines short and sweet while also making them enticing enough to catch someone’s attention.This will help get people’s attention when they’re opening up their emails in the inbox which makes it easier for you to stand out from other businesses that send messages on a more regular basis and stay relevant even after sending everything else covered here.
Create Beautiful Email Designs:
People find email marketing more appealing when they’re aesthetically pleasing and easy to read.This will help attract people with a common interest and give them an overall better experience in terms of how your emails look along the way which can also lead to these types of messages getting shared with others online or forwarded onto friends who might be interested as well since it is so eye-catching.
Take Advantage of Personalization:
Personalizing each message you send out by using someone’s name within a certain copy or including personal anecdotes whenever possible helps readers feel like this person actually cares about what happens next rather than just throwing something at them that could potentially fall on deaf ears instead. It works by creating a unique touch that can be included within each message you send out which could lead to higher engagement levels overall when it comes time for your next campaign.
Segment Your Email Lists:
Make sure you’re only sending messages to the people who matter most.This will help ensure your thoughts and opinions are relevant which can encourage other readers along the way to keep checking back in on an ongoing basis while also making it easier for each message sent out to be more effective overall when it comes time for a new campaign down the road. For example, if someone is already familiar with what’s going on then there’s no reason why they should receive multiple updates about something that could easily get boring or overwhelming after a while instead of just waiting until next week where everything might feel fresh again before diving into another email marketing campaign altogether.
Try Email Marketing Automation:
Email marketing automation is a great way to keep things running smoothly on the back end while also delivering relevant content automatically without needing any additional help.The best part about this type of strategy is that it makes each email more personalized and shows how much thought went into creating something new which can encourage higher engagement rates overall when it comes time for your next campaign.
Find the Right Time to Send:
People are more likely to check their email when they have free time in between other tasks or at the beginning of each day so it makes sense to send out emails within these windows.This will help you reach a wider audience since there’s no reason why your message can’t be delivered before work, during lunch, after dinner, etc., which is just one way that email marketing automation comes into play with this type of approach.
Use Email Retargeting:
It’s important to find people who might be interested in your campaign and reach out to them as many times as possible.This will help ensure that each message is relevant which can lead readers along the way to clicking on links whenever they’re ready instead of throwing anything out there without following up even once which would otherwise put you at a disadvantage overall when it comes time for another email marketing campaign down the road.
Use Different Types of Emails:
Don’t be afraid to experiment with different types of emails even if you feel like one message is working.This will help keep things interesting along the way which can encourage readers who are already familiar with what’s going on to open each message without being overwhelmed by something that might have fallen flat otherwise.You don’t want anything to take away from your email before it’s even had a chance to do the job.This will help ensure each message is relevant which can lead readers along the way to clicking on links whenever they’re ready instead of throwing something out there without following up even once which would otherwise put you at a disadvantage overall when it comes time for another email marketing campaign down the road.
Analyze and Make Improvements:
Take the time to analyze everything that happened and make improvements based on what you’ve learned.This will help ensure each message is relevant which can lead readers along the way to clicking on links whenever they’re ready instead of throwing something out there without following up even once which would otherwise put you at a disadvantage overall when it comes time for another email marketing campaign down the road.
Include Social Sharing Buttons:
It’s important to encourage sharing so include social buttons whenever possible.This will help keep things interesting along the way which can encourage readers who are already familiar with what’s going on to open each message.
Master the Perfect Call-to-Action (CTA):
Make sure to include a compelling call-to-action that will give people a reason to click on your links and learn more.This is the best way to encourage higher engagement rates overall when it comes time for another email marketing campaign down the road so take advantage of all opportunities whenever possible.
Improve Your Email Open Rate:
If your open rate falls below 25%, then it’s time to make some changes.This will help keep things interesting along the way which can encourage readers who are already familiar with what’s going on to click through without hesitation whenever they’re ready instead of throwing something out there without following up even once.This could otherwise put you at a disadvantage overall when it comes time for another email marketing campaign down the road. |
Make it Clear How Your Audience Will Benefit:
All of your emails should be about how the reader will benefit in some way.This is one of the best ways to encourage higher engagement rates overall when it comes time for another email marketing campaign down the road so take advantage of all opportunities whenever possible.
Ready to Improve Your Email Marketing Campaign
If your campaign’s email engagement rate is too low, we can help. At Email Engagement Pros, we help businesses maximize their email marketing campaigns. Get started today and request a consultation.
