Email marketing is one of the most effective ways you can drive customer engagement. If you do a good job of engaging your subscribers, you increase revenue for your business and increase the lifetime value of your customers. Dive into the following five ways to increase customer engagement through your email marketing campaigns:
1. Measure Email Engagement Metrics
When running an email marketing campaign, you need to determine if your emails will land in your subscribers’ inboxes. Your email service provider (ESP) provides basic data, including delivery rate, bounce rate, opens, clicks, unsubscribes, and complaints. And a company like Return Path helps takes business’ email marketing campaigns to the next level by providing inbox placement metrics, spam trap data, reputation score, and meaningful insight into email marketing deliverability and performance.
An email marketing audit allows you to ascertain why your email marketing strategy is succeeding or failing at engaging your subscribers. There are positive as well as negative engagement metrics you can use to make your determination.
Positive engagement metrics include:
- Email open rate – This helps you determine how many subscribers are opening your emails.
- Clicks – You need to know how many subscribers click on the links you include in your emails
- Saving emails to the primary folder – Subscribers only move emails to the primary folder if they are important and relevant
Negative engagement metrics include:
- Unsubscribe rate – This helps you determine how many subscribers click on the unsubscribe button. This can also be considered a neutral engagement.
- Spam rate – Some subscribers will mark your emails as spam.
- Delete without opening – If a subscriber repeatedly deletes your emails without opening them, it means you need to use a different approach.
2. Using Subject Lines that Convey Value
Subscribers could be deleting your emails before they open them because your subject line does not convey value. Your emails aren’t the only ones your subscribers receive, so your subject lines have to help yours stand out from the crowd. To boost your email open rates, create unique and engaging subject lines that let the recipient know the email content is relevant to their needs.
Don’t forget to pay attention to the length of your subject lines. They shouldn’t be so long that they extend beyond the average reader’s view settings. Hanging subject lines don’t give subscribers the whole picture, and this does not encourage them to engage.
3. Create a Call to Action
A simple, yet powerful CTA encourages interaction between your brand and your customers. It lets recipients know the action you want them to take, such as make a purchase, subscribe to your newsletter, or download your content offer. Experiment with different CTAs to find what works best for your campaign.
Calls to action work as entrances to your sales funnel, so be sure they are easy to spot and inviting. After all, CTAs are meant to encourage clicks and generate leads.
4. Optimize for Mobile
With the increasing use of mobile devices for reading emails, it’s important to create mobile-friendly email marketing campaigns. Emails that display and operate correctly enhance readability and, by extension, motivate subscribers to engage your brand.
Optimizing your email marketing campaign for mobile can increase engagement and customer acquisition. Ensure you have a short and succinct pre-header that is informative and compelling.
You also need to limit the number of words on CTAs and use a mobile responsive design for your email templates.
5. Personalize Your Emails
Personalization is a powerful tool that can help you improve your marketing efforts by boosting the open email rate, but personalization runs far deeper than simply inserting a name token into your subject lines.
You first need to collect and measure user data so that you learn more about your subscribers. User data paints a picture of your typical customer, and you can use it to deliver a more personalized experience.
6. Verify Your Email Addresses
For your email messaging strategies to hit the mark, your emails have to hit the inbox. When you’re acquiring customers and building your subscriber list, ensure the accuracy of the email addresses captured by embedding an email verification API on your web lead forms. You can also use email list verification solutions to continuously keep your subscriber list clean so your emails have the best chance of keeping customers engaged.
When you tie the right email messaging strategies with the right way to measure their effectiveness – and couple that with good list hygiene practices – you can maximize engagement between your brand and customers.