Email marketing is one of the oldest digital marketing forms out there! Because of that, many people might feel like it’s a bit of an outdated practice. Well, they have no clue what they’re missing out on! Email campaigns are still widely used and can have excellent conversion rates if executed adequately.
According to Oberlo, around 294 billion emails were sent in 2019, and that number will only keep growing! They estimate it will be well over 347 billion in 2022. Now, we understand that you might still be skeptical. After all, you’ve likely received thousands of email promotions yourself over the years and have grown sick and tired of it. Yes, there are many companies out there who email bomb their customers with boring, unoptimized, and unimaginative email newsletters. But that doesn’t mean you have to be one of them — what you should do instead is stand out from the crowd.
Well, that’s what we’re here to help you with. If you feel demoralized and have the impression that your email campaigns have been stagnating, you’re in the right place! We prepared several tips for you to teach you how to increase email engagement rates. Here’s what you can do:
But before we jump into our tips, let’s quickly see what email engagement is for all the laymen out there.
When it comes to what email engagement is, the definition isn’t arbitrary. However, what most marketers look at when they talk about how many subscribers engaged with their emails is the following:
These are just the metrics marketers pay the most attention to, but how do you measure whether your email campaign was successful? Well, the answer lies in how you define success. Does it entail improving your sales? Are you more interested in customers visiting your site? These and many other questions can be used to determine what success means to you. After that, you can value these metrics and alter your campaign accordingly.
There are many reasons, but we’ll just list a few most obvious ones:
Aside from the general notions we just mentioned, there has been a spike in email conversion and engagement rates since the beginning of March this year, according to BounceX. That means now is the perfect opportunity to get on board the email train to get the most out of it.
With that out of the way, let’s jump into our tips on how to increase email engagement.
Email blasting all your newsletter subscribers is undoubtedly the easiest way to approach your newsletters, but it’s far from optimal. But why? Well, it’s simple:
Instead of opting for an easy way out by merely email blasting all of your subscribers, you should strategically engage. That means you ought to collect data on your users and then send them personalized emails. But what does that mean? It means you should tailor your email content to their hobbies, interests, purchasing habits, etc.
Here’s an example — why not send a conveniently timed discount to someone who had just abandoned their shopping cart on your website? What about sending a new-goods update to the users who recently browsed that particular product category? As you can see, there are a plethora of possibilities; you just have to put in some extra work, but it can make a world of difference!
Both of these elements are fantastic ways to boost your engagement rates, but let’s start with the first thing your users will see — email subject line.
Nobody will click on your email if your opening line is dull and unimaginative. But how do you make it less so? Well, here are a few tips to keep in mind when coming up with a subject line:
Aside from all of this, there’s one more thing you should never do — clickbait. This method might work in some industries, but clickbaits provide poor results when it comes to driving conversions. If you use them, you will boost your open rates, but your conversions are unlikely to go up.
Many marketers neglect email design in their campaigns, which is a detrimental mistake. Humans heavily rely on perception — that is a fact. So including visuals in your newsletters should be a must!
Just take yourself as an example — have you ever received a bland newsletter consisting of only text? If so, did you want to read it? Yeah, probably not.
You’d be surprised how many marketers still neglect the visual aspect of their email campaigns. Anyone should be able to insert a few images here and there at the very least in this day and age. If you have a graphic designer or are skilled at it yourself, it would be particularly useful to utilize movement in your emails. But even if you are a novice, you can always take advantage of those user-friendly drag and drop email builders to make your emails more engaging and visually appealing.
Ultimately, taking advantage of videos or GIFs is what we’re aiming for. Did you know that including a video in your email can raise your clickthrough rate by 300%? That’s right! So don’t miss out on the opportunity to use this visual content marketing strategy to up the success of your email campaigns.
If you’re wondering how to increase email engagement, social proof is a potent tool because people rely more on emotions than facts when making decisions. That is why knowing that others have done something before you or hearing a personalized story about someone’s experiences makes people more likely to pick up on your brand’s message.
This tactic has proven extremely effective not just for marketers but in many other industries as well. For example, this method is also widely used in politics for winning over the masses. So why shouldn’t you utilize it?
Add some customer testimonials to your newsletter or drop a well-known name as an example of someone using your product. Alternatively, you can include some concrete numbers or statistics too! These kinds of emails are a steadfast way to increase your email engagement rates, so you’d be remiss not to use them.
Newsletters are going to be most effective if they make your customers’ lives that much easier. After all, so many things bombard the average person 24/7 that all they want to do at the end of the day is wind down and rest; they’re not going to bother reading your newsletter if it’s more trouble than it’s worth.
However, by offering something new and convenient, you will keep their attention long enough. But what do we mean by convenient? Well, here are a few examples:
Trust us; your subscribers will be grateful! And not only that, but you’ll also stand out from the crowd. That way, they’ll be more likely to open your emails again, the next time you send them.
If you want your subscribers to act, whether it’s by downloading something, visiting your website, following you on social media, leaving a comment, or anything else… tell them! Being direct can take you a long way, so don’t underestimate the power of a CTA.
An excellent example of a quality CTA would be to provide a download or a page link in the email body itself or a redirect to an event marketing page if your newsletter’s purpose is to promote it.
Our final tip on how to increase email engagement might seem like a no-brainer, but you’d be surprised how many people forget to incorporate it! But what makes it so effective? Well, multiple things:
But what if they never respond? It doesn’t matter; according to research by Return Path, even if your subscribers don’t reply, they’ll be 45% more likely to engage with what you send them next.
And if you do receive feedback, well, good for you! Now you can hear what your customers think of your products or marketing and can adjust your strategy accordingly.
We hope you found our tips on how to increase email engagement rates insightful. Now that you’re armed with this knowledge, you’re ready to get your email marketing campaign rolling!
Best of luck to you!