Email marketing is no longer Spray and pray. You cannot do those once customary ‘Email blasts’ to every subscriber on your contact list. The demand for personalized messaging has led to rapid changes in the email marketing landscape. This is due to the desire for greater subscriber engagement. It is not as simple as it appears. Subscriber engagement means sending the right message to right person at the right moment.
As per a recent reportBy Campaign Monitor, “Increasing customer engagement rates was the most important goal for 58% of marketers and the most significant barrier for 44% of marketers.” These numbers show how much customer engagement means to email marketers and how crucial it is to enhance it.
Here are some of the most effective strategies I have found to increase subscriber engagement.
Dynamic and compelling storytelling content
‘Content is king,’ and content hasn’t earned that title just like that. Email marketing is no different. Communication is the heart of any communication, personal or professional. You can instantly improve their online experience by including storytelling content in your emails. They would be hooked right away. Although it takes extra effort to connect your branding and storytelling, subscriber engagement is what you want.
You can include value-added content in your storytelling. This could include news, tips and customer success stories. As per a Forbes report, “millennials no longer become engaged through pure ads.”
Engaging content will have a positive impact on sales if it strikes the right chords with subscribers. It can have a profound effect on people’s buying behavior and, if done well, it can make a big difference for your brand.
If you are also looking to enhance your email campaign’s engagement appeal, then look no further than Mailchimp email experts or Marketo certified experts. They are the best at taking your email marketing to the next level.
Topics that are impactful
Each day, an average of 121 emails are being sent to each inbox. That’s a lot of emails, irrespective of whether they are personal, professional, and promotional. The subject line is what will decide if your email will be read or not.
It’s imperative to create subject linesThey have a significant impact on readers. They will be more likely to engage with you and increase your engagement rates. A well-written subject line is concise, enticing, and descriptive. There are many tonalities you can choose from, such as personal, informational or how-to. Emojis are clever because they promise higher CTRs.
Here’s an example of how a precise subject can set the right premise to your email. The subject line for Postable’s email says, “Refer your friends and get $$$.” The messaging is to the point clear, and hence, the recipient knows exactly what to expect once they open the mail.
Source: Really Good Emails
Campaign Monitor report found that “improving email personalization was the number one goal for 38% of marketers and was also the number one challenge for 36% of marketers.” To achieve personalization in your email marketing campaign, you can practice marketing automation, email list segmentation, and even third-party integrations.
It’s easier to strike a chord when the content you provide is relevant to the recipients and their interests. Personalization doesn’t stop at just adding their name in the subject line. You can also engage with them in other ways, such first-person email and more. It is your goal to make them feel that you care about them and understand them.
The following email template exampleThis is the point I’m trying to make. When a subscriber sees the recipient’s name at the outset, they will trust you more, which would lead to much higher engagement. This email sounds more like an original letter than the automated emails you and I receive daily. Personalized emails are a great way of building a loyal, engaged subscriber base.
Source: Really Good Emails
Segmentation of your email list
Personalization leads to higher subscriber engagement. Segmenting target lists is the best way for personalization. Email marketers create so much content that it’s easy to forget the diversity of our user base. Information that’s relevant to one subscriber might be redundant for another. Segmenting your email list is a great way to reach both subscribers.
If you have low usage rates, sending re-engagement emails to customers who are not active would be a good idea. You can also inform the customer about any upcoming deals or offers to keep him more consistent.
Here’s the big takeaway. Customer engagement is the key to customer acquisition and retention. However, before trying to engage with them, it’s better to understand them first. It’s indispensable to have an understanding of who your customers are, what they prefer, or what’s the best way to connect with them.
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