Almost every business knows that email marketing is a powerful way to reach and engage customers. Email subscriber engagement is key to the success of any email marketing campaign. In order to improve email subscriber engagement, it’s important to take advantage of email list segmentation, email marketing automation, and email analytics. In this post I’ll discuss how to best leverage elements that can dramatically improve your email subscriber engagement!
Leverage Email List Segmentation
Email segmentation allows you to divide email subscribers into different groups, depending on what they want. This helps ensure that people only receive email messages that interest them, which can improve email subscriber engagement.
Therefore, segmenting your email list is a good way to improve email subscriber engagement. For example, you could have a group of people who want to hear about new products, and another group who only wants to hear about sales. This will help make sure that people only get email messages that they’re interested in, which will improve email subscriber engagement.
In fact, a post by Campaign Monitor suggests email revenue can increase up to 760% when leveraging segmentation.
Take Advantage of Marketing Automation
Email marketing automation is a powerful way to improve email subscriber engagement. Automation allows you to send email messages based on the actions of your subscribers. This means that you can send different email messages to people based on what they do or don’t do. For example, you could send a welcome email message to people who sign up for your email list, and an email message to people who haven’t opened your email in a while.
Utilizing email marketing automation can help improve email subscriber engagement by making sure that people only receive email messages that they’re interested in. In addition, it can also help save you time (and money) by automating the process of sending email messages.
Even more, your email automation, can further improve email subscriber engagement by delivering email at the best time for that person (typically AI and related technologies analyze and provide a more personal delivery time).
Use Analytics to Improve Email Subscriber Engagement
Email analytics can help you understand how your email subscribers are engaging with your email messages. This information can be used to improve email subscriber engagement.
For example, if you see that people are opening your email but not clicking on the links, you could try a different subject line or send a different email message. If you see that people are clicking on the links but not opening the email, you could try sending the email at a different time or day.
Email analytics can help you understand what’s working and what’s not, which can be used to improve email subscriber engagement.
Without question, email analytics will very quickly pinpoint the most effective facet of your email campaign, so that you can place more resources to support (what’s successful).
Ensure a Great Mobile Experience
Almost everyone has a smartphone these days, and people are increasingly using their phones to check email. In fact, a recent study found that email is one of the most popular activities on smartphones. This means that it’s more important than ever to make sure your email messages look good and are easy to read on mobile devices.
If your email messages aren’t optimized for mobile, you’re likely to see a decrease in email subscriber engagement. This is because people will have a hard time reading your email messages on their phone, and they may just give up and unsubscribe from your list.
To ensure a great mobile experience, make sure your email template is responsive and that your email messages are short and to the point.
Do not include (heavy) embedded content within the email message, instead ensure images, video, etc. are called from external services. This keeps the email lightweight, fast, and provides a better user experience.
Write the Way Your Audience Wants
When it comes to email marketing, it’s important to write the way your audience wants. After all, you want your email messages to be interesting and engaging enough that people will actually read them.
If you write the way you think people want to hear from you, you’re likely to be disappointed. People have different interests, and they want to hear about different things, in a way they can better relate to.
The best way to find out what your audience wants is to ask them. You can do this by sending out a survey or emailing your list and asking people what they want to hear about (and how).
You can also use email analytics to see what kinds of email messages people are opening and clicking on. This information can give you an idea of what people are interested in.
Include a CTA in Your Email
Every email message you send should have a call to action (CTA). This is because you want people to do something after they read your email, such as visit your website, buy a product, or sign up for a free trial, and so on.
Without a CTA, your email is likely to go unread or be forgotten about. So make sure you include a CTA in every email message you send.
Add Social Sharing to Email Campaign Messages
Adding social sharing buttons to your email messages can help improve email subscriber engagement. This is because people can easily share your email messages with their friends and followers, which can help to increase your reach.
To add social sharing buttons to your email messages, you’ll need to use an email marketing service that offers this feature. Most email marketing services will offer social sharing buttons as part of their email templates.
Personalize Email Reader Content
Another way to improve email subscriber engagement is to personalize the email content you send. This means sending email messages that are tailored to the interests of each individual email subscriber (don’t forget that email segmentation becomes very powerful in this scenario).
You can personalize email content by using merge tags. Merge tags allow you to insert information from your email list, such as the first name or location (and more), into your email message. This way, each email message can be personalized for each email subscriber.
Use Images and Video in Email
Images and video are a great way to make email messages more engaging. In fact, studies have shown that email messages with images and video are more likely to be opened and clicked on than email messages without them.
So, if you want to improve email subscriber engagement, be sure to include images and video in your email messages.
Live Email Content
Another way to improve email subscriber engagement is to use live email content. Live email content is email content that changes based on the time or date it’s viewed.
For example, you could include a countdown timer in your email message that counts down to an event, such as a sale or webinar. Or you could include a live map that shows the location of your event.
Live email content is a great way to make email messages more engaging and interactive, which can help to improve email subscriber engagement.
Again, email analytics can provide valuable insights into what types of email content are most effective in terms of engagement. Use this information to improve email subscriber engagement.
FAQ
What is good email engagement?
There’s no one-size-fits-all answer to this question, as email engagement will vary from company to company and email list to email list. However, here are some things to keep in mind when it comes to email engagement…
Open rates: The higher the open rate, the more engaged the email subscriber is.
Click-through rates: The higher the click-through rate, the more engaged the email subscriber is.
Unsubscribe rates: The lower the unsubscribe rate, the more engaged the email subscriber is.
Complaint rates: The lower the complaint rate, the more engaged the email subscriber is.
What are some things I can do to improve email engagement?
There are a number of things you can do to improve email engagement, such as…
Leverage email list segmentation.
Take advantage of email marketing automation.
Utilize email analytics to improve email subscriber engagement.
Ensure a great mobile email experience.
Write the way your audience wants.
Include a CTA in every email message you send.
Add social sharing buttons to email messages.
Personalize email content for each email subscriber.
Use images and video in email messages.
Use live email content.
Conclusion
Email subscriber engagement is a vital part of email marketing. By leveraging email list segmentation, email marketing automation, email analytics, and various other techniques, you can vastly improve email subscriber engagement rates. Remember to personalize email content for each individual, use images and video in your messages whenever possible, and make use of live email content to keep people engaged. And finally, don’t forget to include a CTA in every email message you send.
By following these tips, you can improve email subscriber engagement and make the most out of your email marketing campaigns.
You can learn much more about email subscriber engagement, by visiting our Small Business Email Marketing posts. As well as find out more about Email Subscriber Engagement.