Creating an email marketing campaign takes time, effort, and money. But setting up an email campaign is half the battle; the other half is measuring the engagement on your deliveries.
This article covers five industry-proven strategies to increase email engagement.
First, to be on the same page, let’s define email engagement. Then we explain how to boost yours.
What is Email Engagement?
Email engagement refers to every activity around how the recipients interact with your email campaigns.
To measure how engaging an email marketing campaign is, you track such metrics as open rates, click-through rates, conversion rates, and unsubscribe rates.
Why Boost Email Engagement?
Understanding what’s going on with your email engagement lets you know whether the marketing is effective.
If you’re not reaching your target or goals, then here are five proven ways to boost your email engagement.
#1 Use Attention-Grabbing Headlines:
Getting the recipient to open your email all starts with your subject line. Users nowadays have lots of personal, work, and promotional emails coming in. So make your email stand out with irresistible subject lines.
How can you do this?
Keep the subject line below six letters. Three-letter headlines perform well.
Complementing a short subject line is a sense of urgency. For example, a subject line that reads, “Your immediate attention is needed” or “John, urgent matter.” would probably make your recipient tap or click to open. The better job you do at getting people to click through your headline, the better your open rates become.
#2: Take Preview Text Seriously Too
Also called preheader text, preview text is a brief description of the content of your email. It’s that short text that appears right next to or below your header. Think of it as the sub-headline.
A six- or three-letter headline might not be enough to convince your reader to click to open; your pre-header text is an additional feature to increase the chances of subscribers opening your email, hence increasing email engagement.
#3: Optimise Your Email Design
As mentioned earlier, your recipients have other emails they sort through and attend to. They might be on your competition email list too.
One way to decrease your email engagement after a user clicks your headline is to have a clunky email design.
- Use the right colour scheme. Simple, eye-catching design always works.
- Break the content of your email into short paragraphs. Don’t intimidate them with walls of text.
- Optimise your emails for tablet and mobile devices. Gone are the days when most people primarily read emails on computers.
All in all, keep in mind that it’s not only about the content but also how easily your subscriber can consume it.
#4: Use Images & Graphics
The attention span of an average person is short. So most people don’t have the time or patience to go through a text-heavy email.
To increase your email engagement, use where necessary interactive elements like videos as well as animated GIFs, Emojis, and eye-catching images.
#5: Use Prominent CTAs
What’s the point of having a subscriber click through your subject line, read through the paragraphs, but never take the intended action?
Be clear about your CTA, so your reader is clear about what to do. Use the right font and wrap the CTA around a clean colour scheme.
Some CTA examples are:
- Shop Now.
- Buy Now.
- Download Now.
- Order [Product Name]
- Watch Video
- Get Your Free Resource
As you can see, there are different types of Call to Action to choose from, depending on your marketing objective.
Final Words
Next time you create an email marketing campaign, put these proven strategies into use to increase email engagement.
Because every industry is different, you may need to check how your competition uses these strategies.
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