Sometimes, marketers forget that it’s not all about them. Of course, marketers develop strategies and set goals for their businesses and their teams. However, these goals will be impossible to achieve if you fail to communicate with your audience effectively. The audience must be your main concern. You should know what they need, you should help them, impress them, and surprise them. If you make keeping your audience engaged your top priority, you will build a great reputation and create extremely effective content.
When your audience knows that you always provide high-quality relevant content, they want to see more content from you. They keep up with your business and stay engaged. No matter whether you work for a small startup company or a big corporation, providing a high-quality experience is always the key to getting loyal customers, retaining them, and growing as a business. However, even if you do everything right, your email subscribers might become less engaged with time. They may not be interested in your niche anymore, and their interests might change.
We decided to help you increase engagement and re-engage with your subscribers. In this article, we will take a look at the most effective tactics that will help you take email engagement to the next level and get ahead of your competitors.
1. Segment your audience
One of the main factors that determine whether or not your subscribers will want to open your emails is the relevance of your content. To make sure that your emails are relevant to your subscribers, you should segment your audience. It turns out that 39% of marketers who segment their email lists note an increase in their open rates. 24% of marketers also note increased revenue, and 28% of marketers report lower unsubscribe rates.
You can segment your audience based on their interests or demographics. You can also send different emails to people who have never purchased anything from you and those who have already become customers. You can even segment your email list based on the types of products these people purchased.
2. Keep your email list fresh
You may have already known that it’s important to send emails consistently so that your email list will actually fulfill its purpose. However, its effectiveness in your marketing campaign may decline. People may change their email addresses or lose interest in your brand. If your email list contains inactive subscribers, you might want to re-engage with them, but you should also be ready to remove them.
We recommend that you remove subscribers who didn’t engage with your emails for six months. You can also keep your email list fresh by asking your subscribers to update their preferences on a regular basis. You can also offer surveys, giving them something in return. For example, if they answer your questions, they may get a 5% discount.
3. Keep your emails away from spam folders
Spam filters improve all the time. Even though they are still not perfect, your emails may end up marked as spam. If you want your email campaign to be effective, you should avoid being flagged as spam at any cost. Here are some tips that will help you.
- Make sure that your users opt-in to get your emails.
- Use verified domains..
- Don’t use IP addresses that have been used to send spam..
- Personalize the “To:” field by using merge tags..
- Explain how your audience can whitelist your emails..
- Avoid trigger words like “discount,” “buy,” “cash,” etc..
- Include an opt-out link and your location..
4. Choose the right time
Timing is one of the main factors that impact your open rates. Finding the right time to engage with your audience takes some time, but you can run A/B tests to see what timeframes are more effective than others. Weekdays are generally more effective than weekends. However, the perfect timing for your emails also depends on the age, occupation, and location of your subscribers, as well as on the type of your content.
5. Write engaging headlines
Headlines are extremely important so you must make sure that your headlines stand out.
- Use numbers. Numbers immediately grab attention.
- Use your subscribers’ curiosity. However, make sure that they actually understand what you’re talking about.
- Choose a friendly writing style that your subscribers use when emailing their friends.
6. Use personalization
When writing your marketing emails, you might think of the thousands of subscribers who will receive them. However, the most effective approach is to speak to a particular person. You can do it by personalizing your messages and subject lines. It will be easy to do if you study your buyer persona. Create polls and surveys, ask your subscribers to call you, and learn more about their needs, interests, and preferences.
7. Create strong content
It’s not enough to just make your subscribers want to open your emails. You should also make sure that your content is actually valuable for them. If your subscribers like your content, they will open your emails in the future. We recommend that you put a lot of effort into creating good content. You may also offer additional resources, such as webinars, useful blog posts, and ebooks. Provide value, and your subscribers will appreciate it.
8. Write like a friend
If you use a too formal language, you will distance yourself from the audience. We suggest that you make your emails more personal so that your subscribers will feel like they’re getting emails from a friend rather than a company. Just make sure not to use too many emojis or casual acronyms like “C U,” “2moro,” “thx,” etc., because they will damage the readability of your emails.
9. Use humor
A bit of humor always helps break the ice and makes people remember you. However, using humor is a tricky task because if your subscribers won’t get a joke, it will only make a negative impact. We suggest that you use simple jokes and avoid controversial subjects. You can also include funny pictures and GIFs to make your emails more fun to read.
10. Mind your mobile users
Mobile users account for 15-70% of all the opened emails. As much as 67.2% of people use smartphones to check their emails. To optimize your emails for mobile devices, use short subject lines because the long ones will be more difficult to read. Use simple formatting, include large CTA buttons, don’t place several links one after another, and don’t assume that your recipients see images. Quite often, mobile apps turn images off by default.
Final Thoughts
The effectiveness of your email marketing campaign to a large extent depends on your ability to keep your subscribers engaged. Follow our tips to make your emails more interesting and to tailor them to your subscribers’ needs. We hope that our advice will help you improve your open rates and increase your revenue.