10 Ways to Get More People to Read and Click

Email marketing is one of the most effective tools for marketers, and you put a lot of energy into your email marketing strategy. So the last thing you want is to see your efforts result in low email engagement.

One person opens an email, increasing email engagement on mobile devices

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If you want to increase email engagement and get those coveted clicks on your CTA buttons, read on for 10 tips that will give your messages a boost.

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What is email engagement?

Email engagement is a measure of the interactions you get with your email. These interactions are measured using certain email engagement metrics, including open rate, click-through rate, subscribe and unsubscribe, and conversion rate.

Tracking your email engagement can help you understand whether your email is engaging email marketing efforts are effective.

If your email isn’t reaching the goals you’ve set, there are some proven ways to increase your engagement rate.

10 Ways to Improve Email Engagement

Always send a welcome email.  Optimize your subject lines.  Don't ignore the pre-header text.  Prioritize your CTAs.  Write casual, fun copy.  Take advantage of your transactional email.  Conduct A/B testing.  Make sure your email is mobile-responsive.  Personalize your email for each recipient.  Segment your email marketing.

1. Always send welcome emails.

The first email you send to a customer is usually a welcome email. The average open rate for welcome emails is 50%Which makes it far more effective than regular newsletters.

if we take into account 76% expect a welcome email Immediately after subscribing to your list, it’s clear that this email is an important message, so be sure to make the most of it.

email engagement.  A welcome email from Saaje that includes a discount code is a great way to increase email engagement.

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The email offers a discount code that customers were promised in exchange for signing up, includes a pretty picture, and keeps things extremely simple.

2. Optimize your subject lines.

Today, 47% of email recipients Open emails based on subject line. So yes, getting the subject line right is important.

A donation email subject line from the Alzheimer's Association

But what makes a good subject line?

The best way to be successful is to take advantage of natural human tendencies such as:

  • Curiosity
  • FOMO (fear of missing out)
  • Humor

This is a FOMO subject line, where Alzheimer’s Association This makes it clear that his double will have an effect – but only for a limited time.

3. Don’t ignore the pre-header text.

Pre-header text, or preview text, is the snippet of text that follows the email subject line when a reader views your email in their inbox. It appears with the subject line and sender’s name.

These pre-header text examples from Lifestyle Brands coconut Offer a follow-up on the subject line and give customers more reasons to open the email.

Overview of a Gmail inbox showing the subject line and pre-header text from the brand Quince.

This snippet is valuable real estate that can make or break the performance of your email. But to be effective the message must fit within the limited character space.

can pre-header text only contain 50-130 characters — even less if you want it to fit on a mobile screen. Make sure your message is short and sweet, yet encourages people to open your email.

4. Prioritize your CTAs.

The way you write and design your CTA, or call to action, has a significant impact on email engagement and click-through rates.

As it is used to inspire readers to take action, creativity is important to avoid being filtered.

An email from BHLDN that includes a strong CTA button to boost email engagement rates.

Experiment with everything from copy and design to placement and frequency. You’ll learn which types of CTAs and buttons drive the best results from your particular target audience.

This message from wedding brand BHLDN uses compelling text to draw readers in. CTA keeps it short and sweet, sealing the deal by offering complimentary styling sessions.

5. Write casual, fun copy.

Write like you talk. No one appreciates big, boring, jargon-heavy chunks of text. Make reading your emails easy, fun and rewarding. And be very clear about what next step you want the reader to take.

An email from Uber that highlights several words throughout the copy to make the email scannable and fun.

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Use active, positive language — and keep sentences short. and, if appropriate, use humor; People love to smile.

This email copy from Surrealist is creative, on-brand, and relevant:

6. Take advantage of your transactional email.

After welcome email, transactional email is in between highest open rates About 80%-85% of all email marketing messages. Even so, they rarely contain more information than actual transaction information. That means one chance for you.

A transactional email is any type of email that is based on an action taken by a customer. Transactional email includes:

  • confirmation of order
  • password reset
  • abandoned car

This order confirmation email from Skincare homa Takes this opportunity to remind customers about the effect of their order.

An attractive order confirmation email from Haoma which reads

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By giving your transactional emails some extra love and attention, you’ll impress your customers in a way that many companies miss out on.

7. Conduct A/B testing.

If you’re sending emails, you should be doing A/B testing. You can test every element of your email, from subject lines and preview tests to copy, images, design and CTAs.

The more testing you do, the better you will know your target audience. And the better you know your audience, the more you’ll be able to engage them with your emails.

8. Make sure your email is mobile-responsive.

Most people open email on their mobile devices. This means that if your emails are not mobile responsive, a large portion of them will be wasted.

Mailchimp finds that mobile-responsive email design can Increase click through rates by 15%,

As more people continue to open and read email on their phones, it’s essential to make sure your design is as good or better UX on mobile as it is on desktop.

9. Personalize your email for each recipient.

Customers appreciate personalized experiences. In fact, emails with personalized subject lines are 26% more likely to open, This is why it is important to tailor your email marketing to the recipient.

A personalized end-of-year recap email from Bandsintown that helps drive email engagement.

For example, bandsintown Sends personalized emails with visual recaps of its users’ music activity from the past year.

This type of personalized content is not only a great way to re-engage users, but it also encourages social sharing and engagement within a community, multiplying the impact of your emails.

10. Segment your email marketing.

Segmenting your email list allows you to deliver the right message to the right buyer personas at the right time in their buyer journey. and that is Important To increase conversion.

    Email engagement data.  The average open rate for welcome emails is 50%.  And 76% expect a welcome email.  47% of email recipients open emails based on the subject line.  Transactional emails have open rates of 80%-85%.  You can include discounts, deals or recommended products to increase engagement.

To send segmented emails that are more likely to convert, first Integrate your email and marketing software with your CRM and other sources of customer data.

This gives you a 360-degree view of your contacts everywhere, including your email marketing platform. Then it’s easier than ever to send highly personalized emails based on your contacts’ groups, subscriptions, and other attributes.

Better data means better email engagement

Email communication is one of the most effective ways you can reach customers and prospects. But keeping your email lists up to date and personalizing your content can be challenging.

That’s where integration steps in. Sync contact databases across your app stack, so you’re always working with fully rich, up-to-date and relevant data.

With your CRM and email tools in sync, you can automatically send recent customers and leads to your email tools. You can also sync additional data for better segmentation of your marketing and nutrition campaigns.

Plus, you can merge marketable leads (MQLs) back into your CRM with updated data for sales – all without overwriting existing data.

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