Email marketing is an effective sales and customer engagement strategy but doing it correctly takes work. You need high-quality, relevant content with excellent email deliverability rates and compelling calls to action to achieve the best digital marketing return on investment (ROI).
Subscriber engagement is crucial to successful email marketing campaigns. Engaged subscribers receive, read and act on your messages, helping boost sales and grow your business. We’ll explore eight best practices for engaging your email subscribers and highlight excellent email marketing services that can make your campaigns effortless.
According to Litmus data, email marketing has the highest ROI of all digital marketing strategies, returning $36 for every $1 spent. It increases brand awareness by keeping your business in front of your target audience. It also promotes your content and generates sales leads.
Consider the following eight tips for engaging your email subscribers and reaping the benefits of email marketing.
High subscriber engagement starts with building an email marketing list of quality recipients in your target audience. Here are some crucial considerations when managing a quality email list:
Removing subscribers may seem counterintuitive. You want your email list to grow, not shrink. However, unengaged and inactive subscribers don’t help your cause. They skew your metrics and hurt your email open rate. Emailing inactive subscribers is a waste of time and resources.
Furthermore, inactive subscribers can easily turn into what’s known as “recycled spam traps.” Recycled spam traps are abandoned email addresses ― think your old AOL address from decades ago ― that internet service providers recycle and use to lure and block spammers. If your marketing email inadvertently goes to a spam trap, you could be mistaken for a spammer.
Another way to boost email engagement is to ensure the people on your list want to be there. The double opt-in email marketing subscription method is an excellent way to ensure your subscribers are genuinely interested in receiving your content. With double opt-in email marketing, every subscriber clicks a confirmation link to allow you to email them.
Being transparent about the opt-out process is also crucial. According to the Federal Trade Commission CAN-SPAM Act, every marketing email or newsletter should have a visible, effective way to unsubscribe. If you make it hard to opt out, someone could mark you as spam out of frustration or because there is no other option.
Connecting with your target audience is one of the biggest email marketing challenges. Knowing your audience is critical to effective email marketing. You don’t want to send annoying emails to your recipients ― you want to send content that resonates with them.
There are two elements involved in getting to know your audience:
Your audience doesn’t want to be talked down to or sift through industry jargon or legal disclaimers. Your email newsletters and promotional emails should have a professional, conversational, friendly tone that engages your readers.
Your social media manager or marketing team should be able to generate engaging copy for your email marketing campaigns. If you’re on your own and are new to copywriting, take a class, read articles about copywriting and subscribe to newsletters for writers.
If anything matters when it comes to increasing engagement, it’s the first thing people see: your subject line and the short piece of copy that follows (the preview text). Here are some subject line and preview text tips:
Some email marketers make the mistake of only sending newsletters or messages when they have something to sell or another motive. Your email marketing efforts should be a give-and-take. Some messages may include offers, but some should share helpful information.
Being consistently present in your recipients’ inboxes is the most crucial factor. Your emails should arrive like clockwork. In doing so, you communicate that your brand is steady and reliable. You’re not a flash in the pan ― you have staying power.
Sticking to a schedule also increases your deliverability. By consistently sending your newsletters and messages, you become like a trusted advisor or friend to your readers, controlling spam complaints.
For most businesses, weekly emails are ideal. In certain instances, once a month is OK. Anything less than this risks hurting engagement and getting spam complaints.
Joy is contagious. People can tell when there’s passion behind something and it draws them in. If you enjoy creating newsletters and messages, your readers will pick up on it. Enjoy what you write and it will translate into soaring engagement.
The best email marketing services help businesses engage subscribers with consistent, attractive emails. They help manage your list and provide email analytics, so you can give subscribers more content that resonates with them.
Consider the following email marketing services to help you get started or improve your email marketing campaigns.
Jennifer Dublino contributed to this article.