Increase Email Engagement and Drive Revenue

Email marketing statistics track everything from deliverability to the actions an email drives on a website and through purchase. Email marketing is a top revenue driving channel , and email engagement is the most important aspect of email marketing. AudiencePoint’s email engagement solutions provide the insights necessary to turn unengaged subscribers into revenue-driving evangelists.

AudiencePoint is trusted by the world’s biggest senders and respected global brands

TESTIMONIALS

Based on the ListFit insights, “we suppressed the dormant Gmail addresses and saw a dramatic improvement in our Inbox placement!  Our team is glad to have made an impact with your tool – so thank you!”

ListFit gives us a picture of our list we’ve never seen before. It helped improve our re-engagement campaign in less than a month!”

Email Engagement increases email effectiveness and revenue 

One of the easiest ways to increase revenue through the email channel is to increase engagement amongst your best subscribers. First, you need to understand who your best subscribers are and how they engage with other emails in their inbox ie, emails that other brands send them. This will allow you to show up for them in ways that your data alone won’t reveal. 

There is a portion of the inactive subscribers on your list that are engaging with other emails in their inbox. Our second-party data sources identify which emails are active on other lists and leverage send time data to help you re-engage them. Decreasing the amount of inactive emails on your email list can have a effective positive effect on revenue. 

We can use 2nd party email engagement data to identify your new subscribers who are actively engaged in their inbox and focus campaigns to warm new IPs broken down by specific mailbox providers. Email inbox providers prioritize engagement for inbox placement and deliverability when scoring IP reputation. Focusing on the most historically engaged subscribers at the beginning of your warming campaigns increases deliverability and IP warming speed.  

Apple opening your mail is making it hard to trust your open rates, but that doesn’t mean that your subscribers aren’t engaging with your email. Our engagement scores do not consider false proxy opens, allowing you to have confidence in your list. Furthermore, we can identify subscribers who are unengaged on your email list and may be receiving proxy opens but still have the potential to re-engage. 

Your Email Engagement Powered by our Second-Party Data Pool

AudiencePoint’s second-party data pool can help you identify untapped revenue in your email list. Our second-party data pool gives you a multi-brand view of your subscribers’ inbox habits, so you have a leg up against competition using first-party data or leveraging a third-party vendor. Our insights will allow you to deploy re-engagement campaigns responsibly improving inbox placement and avoiding deliverability issues.

1.7 T

1.7 trillion behavior signals captured / week

22 TB

Stored consumer email behavior data

90%

Coverage of Email Market in US

150+

B2B and B2C data sources feeding pool

A Guide to Email Engagement

Sending consistent marketing emails to a list of email subscribers is an excellent idea. Marketing emails provide frequent updates to customers about company news, new products, and upcoming sales or deals. In addition, regularly sending email newsletters will keep your brand name at the top of prospective customer’s minds when they need to make a purchase. 

While sending marketing emails is beneficial, you also must ensure that your emails are engaging so they have the most significant benefit. To optimize for engagement, you must have an effective email engagement strategy. Email engagement strategies lead to:

  • Creating a connection with customers
  • Higher click-through rates
  • Higher email open rates
  • Increased consumer perception of your brand
  • Loyal customers
  • More sales and higher lifetime value (LTV)

This article will outline everything you need to know about the importance of sending engaging emails and how you can create a strategy to increase email engagement. Keep reading to learn more. 

What Is Email Engagement?

Email engagement measures how your email subscribers respond to your emails. Email marketing customer engagement is measured through email analytics and tracking key metrics. Making your marketing emails more engaging will increase the satisfaction of your email subscribers. This leads to subscribers looking forward to getting emails from your company and being more likely to make a purchase. 

What Is an Email Engagement Strategy?

An email marketing customer engagement strategy will help you get the most out of your marketing campaign. Creating a strategy to increase engagement involves:

  • Setting goals for the results you want to achieve
  • Researching your target market
  • Planning the frequency and timing of your emails
  • Writing engaging emails that generate interest
  • Tracking key performance metrics
  • Optimizing as you go

By following these steps, you will be on your way to creating an effective email campaign that is highly engaging for your email subscribers. 

How to Create Goals to Increase Email Engagement

The first step when creating an email engagement strategy is to set goals you want to achieve throughout the process. You should set up long-term and short-term goals that provide you with milestones to hit along the way that keep you on track towards getting what you want out of your marketing campaign. 

One of the best goal-setting strategies for an email campaign is setting SMART goals. SMART is an acronym for:

  • Specific: When setting goals for your email campaign, you want to ensure they are specific and detailed in what you want to achieve. Specific goals help ensure you get optimal results.
  • Measurable: Your goals should also be measurable, so you can easily keep track of your progress along the way and know when you’ve completed key milestones. 
  • Attainable: It’s good to push yourself to do your best, but also ensure that your goals are attainable within the scope of your company and the time you have available. 
  • Relevant: Make sure that your goals are relevant for improving your company and align with what you want to get out of your marketing campaign. 
  • Time-bound: To keep yourself on track, make goals time-bound so you continue making consistent progress and know when the next step must be completed. 

An example of a SMART goal for email engagement is “to increase email open rates by 10 percent in the next 60 days.” This is a good SMART goal since it is:

  • Specific in what needs to be achieved
  • Measurable since email open rate is a metric that can be tracked
  • Attainable since many companies can increase their open rate by 10 percent by making some key changes
  • Relevant to increasing email engagement
  • Time-bound by providing a timeline of 60 days to complete the goal

Now that you know how to create SMART goals for your marketing campaign, you will be able to begin taking action and completing goals to increase your company’s success through email. 

Research Your Target Market to Write Engaging Emails

When creating emails, it’s essential to know and understand what will be engaging for your target audience. Your target market is your ideal customer, which includes demographics, geographic location, and psychographics (their attitudes and aspirations). 

Before creating an email marketing campaign, you should write down all the details about who your ideal customer would be. For instance, a bodybuilding gym that is starting an email marketing campaign may decide on the following target market:

  • Demographic: Men and women between the ages of 18-35 with an annual income between $40,000 and $80,000. 
  • Geographic: People who live in the Dallas, Texas area (or wherever the business is located). 
  • Psychographic: People who want to build muscle and strength or to get in better shape. 

Once you understand your target audience, you can begin writing more engaging emails by considering your ideal customer’s wants and needs. In this instance, you could write emails about how signing up for a gym membership will help your ideal audience build muscle and get in the best shape of their lives. You could also provide valuable tips and tricks to help your email subscribers improve their workout routines for strength gain. These types of emails would likely engage your ideal customers to open these emails and will get them interested in your company. 

Optimize Frequency and Timing of Emails for Engagement

One of the best things you can do to boost email engagement is to optimize the frequency and timing of your emails. When sending marketing emails, you may wonder if you’re sending emails too frequently or not enough. Email marketing software, such as AudiencePoint’s email marketing tools, can help you find the right frequency and timing of emails that lead to high open rates. 

AudiencePoint’s software provides you with real-time metrics so you can optimize your email campaign for the timing and frequency that your audience responds to the best. Knowing what time your email subscribers are most likely to see your emails and click on them will help you send them at the exact right time. You can also test different frequencies of emails to know how many emails you should send per week without overwhelming your audience. 

Write Engaging Email Content

Getting people to click on your email is great, but it doesn’t help much if your email content doesn’t keep their interest and influence them to take action. The best way to write engaging email content is to:

  • Speak directly to your audience and address their needs
  • Break up your text into short paragraphs 
  • Use images that add to your message
  • Write with passion for what your product or service can provide
  • Provide valuable information
  • Provide a clear call to action

By using these tips and providing value in your emails, they will become much more engaging for your readers. When email subscribers have a good experience reading your emails, they will also be much more likely to read and click on future emails from your company, which leads to higher email viewsopen rates and engagement rates over time. 

Tracking Email Engagement Metrics

When sending marketing emails, it’s important to pay attention to key performance indicators (KPIs) and engagement metrics to understand how your emails perform. This helps you track your improvement as you work towards your goals. Key email KPI metrics that you should track are:

  • Bounce rate
  • Click-through rate
  • Click-to-open rate
  • Conversions
  • Inbox Placement Rate
  • Open rate
  • Spam complaints
  • Unsubscribe rate

Email analytics tools like AudiencePoint’s email marketing software will help you track key email KPIs so you can continue improving your email engagement. 

Bounce Rate

The email bounce rate is the percentage of emails that couldn’t be delivered to the recipient. If you have too high of a bounce rate, it’s an indicatora bad sign that your emails are being marked as spam or you are collecting  being sent to invalid email addresses. Email inbox providers and antiAnti-spam networks monitor the bounce rates of email campaigns, so it’s important to ensure that your bounce rate stays low to avoid having future emails blocked by these safety networks. 

There are methods you can implement to avoid a high bounce rate. If you’re getting email bounces due to invalid email addresses, you must remove those emails from your list as soon as possible. Using a double opt-in when having someone sign up for your email list or verifying email addresses during sign-up is also a good way to avoid email bounces. 

What is an Acceptable Email Bounce Rate?

According to research done by Campaign Monitor, an acceptable email bounce rate is anything under 2%. If your email bounce rate is between 2-5%, it is worth noting and paying attention to so you can try to lower it. A bounce rate higher than 5% is concerning, and you should work immediately to reduce your email bounce rate. 

Click-Through Rate

The email click-through rate is the percentage of people that received an email and clicked on athe link within the email. The click-through rate is a key indicator for engagement that shows how many readers moved on to the next step in the conversion process that could lead to a purchase. 

What is the Average Email Click-through Rate? 

According to Mailchimp, the average email click-through rate across all industries is 2.62%. Typically, a good click-through rate for emails is between 2-5%. If you’re below a 2% click-through rate, you should work to improve your ad copy, design, and call to action to increase link clicks. 

Click-To-Open Rate

The click-to-open rate is similar to the click-through rate because it tracks how many people clicked on a link within an email. However, the main difference between the two is that the click-to-open rate tracks the percentage of link clicks from only people who opened the email. The click-to-open rate is often a better metric for determining how well the ad copy, design, and call to action of the email keep readers engaged and drive link clicks. 

Conversions

The conversion rate is the most important key performance indicator of emails. The conversion rate is the percentage of people who took the desired action, which was the purpose of sending the email. While conversions are usually tracked in sales and dollars, you could track many other types of conversions in email marketing. Different types of conversions are:

  • Downloading a piece of content
  • Registering for a demo
  • Registration for an event
  • Signing up for a subscription

Whatever the primary goal of the email was, a high conversion rate demonstrates success for an email marketing campaign. 

Inbox Placement Rate

When marketing emails are sent, there is a chance they could end up in someone’s junk folder. An email ending up in someone’s junk folder can be accidental or intentional, but either way it will likely lead to them not seeing your email. This is where the inbox placement rate is important. The inbox placement rate is the percentage of emails that end up in a recipient’s inbox. 

Having a high inbox placement rate is essential to ensure your readers are not marking your emails as spam or that they are not automatically being detected as spam. If you see a dip in your inbox placement rate, you should investigate it as soon as possible to ensure that you solve the problem quickly. Using a double opt-in during sign-up for your email list can also help ensure that your emails don’t get marked as spam by recipients. 

Open Rate

The email open rate is a key metric for marketing emails to help determine the effectiveness of your headlines and how receptive email subscribers are to receiving emails from your company. Marketing emails are only effective if people decide to open them and read them, so this is a key engagement metric to track and strive to improve. 

What is a Good Email Open Rate?

According to Mailchimp, the average email open rate in 2022 across all industries is 21.33%. A good email open rate is one that meets or exceeds the average. However, the average open rate for marketing emails can vary by industry, so it is important to pay attention to industry standards for this metric. 

Average Email Open Rates by Industry

The average email open rates by industry are:

  • Business services: 20%
  • Computer and electronics: 19%
  • Education: 25%
  • Financial services: 23%
  • Health, pharmaceuticals, and biotech: 21%
  • Manufacturing: 23%
  • Media and entertainment: 21%
  • Real estate and construction: 26%
  • Retail: 23%
  • Software and internet: 20%
  • Telecommunications: 21%

If you’re in one of these industries, you can use these open rate metrics as a standard for your company. You can make it your goal to try to exceed average open rates in your industry. 

Spam Complaints

Another important email metric to track is spam complaints. Spam complaints are the percentage of people who received your email and reported it as spam or moved it to their junk folder. Too many spam complaints can adversely affect your future email campaigns, as your company emails may be more likely to go to someone’s spam folder automatically or blocked by the email inbox provider altogether. 

Unsubscribe Rate

The unsubscribe rate is another key email metric to track. The unsubscribe rate is the percentage of people who hit the unsubscribe link upon receiving an email from your company. Too many unsubscribes show that people aren’t happy with your emails or are receiving them when they don’t want them. 

Optimize for Email Engagement as You Go

Email engagement is a constant work in progress, and you can always strive to improve key email marketing metrics. Every time you send an email campaign, look to see what you’re doing well and which areas could use improvement. Doing things like A/B testing, where you compare two different wordings or designs, can help you refine your emails for further success. AudiencePoint’s email marketing software can help you with this since it will continuously track key engagement metrics for you and let you know what areas you can improve. 

5 Ways to Increase Email Engagement

There are some email engagement best practices you can follow to encourage your recipients to interact with your emails. Common best practices for email engagement are:

1) Don’t neglect the preview text: The preview text is the snippet of text that follows the subject line. This is important since many email subscribers will read preview text while deciding if they want to click your email.

2) Make emails mobile-friendly: Many people check their emails on their phone, so you must make your emails mobile responsive. If emails don’t load well or don’t fit the screen properly, there is a very high chance viewers will deleteclick off of them right away.

3) Make transactional emails a good experience: Transactional emails that send a receipt after someone makes a purchase have one of the highest open rates of all emails. Put extra effort into your transactional emails to make it a good user experience for the reader that provides them with all the details they may want to know.

4) Personalize your emails when possible: Adding personalization to your headline or email copy can lead to higher email click rates and better engagement. Even something as simple as including the recipient’s first name in the email can go a long way toward making a good impression.

5) Send a welcome email: According to HubSpot, 76% of people expect a welcome email immediately after subscribing to your list. A welcome email helps ensure people that they are now subscribed and sets a good tone for future emails they will receive from your company. 

If you follow these best practices for email engagement, you will be on your way to creating a more successful email marketing campaign. 

Conclusion

Making your emails more engaging is crucial to getting the most out of your email marketing campaign. It’s important to provide value in your emails and optimize them appropriately to get a viewer’s attention and have them take the intended action from the email. If you follow the tips in this article, you will be on your way to creating more successful marketing emails that are a great experience for your email subscribers. 

 

 

Contact AudiencePoint to learn more today!

 

 

 

 

 

 

 

 

 

 

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