Engagement is the backbone of a solid email marketing campaign. Improving how your email subscribers engage with and interact with your emails will lead to increased sales and higher revenue. Engagement-based email marketing aims to track and optimize specific email engagement metrics, such as open rate, click-through rate, and conversion rate.
As you improve your emails for specific engagement metrics, your audience will also become more receptive to your emails. Engagement-based email marketing should be a win-win. It leads to increased success in your marketing campaigns and an improved experience for your readers.
This article will cover what you need to know about email marketing customer engagement, types of email marketing, and how you can monitor and improve email engagement.
Why Should Your Emails Create User Engagement?
Your emails should create user engagement because it improves the reading experience for your subscribers, makes subscribers look forward to your emails, and leads to increased company revenue. Additionally, high rates of engagement with your emails leads to better deliverability rates across your email campaigns. When you have a high engagement rate, your emails are less likely to be bounced or sent to spam.
People receive tons of emails every day. Your emails need to be engaging to stand out from the crowd and your competitors. If you consistently send out engaging email content, your readers will be more likely to interact with them. This creates positive brand recognition, increases sales, and decreases bounce rates across your campaigns.
4 Types of Email Marketing that Create Engagement
There are four main types of marketing emails used when creating an engagement-based email marketing campaign. The main types of marketing emails in an engagement-based campaign are:
- Acquisition emails
- Email newsletters
- Promotional emails
- Re engagement emails
If you know how to properly leverage these types of emails for engagement, you will create a successful email campaign.
Acquisition emails are sent to new leads who have not yet become customers. Acquisition email campaigns should create a funnel that provides value to these email subscribers while leading them towards making a purchase.
How to Make Acquisition Emails Engaging
When writing an acquisition email campaign, it’s important to make your emails engaging, so prospective customers stay interested and begin to feel comfortable making a purchasing decision. Ways you can make acquisition emails engaging include:
- Call to action: If you want leads to make a decision, they must have a call to action for what you want them to do. Use your email copy to explain the next steps you want your reader to take. Include easy-to-see buttons or links that take them to a page where they can view a product or service or make a purchase.
- Pain points: Understand your target customer and the problems they may be trying to solve when they purchase your product or service. Explain clearly how your product or service can target these pain points better than competitors.
- Progress emails naturally: If you’re creating a series of emails for leads, ensure they progress naturally from email to email to retain reader interest. You can even end your email explaining what is yet to come in the next one, so your prospect looks forward to reading the next email when it arrives.
- Value: The best thing you can do when nurturing leads is to provide instant value to them. Providing leads with valuable information will make them want to continue reading your emails and build trust.
Using these tips will help you convert more prospects into paying customers, increasing profits across your company.
One of the most common types of marketing emails for customer engagement is email newsletters. Sending consistent email newsletters helps a company stay connected with its email subscribers, keeps the company at the top of subscribers’ minds, and provides news about upcoming product releases, sales, and other company information.
How to Get More Engagement on Newsletters
Engaging newsletters help create positive brand awareness and better metrics for your email campaigns. Some great ways to get more engagement on your newsletters are:
- Branding: Using consistent branding in your emails helps them stand out to subscribers among the sea of emails in their inboxes. This can increase engagement, since your subscribers will quickly spot your emails and be more likely to open them.
- Get your audience involved: Doing things like asking for comments, suggestions, or new feature requests can be a good way to get your audience involved and make them feel like their opinion is valued. When customers feel involved, they are more likely to show brand loyalty and purchase from your company.
- Make it skimmable: While it may seem counterproductive, making newsletters skimmable will increase engagement. Many readers skim emails before reading the whole thing to see if they’re interested or to save time. Make it skimmable by breaking up your text and making key points stand out. This leads to a better reading experience.
- Optimize send time: You can use email marketing tools to optimize your send time, so you are sending emails when your audience is most likely to view them. Sending your newsletter out at the same optimized times can be a very effective way to increase engagement. Your subscribers will always know when the next email is coming, and it will arrive at a good time for them.
Implementing these tips will create more engaging newsletters that keep your audience interested.
Promotional emails are used to promote a product or service. These can be useful during a product launch, when you are having a sale, or during seasonal times when people are most likely to make a purchase. To optimize your promotional emails for engagement, you want to have a strong call to action, an aesthetically pleasing design, and an attention-grabbing subject line.
Re-engagement emails are sent to email subscribers who haven’t interacted with your business or emails recently. Good ways to optimize re-engagement emails are to have a strong subject line, to ask for feedback, or to provide inactive subscribers with an offer that reignites interest in your company.
How Do You Check Email Engagement?
The best way to check email engagement is to use software that helps you track and improve specific email metrics. AudiencePoint’s email insight software can help you track email engagement metrics and will provide you with insights on how you can improve your campaign.
Our software provides helpful insight as you launch your campaign, so you can optimize as you go. You can also gather data on your email list to optimize email send times, track subscriber activity, and re-engage inactive email subscribers. With this data, you will have all the information you need to improve engagement.
Creating an email marketing customer engagement campaigns benefits both your company and your email subscribers. It helps you provide your subscribers with quality content that provides value and leads to sales. By using the tips in this article, you will have more email marketing success, and your subscribers will have a more satisfying experience with your company.
Contact AudiencePoint to learn more today!