Email marketing is a proactive and outbound technique to communicate with prospects. An increasing number of B2B and B2C marketers are leveraging emails expanded reach and brand awareness. Emails generate six times more revenue than any other marketing channel. Such statistics are proof of the fact that email is still alive and is the most preferred tool of marketers.
It is true that if the contact details are right, your email will reach the inbox. Nevertheless, whether the targeted audience will open it and read it or not depends on many factors. Content quality, email timing, responsiveness, deliverability, relevance, and personalization are some of the crucial elements. Based on these elements, the performance of your email campaign depends. However, turning these factors in your favor is possible with robust strategies in use.
Here is a list of such result-driven practices that will boost the engagement rate of the emails you send to the customer.
Come Up with Compelling and Engaging Subject Line
Most of the email recipients open emails looking at the subject line. If the subject line seems exciting and useful, then they click on it to know more. Therefore, when you talk of engagement, you must first give top priority to email quality & the subject line.
While crafting your email campaign, remember to keep it specific, short and to the point. Try to develop a feeling of urgency in the reader’s mind with subject lines like” Hurry! The offer ends today!” Besides, you can start with asking questions like “Want exclusive deals?”
Moreover, try to add a touch of personalization that resonates with the reader. Before the final launch of the email campaign, you can test the subject line performance. You can create two different subject lines for the same email and run A/B testing to check which one works better and generates a higher open rate.
Wait for the Right Time to Hit the Send Button
Your ultimate aim of running email campaigns is to draw the reader’s attention. Well! That is only possible when they open it. Once you know that your subject line is good to go, the next thing you must work on is finding the right time. The frequency of sending emails and the time determines open rate as well. Depending on your audience type, their location and many other factors, you have to select the perfect time to send emails.
If you have sent emails earlier as well, then make a note of the previous metrics and plan your strategy accordingly. Also, the best time depends on who the targeted audience is and the kind of content they prefer. If your prospect is a B2B executive, then sending emails during working hours is the best. Around 10 am and from 8 pm to 12 pm are some of the time slots that marketers consider a good time to grab attention.
Tuesday is the ideal day to send emails. Statistics have shown that Tuesday generates maximum open rates as compared to other days of the week. Whatever your strategy is, you must always experiment and test before the final implementation. Use analytics to track the number of unsubscribes, subscribers, and open rates. It will help to determine the frequency of sending emails. Once in a week or a month is ideal for the initial years. Later, depending on the response, you can change the frequency.
Don’t Settle for One Email for All
Every email receiver is unique with a different set of requirements and business needs. Hence, if you create one email and send to all, your strategy to engage customers will fail. There are different types of emails depending on format, content and audience type. As customers differ, you need to make sure that you do not send generic emails to all. Your email strategy should be different for various types of audience. It is not at all easy to win attention with mass emails that reach every inbox. Every customer wants to read emails only when they are relevant and resonates with their needs.
For instance, if you send a welcome email to an existing subscriber, it will not have that much impact. However, if the same you forward to a new subscriber, it will leave a good impression. Sending emails with discount offers and coupons to the new subscriber will drive better engagement.
Confirmation emails also work wonders in driving Click-through and open rates. These kind of emails are best to motivate the customer for future purchase. If you add complementary products like membership plans, a newsletter subscription option, and other informative stuff along with the confirmation mail, you can build credibility. Attaching shipment details and order tracking options with the confirmation mail will help in gaining customer’s trust.
Besides, you can opt for trigger-based emails and schedule them for automatic sending option. On any special occasion or on timely events, setting up automated emails help. Triggered based emails work in the form of welcome emails; repurchase reminder, order updates, deal alerts, and celebratory emails on birthdays.
Firstly, segment your email list based on the customer is buying pattern, demographics, preferences, interest, etc. Then choose emails accordingly to target audience from specific segments to keep them engaged with your brand.
Develop Quality and Useful Email Content
Email marketing is a widely chosen medium of communication among businesses. Both B2B and B2C companies use email to connect with the audience and send promotional offers. It helps them to inform the customer about the latest products and other changes. Thanks to its cost-effectiveness and global reach, email is ruling the digital world as a favorite marketing medium and considered as one of the marketing strategies for generating leads.
Now, when every brand is sending emails, the probability of your messages getting lost in the inbox is high. Only quality content that adds value is going survive in the crowd. Email marketers who send personalized emails with useful information witness more open rates. Hence, if you want your emails to perform well, you must focus on delivering value. Those emails perform well that consists actionable insights and offers, simple and clear subject line. Hence, email marketers must pay particular attention to creating the best quality content for their audience. Also, do not forget to develop attractive email template designs to draw the limelight.
Incorporate Social Sharing Buttons
Including social media sharing buttons into your email will help in many ways. Even if the reader does not find your email relevant, he/she can forward it to friend and colleagues via social media. It will help in spreading your messages to a broader audience. Just makes sure that the social media presence used proper. Social sharing will take your email campaigns on a global platform like Facebook, Twitter, and LinkedIn and help reach many.
While incorporating the social sharing option, ensure that the process is natural for the reader to complete.
Don’t Forget to Include Call to Action
If your objective of running email campaigns is to drive website traffic and generate sales leads, then you know what to do. It is significant that your email should have a clear call-to-action button. You want your reader to take action after reading the email. Then at a visible place in the email, you must allocate proper marking with call-to-action options. It should be eye-catchy so that the email receiver can quickly proceed to the next step and shows his/her interest further.
Once you have done everything to increase your email engagement rate, the next thing you must do is analyze the results. It is essential to check email metrics such as click-through rate, number of emails sent, bounce rate, open rate, etc. All these details will help you to know the effectiveness and performance of your emails.
Keeping track of the responses and conversion rate of your emails will help plan your next strategy. Your past campaign will guide you in drafting the future campaigns. Measuring performance analytics helps to learn from mistakes and repeat the best practices. Hence, at the end of every email campaign, marketers must measure the metrics for further improvements.