At the moment, we cannot visit our clients or network with our prospects. What can we do to engage our clients and prospects? Email continues to be an extremely effective way for brand awareness and marketing. You can personalize your emails, set up automation, and segment your subscriber lists. These are great things to do, but what if your subscribers are not engaging? Engagement is key to the success of the email. Engagement takes different forms including opening the email, clicking on links, and following a call to action. Engagement helps you understand user behavior and interests.
With engagement being so important, let’s look at 5 ways you can increase email subscriber engagement.
- Create a captivating subject lineYour headline is the door to your email. It is the first impression. People will open emails if they think the email will benefit them. The benefit could be an improved lifestyle change, a great purchase deal, or a timely solution. To show them your email content is worth it, your subject line needs to be clear, concise, and use words that are inviting and action-oriented.
- Be their teacher and go-to expertYour email gives you the opportunity to make the subscriber’s life better, so become their teacher and go-to expert in your industry. Share tutorials, tips, and best practices. Make predictions and offer advice based on your experience, user behavior data, and industry trends. You can deliver this content as a call to action click-through to free downloads, webinar registrations, or social media conversations.
- Acknowledge the subscriber through personalizationYour subscribers love to be noticed and valued. Configure your CRM and automation to send out emails for birthdays and other significant events that highlight your relationship with the subscriber. Beyond the birthday, it could be an anniversary from the time they signed up, a “we haven’t heard from you in a while” message, or a reminder to follow up on a previous action.
- Promote subscriber access only promotionsAre you releasing a new product? Are you getting ready to send out an RSVP to an event? Whatever it may be, send it first to your email subscription list before you publicly announce it on your website and social media. You can increase engagement when they feel they are a part of the elite who gets access before non-subscribers.
- Know when to send your emailsMany email marketers will tell you to send your email on Tuesdays for the best open rate. For many B2B small businesses, this may be true, but it is a good idea to research your audience and industry. Your subscribers might be more likely to open your email on a Wednesday night or a Friday morning. You want them to see your email before it gets buried among the list of “unread”. Know your subscribers’ patterns of opens and you will increase your engagement.
These tips will help your emails get noticed. They will help nurture your subscriber relationship and build brand awareness in the areas of loyalty, expertise and customer service. If you have questions about email engagement, please call us at 301-332-0613.
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- On March 17, 2020