It’s the Holy Grail for Internet Marketers – how to ensure your eMail call to action is acted upon in a good way. There is an art to increasing engagement with your subscriber list and it’s not all to do with choosing the right words to say.
5 Ways To Increase Subscriber Engagement
1. Segment, segment, segment – use a clean, targeted list
You can eMail 1,000 people but if they are the wrong 1,000 you’re action won’t pay back. There’s no point.
Not only do you need to make sure your subscriber list is accurate and up-to-date, you need to make sure that the list is interested in what you have to say.
Make sure you have enough information about your potential customers to put meaningful segmentation into your data set. Then target your campaign tightly to hit the subset you have identified.
2. Think mobile…. optimise to display on mobile
It used to be that writing a killer subject line was enough to persuade people to open the mail you sent. That’s still as true as ever, but now you need to be aware that more people will be viewing, or at least sifting, their eMail using a mobile device. You need to be aware that the eMail you carefully crafted to fit full screen may not display that way on a mobile phone. We designers have been fighting this problem for years. Learn from the lessons learned by them. Don’t send graphics-heavy eMails, use text. Make sure that your message gets through.
3. Test, monitor and analyse
Set yourself a mission to learn something from every mailing you do. That’s right, not “earn” but “learn”. You have to make sure your eMail will present properly across different platforms. You have to test it like a software developer. Assess alternative messages and approaches, use control groups to compare and contrast.
The implication here is you need to make sure you can monitor the success of your mailing. Measure not just in terms of revenue increase, but also cover open rates, reject rates, click-through rates. If you can’t assess in technical terms how successful your mailing has been, you’ll never improve your revenue return rates.
4. Freshen it up and create more
Don’t settle for same old.
Don’t send the same email out again to the same group of people. No matter how successful you think your engagement activities are, they can always be better.
Think about new layouts, new messages, new stories and new designs. Consider segmenting your market further into more precise chunks.
If you think about your offer carefully and keep it interesting and focused, this attention to detail and progress will come across. Your subscribers will know they are part of a special group of friends.
5. Give something for free
Everyone likes to receive something for nothing. Think about what you can do to give away something to make your subscribers feel it is worth continuing to subscribe. Help them feel that they are part of an exclusive club that they get something from and that only costs them money if they choose to.
Summing it all up
Start using these 5 tips to increase email engagement. Increase your level of engagement with your subscribers by giving them information that they want when they want it. Make sure your message presents well technically. Keep your messages fresh and up-to-date. Learn every time you send a mailing out. Improve your offer as you go along.