If you want to increase email engagement, you can’t just send more email. Instead of getting a better response, you are just increasing your email sending frequency. It takes more than just, well, sending more to see a positive change in your email campaigns.
Try out the following tips to boost your email subscriber engagement…
One of the most important aspects of email design is a purposeful call-to-action, as it needs to compel recipients to engage further with your brand. Although all marketing content needs a clear call-to-action, in this post I’m going to focus on calls-to-action (CTAs) for non-profit and political email campaigns.
Not too long ago, one of our clients was asking about the best way to roll out a lifecycle marketing campaign (LCM or drip). For those of you who are not aware of what an LCM campaign is – it is an email marketing technique for sending multiple messages to a group of subscribers in an automated fashion. This client’s goal was to increase qualified leads in order to boost sales.
According to eMarketer, the number of email users in the United States will reach 236.8 million by 2017. And the worldwide numbers will grow from the current 2.4 billion to 2.76 billion over the same time period (The Radicati Group). Wow!
Let’s take a look at some email marketing stats and tips that will help you capitalize on that growth, and point the way towards success in 2014 and beyond:
A popular theory in email marketing is that in order to get the best open rates, you need to use the “Four U’s” when creating your subject lines. According to this theory, your subject line should be at least one of the following:
Let’s take a closer look at each “U”.
You know segmenting your email list can bring you exponentially better results by improving deliverability and increasing click-through and conversion rates. And you know that more and more consumers expect to receive emails that are personalized and tailored to their interests. But maybe you’re not sure where to start, because there are so many ways to “slice and dice” subscriber information.
Fear not: We’re here to help!
When evaluating the performance of your email campaigns, which stats are most important to track? We recommend you start with the following:
- Growth Rate
Let’s take a look at each of these stats in more detail.
How long have you been using your current email marketing template? Really, think about it. Try to ballpark it within a few months. And how often do you send email? Okay, let’s say your template is a ripe two years old and you send once a week. That’s over a hundred messages your subscribers have received that look exactly the same. Don’t get me wrong, I’m sure your email template looks just fine…but think of your poor subscribers! Every week, it’s the same old thing. It might start to get mundane after a while.
Think of your morning commute. Boring, right? But what if, one day, somebody planted a beautiful tree on the side of the road? Wouldn’t that be great? It’s always been the same mind-numbing commute, but now you have that tree to look forward to every day! Sure, the tree will get boring eventually, but what if someone planted some flowers by it? Then maybe they’ll build a nice fence around their little garden…and who knows? They might even paint the fence a different color someday. Suddenly, your morning commute isn’t so boring any more.
I am a consumer. During the summer, I work with the marketing team at Net Atlantic, an email marketing provider. But nine months of the year I’m just an average student. I’m the person that reads those emails you send out and, if they’re interesting enough, I click through to your site. If you’re lucky, I just might buy something.
So today you get a little “outside perspective.” I may not analyze CTRs or market segmentation patterns, but I spend a few minutes every day looking through the dozens of emails I get from all sorts of companies and I know what makes them appealing.
In email marketing, one thing you learn pretty quickly is that sending your email is only the half of it. The next part (and arguably the most important) is what happens after the reader receives the email. You track opens and clickthroughs, as well as other metrics, but even this doesn’t provide the whole story.
You should put yourself in your subscribers’ shoes, and ask what you would do if you received your own email. Whether the campaign worked or not depends on the many things your readers do when they get your mail.