By Alyssa Rice
One of the most important things that can happen when you send email is that your readers engage with your email.
What exactly is email engagement? It’s when your readers open your email, keep it open for a while, click on a link in your email, forward your email to a friend, reply to your email, drag your email from a promotions tab to their inbox tab, respond to a Call To Action (CTA), and other positive behaviors.
So how do you generate email subscriber engagement? How do I get a reader to complete a call to action (CTA)? Read on!
1) Craft a great email subject line
This is where your reader begins their journey. If you do not capture attention here, they will not even enter your email. Here’s a list of 164 eye-catching subject lines.
2) Leave a cliffhanger
This is our #1 tip, even though we have it listed as the second item on this list. Do not reveal everything in your email. One of the goals of increasing engagement is to receive more clicks. Start to tell a story, leave it on a cliffhanger, and add in a “read more” or “finish the story here” links to get the readers to your website or blog. If you put it all out there in an email, then what’s the incentive for a subscriber to click through to your website?
3) Tell a story
You want to tell a story in the most creative and unique way possible. Do this through tips, tricks, success stories, news, and more. Add in personal experiences that pertain to your business. Better yet, include your employees and photos of your employees. According to PixelFish, customers “may feel more comfortable reaching out when they think they know who will be answering their call”.
The take-away here is to make your message personal. That alone adds interest. And it increases engagement.
4) Create dynamic visuals
How unappealing is an email with solely words? Dynamic visuals, moving pictures, and more will catch the eyes of your readers and will lead them to click on your links. Nobody likes to just see a blob of words. Canva is a great free tool to easily create great looking graphics to use in emails and on web sites.
5) Segment email lists into specific groups for increased relevance
When users sign up for your email list, do you ask for anything specific? Categories like gender, age, geographic location, and more can divide customers into different target markets. You can split these users into segmented lists. Paying customers could be on one segment. Free trial customers prospects could be on another segment. Certainly your messaging to these two groups will likely be different.
According to WordStream, click-throughs are 100.95% higher in segmented email campaigns than non-segmented email campaigns. The more you know, the more you can increase engagement.
6) Supply a conversation avenue and next step
You can create a “conversational avenue” with your clients. A conversation avenue is simply a way to empower your readers to continue the conversation. Many readers want to. You can ask them to comment on a blog, begin a discussion group, share their own story or experience, or plan to host a virtual Zoom meeting. This way, a more personalized relationship is made and will increase the chance of engagement. People like to have conversations, in whatever form that may take. Be open to expanding outward into new methods, platforms and technologies to enable conversations.
7) Include incentives
Create an incentive for engaging! Including a coupon or a free gift with an order is a great way to increase clicks.
8) Write about timely or breaking news and events
Everyone wants to be the first to know. People cannot resist clicking on late-breaking information. This can generate high engagement.
Check out the other 18 real tips on our Net Atlantic website.