Although email marketing could be considered antiquated in a rapidly evolving technological landscape, this form of digital marketing remains elite in producing meaningful conversion rates. Tools like marketing automation make nurturing leads and other email marketing techniques easy, while saving you time in the process.
How to Boost Customer Engagement with Email Marketing
Hosting the right strategy at your fingertips can drastically increase customer engagement through email marketing. There are plenty of techniques to employ that immerse your customers with your brand in ways they can be excited about.
Include a striking subject line
As we’re all aware, first impressions are everything! When your brand appears in an inbox, the client will initially peek at the subject line to see if they’re interested in engaging further. Rules to remember when writing your subject line include:
- Capitalize important words
- Include emojis to boost open rates
- Entice with a discount
- Personalize the subject line
- Keep it simple
Ultimately, you want to watch your conversion rate grow. These friendly reminders are helpful tools to hold onto when drafting your subject lines, and act as simple guides to optimize user engagement in ways that help to build trust between the client and your brand.
Add value with visuals
Once your captivating subject line draws the customer in, you’ll want to engage their interest further by adding thoughtful visuals to your campaign. Humans are increasingly relying on quick bursts of information as attention spans shorten.
Break up text-heavy campaigns through the strategic placement of snappy visuals in the form of thoughtful graphic design or relevant GIFs. Instead of simply telling your customers about what you’re offering, show them and watch your clickthrough rate soar.
Analyse your audience
In an age when we are constantly being advertized to, an email full of generic fluff is easily tossed to the wayside. Chances are, if you’ve already been given a client’s email information, they’re already interested in your brand – now it’s time to take things a step further.
Analyse your customer data to determine how they could best be targeted. In other words, send them email campaigns you already know they’ll love. For example, strategic email automation can be used to reach out to clients with recommendations for products they might enjoy, based on information regarding a recent purchase.
Personalized emails targeted to your audience based on customer interests remove the unwelcoming feeling of spam altogether, and instead warm your email campaigns with guidance that will actually draw your customer to the end of their buying journey through a successful conversion.
Craft your call to action
In every email campaign, you must always have your goal circling in the back of your mind, especially when drafting the copy. If your goal is to have the customer visit your website, for example, let them know. Make sure to include a direct call to action that is more likely to deliver the results you wish.
Whether we desire for a cart-abandoner to complete their purchase, we want more followers on social media, or we want our customer to follow a link to a featured page on our website, we only need to tell them to do so! For a boosted result, offer an incentive with the CTA, like free-shipping on items in an abandoned cart.
With these tips now in your arsenal, your next email campaign is sure to show improved engagement. If you get stuck, remember to follow this simple order of operations; start with your subject line, then fill the body of your email with targeted content and a few images. Finish with a CTA that highlights your goal, and you’ve got a winning email campaign that’s ready to rake in the conversions.