Improve Low Email Engagement Rates
As marketers, there’s nothing more heart-breaking than pouring our hearts and souls into an email campaign, only to get nothing back.
It’s not enough nowadays simply to focus on vanity metrics like open rates. We need to know our email campaigns are having an impact – if not to convert customers, but also to prevent our content from going into spam boxes.
So, how can we prevent a low email engagement rate? Read on.
Test, test, test.
Sending out an email without testing is like a chef sending out a meal without tasting! First, send a draft to check for any compatibility issues. A simple error, like not being able to click on buttons on a mobile, could make all the difference and damage your email engagement rate.
For a slightly more technical approach to testing, you could try a good old fashioned A/B test. This basically tests two different versions of the same content on different audiences. Then we measure which one has better engagement. First, you’ll need to know:
- What variable are you testing? Click-through rates? Opens? Call to action buttons?
- What is your desired outcome? More blog views? A return to abandoned baskets?
- How are you segmenting your different test audiences? Have you tried more than one test?
Two of the most effective variables that combat low email engagement rates are the sender name and subject line, so if you’re not sure, try those first.
Keep it consistent.
Email marketing is about relationships. Imagine you’d spent weeks talking to a romantic interest online, only for them to ghost you. It’s not dissimilar with email marketing! You need to have a schedule in place to remind them that you’re there. Don’t spam of course, but equally, don’t convince them to sign up to your email list only to never contact them again. Think about promotional offers and other seasonal content that will keep your customers engaged.
Make it all about them.
By now we all know just how important personalisation is in marketing – and studies show it can improve open rates by 26%. This isn’t just about first names either. You can segment your customers into lists based on buying behaviour, the best time of day they engage, and any remarketing such as abandoned baskets.
You can even segment your customers geographically, particularly if you want to point them towards a brick and mortar store.
Follow your instincts!
It’s so easy to overlook, but it’s the number one rule in email marketing. Ask yourself: would I want to read this content? What is it trying to achieve? What value am I offering the customer? You can plan your strategy in advance to keep content fresh, play with seasonality and plan for changes in customer demand.
Don’t be afraid to send out a reactive message, either – but be sensitive to the current conditions. There’s nothing worse than a mistimed email that could alienate your customers.
Better engagement results in higher sales, so start your engagement strategy now!