How many of the emails that come into your inbox do you actually engage with?
Thus begins the challenge for senders of email newsletters. How do you get your email recipients to stay engaged once they start receiving your emails?
No matter the success with which you were able to master how to build an email list, your brand’s journey to a successful email list has only just begun. With a large list of subscribers, it’s time to make sure your email recipients remain engaged and interested in your brand’s messaging.
Email newsletter strategies that will keep your subscribers engaged
We asked some top email marketing professionals for strategies they suggest to keep your email list engaged. Here’s what they said:
1. Start with an efficient welcome campaign
“Keep them engaged from the start. Use an efficient welcome campaign to achieve your goals while your brand is still top of mind. Customizing the welcome campaign as much as possible and use it to direct them to your best sellers.
“A welcome campaign can be essential to tell people how often you will be contacting them and they type of content they should expect to see. If you are using a preference center, let subscribers choose the frequency at which they will receive emails.
2. Ask your email list for feedback
“One of the best ways to keep your list super engaged is to ask it for feedback. By including your subscribers in the making of your brand, company or product, you're inviting them to cooperate with you, which supports engagement and loyalty.”
3. Interact with your list
“Make it interactive and participating your list, through sharing content or quotes on social media, regarding your brand, which they can share.”
4. Try a resend campaign
“One of the most effective strategies I use to keep my email list engaged is a resend campaign. A resend campaign is when you send the same email (typically within 24 hours) to the subscribers that didn't open your newsletter the first time around. In a recent example, implementing this strategy my open rate increased by 37%.”
5. Don’t overcomplicate your ask
“Keep it simple. Add one thing you want your user to read and one connected course-of-action you want your user to do in response to your email.”
6. Gamify the campaign
“One highly effective email newsletter strategy we’ve used for the users engaged is ‘gamification’. One of the more effective examples include “click to get your discount’ features characterized by simple animated effects.
“Gamification is an extraordinary marketing strategy, not used so much yet in my opinion. Adding gamification elements to your email newsletter can really increase engagement to your users more than you think.”
7. Craft your language specifically for your target audience
“Send emails from a person, not a company. When deciding to open an email, customers check to see if they know the person sending the message. An email that appears to be coming from an actual individual is more personal and much more likely to get opened.
“Millennials expect you to speak to them personally with formal structure and to provide concise, useful information. They are also used for example emojis and hashtags. Keep the content short and crisp. Millennials used social media to share the contents, so ensure the email requires minimal scrolling.”
8. Take a personal approach
“Use your personal name as a sender. Don’t use something like ‘Company Newsletter’ or ‘Company Name.’ Instead, use a first and last name. I have A/B tested this various times and found personal names to be much more effective.”
9. Use an abandoned cart email
“When you publish email campaigns in eCommerce, re-targeting is required to compete. One strategy that we use is abandoned cart emails, but we also use what we call 'gratification' emails. We use them when a customer looks at an item, then leaves a site.”
“When this happens with fashion eCommerce brands, we send them an email something like: ‘We love your style. Contact us if you’d like more information’.”
10. Focus more on establishing a relationship than selling a product
“No selling. We can promote an ebook or webinar, but not a product. When you keep your newsletter content valuable based on ‘will my reader want this?’ the users choose to keep engaged.”
11. Analyze and segment your email list
“One of the best strategies you can adopt to increase your email engagement is the customization of your emails. You'll have much more success in building a highly-engaged email list when you include relevant, personalized content.
“To do this, you first have to analyze and segment your list. Once you have created segments based on the differences in your audience’s interests or behaviors, you can send your subscribers more interesting content to read.
“I recently helped a large company's marketing team improve the open and click rates of their weekly newsletter by customizing their content based on the subscribers' location. They only received event tips relevant to their area, and not to all the city.
“It's a simple adjustment, but the impact was great! Their open rates went from an average 18% to 36% and click-to-open rates increased by over 70%.”
Next steps for your campaign
There is no specific solution for keeping your email list engaged, however with these tips from email newsletter marketing professionals, you have a range of strategies you can adopt for your campaign.
Whether it be written feedback or survey scores submitted by your recipients or open rates and click-through rates, keep the response to different campaign strategies front-of-mind as you look for the most effective ways to keep your subscribers engaged.
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