Quick & Easy Ways to Increase Email Engagement 4/3
My inbox is full of unopened emails. New products, 48-hour sales, I did not ask for, etc. The common thread is that they want me to do something specific: click, sign up, buy, or share. They try to increase email engagement. The problem is that I do not have time, and neither do your customers.
Your email engagement plan has to acknowledge the fact that we now have shorter attention spans than a goldfish, and we have more competition for digital screen time than ever before. What can an each day email marketer do?
Use emotionally-reactive subject lines
We know that the subject line plays one of the most crucial roles in whether your email will be opened / not. Depending on who you ask, anywhere from 33% – 66% of people open emails based on the subject line alone.
What is interesting is that emotional triggers are much more powerful than intellectual ones, if you can tap into a clear feeling in your subject line, you are much more likely to trigger a response from recipient.
Case in point: The customers were people on their email list that had not bought anything for over 2 years & likely had gone to a competitor.
The company decided to craft an email in the style of an old boyfriend or girlfriend asking for another chance to come back into life. The following subject lines were tested: “What happened to us?” “I miss you.” Not only did the email generate $10k in new revenue, they received dozens of funny responses from everyone appreciating the tongue-in-cheek humor.
The lesson: target the heart, and not the head. Also, do not be afraid to take calculated risks, assuming it is not too out of sync with your brand Tai Lopez Social Media Marketing Agency Review.
Write shorter emails
You do not have time. I do not have time. Just assume that nobody has time. One of my pet peeves is sitting in marketing meetings were diligent copywriters are pouring over each word of a long and elaborate email. Sadly, I know people will simply not read the emails as carefully as we hope. So, don’t waste their time. Write short emails, and get to the point.
One celebrity that does this well is Louis CK. About a year ago, he launched a new online series that he produced & financed in secret. To release the series out onto the world, for the first time, he sent this beauty of an email to his massive list of subscribers.
Nobody knew what “Horace & Pere” was. This is the first time anyone had ever heard about it. It is brilliant in terms of immediately creating a curiosity gap in the reader. In the end, not only was he let to make a profit from his self-financed show, he was able to get an amount of publicity for breaking all the conventional marketing & promotional rules.
In a nutshell: know that your audience does not have time, so get to the point.
As a bonus, the unintended side effect should be increased curiosity.
Make it personal beyond the first name
When email marketers talk about making emails “personal,” they refer to using the person’s name in the copy / subject line. Assuming that it is in keeping with your brand image, you can personalize beyond that by using language that you would use to write to a friend / colleague.
So instead of saying something like, “John, do not miss our blowout 48-hour sale happening only today & tomorrow!” Say something like, “Hey John, we are putting up pretty much everything we have on sale, and there is a lot of stuff there you might like. Come check it out.”
Of course this is dependent on what your company does and what you are selling, but the point is that you will develop email engagement if the copy comes across as personal.
Do not sell anything
This is more of a long-term plan for increasing email engagement, and it sounds counter-intuitive. Instead of selling, try to make your audiences laugh, smile, or cry from being moved. If your audiences begin to associate your emails as non-promotional & simply fun and engaging, then they will be more receptive when you do promote anything.
By giving without asking for anything in return, you will be building positive brand equity in their inbox. This is a winning plan, because my mom taught me, “giving is receiving.”
The bottom line: You cannot stand out by following what everyone else is doing.
Engagement is a moving target; people always wear out winning plans, and your audience gets tired. We should come up with new ideas all the time, and that takes patience & careful listening.
But hey, while you are coming up with the next bright idea to increase email engagement, how about signing up for a free 14-day trial of Sendlane & letting us take care of most of the other moving parts? I mean, you do not want your email to end up unopened in my inbox, right?