Optimizing Email Engagement for Your Next Marketing Campaign


How do you currently structure your company’s email marketing campaigns? Do they include intriguing subject lines, enticing content, and hyperlinks for further information? As email marketing continues to grow, brands have discovered that they can’t just send one-sided messages off into the ether. Deliverability, content, and opportunities for engagement are all important considerations for brands looking to grow via email marketing.

Active Campaign defines email engagement as “a measure of how people interact with your emails.” This pertains to open rates, click-through rates, and conversions, based on the markers of success you set out for your business. Consider the following, should you wish to raise your engagement rates:

Take a look at your audience: This could include current or potential clients, business partners, members, or supporters of your brand. Ensure that their subscriber information is up to date (or that you have their information on file), otherwise they will not be receiving any emails to engage with!

Secondly, consider the content within your emails, and how they will invite recipients in. Technically speaking, if your email gets bounced or ends up in a spam folder, your readers will be missing out. MarTech Today asks, “Reaching the inbox is imperative, but what underlying factors keep your emails out of your recipients’ inboxes?”

For starters, a successful delivery into one’s inbox can depend on an enticing subject line, as this will be the first thing your readers see. However, there’s a lot more to be considered. What will readers want to see or learn more about? Here are a few things to consider:

  • Promote yourself: If you’re looking to expand your subscriber list, be sure to include a link to subscribe on your website, in your email signature, or post it on all of your social media channels.
  • Promote yourself, again: Within your emails, highlight any upcoming sales, events, courses, or special information pertaining to your brand. After all, this is your marketing campaign.
  • Keep it brief: Given short attention spans in the digital world, this isn’t the space for a university-length essay. Get to the point, which goes hand-in-hand with the next step.
  • Shift the attention to your website: If they’ve made it this far and are interested in what you’re offering, using a strong call to action will boost engagement rates, leading them to your website. “Sign up by Friday,” “90% sold out – buy now,” or “Click to register before rates go up” will create a sense of urgency. From here, the possibilities are endless – think conversions or further sign-ups. That being said, make sure your website has been equipped with the information and updates beforehand.
  • Double-check that all links within the email are functional before sending: This is self-explanatory. You don’t want to be known for your correction notices.
  • Keep things personal: Format your coding to include recipients’ name in subject lines, feature membership or consumer information (i.e., “Gold Star Status”), or anything else to show that this campaign isn’t entirely a one-size-fits-all approach.

Are people engaging? Your open and click-through rates will let you know what’s popular, and what isn’t. You may notice that some readers have unsubscribed – whether its inbox fatigue or something else, some brands have opted to gather feedback on their unsubscribe pages. If your emails are sent too often or are missing the mark, it’s worthwhile to know so that you can revise your approach if needed.

Your subscriber list might see some turnover over time, and that’s okay. Those receiving your emails continue to serve as an engaged audience, providing valuable insight into your campaign’s performance over time. This will allow your brand to grow and develop new marketing strategies, while picking up additional subscribers along the way.

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