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In a world full of viral content, instant messaging, and dwindling attention spans, an email still firmly holds its ground. With that said, modern consumers receive dozens of marketing emails every week, and it’s getting tougher day by day for businesses to stand out from the enormous amount of promotional content their audiences see every day. Now, the question arises how to create an effective, attention-grabbing email marketing strategy that brings the results you need.
A recent study by Litmus shows that the average time spent reading emails rose from 10.4 seconds in 2011 to 11.1 seconds in 2016. This is good news, but the catch is you only have a few seconds to capture a subscriber’s attention.
Here are some effective email engagement strategies that will increase your conversion rate.
1. Use Enticing Email Subject Lines
Inboxes are constantly flooded with promotional emails every day. While we skim through our mailbox, deciding which emails to open and which ones to skip or delete, email subject lines are a crucial deciding factor.
A subject line that portrays a strong message and convinces users to take an action leads to a higher engagement rate. A powerful subject line should be short, descriptive, and promising. Try different styles such as descriptive, informational, how to, clever, or funny to figure out what works best for a particular email campaign.
You can also include emojis, coupon codes, or cliffhangers when writing email subject lines.
2. Create Dynamic and Engaging Content
Well-crafted content is dynamic and narrative. It offers a one of a kind experience to users. While designing email campaigns, it’s important to write content that identifies with your brand’s message and interests your subscribers.
The best way to do this is to create an email newsletter that notifies recipients about the latest trends in your niche, the products and services you offer, customer success stories, tips, and more. A research by Forbes shows millennials don’t respond to ads – they want more from brands.
Catching your subscribers’ attention in a unique personalized way increases your conversion rate. When you connect with your audience on a personal level, you can build long-lasting relationships and have fewer chances of abandonment.
3. Find the Right Frequency and Timing
Sending emails at the right time and frequency is crucial for your business. A mixture of common sense, experimentation and metrics can help you do so. Find when your subscribers are likely to open their email by tracking open rate and click rate and determine the best time and frequency.
Keep in mind, these parameters can depend on your target audience. For example, if your target audience is people who work nine-to-five jobs, they might want to check your emails while on the go or during their break times. If your target audience is business people, they may want to view your mail during their regular office hours. Try experimenting with different timelines and run an A/B test to learn what works for you.
Achieving an ideal frequency largely depends on your content and how your subscribers will respond. Most businesses start with a monthly newsletter and increase the frequency based on their initial results. If you have a lot of content, break it up into bimonthly or weekly newsletters.
If you want a surge in your click and open rates, produce captivating email copy. Creating a combination of the latest news and trends with sales and promotional emails should work. This way, your emails won’t look like plain templates, and you’ll be able to engage your subscribers.
Are your email campaigns driving the necessary engagement? Are your click rates, open rates, and conversion rates satisfactory? Incorporate the strategies discussed above to drive the best results, and seek expert advice from email marketing professionals to address your email engagement related problems.
About the Author
Sharon Winget is a staff writer with GoodFirms, a review and rating platform of top IT companies & software. A tech geek at heart, Sharon firmly believes technology can transform societies. She enjoys blogging about web design, email marketing, and content marketing.