Compared to average customers, engaged and loyal customers can help boost a company’s revenue by 23%, according to a recent Gallup survey. Here, you’ll find some great ways to increase customer engagement through your email marketing.
How many times have you done a Google search and clicked through to find irrelevant, low-quality information? Or been baited to click on a Facebook headline, only to be disappointed by the content? That type of marketing may get a click, but it doesn’t engage users or succeed in building a strong relationship with prospects and customers.
The same is true for email campaigns: Engaging your email subscribers is vital in terms of encouraging prospects to become loyal customers and increasing brand revenue.
Metrics for Measuring Email Engagement
Engagement also impacts your email deliverability, determining if your emails will actually land in subscribers’ inboxes. To measure email engagement, Internet service providers (ISPs) — such as Gmail, Yahoo, Comcast, AOL, and Outlook.com — use custom algorithms.
The following are some of the major engagement metrics used in those ISP algorithms. You can also use these metrics as an indication of whether or not your emails are successfully engaging subscribers:
Positive Engagement Metrics:
- Opens — Keep in mind that your email will only be counted as opened if the images are downloaded by your subscribers who have their images automatically turned off
- Clicks — Number of subscribers who click links in your emails
- This Is Not Spam Data — When subscribers indicate that they want to receive your emails by clicking the “This Is Not Spam” link
- Saving emails to folders — This involves moving an email from the inbox to a primary folder.
Negative Engagement Metrics:
- Unsubscribe rate — The number of subscribers who click the Unsubscribe button on your emails
- Spam rate — The number of subscribers who mark your emails as spam
- Delete without opening — The number of subscribers who instantly and repeatedly delete your emails before opening them.
5 Tips for Encouraging Email Engagement
How do you drive engagement in your email-marketing campaigns? These five tips are a great way to start:
- Convey value in your subject lines — If subscribers are trashing your emails before opening them, it means that they’re looking at the subject line (combined with the sender address) and determining that the email content is not relevant to their needs. So, be sure your subject line conveys the value of the content in your email message. Click here for a subject line cheat sheet that offers 10 tips for boosting your email open rates.
- Personalize your content and offers — If your open rates start out high with new subscribers and fall precipitously, your email content and offers are not meeting their expectations. Personalization is one of the most important ways to keep subscribers opening and engaging with your emails. In addition to using the subscriber’s name, segmenting your email list based on such factors as demographics and purchase history can help maximize the relevance of your email content and offers for each subscriber.
- Create calls to action that convert — The calls to action in your emails are the entrance to your sales funnel. Can your subscribers easily spot them? Does the button copy motivate a click? Check out this previous NewsLever article for eight essential best practices to design powerful calls to action that convert.
- Optimize for mobile — If you’re not using responsive design to optimize your emails for mobile, then your subscriber engagement metrics are likely suffering. Click on the following links for:
- Automate your emails — Marketing automation combines strategy and software to help you create more relevant and personalized email campaigns. A/B testing, personalization, and dynamic content are just a few examples of automation features that can be used to help boost email engagement. Find out more here about why automation is an effective tool for managing email communications based on subscriber engagement, as well how to use automation to streamline your email campaigns.
How are your email campaigns performing? If you think your emails could do a better job of engaging subscribers, FulcrumTech can help. Contact us to find ways to improve both your engagement metrics and email-marketing return on investment.