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How to Excel at Engagement-Based Email Marketing

Ways to Improve Your Email Marketing Campaigns

I’m sure you’ve signed up for digital newsletters in the past. Thinking back, do you remember what made you engage with a company’s eNewsletter?

Chances are, it was one of these three reasons:

1. To get info on sales and discounts.

2. To be entertained.

3. To learn something valuable.

Engagement-based email marketing relates to how your subscribers interact with your eNewsletter. Once they’ve opened it up, you still need to wow them with your content.

So this week, I’m sharing 8 ways to improve email engagement, from subject lines to segmentation.

1. Grab them with a great subject line.

As someone scans their inbox, they’re likely to see a number of promotional subject lines. You don’t have much time or space to convince them to open yours.

You want to pique someone’s curiosity by offering them a short and sweet description of what they can expect. “Short and sweet” is key here, especially because around 42% of people are opening newsletters on mobile, which means a much smaller screen.

Whether it’s a massive clearance sale or must-have advice, create a sense of urgency and excitement around whatever you’re offering.

2. Always give people something of value.

Yes, you want to convert subscribers into paying customers, but you don’t do that by stuffing your newsletter full of random promotions or links to products.

Aim for a story, not a sales pitch. Start with a personal intro to help your readers get to know you, whether it’s your recent accomplishment or happiness around the holidays.

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