As email deliverability experts, we focus a lot of our time on getting great inbox placement for our clients. Whether it means tweaking the creative or making sure emails are optimized for mobile, we want to see our clients win. However, no matter how much we work on making sure inbox placement rates are top-notch, there’s only one thing that matters: engagement. Without it, our efforts to optimize email campaigns would be worthless as no one would read them! There are many ways to increase engagement from your subscriber base and improve your ROI. We’ll take a look at a few ways to increase engagement and further optimize your email program:
Who doesn’t love discounts? Our inboxes are usually filled with a myriad of discounts, so why not take it a step further and offer a loyalty program for repeat customers? As an incentive for new (and existing) subscribers, consider offering your subscribers a rewards/points program. Subscribers get points based on the money they spend and can redeem points for discounts or special prizes, which can increase engagement and sales. For example, DSW shoes has a popular free rewards program, in which members redeem their points to get $10 off their next purchase.
Integrating Social Media into Email Campaigns
Social media is a huge part of our lives—we spend countless hours a day on various social media platforms. Leverage this by integrating social media into your email campaigns. Include a call-to-action for your subscribers to follow you on social media. The example below from Urban Outfitters is actually on their homepage, but can be integrated into the footer to really capitalize on utilizing available space in your email campaign:
Tying It All Together
So, we’ve talked about loyalty programs and social media integration for maximizing engagement, but let’s take it a step further, shall we? Go beyond your competitors’ efforts by hosting a contest where customers are featured on email campaigns, website, and social media outlets. ASOS does this beautifully with their As Seen on Me campaign, where users submit their own photos wearing their apparel. ASOS selects the photos to feature on their site, and posts links for users to buy the same or similar items:
As we think about email optimization, it’s helpful to integrate other forms of interaction in order to really connect with customers. What are other ways you maximize engagement? Please let us know in the comments below!