Are your campaigns seeing strong performance when it comes to engagement and open rate? While every industry has different benchmark response rates, there is always room for improvement. If you feel as if your average email open rate is going down, the following six tips will help you get engagement back up again.
While your end goal with email marketing is ultimately to make sales, it is possible to come across as too pushy and salesy. Sending one promotional email after another can cause subscribers to lose interest. Some will automatically begin to delete your emails without even opening them. Make sure that you are providing enough value in your emails. Write interesting content that contains useful tips for consumers in your industry.
Workflow automation allows you to send content that is more personalized for each subscriber. You can set up an automated workflow in which different emails get sent to subscribers based on their activity. For example, you can send different versions of emails to various segments of recipients based on actions, such as people who opened an email and clicked on a link, people who opened the email and didn’t click on the link, people who didn’t open the email at all, and people who made a purchase as a result of the email. This can help increase effectiveness of your email campaigns.
Lack of brand credibility and trust can lead to lower conversion and open rates. There are a number of ways to improve your brand credibility. Let’s go through some tips:
Creating a sense of urgency is a great way to improve your email open rate. You can tap into what is known as FOMO (“Fear Of Missing Out”) in order to get more engagement. Here are some ways to create urgency:
Use scarcity. Make an offer available to only the first certain number of people who take advantage of it.
You would be surprised by how many people write emails without a clear call-to-action. You should be utilizing every email to include some sort of call-to-action (even if just to like your page on Facebook). If not, you are leaving money on the table.
Your CTA should be clear and to the point. Consider using colored buttons to make your calls-to-action stand out.
Another tip is not to write content that is too drawn out.Get to the point. Most people don’t have time to scroll through emails that never seem to end.
Constantly testing your results is the best way to ensure that you get the best response rate possible. Take a look at metrics such as your open rates and click-through rates. See which kinds of subject lines perform better than others and which kinds of offers get more clicks. By constantly analyzing your data, you can figure out what your subscribers are actually interested in to improve your average email open rate and overall campaign engagement in the future.