Putting the Engagement Back in Email Marketing

More and more businesses are looking to email marketing to engage their customers, clients and prospects. As an integrated part of a marketing strategy, these email newsletters can be effective mechanisms to communicate with those individuals who are interested in your product, service or message.

These newsletters do come with unique challenges, which include enticing recipients to open the newsletter from their inbox and also keep reading to find out the other information you present inside.

Whether you are considering beginning an email marketing campaign or are interested in fine-tuning a current newsletter, keep these tips in mind to help boost newsletter open rates and maintain reader engagement.

  1. Create Deliverables
    The age-old question, “What’s in it for me?” is no stranger to email newsletters. When people receive your newsletter, they want to know that it will provide something for them. Feature stories that shed light on your company culture, notice of upcoming sales or even coupons offering a discount on a popular product or service are great ways to engage your readers. People shouldn’t have to hunt for what your newsletter has to offer them: keep it front and center and make sure your newsletter consistently delivers the deliverables.
  2. Put some thought into your email’s subject.
    No matter what email marketing software you use – MailChimp, Constant Contact, MyEmma or another platform – one of the first things you’ll develop is the subject of your newsletter. This subject line is the first things readers will see when they receive your newsletter in their inbox. Think of this subject as the “attention-grabber.” It’s valuable real estate and is essentially your first impression on newsletter recipients. Use it as an opportunity to attract readers to open the email – whether by mentioning a special offer that’s inside, posing an intriguing question that you will answer or highlighting an interesting article that they might find especially useful or entertaining.
  3. Have a destination in mind
    Wait, they opened my newsletter – you mean I need another goal in mind? In short, yes! Your newsletter is not intended to be everything for everyone. If you put too much information inside of it, readers will experience information overload, and they’ll likely close out of it quickly. Use your newsletter to offer short blurbs of information that direct users to another destination – whether that is your social media sites, your company newsletter or even a business blog. Make sure you include plenty of links to this destination. Hyperlink images, add “click here” links and offer “read more” links at the bottom of articles. Whether you want them to end up on your Facebook or Twitter page or company website, make it easy for them to click into it.

Email marketing is one more way to connect with the people who are interested in what you offer. Take the time to first outline clear goals for your email marketing campaign and then construct your newsletter in a way that helps you meet these goals. Strategize about ways to keep your readers engaged and implement these tactics consistently. With any marketing campaign, keep an open mind and don’t be afraid to experiment – you never know what just might work.