Encourage Engagement: A 3 Step Guide

Open Reach Discussion Paper Cover

Download the ‘Open Reach’ Email Marketing Metrics Discussion Paper

Given the large number of emails that land in the average person’s inbox on a daily basis, it’s easy to see why it’s becoming increasingly challenging for e-marketers to get readers to open, click and engage.

If you’re regularly sending out email newsletters, here are 3 things that you can do in order to improve your chances of being opened and read:

Entice & Excite:

We’ve talked about the importance of a subject line before and its importance isn’t likely to waiver anytime soon.

Think carefully about what it is you want to say and about the different ways that you can say it. Consider split testing your subject lines in an effort to achieve optimum success in the future.

Quit The Sell:

Although your readers will probably welcome some promotional material, it’s certainly not going to be the only thing that interests them. If sales spiel is all you’re blurting out it’s unlikely to hold your readers attention for long.

Recipients signed up to receive correspondence from your business because they’re interested in what you’re about and what you offer; they’ve bought into your brand already but will soon become disengaged if they feel like they’re constantly being sold to.

Your emails content should aim to be useful, interesting, humorous and/or informative instead of endlessly exclaiming out the current promotion you’re running in store.

Line up your targets:

Think about relevancy; just because you have a database of 10,000 prospects, it doesn’t mean you have to send every correspondence each and every one of them.

Relevancy is key to engagement. For example, if you run a unisex clothing and underwear store and you’re holding a free bra fitting weekend, consider only sending the announcement to the women on your list.

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