Tag Archives: email marketing strategies

How to increase engagement using email marketing

How to increase engagement using email marketing  Email remains one of the best sources of traffic, leads, and sales for digital marketers. Not only is an email campaign easy to set up and run, but email ROI is also higher than any other marketing strategy.

The advantages don’t end there. The number of email users hit 5.9 billion in 2019, according to HubSpot. Up to 99% of these users check their inboxes at least once every day, with the average user checking their inbox ten times per day on average.

It keeps getting better;

  • At least 59% of email users say that emails influence their purchase decisions.
  • Up to 4.24% of email traffic ends up making a purchase, according to Monetate.
  • More than 59% of marketers say that email is their biggest source of ROI.

Quick Ways to Increase Engagement Using Email Marketing

With the above stats in mind, you might be wondering how you could improve your email marketing campaign. One of the easiest ways to improve your email marketing strategy is by boosting your engagement rates.

Email engagement is “a measure of how people interact with your emails.” Engagement, therefore, is defined by three key aspects of email marketing, namely;

  • Open rate
  • Click-through rate
  • Conversion rate

So, how can you boost your open, click-through, and conversion rates? The following are three proven tips to help you get started;

1. Perfect your subject lines

Social Media Today recently found that a staggering 47% of email recipients decide whether to open an email based on the subject line. Put differently, the subject line can make or break your email campaign.

As such, you must always have a subject line and make it worthy of the recipient’s time. Some tips that have proven to work in the past include personalization, proper grammar and correct punctuation. Open rates increase by as much as 37% when you personalize the subject line.

Sticking to a moderate length, incorporating numbers and emojis, and providing a trustworthy “from” address are other tips that will boost your open and click-through rates.

2. Segment and personalize

Segmentation means dividing your contact list into buckets. You can segment based on a range of factors, including gender, age, location, and customer position on the buying curve. Segmentation, according to MailChimp, increases open rates by as much as 14.7% and boosts click-throughs by up to 100.95%

Once you’ve segmented your list, focus on personalization, i.e., writing your emails for individuals as opposed to the group. Learn what each person on your list wants and focus on addressing those needs at an individual level.

Personalization can boost email marketing revenue by up to 600%. When done together with segmentation, expect revenue to jump by as much as 760%

3. Optimize for mobile devices

Approximately 49% of all emails are now opened on mobile. In 2019, in the US, 34.8% of all emails were read on iPhones, while 8% were read on Android. Up to 42.3% of recipients deleted email messages that weren’t optimized for their mobile devices.

Further surveys by Campaign Monitor reveal that 33% of all email clicks come from mobile. For every three click-throughs, one is from mobile.

It is, therefore, critical that you optimize your email campaign for mobile. Use mobile-ready templates, shorten the subject line to around 30 characters, and write compelling preheader text. Additionally, balance image size and text to fit mobile devices.

Remember to Observe Best Practices

Aside from the three points above, always observe industry best practices, especially when it comes to sending times and sending frequency. If you can implement all these tips, success is guaranteed and you will increase engagement using email marketing.

Black Friday Email Strategies

Black Friday Email Strategies  Black Friday has presented small business owners with an opportunity to ramp up sales. Last year, for example, 165 million Americans shopped over the Thanksgiving weekend which runs from Black Friday through Cyber Monday. On Black Friday specifically, over $6.5 million worth of items were sold, a 23.6% increase from 2017. Let’s look at Black Friday email strategies.

The value of the average Black Friday order has also been increasing. Last year, the average order was valued at $147, up 8.5% from 2017.

The following email marketing tips should give you a head start in the scramble for this year’s sales, which are expected to surpass $7 billion.

Black Friday Email Strategies

Start early, way before Black Friday

A 2016 report by Adobe Marketing Cloud shows that businesses that gain the most from Black Friday kick off their campaigns long before the Thanksgiving weekend. Most of the successful marketers begin sending relevant marketing messages as early as November 1st.

This is when you should start your campaign. At worst, begin sending Black Friday-themed emails three weeks out. If you delay even for a few days, it could be too late. By the time you send your first message, competing brands will have already turned your customers’ heads.

Send a SALE announcement email

A sale announcement is a well-executed email stating publicly that you’ll have a sale on Black Friday. These emails help build anticipation and excitement among consumers.

There are a few points to observe, however. First, make sure that the email is direct and to the point. You want to have a standout subject line, such as “Black Friday Sale – 30% Off” and a single, overarching CTA. Secondly, use a high-quality product image in the announcement. For maximum impact, the product and images must be chosen wisely. Experts recommend using images of your best-selling or most interesting products.

Consider the FOMO strategy

Fear of Missing Out (FOMO) is a strategy widely used by marketers to create urgency among consumers. As Black Friday approaches, you can turn to the time-tested tactic to boost your store traffic.

Feel free to use either the limited stock or limited time approach. Or, you could use both. Nicelaundry.com does an exciting “released only once a year” limited stock email campaign for their 3D socks every Black Friday. Essentially, there are a specific number of items such that the offer can run out anytime. Limited-time offers, meanwhile, run out after a given period. Remember to send reminder emails.

Send last-minute extended sale emails

Strategic “extended” deals also work like a charm. You put an irresistible offer on the table. But, the product or discount is only available for a limited time. When that window is about to shut, you extend the offer period by, say an hour, to give more people time to claim the deal.

Don’t forget to send email reminders about these extensions. Again, start with a catchy subject line such as “Extended Sale. Our 35% Off Deals Now End at 1.00 am.” Such subject lines stick out in the email inbox. Be sure to include a high-quality image of the product.

Supplement email with other channels

Finally, depending exclusively on email to run a Black Friday campaign would be wasteful. Not all customers will be checking their inboxes on Black Friday. And, even those who do might not check their inboxes 24/7. Using email alongside other channels such as text messaging, messaging apps (e.g. Messenger), and live chat will help you reach more people and convert even more sales.

Now You’re Ready to Get Started

Don’t forget to balance persistence with courtesy. In email marketing, too much is just as costly as too little. If you follow the above tips, you will be on your way to having a successful Black Friday weekend for your business.