Today’s marketers have access to a huge number of email marketing tools, making it easier than ever before to connect with subscribers where it matters most: in their inboxes.
But just because it’s easy to send marketing emails doesn’t mean that it’s easy to do email marketing well. Nearly every marketer out there can recall at least one message they expected to perform well that ended up falling flat with recipients.
Solving low email marketing engagement rates is critical for improving overall campaign performance. To get to the bottom of any issues that are impairing your engagement, you’ve got to start thinking like an email marketing detective. Here’s how to do it:
Strategy #1: Change your engagement approach.
When we start talking about low email marketing engagement rates, it’s easy to point to factors such as weak subject lines or the lack of a clear CTA. And we’ll get to these and other issues later on in this article, but you’ve got bigger fish to fry first.
One of the biggest drivers behind lackluster email engagement rates is an erratic (or nonexistent) engagement approach. Here’s how it happens:
You convince subscribers to opt into your email list and then you send them a handful of messages. But then…you go dark. You get busy, and sending more messages simply falls off your to-do list (or never makes it there in the first place).
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Start by creating a welcome series of emails that are sent out at a reasonable frequency. For example, you could create a welcome sequence where the recipient receives a welcome email as soon as they opt into your subscriber list and then receives 5 informational emails spread out over the next 3-5 weeks. Best database provider | Whatsapp number lists
You can get even more technical and create different automation paths based on the subscriber’s behaviors. If they engage with a piece of content you email them about a particular subject, you may want to start sending them more content on that subject.
If you aren’t investing in building a relationship with your subscribers, they aren’t going to engage. Period.
Instead, put some thought into how and when you’ll engage with the people who trust you with their contact info. Test different send frequencies and the lengths of your individual email sequences. Boosting engagement may be as simple as making more of an effort to connect regularly.
Strategy #2: Get personal.
“Emails with personalized subject lines are 26% more likely to be opened.” That’s huge, but it’s not surprising.
Think about the way you engage with your own emails. How likely Canada WhatsApp Number List are you to open a message that doesn’t feel relevant or that doesn’t appear to be tailored to your needs? That’s what makes personalization so powerful.
But, although many marketers hear the word “personalization” and think of slapping recipients’ names into the subject lines of the emails that go out to them, true personalization can be a lot more sophisticated.
A few strategies in particular you may want to test—depending on the capabilities of your email marketing platform—include:
- Incorporating other personal details into subject lines (such as recipients’ employer name, business name, or city name)
- Sending targeted offers built around buyer personas, geographic areas, or past purchase behavior
- Optimizing CTAs and message content to recipients’ lifecycle stage
- Sending targeted messages prompted by particular engagement patterns on your company’s website
The key to effective personalization is having a strong understanding of who you’re mailing to and what types of messages are most likely to resonate with them.
Segment your subscribers based on the data you already know about them. For example, a high-end online watch retailer may want to send different messages to different customers based on things like how much they spend annually or the brands they like the most.
This level of personalization makes the recipient feel like you actually care about what they like.
If you aren’t clear how they’re likely to view your company and its messaging, revisit your most recent SWOT analysis (or conduct one in the first place) to develop email content that’s likely to connect.
Strategy #3: Use a data-driven testing process.
A/B split testing may be a commonly used marketing practice, but, if it isn’t done correctly, the results it generates won’t be as impactful as possible. In fact, they may even be harmful.
Applying split testing to email marketing campaigns requires that several factors be in place:
- A hypothesis for the outcome you expect to see
- An understanding of the components that have the greatest influence on whether or not emails are opened
- A valid testing process that results in statistical significance
Here’s why these factors matter: If you aren’t working from a sound hypothesis, you’re effectively testing at random.
That effect is amplified if you don’t understand which components drive email open rates, as you’re testing blindly without this understanding.
Finally, if you aren’t monitoring for statistical significance. You can’t be confident that any results you do see—relevant or not—are likely to be replicable in your future email campaigns.