Improving engagement is a common goal for many digital publishers. Why?—Because an engaged audience is more likely to cultivate brand advocacy, broaden market awareness, and drive an uptick in sales. So, with that being said, here are 3 email marketing strategies to improve engagement with your audience.
The point is to send relevant content that is valuable to the readers’ interest. This tactic will keep them engaged and looking forward to your next email.
Email Marketing Strategy #1: Share value
A string of promotional emails doesn’t build brand trust. Readers hate that. Email marketing isn’t only for selling.
Your email marketing strategy needs to build a community. You make a community by creating valuable content.
Generally speaking, here is what people look for when creating content:
- Inspirational content
- Educational content
- Rewards (for example: coupons or discounts)
You should share other content marketing pieces like a podcast episode or an educational video, but your audience may not be ready to hear about your paid products just yet.
Using email to improve engagement with your audience will lead to a nurtured audience that is ready to receive any content you send at them. When you know your audience, you can segment them into personalized groups and ensure that they have a great experience with your emails, you will have better metrics and an engaged audience.
Email Marketing Strategy #2: Use responsive design
42% of all emails are opened on mobile or tablet devices. Does your email look clean and readable on those devices?
What is responsive design?
Responsive design means ensuring that your emails look good on all devices. If a subscriber looks at your email on an iPhone, it should look just as lovely on a PC.
You are most likely using a desktop to create your emails, and you might end up skipping checking out the mobile view before sending. If it looks good on a desktop, it must look good on mobile, right?
A customer’s experience can make or break your brand. Poor design can lead the reader to be confused or annoyed.
Email Marketing Strategy #3: Create an exit survey
Unsubscribers don’t have to be an unfortunate occurrence. You can take this as a learning opportunity to discover why they left your email list. Adding an exit survey and finding out why a person unsubscribed can help you alter your email campaigns.
What is an exit survey?
When a person hits “unsubscribe,” in your email, they will be sent to a confirmation page that will include the exit survey.
An exit survey will usually ask why they unsubscribed and has a list of options the person can choose from.
The survey can show you the problems that you may be having with your email marketing strategy. For example, maybe a large portion of unsubscribers say they don’t remember signing up for the email list.
Maybe you haven’t emailed them in a while, and they forgot you existed. Perhaps you don’t have a welcome sequence that made your site memorable. The data from an exit survey is invaluable in improving your email list.
What are your best email strategies for improving engagement? Share below! 👇