The use of email marketing is a key strategy for acquiring new contacts and nurturing existing subscribers. But with the number of companies sending emails nowadays, it is becoming increasingly difficult to stand out inside your customers’ inbox.
Many tools are now available for e-commerce entrepreneurs that enables them to acquire customers. But maintaining a subscriber’s interest can be challenging. That’s why many are asking,
How can I get my subscriber’s attention?”
It is a valid question since failing to pay attention to what subscriber needs or wants can lead to lower open rates and click-through rates.
Here you will find five effective and proven ways to increase engagement in your email campaigns.
1. Maintain a healthy list of subscribers
A good practice is to avoid sending mass emails to your subscribers regularly. You need to understand your subscribers and send them emails tailored to their activity. In addition, you can segment them based on their shopping history, location, gender, age, and engagement rate.
In doing so, you can reduce the number of inactive subscribers when launching new campaigns. And making sure your emails go to the right people who want what you’re offering. Most importantly, your email will not be considered spam.
You can also send a personalized email asking your subscribers why they joined your list, how they heard about your product, and what types of information they would like you to include in your next email.
Using this strategy, you can personalize your communication with your subscribers and create content that suits and meets their needs and expectations.
As a result, subscribers who engage with your content will contribute more to a healthy list, making for a profitable email marketing campaign in the future.
2. Set up your automated emails properly
With automated emails, you ensure that the right emails are delivered to your subscribers at the right time.
Here’s an example of how they work:
After a subscriber opt-in, he would automatically enter the Welcome email flow containing 2 or 3 email sequences. Those who purchased from the welcome email will get into the Thank You message flow, which contains five email sequences. This email flow contains an upsell and is spread out until their order is delivered.
The subscribers who didn’t complete their purchase will enter the Abandoned Cart or Abandon Checkout flow; each contains five email sequences. Reminding them of the items on their cart and the promo code expiring at a set date. If the order has been completed, they will go into the Thank You Message Flow, which upsells a new item before their order is shipped out.
A Browse Abandonment and Site abandonment flow are also set up for visitors checking the products on the site. These email flows contain reminders of the product that they were checking with the attached coupon code. Those who completed their order will go to the Thank You message flow, where they will receive the upsell before their order is shipped out.
Daily or weekly emails are sent to subscribers who entered the flow but didn’t make a purchase. Those who followed the CTA will eventually get into the automated flow depending on their actions after reading the email. This time the automated flows have a different variation since this is the second time that they will enter the sequence to prevent email redundancy.
It is essential to have these basic flows set up and ensure that the right triggers and conditions are in place. So every subscriber who engages and enters your automated flow will receive an email at each step of the buyer’s journey. Helping your messages stand out in their inbox.
3. Use Call-to-Action effectively
An email campaign would not be complete without a call to action. A call to action bridges the gap between what you want your subscribers to do next and what you want them to follow up on immediately. It could be something as simple as asking them to buy your latest product, join a company flash sale, use a coupon code, or share your email with other people they know. A well-placed Call-to-action is needed in your email to prompt this action.
You can encourage more people to take the next step by making it easier for them to follow your Call-to-action. Rather than leaving your audience guessing what to do, you provide them with a clear choice and provide them with an eye-catching, brightly colored button to direct them to the next phase of the buying process. The key to success is using words and phrases that inspire engagement and take action from your audience.
4. Optimize your email for mobile users
More and more of our communication happens on the go, so it’s crucial to send emails that work across all mobile devices. The first step in optimizing your email for mobile is to learn how your readers interact with your email. The good news is most ESPs provide us with data that lets us know what device your subscribers are using and which email service provider they’re using to access your email.
Always keep your user’s experience in mind when designing mobile-friendly emails. Consider what changes might make your email more appealing and look for ways to make it better.
5. Use compelling stories relevant to your brand.
When designing email content, it’s also important to engage your subscribers with stories related to your brand and its message. You can accomplish this by sharing stories that add value.
These methods effectively bring timely and relevant stories to customers: news, trends, successful people in your industry, do’s and don’ts, and a lot more.
Using relevant email content that demonstrates a personal connection to your subscribers helps establish a long-term relationship that will decrease drop-off rates and increase customer acquisitions.
The engagement process is crucial in nurturing your relationships with your existing subscribers and creating a new customer base. It can become a challenge if you do not fully understand what your customers value most, how they can relate to your brand and engage them at scale. Or what engagement tactics you should employ to connect and engage them.
If you use these five proven steps, you can easily break down the barriers that many e-commerce business owners face. And as you implement these strategies, remember to evaluate them constantly—your customers’ journeys and profiles may change over time. It also means the email content you send needs to change too if you want to keep up with their changing interests.