Mar 31, 2022
In Welcome to the Forum
An engaged email list is a profitable one. When subscribers open, click, and share your emails, they not only learn more about your products, but are more likely to buy from you. What's the secret to creating an engagement email list? Highly engaged listings are achieved through multiple strategies that work together to keep subscribers active and (click) happy. To help marketers increase engagement, we'll explore what email engagement is, why it matters, and provide a list of ways to update the list to inspire more engagement. What is email engagement? When subscribers interact with your emails, they're engaged. Email engagement is a way to measure how interested your subscribers are in your emails based on their responses to your messages. Email inbox providers look at read rates, replies, and forwards to see how subscribers typically respond to your emails. If your subscribers are highly engaged, they will open, click, and share your email. Uncontacted contacts tend to ignore your emails, delete them without opening them, and may even report your messages as spam. These are red flags for email inbox providers as they show poor engagement. Why is email engagement important? In short, engaged subscribers are important to your bottom line. Active, engaged subscribers interact more with your brand and products, which means they're more likely to buy from you. Also, participating email lists help you maintain a good reputation. Yes, you may not know it, but you need to protect your email reputation. If subscribers ignore you, or worse, report your messages as spam, it will damage your reputation. If things get too bad, you could be blacklisted, which reduces your chances of emailing your subscribers. 5 Ways to Increase Email Engagement Ready to take your engagement to the next level? Use these five tips: 1. Spring clean your contact list You clean your home once a year, right? Well, your email list deserves the same deep cleaning. You need an industry mailing list of subscribers who are genuinely interested in your product or service. Uninterested subscribers are not worth staying. Yes, this means you may need to delete some contacts. But how do you know when to delete them? Here's a quick class: If your list is two years old... Scrap your list and start a new one. A reputable email service provider won't let you send to a two-year-old list. Why? Two years is a long time, and there's no way to know if subscribers are still interested in your emails. If your list is old and not in constant use... you need to refresh the list. Segment the subscribers who joined your list in the last year. Run these names through a validator like Kickbox to eliminate emails that are no longer in use. Now, send the group an email to see how it goes. If subscribers are inactive... try to win them back. First, define what inactive subscribers are for your business, then start creating re-engagement campaigns to get those customers back. This brings us to the next topic. 2. Send re-engagement Subscribers who don't participate are still potential customers. Don't say goodbye to them, but re-engage with them. Re-engagement can win back customers, which is actually more cost-effective than attracting new customers. According to Experian, research shows that winning back subscribers costs $28.50, while acquiring new contacts costs $55.24. Start by sending an email that says "We Miss You". Tell subscribers what they're missing, showcase products, and consider offering discounts as an added bonus. Here's a good example, from Skillshare: Skillshare - Re-engagement Email - We Miss You Re-engagement is not a one-and-done effort. Send multiple re-engagement emails to make sure you identify subscribers who still want to hear from you. You can even ask the subscriber outright, "Do you still want to hear from us?" This type of email is called a confirmation opt-in email, and usually sends the subscriber to a preference center, where he or she can control the to the email. Here is a good example of AutoTrader: AutoTrader - Re-engagement Email - Opt-In 3. Segment your listings, then segment again Once you've dealt with inactive subscribers, it's time to focus on improving overall engagement. One of the best ways to increase engagement is to segment your email list. Segmenting your email list simply means that you divide your list into groups. Each group has a similar composition or behavior. You can segment your listings by demographics like age or income, or behaviors like past purchases. After segmenting your email list, you can send tailored emails to each group. For example, an online jewelry store might segment customers into "Bracelet Lovers" and "Necklace Lovers." Each group will receive an email highlighting the type of jewelry they like. But keep in mind that you can subdivide groups multiple times. For example, Bracelet Lovers can also be segmented by age, so subscribers can not only see the type of jewelry they like, but now it's age-appropriate as well. The more customized an email is, the more likely subscribers will interact with it. 4. Automate key emails In order to keep subscribers engaged, it is important to send emails in a timely manner. For example, a welcome email should be sent within a few hours of registration. But it's not easy to keep track of new contacts and send emails right away - is it?