Email marketing is now one of the cost-effective and important strategies for modern marketers. Email marketing is a marketing tool that helps to increase lead conversions. They are also effective in keeping customers informed about new products and keep you at top of their minds. Over 47.5% of modern marketers across the globe claim that email marketing has been effective in growing their business. However, as technology and consumers change with time, keeping up with trends could be more challenging for marketers. However, the challenge is worth the time. Keep reading as the article shares six amazing ways to create engaging email content.
Best ways to boost email engagement
1. Writing compelling subject
Optimizing subject lines in email marketing brings in more than 47% of email recipients to open and read email campaigns.
Email subject lines are undeniably the most crucial component of marketing emails. As subject lines are the first thing customers see in their inbox, they have to be compelling, catchy, and clear. Writing subject lines on point makes customers open emails and read them. Otherwise, the efforts made to send customers emails would go waste.
You should also avoid spam words that aggressively speak about sales. Words such as “free”, “buy now”, and too much of exclamatory marks are considered overly promotional and sent to the spam folder directly. Thus focus on expertise and share information with your audience and educate them rather than promoting.
Besides that, triggering emotions in the subject lines such as fear of missing out on the opportunity, humor, or curiosity work best. You can also use questions that can create ‘curiosity’ in the readers. For instance, lines such as “only 50 seats available”, and “2 hours remaining to grab 40% off” are some lines that trigger emotions.
2. Personalizing and segmentation
Segmentation helps you in sending the right message to the right person at the right time. Segmentation helps in sending relevant messages and develops target campaigns. Keeping the email lists up to date helps you decide what to send and when.
On the other hand, personalization means taking a deeper dive into the segments. It begins with observing the requirements of each individual. Also, personalizing the emails means better email engagement.
Segmentation in email marketing is generally based on content, geography, and behavior. You can categorize your leads based on their geographic location and preferences.
You can also categorize the leads by observing the content viewed by them, the pages they visit on your website, and the content they download. On the other hand, you can also observe their behavior. You must observe the time spent on a specific page on your website by them, whether are they impulsive in actions, nervous, and so on.
To send segmented and personalized emails, businesses integrate email with CRM. They also integrate their database that stores customer data. By integrating CRM, the user can have a 360-degree view of the contacts in their list. This helps them send out highly personalized emails to their memberships, contacts, and other prospects.
However, take a look at the features of the CRM before investing. Zone offers efficient CRM for any business. SWIFT, the CRM tool helps the company to add contacts and logs in sales activities without much of your involvement. The automation processes save you time and help you focus on other business tasks.
Stories trigger emotions and build empathy and create deeper connections with the audience. Email marketing has taken forms from conventional promotional emails to educational and nurturing. Their take on storytelling performs well in the field yet is not widely known.
Stories make emails look fresh and enhance the perception of the message. It stimulates the imagination and creates a desire in the reader to want to know the ending. Such factors increase the click-through rates and get higher conversions. Story-telling techniques are perfect for promotional emails. Besides that, they go well with seasonal or themed sale practices.
However, the story-telling approach should not be used at the initial connection, as it would be awkward in those cases. Therefore, businesses use the technique after the lead had subscribed or accepted to connect with the company.
4. Crafting personalized emails
Email that is not personalized does more harm than good to the business. A study conducted by Invesp, recently show that personalized emails have about 29% open rate and 41% click rates. Not just that, over 80% of customers are inclined towards companies that offer personalized customer care or services. Gathering information through surveys and using them to generate personalized emails is essential. This increases click rates and thereby increases business returns.
On the other hand, customers get frustrated at irrelevant emails or generic promotional emails. such emails get into the spam box immediately. Some companies generate reports from customer data. They store the customers’ performances throughout the year and send emails at the end or beginning of the year. Using CRM as SWIFT helps in personalizing emails. CRM automatically stores data and provides you with a graphical representation. The detailed statistics show what works and what doesn’t for your business process.
5. Nailing the email formula- opening, social proof, and CTA
You must invent techniques and replace strategies to avoid getting filtered out. Social proofing includes showing the products in action, un-boxing experiences, and feedback. It also includes off-site & on-site customer reviews, connects to the experts in the field, and so on.
Also Call to action format creates a deeper impact on customers and increases click-through rates. Creativity plays a crucial role in generating emails that have both social proof and CTA elements. The CTA buttons are simple, yet powerful they make all the difference. They act as a point of interaction between the brand and the consumer. It is easier said than done, you have to experiment to make the right impression on the audience.
Call for action buttons should look like: “Shop now”, “Buy now”, “Buy it today”, “Yes! I want one!”, “Reveal my mystery discount”, “Find holiday gifts” and many others.
6. Conducting A/B testing
After creating the email samples, you would want to know how they would perform for your business. Therefore conducting A/B testing helps you to know before you use it up. Testing also prevents the risk of losing investment in email marketing and helps you find the best strategy for your business. The testing is carried out by generating possible combinations among subject line, name, send time, and content. These emails are sent to the recipients with these variations to track the most successful combination for the business.
The decision is made by analyzing the open rates, click rates, or total revenue generated.
You can conduct tests for every element of your email that includes, copy, images, designs, or CTA buttons.
Modern marketing strategies constant communication with customers for efficient marketing. These tasks such as reactivation campaigns, feedback gathering, and up-selling campaigns are repetitive. So, businesses are more reliant on marketing automation and email automation. Taking the help of efficient CRM or digital products in Zone could be the best decision you could make for your business.