With an average ROI of $36 for every dollar invested, email marketing is still the most common and successful method of communicating with clients online. However, it’s crucial to make sure that you have a solid plan for fostering consumer interaction throughout the process if you want to achieve this level of success with email marketing.
This necessitates creating content that communicates with each consumer on a personal level as opposed to simply sending out generic, batch-and-blast communications. You may provide real-time tailored content in direct reaction to the preferences and behaviours of your consumers through Email to SMS and other channels by using a best-in-class marketing automation technology, such as Iterable. This will boost brand engagement, resulting in increased revenue, increased consumer loyalty, and brand advocacy.
Here are a few tips for using email marketing to boost consumer engagement:
Each of your consumers is unique. You can relate to them more deeply by learning what makes each of them tick. You may gain a 360-degree view of each customer by adopting a marketing solution that combines data from all of your marketing and sales technology services.
To gain a complete view of each customer’s journey, you should be able to combine data from your CRM, site and app analytics tools, e-commerce platform, social media platforms, and other marketing tools.
With the use of this information, you may divide your audience into groups for use in wide marketing campaigns according to criteria like location, brand preferences, new vs returning consumers, and others. Additionally, dynamically created material that highlights the content in which your consumer has already expressed interest allows you to dig down to the individual level.
For example, if you combine this functionality with catalogue capabilities and a consumer is browsing a website looking for a graphic t-shirt, you can send them an email highlighting that shirt as well as others made by the same designer.
Additionally, you can utilise segmentation to create several processes based on the stage of the sales cycle that each customer is in. Customers who have just signed up for your email list, Email to SMS will get a promotional offer, like 30% off anything in your store. Customers who haven’t made a purchase in more than a month could get more specific offers based on their past purchases, such as a coupon code for a certain brand of shoes, which will encourage them to interact with your business again.
Use Behavioral Triggers in Real-Time to Send Messages
You’ll get far greater client engagement rates if you send Email to SMS when your consumers are actively engaged.
You may respond to your consumers’ interactions with your business by sending email marketing campaigns using a marketing automation software like Iterable. If a consumer clicks on an ad and visits a product page, for instance, you can follow up with an Email to SMS that is specifically about that product and other suggestions they might like. Alternatively, you may send a message to a consumer when they add an item to their shopping cart to encourage them to finish the transaction.
You may encourage higher open and click through rates and, ultimately, more purchases by sending communications at times when your consumers are actively engaged.
Make Your Design Eye-Catching
No matter where your audience is seeing your message, your email design should be designed to grab their attention. Make sure that every one of your email templates is mobile-responsive and will adjust components according to the customer’s browser.
Before a user needs to scroll down, you should be sure to place crucial material “above the fold,” or at the top of your email design. Include compelling CTAs that nudge your audience to visit your website and take action.
It’s crucial to convince consumers to open your emails in the first place, of course. No matter what device your consumers are using, make sure your subject lines are brief so they can view the complete headline (ideally, no more than 27 characters). Try out several subject lines to discover which ones resonate most with your audience: you may emphasise urgency, utilise comedy, or personalise the information. Use A/B testing to determine the message kinds that have the best open rates so you can expand on those.
Add Additional Marketing Channels
Integrating additional marketing channels your clients use, such as SMS marketing, in-app alerts. Social media, and even direct mail, is one of the greatest ways to increase customer engagement with email marketing. You may create cross-channel marketing campaigns that include email along with other channels using a platform for cross-channel marketing like Iterable.
For instance, if the consumer doesn’t read the email, the sequence may continue with an SMS message featuring the same deal, boosting the possibility that they’ll interact with your company through a different channel.
You may regain your clients’ attention and nudge them back to your email marketing messages so you can keep utilising that channel by combining other marketing channels.
How to Evaluate Email Marketing Customer Engagement
What metrics should you use to judge the performance of your email marketing engagement efforts after segmenting, creating real-time messaging, perfecting the design, and integrating other channels?
- How many subscribers sign up in a certain period of time?
- Unsubscribe rate: How many subscribers cancel their subscriptions at once?
- How many mails are unable to be delivered?
- How many times did your email get opened? Given that some subscribers may open a message more than once, it is important to measure “unique open rate” in addition to open rates.
- How many subscribers really clicked the CTA in your email?
- How many subscribers flagged your mail as spam, or spam rate?
- Conversion rate: The number of subscribers who successfully carried out a desired activity, such as buying something, completing a form, or installing an app for do my homework.
Keep track of your stats for each campaign and seek chances to do A/B testing to improve your messaging and sequencing in order to further raise your email engagement numbers. Integrate your email marketing analytics with those from your other channels so you may assess the overall effectiveness of your cross-channel marketing strategy.