EMAIL MARKETING

8 Foolproof Ways to Increase Email Engagement (Like Crazy)

Jeanne San

11 January 2022

Did you know that the average work inbox receives more than 100 emails a day? And that doesn’t even include spam!

With today’s consumers getting so many emails—how do you even compete?

Everyone wants to get their message heard or get a response from their customers but making that happen is easier said than done.

Sometimes you’ll spend hours crafting an email only to hear crickets and get NO response… Ouch!

The good thing is, your engagement rate is something you can definitely improve given the right guidance.

8 Email Engagement Tips (That Are Proven to Work)

Increasing your email engagement rate has the POTENTIAL to make a difference in your business.

You won’t just be able to turn interested prospects into hot leads but a higher engagement rate also means more subscribers are likely to convert into paying customers

And who wouldn’t want that, right?

If barely anyone in your audience is opening, clicking or interacting with your emails—it’s high time you look at the following ways to increase your engagement rate:

  1. Write an Attention-Grabbing Subject Line 
  2. Personalize Your Emails
  3. Don’t Just Focus on Features—Share Benefits Instead
  4. Craft Your Email Messages Succinctly
  5. Have a Call-to-Action
  6. Add Urgency But Be Genuine 
  7. Craft a Clear & Authentic Message
  8. Give Value and Don’t Just Promote

email engagement tips

1. Write an Attention-Grabbing Subject Line

Your subject line has the biggest impact when it comes to improving your engagement rate.

Why? 

Because if your emails aren’t getting opened, then no one’s reading, clicking, and replying to them as well.

When your subject line is compelling enough that your subscribers open it, people are also most likely to listen to what you have to say…

And only when they’re able to read your message will they consider buying your products or services or referring others to you.

That’s why the key to getting your emails opened is to don’t try to sell right off the bat…

Make it a goal to just get your message read.

And the only way to do that is to come up with a memorable subject line that piques and captivates people’s interest.

2. Personalize Your Emails

Another surefire way to get your email opened is to personalize your emails.

In fact, 75% of consumers are more likely to buy from brands that send out personalized messages.

Email personalization can take the form of addressing your subscribers by their names as well as sending targeted emails according to a customer’s demographic info and buying intent or behavior.

An example of a personalized email based on a subscriber’s DEMOGRAPHIC info is sending them a voucher code on their birthday.

While an abandoned cart email is an example of a personalizing an email based on BUYING INTENT.

For BUYING BEHAVIOR, an example would be sending a related product email based on a customer’s last purchase. Example, someone bought a pre-workout whey powder and he or she receives an email offering BCAA or creatine.

Sending out personalized emails is a handy way to connect with your audience and to send out targeted emails that are tailor-fit for them and they would want to read.

“The right subject line has a huge impact on whether people open your emails or not…”

3. Don’t Just Focus on Features—Share Benefits Instead

Too many people often get caught up harping on their products’ features not realizing that it HARDLY MATTERS most of the time.

You can have the slickest feature among your competitors but it won’t mean anything to your customers if they can’t tie in how those features will benefit them.

So don’t just stop at touting your product’s features…

Make it easy for your customers to envision how your product can improve their lives for the better. 

4. Craft Your Email Messages Succinctly

Another factor you should take into account is if your email is UNNECESSARILY LONG.

With today’s average attention span now falling to 8 seconds (down from 12 seconds), you have to make sure every line in your email is worth reading.

Remember, no reader should have to work hard to read your emails or understand your message.

Hardly anyone these days would be willing to jump through hoops just to see what you have to say. Why? Because it’s always much easier to MOVE ON to the next email.

That’s why your email copy should always be tight and succinct…

This doesn’t mean that your email has to be short every time. It’s perfectly fine to send long emails as long as you have a point and you’re not just blabbering about unrelated things.

make your emails succinct

5. Have a Call-to-Action

With any piece of copy, you should always direct your reader what the next step is and email is no different.

You can do this by including a call-to-action in your emails either by using graphic buttons or hotlinked text.

The important thing is you have to tell your subscribers what you want them to do—whether it’s to check out a new blog post, add a product to cart, or to sign up for a trial.

Use a MINIMUM of two calls-to-action in a short email and about three for a particularly long email.

To encourage clicks to your call-to-action, unnecessary distractions should be eliminated with the overall design and orientation of the email emphasizing the call to action.

Test button colors and placement to know what garners the MOST clicks.

6. Add Urgency But Be Genuine

This is a staple copywriting/Internet marketing tactic and for good reason…

It gives people a DEADLINE to commit the action.

Without urgency, the human tendency is to put off things and procrastinate…

People then forget about it or just don’t follow through at all. 

The only problem is, a lot of people resort to hype when including urgency in their email copy which makes people leery of FAKE urgency.

If you’re really closing your cart, follow through with it and don’t just say it for the sake of just adding urgency.

Why? Because people will lose trust in you.

Even if your stated urgency is real the next time around, they would unlikely believe you anymore.

email copy urgency

7. Craft a Clear & Authentic Message

The best emails are always easily understood.

In today’s age, if people don’t get what you’re saying, they’ll just switch their attention to the next thing…

More so in the current social media landscape we’re in.

That’s why it’s important to make the MOST out of the few seconds you have their attention.

Always choose to be clear rather than clever…

Here’s an example of a message that sounds smart but is hard to understand:

“We want to leverage your opinion to create a  synergistic, product that utilizes different omni-channel marketing platform…”

A good way to improve the above the statement is to just say:

“Help us improve our next product with your feedback.”

DON’T let your readers walk away scratching their heads in confusion because they might just never be back.

8. Give Value and Don’t Just Promote

No one really likes to be sold to…

And if that’s all that you’re doing then guess what?

People are unlikely to open your emails.

Your emails’ main goals should be always to help, educate, enlighten, and inspire. To sell or promote should be the LAST.

For every promotional email you send out, you should be sending out at least three to four emails for nurturing purposes. 

Customers get swamped with emails hawking all kinds of products and services every day. And the key to keeping them is to send them emails that make them engage in an organic way.

Make sure to send emails that…

  • Answer their questions
  • Provide tips on their most common concerns
  • Share useful resources they can benefit from

Wrapping Up

Remember that email engagement as a whole is a long-term investment. It’s not a one-time, big-time thing that you take care of now and forget later…

It’s a CONTINUOUS thing that you have to do.

At the other end of your email is a human reading them so conduct your campaigns with how you would treat a real-life friend.