This is a guest post by Corina Leslie, PR manager for ZeroBounce.
Are your email metrics making you wonder why people don’t like your content? Oftentimes, that’s not the reason they don’t click on what you send. The tips and tricks here can help you get your campaigns in front of your audience and boost email engagement.
Why it pays to work on getting more email engagement
Getting more clicks can translate to more sales—that’s obvious. But did you know your overall engagement influences your email deliverability?
Every email sender has a reputation—a score that reflects your sending behavior and how Internet service providers (ISPs) perceive you. The higher your score, the more likely your campaigns are to reach the inbox.
Your email engagement plays an essential role in the quality of your score. Clicks are a relevance signal, so if people interact with your content, it means they find it relevant. Inbox providers strive to create a great experience for their users, and as such, they look for useful, relevant emails.
Let’s see how you can boost your email engagement and increase your chances of landing in the inbox.
#1 Remove bounces from your email list
Getting bounced is detrimental to your inbox placement. The accepted bounce rate is 2%, but once you surpass that number, your emails are at risk of going to Spam.
Some email service providers clean invalid contacts from your list once they bounce. However, the damage is already done and your sender reputation is tainted.
The most effective way to get rid of bounces and other bad contacts is by using an email verification service. If you use Zoho CRM, it’s easy, since ZeroBounce integrates with the platform. You can validate email addresses instantly and maintain your list, keeping it fresh at all times.
#2 Pay attention to subscribers that don’t engage
It’s only natural that some people on your list will rarely engage with your emails. Perhaps they subscribed to get a discount or some other perk and then lost interest in your offers.
Keeping them on your email list affects you in two ways:
- You’re paying to store leads that are unlikely to ever convert.
- Their lack of interaction affects your sender reputation. It tells ISPs your content isn’t interesting.
So, what options do you have?
Some email marketers remove disengaged subscribers three months after their last click. Others try to win them back with a re-engagement campaign. No matter the course of action, it’s important to prune your passive audience.
#3 Reassess your content: what do people like the most?
You use a clean, opt-in email list. You’re in great technical shape—you have a reliable email service provider, your mail server is set up correctly, and you haven’t been blacklisted.
Still, your emails fail to engage. Could your content be the reason? Quite possibly. Sometimes, companies send high-quality content—but it’s not relevant enough to their audience.
There are several ways to fix this:
- Look closely at your reports and try to gauge what your audience resonates with the most. Then, send more emails about those topics.
- Experiment with a more casual tone of voice that makes you sound more relatable. Even in the B2B space, conversational emails tend to get higher engagement.
- Try different copywriting techniques and make small changes to your layout. For example, spacing your paragraphs more can make your emails easier to read.
#4 Test your subject lines and preview texts
It’s the first thing people see when they get your emails, so getting your subject line and preview text right is key. It isn't always easy, but with practice, you’ll get better at it.
Think of your subject line as the headline of an article. How can you convey the information in a compelling way? Write down several versions and pick two you can test.
Then, think of your preview text as a subheading continuing the message of your subject to get the person to open the email. Good preview texts can make a huge difference in your open rates, so make sure you always include one.
#5 Spark more conversations
What better way to boost email engagement than initiating conversations with your audience?
Replies help your reputation and deliverability, so they’ll foster more visibility for your company. Moreover, they build stronger connections with your prospects and strengthen their trust in your brand.
But how do you get people to reply to your emails? Ask them to write back; it’s as simple as that. Readers are more inclined to perform a certain action when asked to do it.
You can ask a question or invite them to share their opinion on a certain topic to encourage your subscribers to engage more. It also shows you care about what they think and you don't see them as mere numbers on your list.
Follow best practices to keep your email engagement up
Apart from these five tips, keep best practices in mind. Avoid subscribing people to your email list without permission. Ensure you follow sending laws. Stay away from anything a spammer would do. In a nutshell, use your common sense with every email you send. Your efforts will pay off.
All of the tactics above can work toward getting you more email clicks. Pair them with a consistent sending schedule, and you’ll see more engagement.
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