“E” is for Engagement in Email Marketing
January 08 2016
This year, engaging marketing strategies will be what separate successful advertising campaigns from the rest. While engagement has always been essential, it will be key in delivering desired content to customers in email advertisements more than ever before.
Getting your target audience to interact with your emails is essentially what we mean here by engagement. There are some basics all marketing strategists should abide by, so let’s review those. Email engagement metrics can be either negative or positive. Negative engagement metrics allow you to quantify disinterest, while positive engagement metrics measure the opposite. Obviously, positive engagement is the goal. Keep reading to learn some basic strategies on engagement metrics.
When someone checks their email, all they see is who sent them the email, the subject line, some pre-header writing, and potentially a couple of sentences, depending on their settings. The open rate is how often the recipients of your emails actually clicks on them. This is measureable. Since recipients are only able to judge the content on the email based on very little text, it’s important to write clever, eye-catching content in the subject line and pre-header text. Play around with different subject lines until you find a tone and structure that receives the best response from your readers.
After opening the email, the next goal is to get them to click on a hyperlink included in the message. This response to the call to action, or CTA, is another way to see how much your customers are engaging with your emails. Opening the email is good, going to your site is better. It may be tempting to link several areas of your web page in the email, but too many links can be disorienting for your readers. Many experts say to keep it simple.
The one link within your email that you don’t want your readers to click on is the unsubscribe link. This link brings recipients to a web page that allows them to change their email setting to limit or completely cease the number of emails they receive from you. Unfortunately, the unsubscribe link is required to be within your emails to be CAN-SPAM compliant, but it is also a good way for companies to measure engagement.
Another negative engagement metric is the number of times your emails are marked as spam. When an email is marked as spam, it causes all emails sent by your address to be redirected to the spam folder. For senders, you can determine who is marking your emails as spam through feedback loops. Remove those people from your email lists, and keep track of your “report as spam” rates. Common reasons that readers mark email as spam are: receiving too many emails, inability to locate the unsubscribe button, and finding themselves on an email list they never signed up for. It’s essential to your email marketing campaign to fix issues that lead to spam-report complaints.
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