How to Boost Your Email Marketing Engagement in 2023

How to Boost Your Email Marketing Engagement in 2023

As we always know Email marketing is one of the most effective and low-cost ways to reach your audience and drive conversions. But how do you make sure that your emails stand out in the crowded inbox and get opened, read, and clicked? 

In this article, we’ll share some email marketing best practices that will help you increase your engagement rates and achieve your goals in 2023. Whether you’re new to email marketing or want to improve your existing campaigns, these tips will help you create emails that your subscribers will love.

What is email marketing engagement?

Email marketing engagement is a measure of how your subscribers interact with your emails. It includes metrics such as open rate, click-through rate, bounce rate, unsubscribe rate, and conversion rate.

Email marketing engagement is important because it shows how interested and loyal your subscribers are, and how well your emails match their needs and preferences. A high engagement rate means that your emails are relevant, valuable, and appealing to your audience. A low engagement rate indicates that your emails are failing to connect with your subscribers, suggesting the need for adjustments to enhance your performance.

Why is email marketing engagement important?

Email marketing engagement is important for several reasons:

• It helps you build trust and loyalty with your subscribers. When your subscribers open, read, and click on your emails, they show that they trust you and want to hear from you. This can lead to repeat purchases, referrals, and positive word-of-mouth.

• It helps you optimize your email deliverability. When your subscribers engage with your emails, they signal to the email service providers (ESPs) that your emails are legitimate and wanted. This can improve your sender reputation and increase the chances of your emails landing in the inbox instead of the spam folder.

• It helps you achieve your business goals. When your subscribers engage with your emails, they are more likely to take the desired action, such as buying your product, signing up for a trial, or downloading a resource. This can boost your revenue, grow your customer base, and increase your brand awareness.

How to increase your email marketing engagement in 2023

Here are some email marketing best practices that will help you increase your email marketing engagement in 2023:

1. Segment your email list

Segmentation is the process of dividing your email list into smaller groups based on specific criteria, such as demographics, behavior, interests, or preferences. Segmentation allows you to send more personalized and relevant emails to each group, which can improve your engagement rates.

For example, you can segment your email list by:

Location: You can send different emails based on the geographic location of your subscribers, such as local events, offers, or weather updates.

Purchase history: You can send different emails based on the past purchases of your subscribers, such as cross-sell, upsell, or replenishment emails.

Engagement level: You can send different emails based on the engagement level of your subscribers, such as re-engagement emails for inactive subscribers or loyalty emails for active subscribers.

According to HubSpot, segmented email campaigns have an open rate that is 14% higher than non-segmented campaigns.

Write catchy subject lines

The subject line is the first thing that your subscribers see when they receive your email. It’s also one of the main factors that influence whether they open it or not. Therefore, you need to write catchy subject lines that grab their attention and entice them to click.

Some tips for writing catchy subject lines are:

Keep them short and sweet: Aim for no more than 50 characters, as longer subject lines may get cut off on mobile devices.

Use action verbs: Use words that convey urgency, curiosity, or benefit, such as “Save”, “Discover”, or “Learn”.

Add personalization: Use the subscriber’s name or other relevant information, such as their location or purchase history.

A/B test them: Experiment with different subject lines and see which ones perform better in terms of open rates.

According to Campaign Monitor, personalized subject lines can increase open rates by 26%.

3. Design mobile-friendly emails

More than half of all email opens happen on mobile devices. This means that you need to design mobile-friendly emails that look good and function well on smaller screens.

Some tips for designing mobile-friendly emails are:

Use a responsive template: Use a template that automatically adapts to the screen size and resolution of the device.

Use a clear and readable font: Use a font size of at least 14 pixels for body text and 22 pixels for headlines.

Use a single-column layout: Use a layout that avoids horizontal scrolling and makes it easy to read and click on your email.

Use images sparingly: Use images that are relevant, optimized, and compressed, and avoid using too many images that can slow down the loading time of your email.

Use clear and prominent calls to action: Use buttons or links that are easy to spot and tap on, and use action-oriented words, such as “Buy Now”, “Download”, or “Register”.

According to Litmus, 42% of subscribers delete emails that don’t display correctly on mobile devices.

4. Provide valuable content

The content of your email is the core of your email marketing campaign. It’s what delivers your message, educates your audience, and persuades them to take action. Therefore, you need to provide valuable content that matches the needs and interests of your subscribers.

Some tips for providing valuable content are:

Know your audience: Understand who your subscribers are, what they want, and what problems they have. You can use surveys, feedback forms, or analytics tools to gather this information.

Know your goal: Define what you want to achieve with your email, such as increasing awareness, generating leads, or driving sales. This will help you craft a clear and compelling message that aligns with your goal.

Know your tone: Choose a tone that reflects your brand personality and resonates with your audience. You can use a formal, informal, humorous, or emotional tone, depending on the context and purpose of your email.

Provide value: Provide content that is useful, informative, entertaining, or inspiring for your subscribers. You can use different formats, such as text, images, videos, or infographics, to deliver your content.

According to Content Marketing Institute, 81% of marketers say that email is their most important channel for content marketing.

5. Test and optimize your emails

Testing and optimizing your emails is an essential part of email marketing best practices. It allows you to measure the performance of your emails and identify areas for improvement. By testing and optimizing your emails, you can increase your engagement rates and achieve better results.

Some tips for testing and optimizing your emails are:

Track your metrics: Track the key metrics that indicate how well your emails are performing, such as open rate, click-through rate, bounce rate, unsubscribe rate, and conversion rate. You can use tools like Google Analytics or HubSpot to track these metrics.

A/B test your emails: A/B testing is a method of comparing two versions of an email to see which one performs better. You can A/B test different elements of your email, such as subject line, sender name, content, design, or call to action.

Analyze your results: Analyze the results of your tracking and testing to see what works and what doesn’t. Look for patterns, trends, and insights that can help you improve your email marketing strategy.

Implement changes: Implement the changes that you find from your analysis. Make sure to test again to see if the changes have a positive impact on your engagement rates.

According to [OptinMonster], A/B testing can increase email conversions by 49%.

Conclusion

Email marketing is a powerful way to connect with your audience and grow your business. By following these email marketing best practices for higher engagement in 2023, you can create emails that will delight your subscribers and drive them to action.