It is hardly a hot take or the toast of the marketing industry to suggest that email campaigns can be used to get the message out about your company. They have been used for that purpose for decades now. With the rise of social media, email campaigns have been overshadowed of late but they nevertheless remain a critical tool for keeping customers informed and engaged.
While they may be old techniques, these tips for increasing engagement via email campaigns remain as effective as ever.
Calls to Action
First and foremost, it is vital that most general emails and especially those sent out to highlight a specific target audience contain calls to action. While a conversational tone may be useful for establishing a rapport with a base, unless they are actually moved to do something, the emails will be in vain.
Calls to action should be clear and succinct, in the subject line or opening lines of the email, and compelling without coming across as too “demanding” or “pushy.”
Keep and Collect Data
Simply shooting out emails into the void is an inefficient way of running email campaigns. Rather, they should be targeted with generalized emails reaching a mass audience and more particularized messages being sent to those who have engaged before. The latter group’s track record may suggest that they are more likely to engage again or else may be interested in new products that are similar to ones they have previously purchased. In order to make such calculations, however, it is vital to keep and collect data on past engagement.
Change up the Messaging
Simply sending out the same old emails time and again is a fast way to get them deleted or labeled as spam and filtered out by recipients. Instead, it is vital that email messages remain fresh. Calls to action and the body of the text should be changed regularly. In addition, new images, products, services, and events should be regularly worked into the messages.
While they may be old, these classic tips for improving email engagement are as important and effective as ever.