Tips for developing an Engaging Email Marketing Campaign

Being in the Email Marketing industry we know that the decisive purpose of email marketing is Engagement. Email Marketing enables us to get genuine feedback and ROI. Even though 9 out of 10 people have email id and may be 5 out of 10 might have subscribed for some or the other brand, the open rate is low. It counts a huge database for the clients, even then we see that on an average only 20% of them engages or at time less than 10% for most of the brands, why this happens is because email marketing companies fails to give what customers love or there is nothing which can entice the customers.

In the present scenario lack of engagement is a serious issue faced by every email marketing company. Here are some tips for developing an engaging email marketing campaign.

• Deliverability: There is no need of a better explanation, if you fail to land in inbox there is hardly any chances for the customers to see your campaigns.  So make sure that your campaign reaches inbox.
• Subject line:  Subject line determines the open rate, if your subject lines are capable enough to entice customers they will definitely open the campaigns. Let’s check on some points which can help you in getting the correct subject line.

1. A/B Split Testing : Test, test and test again. With the help of A/B split test, you can determine which subject line is going to win the battle. Select the winning subject line and run campaign.
2. Spam Words: Avoid the use of spam words, because spam words reduce the chance of getting into the inbox.
3. Personalisation: Use personalisation in the subject line.  Personalisation has the power to make customers feel unique.

• Content: Content of an email campaign can be basically divided as:

1. Text: In this session you include the text, which should be short and simple. Avoid lectures and be to the point.
2. Image/video: Images speak directly and more quickly to customers. Include images of the product; it will be more enticing if you can give them .gif images. These days even videos are being used in email marketing campaigns.
3. Dynamic content: Dynamic content is the right tool to hit the target. Divide as segments and send them the right content. If you are sending campaign to male deliver contents that they love.
4. Behavioural Analysis: Analyse the behaviour of the customer on your website and check the day and time they respond the most. If you successfully analyse that your campaigns will get more response.

• Frequency: Frequency is a major factor which determines the open rate. It has been observed that clients sending mails on a weekly or monthly basis is receiving more open rate than clients sending mails on a daily basis.So make sure that the campaigns which you send doesn’t disturb the customer and is helpful for the customers. It has been observed that the major reason for un-subscription is too much mail. So make sure that you don’t disturb your customer and force them to unsubscribe.
• Reply to Address: Give genuine reply to addresses; don’t give reply to addresses such as donotreply@domain.com.
• Trigger Mails: Trigger mails are automated mails, triggered mails are send whenever users/subscribers take action on the website or any noticeable change comes in customer behaviour like registering for a webinar or event or abandoning items in the cart etc., Trigger mails are greatly helpful to marketers as the mails are send in real time, with timely and personalized content.

These are some tips to improve your email marketing campaigns. Try them and see the difference.