Driving email engagement is more than a numbers game—it’s about building trust, delivering value, and, of course, respecting email regulations. To create a winning email program, marketers need to engage their audience in a way that’s not only effective, but also stays compliant with regulations like CAN-SPAM. Let’s consider five strategies to help you effectively improve engagement, in no particular order.
- Write Engaging Subject Lines
Your subject line is often the make-or-break factor in whether your email gets opened. It should be compelling yet transparent, giving readers a clear idea of what they’ll find inside. Avoid misleading language or clickbait tactics that misrepresent the content of your email. For instance, if your email promotes a sale, clearly state it rather than using vague or overly sensational claims. Transparency builds trust, and trust leads to engagement.
- Optimize for Mobile Viewing
With the majority of email opens happening on mobile devices, designing emails with mobile users in mind is essential. Use single-column layouts, ensure buttons are large and tappable, and keep subject lines short so they don’t get truncated on smaller screens. A mobile-friendly design not only improves readability but also reduces the chances of frustrating your audience—a key part of maintaining engagement over the long-term.
- Personalize and Segment Your Campaigns
Sending overly generic emails can sometimes be a fast track to losing subscribers. By segmenting your list based on behavior, interests, or demographics, you can tailor messages that resonate with different audience groups. For example, recent buyers might receive product recommendations based on what they just purchased, while inactive subscribers could get a re-engagement email. Personalization goes beyond just adding a name; it’s about delivering content that feels relevant and meaningful to each recipient.
- Provide Interactive and Valuable Content
Interactive elements like polls, quizzes, or embedded videos can make your emails more engaging, but they should always align with your brand’s messaging and provide value to your audience. Similarly, consider delivering educational, entertaining, or inspirational content—depending on what aligns with your brand. Subscribers stick around when they see consistent value in your emails, so make sure every email provides something valuable to your recipients.
- Monitor Engagement and Test Strategically
Tracking engagement metrics like open rates, click-through rates, and conversions gives you insight into what’s working and what isn’t. A/B testing can help refine your approach by comparing different elements, such as email design or subject line phrasing. Over time, data-driven adjustments will improve your campaigns.
Ending Thoughts
Engaging your audience starts with respecting their wants and desires. By crafting honest messages and delivering valuable content, you can build a loyal subscriber base that is excited to open your emails. Engagement isn’t just about metrics; it’s about creating a lasting connection between your brand and your audience.
For more insights on email marketing and compliance, check out our article, 7 Email Deliverability Best Practices.