How many unread emails do you have in your inbox? Hundreds or even thousands, maybe? You probably don’t want the emails you send your customers to experience the same fate. About 293.6 billion emails were sent in 2019. Some were ignored, others were taken as just a piece of content. However, many of these emails actually helped make sales and had a high conversion rate. According to DMA (2019), for every 1$ you spend on email marketing, you can expect an average return of $42.
Email marketing is crucial for business – it’s not us, it’s the numbers talking. But to stand out in an inbox flooded with emails, you need to follow certain tried and tested techniques of boosting email engagement.
( Also Read: What is Email Marketing? )
Here’s an in-depth guide on creating the perfect email that gets consumers to open your email and interact with your content. Let’s dive in!
1. Subject Line Determines The Open Rate
Research suggests that 35% of email recipients open emails based on the subject line alone. Crafting the perfect subject line is your first step towards improving your chances of getting the email opened. Strong subject lines are personal, descriptive, and aim to provide readers with value. Additionally, it should be captivating and reliable to ensure that you don’t land into the spam folder.
Personalize Your Subject Line
Today, marketers can leverage a huge supply of consumer data and customize email subject lines according to the prospects’ location, industry, buying behavior, and preferences. You can also personalize your subject line with your recipient’s name or location using merge tags. Moreover, customizing your email subject lines with actions your customers have previously taken also helps.
What To Do:
“Todd, check out these amazing deals of the season”
What To Avoid:
“Amazing deals you must grab this season”
2. Create a Sense of Urgency
Try to build a sense of urgency to encourage customers to buy. But make sure you don’t use overtly jarring vocabulary to grab the reader’s attention, especially if your content doesn’t match the tone of your subject line. It can do wonders to compel subscribers to check your email content. Here’s an example:
What To Do:
While you do this, ensure that you don’t use action words that might be marked as spam. Here is the list of the most common spam trigger words that are frequently flagged by email spam detectors:
- Act now
- Get started now
- Best price
- You’ve been selected!
- What are you waiting for?
- Click here
3. Conduct A/B Tests to Get the Best Results
A/B tests help reveal the gaps in your email marketing techniques and their impact on the success of your campaigns. You will also know what resonates better with your audience preferences so you can revamp your strategy to improve email engagement.
Start by creating multiple versions of a subject line for the same email and comparing the analytics for each. Which subject line led to a higher open rate? Next, you can experiment with your email content. Does changing the heading help? Adding a video might captivate the readers to click that call-to-action and so on.
Pick the option that shows the best open rate and engagement and send it to the rest of your audience.
4. Images: The Holy Grail of Email Engagement
One of the best ways to get your emails to stand out to recipients and increase conversions is through the use of visual content.
Customers want to see more images in emails as it sparks their interest. When you break the content up using images, people are inclined to read through your message. Use original or self-taken photos for a personal touch. To give them a professional touch, use a ready-made design template to showcase your imagery.
Your choice of visuals depends on the goal of the email. If your email goals are to boost sales, product images allow you to showcase your merchandise and how it’s used. Take the example of a shoe brand, pictures of athletes wearing the shoes and maybe running or in the gym give users more insight into how your products will fit them. Or if your email goal is to convey information about your brand, one of the best ways is to leverage infographics. For example, you can use infographics to draw on brand statistics and turn them into a compelling visual display of information for promoting your brand.
5. Leave an Impact with Videos
Videos help enhance the effectiveness of your message and leave a greater impact on your audiences. In your emails, you can incorporate instructional videos alongside text that boasts about your products, animated explainer videos, video testimonials, or even a video message from someone on the team. Make sure the videos match up with your brand message and identity. The easiest way to do this is to leverage pre-produced video templates that give you the flexibility to alter the content and add your branding in seconds.
6. Leverage an Email Marketing Tool
PosterMyWall’s email campaign platform allows marketers to create their own email campaigns and send them to their recipients using a powerful interface instantly.
Designing emails with PosterMyWall is hassle-free. All visual formats are optimized in our interface to let you create emails in three simple steps:
- Pick the image or video templates you like and customize them with your message. Or you can even start a design from scratch.
- Click on Publish and select Email Campaigns. Type in your subject line, preheader, and email text.
- Upload your recipient list, test the email, and hit send!
This email campaign tool is completely free to use for up to 100 email sends per day. If your email needs are greater, you can subscribe to PosterMyWall’s Premium subscription plans to get up to 10,000 free emails each month! This isn’t all. You can use your monthly free credits to buy up to 1,000,000 email sends, so there’s no limit to what you can achieve.
It’s A Wrap!
Email marketing can be tricky but if you follow these email engagement best practices, you can improve your chances of boosting your email open rates and conversion rates. Interact with your audience, build upon, and strengthen your existing relationships by providing valuable information, and tap into new customer bases – all through your emails!