kamran sharief Have you ever sent an email engagement newsletter to receive a series of unsubscribes? You’re not alone. A small percentage of your subscribers expect to unsubscribe from your communications each month. Your email newsletter marketing strategy can directly influence your actions.
According to a study, almost 45.8% of email subscribers choose this because the sender sent too many emails. Another 31.6% of recipients click the unsubscribe button because they can’t find the relevant content. Almost one-tenth of all subscribers choose not to participate because they consider the content to be impersonal.
Insightful content and sticking to a schedule can help reduce opt-out. However, you won’t achieve your marketing goals until your content engages and attracts your target audience.
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How Is Engagement Measured?
Engagement is usually measured using metrics like email open rate and click rate. However, several marketers over the past few years have suggested that open rate doesn’t matter. Some users check their email one by one to delete messages. While this counts for your available rate, these recipients haven’t looked at your content.
Click rates are a relatively better metric. But like the aperture rates, they don’t always give the real picture. The click rate metric indicates that a recipient read your email and clicked a link. But what if there is no link in your email engagement? Clicking on a link does not at all times indicate an interest in your offer or an intention to buy.
The perfect way to measure engagement is to look at your campaign as a whole. For example, a drip marketing campaign consists of several messages sent over a period of several days to encourage your recipient to purchase your product. If you cannot get in trace with your recipients via one of these emails, you can increase the opt-out options in this phase of the campaign and thus reduce the conversion for the entire campaign.
Sustainable Engagement
Most email engagement marketing campaigns start with the right goals. Typically, a guest or subscriber to your website or landing page is drawn in by a lead magnet and is convinced to offer their contact details in exchange for access to your e-book or another marketing resource. Engagement in this phase is usually very high and only goes deeper into the campaign.
To maintain high engagement levels, it’s important to give your subscribers a reason to wait for your next message. It is similar to the psychological factors that help people to watch television programs excessively. A very active activity (like watching an episode of your favorite show) releases dopamine and that makes you want more. An ideal marketing note should give your recipients the same excitement they get from watching an exciting presentation on television.
A key component to achieving this is the continuity of your messages. When messages linked in your drip campaign, it results in a yearning for your next message. This supports engagement and therefore helps with high overall conversions.
There Are Several Ways To Do This.
Surveys and Questionnaires: Email marketing newsletters are mostly one-way communication tools. Surveys and questionnaires improve interactivity and make the reader a willing participant in communication.
A great way to tie your email engagement marketing messages together is to append a test question to the end of each of your messages and promise to publish the results in the next message.
Tell a story: storytelling may not be possible for all types of drip marketing messages. Though, this is unique of the most effective ways to connect your messages and keep your recipients busy.
Baremetrics is a company that does this very well. Her blog (and hence the email newsletter) is a collection of experiences that run the company straight from the founders and the rest of the team. As a product used by startups, this offers an engaging story that audiences won’t want to shut themselves off from. Remember that your letters should not contain grammatical errors or look unnatural. You can improve the quality of your email text by yourself via the Grammarly app or by using any paper writing service.
Increased Participation Of Recipients
Continued interest in your drip marketing campaign is just one aspect of reaching your target email audience. There are other reasons why recipients may stop interacting with your content. There can be many reasons for this:
- The recipient is already a paying customer and no longer needs to be approached.
- Recipient has paid for another product and is no longer active in the purchase process.
- The recipient no longer needs your product.
These are different use cases and ongoing engagement in each of them can only achieve with a personalized approach.
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Create separate email campaigns based on customer status- There is no point in sending an email with your product to a recipient who has already purchased from you. Failure to personalize your message based on the recipient’s conversion status will affect participation and opt-out options.
It would help if you changed your marketing goals based on the status of your recipient. Perhaps you could consider cross-selling or upselling to these recipients. This would require a critical change in the rearing process.
Alternatively, you can move your metrics and rate these recipients based on customer service. For example, you can share with these customers onboarding sequences or tips on product management and maintenance. This ensures a high relevance of the message and thus a continuous commitment.
But all said and complete, it is also worth asking whether continuous cooperation with a recipient is necessary. If a customer has before made a purchase decision and doesn’t have a specific marketing metric to measure their ongoing engagement, you can finalize your marketing messages.
The average client is used to receiving hundreds of marketing messages every week, and it is a daunting task to stand out from the clutter. Ideally, you want to reduce the clutter in your customers’ inboxes when they are no longer needed. This reduces your target audience and ensures an ongoing focus on engagement and conversion. This brings a better ROI in the long run.
