You might send all kinds of emails to your clients, from newsletters announcing new promos to emails introducing a special offer or a new blog post. More than 90% of survey respondents in a Constant Contact survey said email marketing is important to their company’s success, and 79% of marketers place it in their top three most effective marketing channels.  

If you typically measure open rates to gauge your email effectiveness, you might want to try looking at email engagement instead. A post on UserGems explains that email open rates can be misleading. Someone may open the email, delete it and never take any action with your company. Engaged subscribers, on the other hand, click on links, ask questions or give feedback. Those are the kinds of subscribers you want – ones who actively participate with your brand. 

How can you better engage your email subscribers? We share some ideas from UserGems in this issue of PromoPro Daily.

  1. Make it personal. Your clients and prospects may receive dozens or hundreds of emails every day. If you want yours to get noticed, add a personal touch. This can be as simple as personalizing your subject lines for each customer group, addressing your subscribers by name and looking into their clicking history to create more personalized content. The post recommends going one step further and adding dynamic images to your emails.
  2. Embrace the power of storytelling. This can give your promo business a human face, according to UserGems. It can also create a sense of community and foster meaningful connections. Start by creating a narrative around your products and encourage clients to become part of that story. Don’t be afraid to sprinkle in some humor and weave in some cliffhangers to pique readers’ interest.
  3. Make use of the preview text. Don’t use the same wording as the subject line. Instead, build on it by including more information. The UserGems post says if your subject line reads, “A special discount just for you,” the preview text could be something like, “Take a 10-minute survey for 10% off your next order.” You could also use this text to spark curiosity with a surprising promo stat.
  4. Encourage discussion. Your prospects and clients want to feel heard, and you need their feedback to improve your offerings, the UserGems post says. Use each email as an opportunity to ask for subscribers’ ideas or thoughts.
  5. Entice with incentives. When you want to boost engagement, offer some promo. For example, if you’re sending out a survey, offer branded merch to those who take time to fill it out.

Whether your promo biz has a small list of email subscribers or you already have a robust list of loyal clients, you can make the most of each email by applying the ideas above.   

Compiled by Audrey Sellers 
Source: UserGems is an AI-driven prospecting solution for revenue streams.