In today’s business landscape, you need to go beyond connecting to your audience to keep your business afloat. Building a strong emotional connection with your customers puts your brand three steps ahead of the pack.
In fact, customer engagement is one of the most significant factors that contribute to business success. Highly engaged customers tend to buy more, promote more, and show more loyalty to a brand they feel closer to.
Achieving that kind of customer engagement isn’t that easy though. You have to motivate an action and provide high-quality customer experience — important components you should include in your customer engagement strategy — in a platform that will let you do just that and more.
Given its accessibility and capability to generate high ROI, email marketing makes an appropriate platform for building strong relationships with your customers and keeping them in the loop. Utilizing email marketing to improve customer engagement involves understanding the core principles for success.
Customer engagement holds the key to effective digital marketing.
It’s difficult to stand out in a world filled with saturated content and cluttered inboxes. Instead of doing everything all at once, try to shift your focus to strategies that will differentiate you from the rest.
Foster brand loyalty by interacting with your customers, increasing their satisfaction, and building positive customer experiences.
How beneficial is an engaged customer base for your business? Engaged, repeat customers represent 23% more revenue than average, as they tend to feel loyal to a particular brand, resulting in more purchases from them over time.
Email marketing helps boost customer engagement.
It’s no secret that email remains one of the most effective marketing channels when it comes to communication and sales. Email plays a huge role in any marketing strategy – no wonder it’s a platform of choice among marketers when it comes to converting leads and engaging with customers.
But since inbox attention is at a premium, simply sending emails is not enough to drive customer engagement. You have to create effective emails that deliver results. The goal is to get your customers to open, engage and respond to your emails.
How do you make it happen? Be more innovative with your email marketing. Make your emails worth your customer’s time by providing valuable and personalized content.
There’s a lot of ways to engage your customers. Knowing what kinds of email to send can give you a good start.
Increase your customer engagement by sending emails that:
Provide user insights.
Give your customers an update on how they’ve been doing to bring the engagement further and keep them on board.
Grammarly sends a recap of their subscriber’s personal performance.
There’s nothing quite like a little motivational nudge to keep your subscribers engaged. You can use social proof or give them the inspiration to connect with you again.
Take Buffer’s email as an example. It tells the reader one benefit of using Buffer and gives suggestions on what to share. At the end of the email is a subtle way of inspiring readers to get in touch with them.
Sending milestone emails helps build brand loyalty and drive conversions. It’s an opportunity to recognize your customers’ continued patronage and remind them of the value they’re getting from you. In fact, 69% of U.S. consumers stay loyal to a brand that acknowledges their loyalty and importance.
Zillow’s automated milestone series congratulates a real estate agent when she hits a customer review milestone.
Make it personal.
Take your relationship to another level with a personal approach in your emails. It can be as simple as including their name in your subject line or content and sending an email based on their location. You can also suggest products similar to what they purchased or offer them ways to use their purchased products — there are lots of possibilities to explore.
OpenTable’s follow-up email hits the mark since it asked about the subscriber’s personal experience and made personalized recommendations too.
Celebrate a season.
Events and holidays are a good excuse to buy new things. Hence, taking advantage of seasonal emails can be really effective in engaging your customers, especially since email generates 20% of online holiday site visits.
This promotional seasonal email from Taylor Stitch took advantage of Halloween and made it feel in brand.
Now that you have an idea of what emails to send, it’s time to explore some tactics to engage your customers and improve their online experience.
Here are five ways you can boost customer engagement through email marketing.
1. Segment your audience.
Your customers and prospects are in different stages of the buyer’s journey, thus the information they need will vary. Segmenting your email list according to different variables lets you send emails to a select group of targeted recipients. And if you send the right email to the right person at the right time, your email open and click-through rates will surely increase and will be less likely marked as spam.
Segmentation also allows you to increase personalization and gather more data you can use in forming strategies for future campaigns. Doing so won’t only increase your customer engagement, but your revenue as well.
2. Hook them with your subject line.
It’s crucial to grab your customer’s attention and provoke curiosity right off the bat. Your email’s subject line should attract the recipient’s interest and set their mood toward your email once it lands in their inbox.
Win your audience with a subject line that’s short yet compelling. Write something that’s unique, charming and clever. Avoid using exclamation points and words that appear sales-y as they won’t do your emails any good. Think of your subject line as the marketing counterpart of poetry. The few words you string together should be powerful enough to win your customer’s attention.
In the example below, Skillshare used a subject line that conveys a sense of urgency and tells the reader about the deal they’re offering.
3. Make your emails mobile-friendly.
Another tactic that you must do: cater to mobile users. As two-thirds of emails are opened on mobile devices, it’s no longer a question of whether you need to optimize your emails for mobile or not.
Keep mobile functionality in mind when you’re crafting your emails. Design your emails in a way that looks clean, stackable and easy to engage with to ensure your content will show up clear and complete. Doing so will let you see far more customer engagement in your email marketing.
In this mobile-optimized email, Curbside used beautiful imagery and illustrations that lead the reader through the way the application works.
4. Use triggered and automatic emails.
Personalized emails can do your business good. One way to create relevant, personalized emails is through email marketing automation. According to DMA, 75% of email revenue is generated by triggered campaigns while 21% are from automated email campaigns.
With a good email marketing automation strategy, you can send custom emails to recipients based on their previous interests and actions. This helps convert prospects to customers more efficiently and keep your existing customers engaged.
You can optimize email marketing automation by sending welcome emails to new subscribers, reminder emails to those who have products pending in their cart, or product feedback request emails to customers who recently purchased a product.
5. Ask for feedback and improve.
Knowing what your customers want from your business does the trick in maintaining a good customer relationship. Get feedback from your subscribers from time to time. Ask them what they like and don’t like, what they would like to see in the future, or what they want from your emails. Give them what they want and they are more likely to engage with your brand.
Just don’t make them answer long surveys. Keep your questions short, simple and sweet to get more responses from them.
It’s a good idea to offer a reward to subscribers who’ll answer your survey, just like what Flywheel did.
Maintaining a good relationship with customers through email marketing leads to better engagement with your customers. But the road to success ain’t easy as it takes a lot of time and effort – and in some cases, even failure – to improve customer experience and engagement. Stand out from the crowd by following key email marketing strategies to keep your customers constantly engaged with your brand.
About the Author:
Jericho Gonzales is a Content Marketing Specialist at Campaign Monitor. After seven years of being unhappy with his career in the financial industry, he decided to follow his dreams and become a writer. Besides writing, he is also passionate about all kinds of martial arts and practices whenever he can.
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