High-quality content should be the backbone of your email marketing strategy. By creating relevant and informative content that provides value to your subscribers, you can improve your engagement rates—and therefore increase your revenue from email marketing.
So, if you’re looking to boost engagement with your emails, here are three types of email content you should be sending to your subscribers.
To boost your email engagement rates, you have to, well, engage your subscribers. One of the most effective ways to do this is through your email newsletters. You can use them as opportunities to tell meaningful stories.
Rather than making your newsletters seem like just a sales pitch, include valuable content like the latest news in your company, success stories from people that have done business with your brand, and even your blog posts.
Your subscribers aren’t going to engage with your emails if the messages aren’t relevant to them. It’s as simple as that. Make your content relevant to your subscribers by using demographic information such as age, gender, and location to send targeted offers, rather than sending all your offers to your entire list.
If you are an FEC, send offers for field trips to teachers on your subscribers list and offers for family nights to parents. You also need to think about your subscriber’s location when sending targeted offers. If your subscribers aren’t local, you should take them off your main e-blast list.
Database decay is a fact of email marketing, but that doesn’t mean you can’t do anything about it. Don’t just purge subscribers who unsubscribe from your list. What you should do instead is re-engage them.
People unsubscribe for a wide variety of reasons, so it’s important that you ask the right questions. In your re-engagement message, provide your previous subscriber with a way to tell you why they unsubscribed. It could be a quick survey that they need to take or a short questionnaire they need to fill out.
If you do receive a response from people who unsubscribed and they inform you of their issues, make it a point to actually do something about these issues. Addressing your previous subscribers’ concerns lets them know that you value them and makes them more inclined to re-engage.
The messages that businesses will send their subscribers will vary based on a ton of factors including the industry they are in and the demographic information of their subscribers. That being said, you can definitely rely on these three types of email messages to boost your engagement rates.