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2/22/2017 - Article

Create Engaging Email Campaigns

Creating email campaigns that are engaging is a marriage between the message you are conveying and your brand, powered by email marketing technology. Get this right and your email marketing will help hook your subscribers and lead to faster and more frequent purchases. In this article we want to share with you our ten tips for creating engaging email campaigns that will attract new subscribers.

1. Improved targeting and mailing list segmentation
Segmenting your mailing list can be a great way of targeting potential customers for specific email campaigns, by splitting your recipients up into smaller and more managable sub-sections. Rather than blasting an email campaign out to an entire list, you can make your eCampaigns more targeted. For example, split your list by time such as the last time recipients engaged with your email campaign, where your subscribers live. Tailor the content the subscriber receives as to whether they opened your last email campaign or not. By segmenting your lists like this, you are providing your subscribers with more meaningful content. When this happens, engagement will increase.

2. Have a plan
Try to think beyond your current email campaign by incorporating your email campaign within an overall email campaign plan or workflow. Ask yourself questions about what's the next steps for subscribers that engage with your email. Will you send them a more targeting follow-up email. Similarly, what will you do about subscribers that have not opened your email. By building your campaign within a workflow, you can really plan and automate your eCampaign right from the start.

3. Use Obtainable Data
keep the content of your email campaign simple and know the sources of you're information. Then figure out a way to put this information to use. Start small by focusing on only one source of information at a time. Use the one that provides the foremost value for your list, or simply use the information that's best for you to integrate.

4. Use Triggers
Emails that are automatically sent based on the behavior of your subscribers are likely to be recognised as more relevant to them. For example, a birthday greeting, a welcome message to new subscribers, or an email based on the user's interaction with a previous eCampaign.

5. Track inactive subscribers
By knowing the subscribers that are not showing activiy with your email campaigns (opens, clicks, etc), then you will be able to better act. Try to find out why they are not engaging with your emails and then try to give them content they may be interested in or even incentives. But always remember that inactive subscribers in a mailing list can be a cost to you. If all else fails then it might be worthwhile sending them a “unsubscribe” email. If they still haven’t shown activity within thirty days, then automatically unsubscribe them.

6. Make your eCampaaigns mobile responsive
People are increasingly viewing their content using mobile devices. You need to make certain that your emails are readable across all devices such as mobile phones and tablets.

7. Subject lines affect engagement
The subject of your email is often the first thing your recipients will see. It's therefore very important to make your subject matter interesting and to the point. One way of doing this is to raise a query. Other useful tips are to be specific, create urgency, be short, use lower case. Wherever possible, remember to personalise it. This alone can increase your open rate by over two hundred times.

8. Remove distraction
You want your subscribers to focus their attention on your call to action, such as 'Buy Now' or 'View More'. This is the single most vital piece of content in your email campaign. Make your call to action obvious - user a button, an outline or a colored space that contains the link. High contrast buttons and graphics that catch the attention, can work wonders for increasing click-through rates.

9. Time and frequency
The time at which you send youe email campaigns can also have an affect on subscriber activity. Keep experimenting to figure out the most effective time to send out your email campaigns. Our tips are not to send them too early in the day, or too late in afternoon. However, certain recipients might solely check their email on their lunch break or after work. This is where list segmentation can come into play. By segmenting your lists, you can send your eCampaign out to different subscribers at the times when they are more likely to read it.

10. Email variety extends the rate of subscriber engagement
Make a great first impression by sending a welcome email to somebody who has simply signed up to your website or shown interest in your products. Offer an incentive or promo code good for a price reduction to extend engagement right from the start. If a customer buys a product, send a confirmation email and add a promo. These are all things you can try to reward your subscribers when they promote your email campaign.

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