5 Best Practices for Increasing Subscriber Engagement
There's lots of hype surrounding email engagement, yet everyone has a different opinion on what that really means. In practice, we can only influence people while they're engaged with us, but engagement doesn’t happen automatically or overnight. It takes time and work, and is a slightly different process for every kind of business.
Engaged subscribers usually represent a small percentage of a list, but they do have the most value to a brand. This makes cultivating engagement a worthwhile pursuit. Here are five tips for increasing subscriber engagement in email marketing campaigns:
1. Roll out the welcome wagon. Engage subscribers from the start. Welcome new subscribers with a helpful, eye-catching email to connect them with your brand from the first click. It can be hard to get newcomers to engage with you and respond in the way long-term subscribers do, so it’s necessary to reach out to them specifically. That’s where automation through triggered emails and personalization comes in.
Set the right precedent for a long-term relationship with every new subscriber by developing a welcoming system. Be supportive of newcomers by offering them additional customer support or maybe even extra incentives. Consider having a newsletter series specifically aimed at teaching them the ins and outs of your company. If they lose interest, you lose money, so don’t give them the opportunity to by engaging them from the start.
2. Track and understand user actions. To increase customer engagement, you first need to understand what interests them and why. In email marketing, this means understanding the actions your subscribers take on and from your newsletter.
Begin by defining an engagement score. Combine key metrics such as opens, clickthroughs, comments on your newsletter, friend referrals, time spent on your site, visitation frequency and end-goal actions such as downloads and product or service purchases. Also consider measuring interaction with your support and marketing materials, including downloadable product sheets, promotion participation and access to help centers.