Paradigms for Subscriber Engagement in Email Marketing
If you want more subscriber engagement in email marketing as you would ideally like to push in your products and services it will be always optimal to keep note of certain paradigms for engagement as demonstrated as standard frameworks within which a subscriber attends to your email campaigns. Here we bring before you some paradigms for subscriber engagement in email marketing:
Measure the user engagement
Every engagement metrics provide you valid information regarding the user alignment with respect to your email campaigns. Track common engagement metrics like delivered rates, open and click rates, spam and unsubscribe rate etc. to have an idea of user engagement.
Get valid clues from user interaction
If the user engagement is positive, then it is reflected by high open and click rates, low spam complaints and unsubscribes, high forward rates and positive consent for receiving emails ( like “this is not spam”, “add to address book” etc.). If the recipient moves your messages to another folder, then it means a positive engagement that they like to archive your emails for further reference, but alarms have to be rung to your team if the messages are getting deleted.
Update and honor user preferences
The user preferences can be ISP & email client specific or the preferences they provide to you while signing up. The email client specific user preferences may set the actions the email clients should take with regard to your email, while the user preferences they provide you will be with respect to the content and frequency of your emails. Update this in your segmented list and honor them regularly.
Choose the right time and frequency to send out you mailers
It will be really annoying for a user to receive your emails too frequently and they will feel a kind of disconnected experience with your brand if you don’t send out your mailers too sparingly. Find out the ideal frequency of your mailers depending upon the type and nature of your business. Also, determine the right time to send out mailers. This can vary from a Thursday afternoon to Tuesday evening to Wednesday morning depending on subscriber engagement history and the type and intention of your promotion campaign.
Engage your users through relevant content
A well-designed content with a properly placed call to action and relevancy is bound to increase user engagement. Relevancy is again based on user preferences regarding the type or category of products your users and interested in and the content has to be mobile responsive under optimal design considerations.
Segment your users
Segmenting your users is an important activity of your email workflow if you have to deliver personalized campaigns which are user specific. Segmentation can be done based on attributes as well as activity.
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Segmentation based on attributes
Attributes can refer to any values that are entered in the list which apply any characteristics to the user like age, gender, geo-location, industry, job roles, marital status etc.
Segmentation based on activity
Activity can refer to user-specific data like the open and click details, non-openers, opened but not clicked, clicked in the last 60 days etc. or to those who have taken a call to action like download an app, changed user preferences, opted down from your list, made a purchase etc.
Re-engage inactive users
Inactive users may require just a slight momentum to be reactive again! This depends on how proactively you would engage them. A customer who has been inactive for more than 60 days are to be re-engaged by “we miss you emails”, special offers, promotions and discounts, “complete a survey and win mails”, update of user/email preferences etc.
Build trust with your users
Your users will soon wither away if you fail to build a relationship with them. Treat them with welcome mailers during their first engagement, thank you mailers for completing a purchase, anniversary and birthday mailers to wish them, and ask them often how they are doing for a rapport. These small bits of user engagements pay well in the long run.