Sending out emails to prospective clients is an often neglected marketing strategy that can yield an excellent success rate if implemented correctly.

However, businesses must develop a proactive method to engage customers via their email marketing campaign to improve their conversion rate.

For the best ways to increase email engagement in 2022, keep reading on!

What’s Email Engagement?

Email marketing engagement is a metric that measures the impact of businesses’ email advertising via several indicators, such as:

Note: The engagement numbers may indicate varying levels of success for different businesses depending on the goals they set before implementing the strategy.

  • Open rate—percentage of recipients who have opened your email.Clickthrough rate (CTR)—percentage of receivers who have clicked on at least one link in your email.Email delivery and deliverability rate—percentage of emails that were confirmed as received and emails that arrived in the recipient’s main inbox.Reply rate—percentage of replies to your emails.Conversion rate—percentage of subscribers who complete one of your goals: subscription renewal, becoming a new customer, etc.Unsubscribe rate—percentage of people who have left your mailing list.

9 Ways to Effectively Improve Your Email Engagement

To achieve better customer engagement via your email marketing campaign, use one of the following marketing tools, which rely on imagination, persuasion, and creativity:

1. Write Engaging Subject Lines

If you are wondering how to increase your email open rate, focus on the subject line first and foremost. Write short, clear, objective yet personal, or even humorous subject lines. You can also use intriguing questions that foster urgency or curiosity.

2. Rely on Social Proof

Buyers often validate their purchases by checking out how well the public has reviewed certain products. Therefore, besides a captivating ad, you should also provide snippets of positive reviews or recent research that highlights your product benefits.

3. Include Social Sharing Options

Since people tend to share and discuss their recent purchases with friends and family, include social sharing buttons in your email. By doing so, you will effectively create an interactive, one-click referral marketing campaign and increase your CTR metrics.

4. Personalise Your Emails

Subscription and conversation rates, and even comebacks of existing customers, are proven to work better once you take a personalised approach with your emails:

Once you establish a personal connection with your recipients, you generate positive feelings for your campaign, thus increasing your email open rates.

  • Greet your customer using their first nameSend personalised birthday and holiday cardsInform them if you offer the items and services they needNotify them when an item they searched for becomes availableRemind them of past shared experiences

5. Make Your Customer Feel Worthy

Everyone enjoys praise for their achievements and milestones, and once you celebrate and recognise your customers, they nurture positive feelings towards themselves and your brand, which might even lead to a free copy shared on their social media.

6. Prioritize Calls-to-Action

To avoid high bounce rates, your CTAs must stand out with creativity instead of forcefully prompting customers to act. Therefore, when designing your CTAs, consider your goals before deciding on the shape, copy, and placement of your click boxes.

7. Digitalize Your Content

Marketers have recently started creating unique experiences by adding videos to their emails especially when it has been known that it increases traffic by 157%. With this method, you establish a human connection to your recipients, who are more likely to purchase from a business that relates to them on a personal level.

8. Add Extras in Your Transactional Emails

You can also leverage the high open rates of your transactional emails to add extra information about your business. For instance, in addition to payment, shipping, or status updates, inform the buyer of new products and services you offer.

9. Create a Multiplatform Responsiveness

Your product promotions will be in vain if certain customers cannot view them on specific platforms and devices. However, to develop this multiplatform responsiveness, you need a good UX/UI designer or a template from an email marketing software.

Before Sending That Email

Businesses generate a better email marketing engagement by sending personalised, relevant, and responsive emails. The ultimate goal is to deliver emails that converse with potential customers, making them feel worthy and special. Then, simply measure the marketing results of your emails to improve the engagement effect when needed.

1. How is email engagement calculated?

Marketers estimate the effect of their email engagement via several metrics, such as open rates, reply rates, click-through rates, and more.

2. Is email a direct engagement?

Email marketing is one of the most effective and direct marketing methods to convert potential customers, generate leads, and expand a brand’s awareness.

3. How do you increase engagement in email marketing?

Businesses have to “think outside the box” to increase email engagement and adopt a proactive, creative, and personalised approach, like the methods outlined above.