We’ve already explored how to write engaging emails, but covering the ‘why’ is just as important.
Almost everyone uses email nowadays (over 4.2 billion people around the world, to be exact), making email a convenient tool for reaching your customers.
If your website visitors are subscribed to your mailing list, they’re already interested in your business. They are curious about what you have to say — making your email engaging will keep them hooked.
⚡️Benefits of engaging emails #
1. Targeted messaging = more conversions #
Your potential customers likely differ in several ways:
- Where they are in the buying cycle
- Diverse demographics (e.g. age, gender, location)
- Level of engagement with your brand
Because of your customers’ differences, we recommend segmenting your emails into groups to reach them more accurately. This allows for personalisation, meeting people’s needs, and re-engaging inactive subscribers.
As each email will be tailored to a specific customer, your business might see higher conversion rates and improved click-through and open rates.
2. Driving traffic to your website #
Email campaigns are a great way to spotlight your website. Include the link to your website in every email and encourage your subscribers to visit it — for example, because of a special offer, to read a blog post or to learn more about your upcoming competitions.
3. High return on investment (ROI) #
Email marketing is a perfect way to drive revenue: it typically costs little, and if done right, it can bring in a lot of money.
If your email list already has plenty of subscribers, they only need a slight nudge in the right direction. This can be done through a call-to-action and a link to the check-out if they abandoned their cart or the product they were browsing.
⚡️Challenges #
1. Writing a simple email #
Creating a straightforward email is easier said than done — it’s a real art. You want to convey your message, yet you don’t want to overwhelm your customers with information.
If your email is too difficult to digest, your subscribers may not engage with it at all. Practice including interactive elements or letting your graphics speak for you. Making your email layout eye-catching will keep your subscribers drawn in.
2. Deliverability issues #
Sometimes, recipients may not receive your email because it lands in their spam folder, or they may delete it because they’re not interested.
Monitoring and improving your email deliverability health should be a priority. If your email marketing provider is Klaviyo, you can view and analyse your email metrics in their email deliverability hub.
3. Overthinking #
There’s nothing wrong with wanting to curate the perfect email. However, sometimes people may fear that their choice of words will be misinterpreted, which can be risky for a business.
Overthinking and the fear of being misunderstood can lead to writing lengthy emails — which may not be the wisest idea if you’re trying to boost your engagement.
⚡️What makes an engaging email structure? #
1. Subject line #
This is the first thing your subscribers see. Crafting a really good, engaging subject line will compel them to open and interact with your email.
2. Salutation #
Opening the email with a happy and personalised greeting can have a massive influence on your customer’s next actions.
3. The body #
This is the central part of your email. Craft a concise email and use captivating story-telling to make the email’s purpose obvious and fully immerse your customer.
4. Call-to-action #
Following your narrative should be a simple yet engaging call-to-action (CTA) that gives the customer no option but to take the action you want them to take.
5. Friendly conclusion #
There are many ways to end an email. For some, a call-to-action is enough to close the email.
However, you can also end the email with:
- A professional sign-off, like: ‘Regards’ or ‘Sincerely.’
- A thank you
- A personal touch, e.g. ‘Have a nice day, [insert name]’
Maintain an enthusiastic and light tone throughout the email; a positive, confident attitude will always keep the reader gripped.
We’re email marketing experts who know how to make your email stand out. Interested in learning more about what makes a successful email campaign? Contact us.
