5 Simple Tips That Help Increase Email Engagement
When it comes to increasing list engagement it’s important to create a plan based on the products and services you plan to promote. A good engagement strategy starts with your product funnel which in turn helps you create your content and your various marketing calendars.
Fact: all email marketing should be focused towards promoting your products or services and that requires planning. Let’s start by going over a few of the things you’ll need to add to your plan so that you can increase engagement for your email campaigns.
A Product Funnel
You probably already have various products and services, but you may not have designed a product funnel yet that helps you understand how everything is interconnected and works together. Understanding this can help you keep your different lists and promotions in order.
– A page for each product
Each page should tell your audience the benefits of purchasing the product. Remember benefits over features. The focus of your sales page should be on the audience, not on you. When writing your content, pretend you’re the client and answer all the questions and concerns they might have on the page.
– A list for each product
Using your autoresponder, create the lists for each product or service that you will promote. At the minimum, you will want a general email list for people who visit the front page of your blog and then two lists for each product you sell.
Create one list for people who purchased the product and one list for people who just want more info about the product. Name them appropriately so that you know where to put the messages based from where the audience joins your list.
– A product calendar
Knowing when each product is being launched for new upcoming products and or services will help you identify which lists you can include the announcements and information on. Plus, it will remind you to create new sales pages, lists, blog posts and email marketing messages for each new product.
– A blog calendar
Based on the product launch calendar, write blog posts and set deadlines for them to be scheduled. Ensure that some blog posts promote the various sales pages, and other blog posts are designed for those who purchased already. For each message, consider who will see it and where they come from.
– A social media calendar
Develop social media messages in a series based on your blog posts that will attract your readers to click through to your sales pages and purchase or sign up for your email lists.
Based on how everything works together above, create a series of emails that you can edit appropriately for each separate list that you may want to promote the new product to. Load them into the right autoresponder, ensuring they link to the right sales pages depending on the audience they are sent out to.
See also: Autoresponder Buyers Guide
– Follow-up messages
Write a series of follow-up messages for each product that you sell. Once sold, you will want to keep in contact with the customer who bought it so that you can market future products and services to them.
By creating a plan of action to follow, you can make sure every single time you launch a new product that you can cross-promote other products and services without bombarding your list with messages they don’t need, therefore increasing your conversion rates exponentially.
If all the content you create fits together like a puzzle designed to promote your products and services in a seamless way, it’ll be that much easier each time get ready to launch a new product.
Creating subject lines that get people to open the emails you send
You’ve finally got some subscribers to your email list, and now you want to start getting some interaction from them. You want them to read the information and answer your calls to action. But first, you must get them to open your emails. That starts with writing subject lines that encourage them to act.
– Pique interest
Don’t give everything away in the subject line. Instead use the space to make them want to open the email and know more. Think about what they see when they get the email in their inbox and put the words in the right order to pique interest.
Email subject lines are a good way to bring humor and a fun personality to your email messages. Keeping your audience in mind, make your email subject lines evoke the emotions that your audience needs to open them.
The email subject line should make the reader curious enough to open it. If you know the audience you’re sending emails to well, and you should, it should not be difficult to craft curiosity-seeking email subject lines for them.
– Be upfront
You don’t want to mislead your audience, so be careful about trying to be too clever with your email message subject lines. If they feel duped when they open the email, no matter how good your offer is, they’ll be unhappy.
Some people search their emails using various keywords; make it easy for them by including those keywords within the first three words of the email subject line. Plus, when the email comes in, the keyword will be immediately visible to them.
People respond very well to personalization in email messages, and that includes subject lines. If you can call out their name, or name their title, they’re going to be more likely to open the email message.
– No Fluff
You have very little space in the email subject line. How long your subject line is will depend greatly on your audience. Test different lengths of subject lines to find out what works well with your audience, but the rule of thumb is 1 to 7 words or less than 130 characters.
– Name drop
A great place to name drop is in the subject line of an email. If you use a famous person’s name, or a person who your audience values, then all the better. You have to be careful doing this because you don’t want the person’s name you drop to be angry, so ensure that it’s all positive. It needs to be a win-win situation.
A time limit mentioned in the subject line will also entice your audience to open it. If you offer a special that expires in three days, say so in the subject line so that they know that they need to open now and not wait until later. Note: Make the deadline real to be most effective.
Creating subject lines that encourage opening of emails is something that you need to consider carefully based on your topic, your audience and the results you’re hoping to achieve through your email marketing messages.
Offering your subscribers gifts to increase engagement
A free gift is a great way to entice a new subscriber to sign up for your email list. It’s also a great way to increase engagement, because who doesn’t like getting gifts? The important thing about offering a gift is that it should be useful, valuable and the same quality as the products or services you offer.
If it’s lesser in value, they may think it’s an example of the type of work you do and never buy your products or services. If you’re serious about getting more subscribers and ultimately customers, then your gift needs to be an example of what your audience can expect to receive when they make a purchase.
Never make your gift something that you must produce separately for each person; that would be too difficult and take too long. You want it to ideally only cost you something to produce one time.
What types of free gifts can you offer?
– An eBook
This is a great gift to give away, especially if you use one you normally sell so that it has a perceived value to the visitor. If it’s something you normally sell on your website or elsewhere, then the visitor feels a lot of incentive to get the free item.
If you create any type of downloadable tools, software, plugins, or apps or have permission through private label rights to use them as freebie giveaways and it’s something very useful for your audience, this is another really great free gift to give your subscribers. This works best if the freebie is something your audience can use in conjunction with your products or services.
– A report
A report is just a short eBook that is more focused on solving one problem, instead of an overall “how to” like a book would be. If you had a website about vegetarianism, you could for instance offer a free pantry check sheet, conversion or substitution chart for your readers to use.
People like getting discount coupons, so if you can offer your visitors a coupon code for signing up for your email list that is a great freebie to offer. Don’t discount your work too much, though, because that devalues what you do.
Offering written or videos lessons to your subscribers works for almost every niche. You can use the to educate and inform your readers about the many ways your products can make their lives better. Just create the lessons and load them up into your autoresponder and deliver to the people who sign up for your list.
– Checklists, worksheets & charts
These are awesome to give your audience because they can use the to reach their goals and get things done and every time they do they are reminded of your generosity. You can create them around the types of products or services you offer.
You can put together a collection of all the things we’ve discussed in this lesson and offer a package deal. This is a great way to give them an overall sampling of what your business can do for them.
When it comes to increasing list engagement for your email campaigns offering free gifts is a great option, think carefully about the types of gifts that will suit your audience and use them to get your subscribers to open, click and act.
How to optimize your landing page for more traffic
When building your landing page, it’s important that you understand who your audience is and what the purpose of the page is before you start, then optimize it to get the best listing possible. Let’s go over a few things you should keep in mind as you build your pages.
– Keep it simple
Don’t go crazy putting too much information on your landing page. For instance, don’t put pop-ups and pop-under on the same page. You don’t want too many keywords to gunk up how readers view your page either. You want the page to read well for real-life visitors, while at the same time attracting the search engines to rank you higher.
Study the keywords that your audience uses to find you. It doesn’t matter what other people think about your keywords, it only matters what your audience is using to find you. Look for high value, low competition keywords to use to attract your audience.
Not only should the titles on your page be keywords, they should also be in the proper heading style. If the search engine recognizes it as a header, it will place more importance on the words than if it’s body text.
– Title tags
If you look at the top of any webpage, there is a title for the page. Take advantage of this area to define what the search engine sees about your page. If you don’t control this area, every page of your website will have the same title tag. Differentiate each page to get more hits from search engine.
– META descriptions
Every page has a META description that will define how the search engine displays your search results to the reader. Make the most of this feature. If you use WordPress to build your sales pages, you can use a SEO plugin like YOAST, which allows you to control the META description and even see a preview of what it will look like before publishing the page.
Creating subheadings with keywords and header tags will help not only lead your user’s eye down to what you want them to read and describe the actions you want them to take, but it will also draw attention to the search engines.
– Keywords in links
Make links within the landing page with words that are keywords and specific about the link. Don’t use words like “click here” – use words that describe what they’re clicking such as “100 Stroganoff Recipes” instead. Most people understand that underlined words are clickable now.
– URL keywords
If you can include a keyword in the URL of your landing page, that is a very good use of a keyword or keyword phrase. Don’t go too crazy with the keywords, though; you want the page URL to also look nice.
– Alt tags
Search bots can’t read images, so it’s up to you to provide descriptions to the images that you have in your sales page. Use more than “pretty blue flower” to describe the image. Instead use words that are relevant to what you are offering on the page.
Headlines in landing pages are important because people do not read horizontally online; they read vertically. Bolding a headline using headers and making sure it’s an important keyword, will not only lead the search engines to rank you higher, but it will also help your audience read your page better.
– Actionable copy
Your landing page copy should include keywords that make sense. Don’t overdo it because using more than two percent keyword density in your pages will send alarms to the search engine that your site might be spam. Instead, create copy that leads your viewer to perform some sort of action.
– Add video
Video is often shared, which adds an additional dimension to the sales page, but while a search engine bot can’t really watch the video, it can read the tags and notice that there is a video. And since users like video a lot, the search engine is more likely to put that page toward the top of the results.
People don’t exclusively use their PCs when looking at sales pages. In fact, a lot of people use their mobile devices while they’re waiting in the doctor’s office or visiting a coffee shop. The more responsive your design is, the more the search engines will like your page.
Using these tips to create a fully optimized landing page to get more search engine traffic will work. Try making one or two changes at a time to make the effect even more useful for getting more search engine traffic.
Search engines also like websites that are updated often and since sales pages and landing pages don’t typically change much, improving your page over time is another way to garner more search engine traffic.
Email Marketing Software
Depending on the email marketing software you use, it’s important to learn all the features that it has so that you can use it to its fullest potential. You might not even be aware of all the things your email marketing software can do.
If you aren’t sure, consider seeking out someone who is an expert with your software choice so that everything can be set up to be the most effective and the most personal in nature.
– Write interest-targeted email messages
Use the software to capture the information needed to personalize and craft email messages toward what your subscriber wants to know about. This is an important way to move your subscribers enough to purchase from you. Capturing the right information will enable you to point your subscribers to products and services that they want.
– Create geocentric messages
It is likely that your email software allows you to capture location-based information from subscribers. This location-based information can be used for a variety of purposes, from marketing events in their area, to encouraging them to visit your location if you have a local bricks-and-mortar business.
– Let them define their information
Sending a poll or checklist to subscribers that lets them define what information they want to get is a good way to find out exactly what your subscribers need and want to hear from you.
– Acknowledge purchases
Each time a purchase is made it’s important to acknowledge it with a thank you, but to also move them off a list that keeps promoting that item. If they feel like you’re harassing them to buy something they already have, they won’t respond to well when you market something new to them.
– Encourage social sharing
Put social share buttons on appropriate email messages so that your subscribers can help you get more people to sign up for your email marketing lists. This is a type of personalization that encourages them to share with their friends, but also encourages them to friend, like and follow you on other social channels.
– Predefined fields
Most email programs allow you to insert different predefined fields. For example, if you have a website that is devoted to selling art, you could send a questionnaire to your audience asking them what their favorite style is. Then the software will not only trigger the right emails to go out based on that style, but it will also mention the style within the email message. If they don’t fill it out, it will insert some other value that you choose into that predefined field.
– Date insert fields
It’s important for many of your emails to be pre-crafted, but you can make the email message look as if it was just created by using the date insert field. Then the email message looks timelier. With that function, in conjunction with special sales pages that also show the current date, you can personalize by keeping everything looking current.
– Retargeting technology
When someone visits your website, or buys something, it’s important to use the technology available to you to retarget them for buying something more. When your user receives your email, and opens it, a software program can be used to install a cookie that will then allow specialized ads to be delivered to the user when they visit various webpages.
– Ask for reviews
Whenever a customer buys a product, send them a thank you message and then a series of follow-up messages. One of these can be a request for a product review, after giving them enough time to try and use your product or service. The form they fill out for the review will also ask for more information about them that you can use for further targeted marketing.
Even though most consumers are savvy enough to realize that a lot of email marketing is automated today, they still respond better to more personalization than less. Therefore, if you want to increase engagement it’s imperative that you use your software to its fullest potential and that includes using as much personalization as it’s capable of.