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Why E-mail marketing engagement is important!

Email marketing is key in the relationship step with customers and consumers for sales, but it is not enough to make shipments and have appropriate tools. You need to strategically plan your email campaigns to have a good delivery, focusing on engagement with leads in search of the best results. It's what you'll check out in this [...]

July 22, 2022 · Gustavo Trentini · 11 min read

Why E-mail marketing engagement is important!

This is what you will check out in this article, with tips to put into practice professionally.

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About engagement...

We have already talked about this a lot here on the Nvx Blog and engaging with email is the main metric to be pursued by those who work with marketing, whether professional or business.

It is by this channel that your leads conquered are by ads, social media posts or filling out some form on the site and landing pages will be nourished with content for an evolution in the sale trading, until purchase.

If you haven't defined that this is important for the marketing of any company, it's time to stop and replan. As much as email is considered inefficient for many, if there is engagement through strategic actions, customers will surely appear!

The engagement data related to email marketing that matters are on top of deliveries, openings and clicks. The more the leads open the messages sent and click on the CTAs their behavior is engaged, interested and with a good possibility of qualification for sale.

Of course, the content offered in your email campaigns is interesting (and much), after all, that is where you will direct the desired clicks to the intended actions.

Still having doubts about leads and inbound marketing? Read this article that explains why you should generate leads for sales.

See also:

How to create a good email that engages

It is good to follow the techniques of the experts and like every marketing campaign, creativity will count at the time of the results. Take into account that:

most of your leads will open the email due to interest in the subject;
email without calls to actions (CTAs) for targeting tend to not have much engagement in the next openings;
the shipments cannot be insistent to avoid spam or unregister;
test, test and test...

What's a good metric for engagement?

Check out the main metrics that the marketing market uses to establish what can be considered a good campaign, which also means engagement:

email opening rate at 15% or above;
click rate of 2% and above;
Delivery rate over 95%.

Most email marketing tools have features that show the total rate of engaged and unengaged leads from their base, allowing you to follow the evolution of campaigns and tests applied over time.

You want to put your hand in the dough?

I went to get some essential tips for you to achieve engagement results with email marketing and that can inspire your project. Check it out:

Focus on your target audience, not you!

Do not talk about yourself or your product before you know (and treat) the pains of customers and consumers. This is where public research and understanding of your personas, which customer is ideal or intended for your business, are useful.

The in-depth knowledge of who you want to have as customers will provide information to create valuable content. Discover your problematic points or aspirations and create content around this data. When your readers know you're providing valuable content, they'll get involved with your emails.

And that's key to improving your metrics and lead generation.

Attract your leads with relevant subjects

It is important to highlight that the subject line is an essential element in the strategy of generating successful email leads. This is because the subject is the first part of your email addressees see.

You must employ creativity to create matters. The most effective titles evoke curiosity or inspire urgency. If you can do both, you're engaged.

However, one of the most powerful ingredients of a winning subject line is customization.

Studies show that customizing your subject lines can increase opening rates by up to 26%. One of the easiest ways to customize an email subject is to refer to your customers' problematic points.

You can also customize the subject, including the recipient mention:

name or name of the undertaking;
geographical location;
Interests and aspirations.

Include a compliment on the first line of the email

After your recipient opens the email, you have a chance to keep it engaged, that's where the introduction to the content makes all the difference. The best way to impress with your introduction is to commend the recipient in the first line.

But to achieve this, you will have to invest in knowing your recipients. It may take time and effort, but it will result in higher response rates. This will also make your leads better, which is the dream of every company.

How to commend your recipient?

Some ways to do this include mentioning the personal or professional achievements of the recipient. They don't have to have any awards on their resume (though that's great).

Any detail about them you can highlight in your introduction will greatly help generate engagement and help double your response rate. And it doesn't have to be anything of a mirable kind.

Ex: Hello Gustavo, I saw that you are an expert in creating websites in the market and I came here to welcome you on behalf of [company].

All attention to the content of the email

Understand that your leads/clients receive dozens of commercial emails a day. To ensure that they interact with yours, make sure you create a clean and clear text for email. That means:

Keep your message short and sweet. Especially since your recipients don't know you very well, you must respect their inbox keeping your email in the clear;
Keep the design simple. Use simple models without many images that do not distract your message. Make sure to use simple fonts as well, as they facilitate reading your email;
Make use of the blank space. Include a lot of blank space in your emails makes reading easier and more pleasing to the eyes.

In addition to these elements, make sure you get to the desired point of your email as soon as possible. Your email text should not drag. If that happens, you risk losing your leads.

Don't overdo the emojis

It's always good to have creative elements in an email to arouse interest. and the emojis became a natural part of written communication. They are a fun, modern and engaging way of communicating visually with your target audience They are also a great way to add a touch of customization to your emails. Because of this, they do an excellent job helping you double response rates.

But be careful with the use of emoji, because there is a danger of exaggeration.

So how do you use emoji effectively in your lead generation campaigns by email?

Use emoji in subject field for when the lead views the text, this draws attention in the inbox;
Include emoji somewhere in the email text to increase engagement.

Make sure your audience appreciates the emojis in the email and you should also ensure that they align with the footprint of your brand. So testing is never too much.

CTAs can't be missed

The main goal of your email for lead engagement is to get people to take action that will take them further in their sales funnel. But don't think your recipients know what they're supposed to do.

That's why every email you send should have a call to action (CTA) or Call for Action. An effective CTA is difficult to ignore and provokes a reader’s response. Some tips to help you create interesting CTAs:

Use a sense of urgency. One way to do this is by using language and words that show scarcity. For example, “Buy now”, “Sign up today”, “4 remaining vacancies”, etc.;
Motivate readers to act. Use words of action to encourage people to act. Examples include “Try it free”, “Try it now”, “Schedule a call”, etc;
Be clear. Readers don't have to guess what you're trying to induce. Your CTA must be so clear that a 5-year-old can understand you;
It has to be short. As a general rule, the text of the CTA needs to be short. This facilitates understanding without any cognitive effort. As a result, readers will act immediately.

You invested time and money so the lead can open and read your email, don't waste all this work using an ambiguous or weak CTA.

A/B test

Do you want to double the metrics of your email engagement campaigns?

Then, performing A/B tests (A/B test) in your emails should become a habit.

The test involves testing different aspects of your email content to determine which one has the best performance.

It's an excellent way to optimize your text, resulting in higher engagement rates. To make an effective A/B test of your emails and improve your conversion rates:

Decide which elements to test. Some tools offer the subject A/B test;
Determine the size of your sample;
Design and run your test.

Make sure to test one element at a time to know which change results in an improvement in your campaigns.

Automate all

As you probably have noticed, email lead generation campaigns have many mobile parts that can make them complex. That is why the advisable is to automate as much as possible.

Some benefits of automating email leads generation include:

Easy to climb. One of the most significant advantages of automation is that it allows you to scale your efforts;
Effective customization. Customizing in a practical way especially on a scale requires automation;
Engagement increases. Automation increases engagement, as it allows you to create journeys created and adapted to your target audience.

Some studies show that 80% of companies get an increase in the leads generated thanks to marketing automation. Not only will your lead numbers increase, automation also helps improve segmentation, where the quality of your leads (engaged) also improves.

Conclusion

Many businesses and businesses neglect the power of email marketing and therefore lose opportunities to find loyal customers or qualified leads that the email channel allows, mainly with automation.

In this article I tried to show how, in addition to using email in your campaigns, you need to apply the best strategies for engagement of the target audience. Caprifying in creation, offering good content and applying efficient strategies make all the difference to achieve results with digital marketing.

Gustavo Trentini · Nacionalvox

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