Email Strategies to Drive User Engagement

Email Deliverability Simplified | The Blog

email marketing strategy

From television and radio to social media and digital marketing, there are so many ways for brands to connect with their target market these days. However, email marketing remains one of the top, and most effective, strategies brands continue to turn to in order to connect and engage with their target audience.

According to Campaign Monitor, there were approximately 124.5 billion emails sent per day. And those emails generated 174 percent more conversations than social media, which proves that email marketing is still effective.

email marketing strategy

A successful email marketing strategy is the key to standing out in the crowd and getting users to click on your emails over your competitor’s emails.

To help you craft a robust plan of action for your email marketing campaigns, we’ve identified four email marketing strategies to help you grow consumer engagement and driving sales.

Avoid Spam Folders

If your marketing emails never reach the inbox, then they won’t do you much good. Staying out of spam folders is the top priority for any email strategy.

The first rule of thumb is to ensure that all of your email recipients have opted (via a single or double opt-in method) into your email subscriber list. Not only will this assist you in delivery and lessen the likely hood of a user marketing you as spam, it will ensure that you are following the regulations laid out by the CAN-SPAM Act.

A few other tips to help keep your email from being incorrectly marked as spam are:

  • Avoid using all caps or a series of exclamation marks in your subject lines. This screams spam to an ESP (email service provider).
  • Keep the size of your emails down. Huge files will cause an ESP to redirect your marketing email straight to the spam folder.
  • Keep your HTML formatting clean and don’t link off to sketchy websites. Poor HTML formatting and questionable links are immediate flagable characteristics as they are often elements found in unsolicited emails.
  • Personalize your emails by including the user’s first name. By simply starting your emails with “Hi [First Name]” as opposed to “Hello Valued Customer,” recipients are more likely to read your message and ESPs are less likely to flag your email.
  • Regularly audit your email lists. Remove emails that are inactive or continue to bounce and verify that everyone on your list has opted-in to receive your emails.
  • Run your marketing emails through an email deliverability testing tool. These tools will identify issues that might cause your emails to land in the spam folder before you send them, giving you the opportunity to fix them and increase your overall inbox deliverability rate.

Email List Segmentation 

When putting together an email marketing strategy, few tactics are as powerful as email list segmentation.

Segmenting your email subscriber database into specific, targeted groups, allows you to send more relevant communications. This simple strategy can provide retailers with greatly enhanced engagement rates and returns. In fact, according to Campaign Monitor, the average eCommerce brands that incorporate this strategy see an increase of revenue by more than 750 percent.

When you create email segmented lists that focus on what a specific buyer group is most interested in or where they are in the purchase life-cycle, you can produce highly personalized and effective emails that substantially increase email engagement and click-throughs.

A few ways you can break up your emails into segements is by:

  • Demographics
  • Buying Habits (products and frequency)
  • Interests
  • Activity Levels (active or inactive customers)
  • Customer Lifetime Value

By tailoring messages in this way, brands can obtain far superior results to generic messaging sent to an entire audience.

Split or A/B Test Emails

Split, or A/B testing, allows brands to test different ideas on how to generate engagement and produce concrete answers on which email marketing strategies prove most useful by sending two different versions to a user group. Including A/B testing in your overall email strategy, can increase your click-through rates by 127 percent, according to Campaign Monitor.

When defining your variables for split testing, it is always wise, to begin with, subject lines; after all, if your subscribers don’t open your emails, then the other factors don’t really matter so much.

When crafting email subject lines, your goal is to elicit an emotional response from your target audience. Feelings of excitement, curiosity, or amusement tend to be great drivers for open rates. Make it fun and unique and tone down your ‘business voice’ to help make your subject line stand out.

So many brands utilize the same email marketing template for newsletters and marketing emails. While this might be a time-saving strategy, testing against other models is really necessary to truly verify which template will work best with your audience.

When sending promotional emails that include various products, focus your testing on trying out different CTA. Instead of saying the standard “Buy Now” verbiage in your CTA, try “Shop Our Selection” or “Learn More.” This let’s you get a definitive answer on what CTAs drive each of your email segement/target groups to click-through and engage with your marketing emails.

Optimize for Mobile Engagement

There is no doubt that mobile here and is quickly becoming the future of everything online. While it’s doubtful that desktop usage will probably never fade away entirely, statistics show that they are trending downward rapidly.

mobile marketing email

To keep up with the trend, your email marketing strategy must be optimized for mobile devices. Emails that aren’t optimized are likely to be deleted.

Here are a few tips to consider:

  • Go easy on the images. Too many or large, embedded images will take too long to load and users will often close and delete the email.
  • Ensure you are using a responsive design email marketing template.
  • Avoid long paragraphs and don’t crowd too many links together at once.
  • Use buttons, instead of links, for your CTAs.

However, like most marketing efforts, mastering email tactics is a process that requires persistence, diligence, and constant data assessment. Stay focused on what your users are interested in, educate yourself, and keep on top of trends to ensure you have the strongest email marketing strategy possible.

To discover how the MailMonitor suite of tools can help your business master email deliverability and improve your email strategy, contact us and request a demo!

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