7 Ways to Drive Engagement Using Your Email Database

Think email marketing is a thing of the past? 

Think again. 

Not only do shoppers spend up to 83% more after receiving promotional emails, they also are 40 times more effective at getting you customers than social media giants Facebook and Twitter. 

Now that we've got your attention, let's discuss seven of the ways you can boost your engagement through your email database. 

 

1. Craft the Perfect Subject Line

 

Essentially, you should think of your email's subject line as a digital storefront that will be seen by your email database. 

It doesn't matter how epic the content inside your email is. If your customer never opens it, it all goes to waste. 

This isn't the time for flowery language -- get to the point. If you had to sum up your email in a few words, what would you say? 

Word choice matters. 

Recent data shows words like "soon" and "tomorrow" have a high engagement rate, as they imply anticipation. Interestingly, words like "free" have a relatively low engagement rate of about 13% -- likely because customers see them as "spammy."

Even the length of your subject line can make a difference. The same study from above shows that subject lines with three words are carry the highest rates of engagement. 

Finally, leave the links out of your subject lines. Instead, save them for the body of your email, where you can link to the specific products/services you're talking about. 

 

2. Ensure You're Optimized for Mobile

 

Don't forget that a huge portion of your email database will be opening your next campaign on their mobile devices. 

If your email doesn't load or if your images are too large for mobile devices, you're going to miss out on a lot of business. 

Now is the time to eliminate the autoplay feature within any email campaigns. Ensure that your font size is large enough to be easily read on a smartphone or tablet. 

Even make the latest mobile-friendly technologies, like apps and quick-response codes, a part of your email.

Lastly, check to make sure that the landing pages and links you've included in the body of your email are mobile-friendly.

 

3. Vary Your Content

 

Not everyone in your email database is interested in the same specific products/services. Likewise, they also don't all consume content in the same way. 

Some segments of your market may prefer to watch a video, while others would rather simply see a list of offers with a coupon code attached. 

While your email campaigns can still have continuity when it comes to things like branding, products/services, and even certain elements of design, it's good to switch up the format. 

That way, you'll engage with a different niche section of your overall target market every campaign.

 

4. Master the Call-To-Action

 

If your email's subject line is what convinces the subscriber to open the email, your call-to-action (CTA for short) is what convinces them to make a purchase (or complete another desired action.)

It can mean the difference between a huge order and a fatal "unsubscribe."

Your call-to-action is, essentially, the entire goal of your email. So, you'll want to make sure you know exactly what you as a brand hope to get out of this specific campaign before you write a single line. 

Everything you write in the email should "funnel" your subscribers towards the action you want them to take, which you'll provide them with as a "friendly reminder" at the email's end.

But it's not just persuasive writing that convinces your customers to take an action. 

Your CTA also needs to offer your target market a service or product they'll actually find useful. This is where the idea of email segmentation comes in. 

For example, a 22-year-old Australian surfer-girl is not going to want the same things as a 65-year-old Korean businessman. So, why market to them to the same way? 

Even you can only segment or personalize one section of your email, make it your call-to-action. 

 

6. Make Your Emails Interactive

 

The best way to get your email database to literally engage with your campaign? 

Interactive emails. 

In short, this lets your market make purchases, sign up for something, or any other desired action directly from their email inboxes.

The convenience of interactivity and the perception of "time saved" makes customers much more likely to engage. Plus, this gives your brand a lot more customer data to analyze -- not to mention a growth in conversions. 

 

7. Use Campaign Monitor for Salesforce

 

This tool brings you the best of both worlds, as it allows you to reach out to the contacts you have in Salesforce through email. 

Especially if you don't have much time to create that perfect email, you'll love the intuitive, drag-and-drop feature of this tool. You can even choose from several ready-made email templates, which will save you hours (not to mention the costs of design.)

Best of all, these templates can easily be viewed on mobile devices.

It even adds new subscribers automatically, so you can be sure your email database continues to grow. You can even segment your database into several specific markets. So, you can send hyper-targeted emails to different segments of your market. 

When you show people products or services that they as individuals are interested in, you're bound to increase conversions.

However, Campaign Monitor for Salesforce doesn't just help you to craft the perfect email. It also helps you analyze its effectiveness. 

See how your email database responded to your latest campaign through the numerous analytical features of this tool.

You'll be able to measure your current campaign against previous ones, see the revenue your campaign has generated, and receive continuous data and statistics on its effectiveness. 

 

Make the Most Out Your Email Database

 

Your email database offers a treasure trove of potential sales -- make sure you're taking advantage of it. 

While these tips are a wonderful starting point, they're just that: a starting point. 

That's where we come in

Get in touch with us today to learn about the wide variety of services we offer to ensure that your email campaigns, and all aspects of your digital marketing strategy, continually evolve. 

We work to make sure your marketing efforts outpace your competition and anticipate your customers' needs. 

Let's get started today.