Email Marketing Tips to Increase Engagement

There are many components to an effective marketing strategy. Content marketing, social media marketing, press release marketing and email marketing are among the top tactics. In order for them to perform well together they also have to perform well independently. Because email marketing is so connected to your other marketing efforts, let’s take a look at how to increase engagement and boost your overall marketing results.

Get Personal

Email is a personal communication. It’s a message between two people. Rather than being formal and offers a sales pitch, get a little personal. Connect with your reader on a conversational level. Share stories, lessons, and examples that have impacted your life and the lives of your customers or prospects. Give your readers an opportunity to get to know you as you add value to their lives.

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Add Value

Don’t just send an email because it’s Tuesday and that’s the day you send emails. Send an email that offers value. It might be a short tip or a checklist. Pay attention to the questions that your audience has and what they respond to. Use that information to continue sending emails that they benefit from.

Leave them Hanging

Sometimes, if your goal is to drive traffic to your website, you can share a message that leads your reader to your website or blog. For example, you might share the first paragraph or two of a blog post and then add a “read more” button so they can finish the post on your website.

Ask Questions

You can get a lot of reader interaction when you ask questions. The questions can be in the form of a poll or survey. You might also ask for their opinion on a subject matter that’s specific to their lives, your industry, or your business. If you ask a question, give your readers an opportunity to engage with one another in their responses. One of the easiest ways to accomplish this is to lead them back to your blog or social media page to respond.

Write Naturally

Conversational content is much more approachable and easy to read than formal or structured content. There is a time and a place for structure (in your press releases, for example), but email content as well as blog and social media content should also be conversational. You’ll see better engagement when your readers are able to feel connected to your material.

Finally, always track and assess your results. Use website analytics to review clicks, engagement, shares and more. Learn what your readers and audience respond to so that you can leverage that information and achieve better email marketing results.

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Anthony Santiago is Director of Marketing at Newswire. With over a decade of experience in PR, he helps ensure that clients understand the value of brand messaging and reach.

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