5 Tips to Keep Active Subscribers Engaged and Happy
Did you know that segmented email campaigns can lead to a 760% increase in revenue? And it’s also estimated that segmented campaigns produce 30% more opens and 50% more click-through rates.
Many subscription-based businesses ask us if they should send emails to their active subscribers. The simple answer is a big YES. But it’s important to strike the right balance with your emails, as this will keep your active subscribers engaged and happy.
Read on to discover more about email segmentation and our 5 tips to keep your active subscribers engaged and happy.
What is email segmentation?
Your customers want personalised, relevant and meaningful content delivered at the right time. After all, what may be relevant and meaningful to one group of your customers might not be for another group.
And that’s where email segmentation comes in. Segmentation is where you divide your database into smaller segments (or groups) based on set criteria. For example, you can segment customers based on their location, purchase history, interests, demographics or engagement level.
As you can see from the above statistics, sending targeted emails specific to your customer can help to increase revenue and improve your open and click-through rates. But perhaps most importantly, it can also improve your relationship with your customers, encourage customer-brand trust and lead to brand loyalty.
5 tips to keep your active subscribers engaged and happy
These 5 tips can be applied across all your segments but are especially important to remember when it comes to your active subscribers. Why? Because these are people who already enjoy your products and who are already frequently engaging with your business.
1. Keep your content mindful, respectful and relevant
Creating email content that is mindful, respectful and relevant to your segment is crucial for keeping your customers engaged and happy. It’s simple; your customers want educational, intriguing and interesting information that is relevant to them and personalised.
One of the best ways to do this is to think about your brand’s values and missions and craft content around that. Alternatively, you might choose to run a survey and ask your customers what type of content they would find most valuable.
2. Create an email preference centre
The best way to ensure your segments are relevant and up-to-date is by giving your customers control over what emails they receive.
Your customers can already choose to unsubscribe from your emails. But for those who want specific emails, for example, based on their interests, setting up an email preference centre is a great way to keep your customers happy and ensure they’re getting content they want to engage with.
3. Have a strong email marketing strategy
A strong email marketing strategy is all about keeping things fresh. Your subscribers might lose interest in your emails if you always send a variation of the same one. We recommend having a unique combination of emails to send out that will keep your customers on their toes and ensure they’re intrigued to read your content.
For example, if your main email go-to is a newsletter, you might want to try sending out other campaigns, such as promotions, educational content or an exclusive offer for loyal customers.
4. Make your email scannable
Your subscribers are busy, and they probably have a lot of other emails in their inboxes. So, to keep them happy and engaged, make sure your emails are always scannable.
Keep your emails short and sweet, and design them in a way that is easy for your customers to scan. You may want to try keeping the colour scheme simple, having a clear heading and subheadings, using one message per email, and creating an easy-to-see and click-on CTA.
5. Be mobile-friendly
Most of your customers will read their emails on a mobile or tablet, so always ensure that your campaigns are mobile-friendly.
As well as keeping your subject lines and text short, you might also want to ensure your graphics and images aren’t too big, as this will affect the email’s load time.
Other mobile-friendly tips are to think about where you place your CTA (on mobile, it’s a good idea to have it before your subscriber has to scroll). And design the email with fingers in mind (it’s best practice to avoid placing a bunch of links close together, as it may be difficult for your customer to click on them).
Keep your subscribers happy
Keeping your customers happy and ensuring your subscribers stay loyal is a challenge for many brands. But it is doable. And when you continue to keep your customers happy, you get to reap the rewards.
Try out some of our above tips and see how many meaningful, life-long relationships you can make with your customers.