Cracking the code of Email engagement for better deliverability

Ever wondered how to keep your subscribers genuinely interested in your emails even beyond the initial welcome series? Navigating the waters of email engagement can be quite the challenge. And it's not surprising, considering the overwhelming number of emails that flood our inboxes daily.

Did you know that the average person receives over 100 work-related emails every single day? Multiply that by the various other emails they receive, and you've got a congested inbox. No wonder driving email engagement can feel like trying to catch a needle in a haystack. But hang in there, because the journey is worth it.

The core of email engagement

When we talk about email engagement, we're referring to how your subscribers interact with the emails you send. Engaged subscribers do something in response to your emails – whether it's opening, reading, clicking, or even replying. Those who are highly engaged do these actions regularly, and they could very well be your most valuable customers.

Crucial engagement metrics to watch

Before you delve into the world of email engagement, it's important to understand the key metrics that matter. Remember, these metrics can vary based on your industry and brand, so it's worth establishing your own benchmarks. The top email engagement metrics to keep an eye on are:

• Open rates and repeat open rates

• Link click rates

• Click-through rates

• Click-to-open rate (CTOR)

• Conversion rates

• Email bounce rates

Each of these metrics offers distinct insights into how your campaigns are performing and what resonates with your audience.

The conversion conundrum

The conversion rate is the ultimate goal of your campaign. It's the percentage of email recipients who not only click a link in your email but also take the desired action, whether it's downloading an asset or making a purchase. The concept of "conversion" varies for different campaigns, so it's essential to define it based on your specific goals.

Engagement and the road to better deliverability

While it's easy to get caught up in the numbers game of email lists, remember that size isn't everything. What really matters is engagement. Why? Because email providers use engagement to evaluate your sender reputation. It's a quality-over-quantity scenario.

Consider trimming your list by removing or segmenting unengaged subscribers. This might seem counterintuitive, but it actually improves your engagement rates. Removing inactive subscribers can breathe new life into your metrics, ensuring that only genuinely interested recipients remain.

Tailoring your strategy: The power of segmentation

Understanding your subscribers' interests is a goldmine. It helps you craft a targeted email segmentation strategy that delivers content your audience finds valuable and relevant. By doing this, you're more likely to receive engagement from your subscribers.

Remember, not everyone wants frequent emails. Simply asking for preferences and adjusting your email frequency can be a smart way to keep subscribers engaged without overwhelming them.

The magic of A/B testing

The challenge with boosting engagement lies in understanding what clicks with your subscribers. You might think an email is perfect, but metrics might tell a different story. That's where A/B testing comes in. Experiment with different designs, copy, and elements to discover what resonates most with your audience. Continuous testing leads to improved engagement over time.

Cracking the engagement code: A holistic view

Engagement metrics might seem like a lot to handle, but breaking down your email program for analysis allows you to see the bigger picture. Zoom in to inspect the finer details, then zoom out for a macro view. This approach makes it easier to identify the crucial data points that truly matter across your entire email program.

Whether you're assessing campaign success or gauging the effectiveness of transactional emails, these metrics aren't just numbers – they're insights that illuminate areas for improvement.

Embrace the journey of enhancing email engagement. It's a strategic dance that, when mastered, can lead to elevated deliverability, more loyal customers, and an email strategy that truly resonates.

Your emails have the potential to shine in crowded inboxes – so take these insights, apply them to your strategy, and watch your engagement soar!

And if you need help with your email campaigns, we’d love to help! Get in touch today to learn more about what we can do for your business.