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Much has changed about email over the past year. While engagement has increased since the start of the pandemic, recent updates from Apple regarding email privacy have caused anxiety among email marketers.
Apple’s email privacy protection prevents senders from tracking information about people who open their emails, making open rates obsolete. Not knowing how many clicks your subject line got can be confusing. However, open rates aren’t your only engagement metrics. Clicks and conversions better tell what your audience wants.
As the holiday season approaches, it’s worth taking a closer look at your email engagement. How many people click on your content? Once they landed on your website, how many hit the “Buy” button?
If these numbers are low, there are ways to help them increase.
What is good email engagement?
First, let’s take a look at what good email engagement means in 2021. Referrals differ, but across industries good click-through rates vary between 2% and 2.60%. As for the average return on investment (ROI), it varies between $ 38 and $ 57, depending on the industry and the effort invested.
Whether your metrics revolve around these stats or not, you absolutely want to maximize the results of your emails. So let’s take a look at some proven ways to increase email engagement.
Inactive subscribers could be more than inactive
Dealing with inactive subscribers is something every email marketer should do. Why is it so important to address this problem? There are two main reasons why you shouldn’t ignore it:
- People who don’t interact with your emails reduce your overall engagement. Their lack of response tells inbox providers that your content is irrelevant, so your emails are more likely to go to the junk folder.
- Some inactive subscribers may have permanently abandoned their email addresses. If they do not reconnect to their accounts for more than six months, those accounts may be disabled. In addition, Internet service providers and blacklist providers can recycle them and turn them into spam traps.
First, you can try to segment and re-engage those dormant subscribers with a compelling offer. Regardless of your approach, remove those that have shown no signs of life for more than six months. They are not only a lost cause, but also a risk to your deliverability.
Related: Your Email Marketing Is Doomed To Fail Without These 3 Essentials
Invalid emails and spam complaints are preventing you from accessing the inbox
Inactive contacts aren’t the only ones affecting the quality of your mailing list and your engagement. There is a wide range of harmful email addresses that might be lurking in your list. Before launching your vacation campaigns, it is best to prune them.
Consider invalid emails: the bounces they cause affect your reputation as a sender, which can make inbox providers mistake you for a spammer. Bounces aside, spam complaints are more than a nuisance – they’re a critical signal for inbox providers. More than one complaint per 1000 emails can result in your messages entering spam.
For any marketer or business owner looking to boost email engagement, regular list cleanup is a must. Once you’ve validated your database in bulk, it’s a good idea to use a real-time email verification service to keep your contacts in good shape.
Related: 5 Tips for Better Email Marketing Performance
It’s not too late to assess the quality of your content
Once you’ve rechecked your email list, it’s time to take a closer look at your content. Is it forcing enough people to click on your landing pages? What type of content attracts the most attention?
Isolate your top performing newsletters and campaigns and see what they have in common. Here are some aspects to help you determine why these emails have the best results:
- The subjects: Are these emails responding to a challenge that many people face?
- Subject lines: Are they shorter than the others or on the contrary? Also, did you use the preview text?
- Design: Do these emails contain images or are they plain text?
- Content Length: On average, how long do your most successful emails last?
Answer these questions, and with that data in hand, reproduce your audience’s favorite emails. This will not only help you boost engagement while on vacation, but also build a more active and loyal list in the long run.
Some bonus tips
Crossing all of these things off your list will put you ahead of the pack in the weeks to come. What else can you do to grab the attention of your followers? Here are some additional indications:
- Make unsubscribing quick and easy. Your email template should have a visible “Unsubscribe” button so people can opt out of your list at any time.
- Test the deliverability of your emails before sending them. The technology available today allows you to see if your email will land in the inbox or in the spam.
- Segment your list and target each group with the most useful and relevant content. Tracking using automation.
- Increase the number of emails you send while on vacation. Many companies will be competing for people’s attention. Sometimes the way to stand out is to remind people of your offer multiple times.
Related: Why Email Marketing Is Better For Your Business Than Social Media