Email Engagement Dropping? Try These 5 Easy Fixes

August 20, 2015
By Phil Davis

email_engagement_droppingAt first you thought it was a random lull. But you can’t ignore the problem any longer: Your engagement rate is dropping and you’re not sure what to do.

First, breathe. You’re not alone. With engagement-based filtering making it harder for senders to reach disengaged users, marketers like you are feeling stumped on how to re-engage subscribers and improve their numbers.

The good news is we’re here to help. You can use these five tactics to begin sending your email engagement curve upward. 

1. Re-address list segmentation.

By segmenting your list and sending messages to targeted groups of subscribers, your email campaigns will be more relevant and lead to better open and click-through rates. In fact, after measuring email metrics “across all segmented campaigns,” MailChimp found segmented campaigns significantly outperformed non-segmented campaigns. Open rates were 13.46% higher and click-throughs were more than 53% higher.

But, sometimes those segments need to be revisited. Take time to review your segments and determine whether they still align with your objectives. Make use of third party data to test and create fresh segments.

2. Assess your mobile optimization.

It’s no secret most email subscribers are reading their emails via mobile devices. Even if you’ve already switched to a more mobile-friendly layout or employed responsive design, reviewing your mobile strategy never hurts.

For example, ensure calls to action are obvious, buttons are large enough to be easily tapped and all elements render correctly across all mobile devices.

3. Test subject lines. 

The subject line is the first thing subscribers see when they receive your email. It’s your first opportunity to engage them. Nailing your subject line with each and every send can mean the difference between highly engaged subscribers and emails that end up in the trash. 

To understand which subject lines deliver higher open rates, A/B test your subject line copy often. Try these tips for more effective subject lines.

4. Include social sharing options. 

If you haven’t yet integrated social media sharing buttons into your emails, your engagement metrics are missing out. From regular messages to newsletters, emails that incorporate social sharing continue to see rising engagement rates; according to GetResponse, these emails saw 158% higher click-through rates, on average. 

5. Set up triggered emails based on subscriber behavior.

Triggered emails can increase audience engagement by delivering a personalized email with targeted messages and content. For example, you can trigger a welcome email after a user subscribes or creates an account, an email requesting feedback after the user takes an action or a thank you email to recognize a loyal subscriber. For an engagement boost, use demographic data to personalize your triggered messages further.

While these practices can help you increase engagement with your contacts, the first step to success is obtaining the right data. The more you know about your customers, the better you can engage them and the more likely your messages will make a lasting impact.

Get the data you need to create highly personalized messages your customers will love. Try InstantData for free to learn more about your subscribers.

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