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How to encourage your subscribers to engage with your newsletters?

Published by Antonio Martín on February 27, 2018

participación suscriptores

When sending email marketing, regardless of the goal of the campaign, what we want is that people who receive the email open the newsletter and interact with the message, whether visiting a site, respond to a survey, or contact us for more information.

That is, we want the subscriber to participate, interact with our content. This is what we commonly call engagement.

The term engagement refers to the level of participation and response for subscribers to the newsletters we send.

So we need to think about the content we send and how it is presented, to improve the results of our email marketing strategy.

We can say that the key to creating a successful campaign is to increase the engagement with subscribers. And to achieve that goal, we can implement some procedures and tools that we will detail below.

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· The secret to improving open rates is in the subject line.

If you put yourself in the place of your subscribers, when you login to your email account, How many messages do you receive on average per day?

Most of us subscribe to newsletters, social networks, blogs, services, forums, and many other sites.

So much competition makes it necessary to create different subject lines, to try to catch the attention of our readers.

Creating a different subject line is something complex, we could write na article just about it.

Anyway, I’ll give you a little trick, quite practical, for you to learn how to create attracting subject lines for your next campaigns.

Think about the emails you usually open and analyze their subject lines. If you want to check emails from several senders, it would be better to subscribe to newsletters from other bloggers, or even better; you could create a new email  address only to save the best newsletters you received. If you prefer, you could just Write down the best subject lines in your opinion, but pay special attention to those you would never open because that will tell you what you shouldn’t do.

As a general rule, the subject should generate intrigue or curiosity and explain what the subscriber will get if he accepts to open the email. If the subject is also short and concise, it will be even better.

segmentar lista de suscriptores

· Create segments from your email list

One of the primary tasks in marketing is segmentation. In Email Marketing, this is even more important.

Each person has specific interests and has subscribed to your newsletter for a different reason. That means that, by targeting your subscribers and creating custom email lists, you will be able to offer them what they are expecting from you.

Of course, every blogger will have a different audience. Therefore, you will have to do your best to understand and segment this audience.

Based on that information, you can create segments according to the diferente products you want to promote, or the content you want to send.

Nowadays, there are many forms of segmentation. We could write another article on this, but to give you an idea, among the most common targeting strategies, we can find:

► Geolocation targeting

The Internet is global, and you can have customers from all over the world. If that is your case, you can take advantage of this to send personalized newsletters by targeting your contacts by country or even city.

► Interaction targeting

Remarketing is an exciting tool and works very well. You would need to create a segment with subscribers who already visited your promotion’s page, but didn’t buy the product. This way you could send personalized messages just for these customers, to offer related products or a more substantial discount.

► Subscription Channel Targeting

By creating multiple forms, each one of them for a different channel, you will be able to know where your subscribers are coming from. This way, you could offer them content related to that channel.

In short, with this targeting, you can send email marketing with content related to the interests of each subscriber, thus increasing engagement with your contacts and the effectiveness of your campaigns.

mailing encuesta

· Get useful data with surveys.

When you are not sure about something, there is no better way to answer your questions than asking, so don’t be afraid to send a survey to your subscribers. You can ask what you need to know to improve your email marketing campaigns.

For example, you could ask what kind of content they would like to receive, at what time, how often, etc.

Surveys work very well because you show interest in your subscribers and, on the other hand, they are useful because you can get valuable data to improve your email marketing strategy. With that information, you will be able to better target your email list, sending customized content according to their interests, which will improve your click and open rates.

Something important to keep in mind is that surveys with few questions will always work better than long polls, because all of us and your subscribers are not an exception will have little time available.

If you need to send a lengthy questionnaire to your subscribers, perhaps it would be better to offer them something in return, as a discount, to convince them to participate.

· Use A/B testing

A/B testing is one of the most relevant tools in email marketing, although you will probably be surprised to know that most companies don’t use this feature.

The best email marketing tools will include this feature, which will allow you to test some aspects of the campaign before sending it to all your email list.

An excellent example is Mailrelay, which allows you to create A/B tests, so you can test different subject lines, different senders or content, to know the version that works best.

After you send the email marketing campaign, you should select the best version, and send it to the rest of your mailing list.

Although it is not mandatory to use these A/B tests since you can also configure different campaigns and compare the results of each newsletter manually.

It is more manual work, and it will take more time, but it can be interesting to analyze in more detail what works best in your Email Marketing strategy.

· Detection of inactive subscribers

The first thing you should understand is that not all your contacts have signed up for the same reason. Some have subscribed for your newsletter out of curiosity, to receive some gift or because they want to receive your email marketing campaigns.

Each of them will have a different level of participation. However, you will undoubtedly have some inactive subscribers, users who have stopped interacting with your content for some reason.

Although at first you might think it is not worth keeping na inactive subscriber, this is not true. If that person signed up to receive your newsletter, it is because, at some point, I was interested in something that you were offering. Your challenge will be to try to find out what is the reason these subscribers are no longer interacting with your content and take the necessary steps to recover these contacts.

A good idea to “reactivate” inactive subscribers is to try to discover the reason why they signed up at the beginning, to send them a similar content.

Even better, you can create a segment with inactive subscribers and send them an email to try to talk to them again, offering them help, or inviting them to participate in a survey to find out what they would like to receive.

Of course over time you will lose some subscribers. In some very extreme cases, you may even have to remove some contacts from your mailing list, that is normal.

The important thing is never to stop working and take the initiative to improve the results of your email marketing strategy.

frecuencia envío newsletters

· Identify the best sending frequency.

As a blogger, you should understand your audience, to know what would be the appropriate sending frequency and thus create more engagement with your community.

The only way to know what is the best day and time to send your newsletter is by testing. The best method, in this case, is trial and error. You should analyze the number of clicks and open rates of emails sent in different dates and times, as well as the number of unsubscribe requests.

Something that works well is giving subscribers the option to receive the newsletter as often as they wish, once a week or just an email per month, for example. If you have a blog with several topics, you can separate them by content and interests, as well as frequency.

This way, you can create lists with the preferences of the users, so that each subscriber will receive the content, he wants.

One point to keep in mind is that, in general, being a blog, subscribers will have a closer relationship with the blogger. Therefore, they will be more interested in receiving your emails, provided the content is relevant, with useful information to help them solve their problems.

They will be more predisposed to open your emails, so you can take advantage of sending newsletters on less usual days, such as the weekends or at night, when you will have less competition.

· Copywriting is your ally.

If you think about it, the essence of email is text, although you can add images and links, an email without text is not an email. So you should never underestimate the power of words.

You can use the power of words to create compelling subject lines, different phrases and striking calls to action.

The interesting thing about creating texts using copywriting techniques is that you will start writing thinking about your ideal reader, which means that you will have to consider his needs when you are adding text to your email.

Tell a story to connect and build empathy based on These needs, with the aim of increasing the participation of your subscribers.

It is always a good idea to work with emotions when creating the texts of your emails. Of course, it depends on what you sell but as a blogger, You can approach your customers more personally, using stories to connect with your readers.

Nowadays it is one of the most used resources to increase participation, so it is highly recommended that you start working with storytelling.

 

personalizar emails

· Customize your emails

In addition to segmentation, which is useful for defining groups of subscribers, it is also interesting to give a personal touch to your emails, so that your users will feel special. The more you can personalize your emails, the better.

When we talk about personalization of emails, we are not referring to content targeting only. There are many ways to customize a message, to create engagement with the readers. You could ask them questions, encourage them to respond to your emails, speak about your experiences, as this type of message will have a much more positive impact than commercial newsletters created only for selling products or services.

Something that works very well is to use the subscriber name in various parts of the email, both in the subject and in the initial greeting and farewell. If you can, you can add subscribers’ names to the content.

It is proven that people will be more inclined to read the message when the sender address them directly, using their name because they know that the email was directed to them.

Of course some subscribers will realize that this email is part of a campaign, but even if they know that you didn’t write the email only to them, if you are using their name you could create a psychological connection   with these readers. Also, it is not difficult to do that, since most email marketing platforms will offer custom fields that you can use in your newsletters.

You can customize a lot more than the name; the important thing is to understand your subscribers and know what they expect of you.

In short, you should do your best to always add a personal touch to your emails, because this way you will improve the level of engagement with your contacts.

 

· Creating Effective Calls to Action

Depending on what you offer and how the email was structured, you can add calls to action in different parts of the newsletter.

In many cases, calls to action are usually located at the end of the newsletter. However, it is sometimes necessary to add the CTA in the middle of the content, because not all users will read the entire message.

However, you must create calls to action using different elements from the rest of the text, as the CTAs should be visible.

Depending on the design of your emails, you can only use text or buttons, although it is advisable to use flashy colors and fonts. You should also run A/B tests  to analyze the results and work with the best calls to action in your email campaigns.

Calls to action are one of the critical aspects that you should consider when working with digital marketing, because if the user doesn’t visit your landing page, your campaign will not be effective.

· Now it’s your turn

Everything that we explained here will not work if you don’t apply these tips correctly. You don’t have to put all these strategies in practice at the same time. In fact, it is best to test with different combinations, to determine what works best for your digital marketing strategy, since there is no single rule which can be applied to all marketing actions.

Each mailing list is unique, maybe whatever works for you would never work for me, so it’s important to try to understand your subscribers, carefully review all the results of your email campaigns using the statistics available in your email marketing software, to try to increase the participation of your subscribers.

The most important thing is to keep working and pay attention to the indicators, to understand your target audience, your niche, and the market.

If you have any doubts, questions or suggestions, leave a comment and we will respond to it as soon as possible.

Antonio Martín

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Comments

  1. Henry

    ¡Saludos!
    Buen post aunque esperaba algunos ejemplos por lo menos, pero es entendible lo que quieres transmitirnos.

    Ahora mismo estoy haciendo unas campañas para los suscriptores por el tema de los inactivos y me cayó muy bien esa parte porque son por los que siempre tenemos esa incertidumbre del porque no abren nuestros emails.

    Voy a trabaja como dices y lo del copy a ver cómo me va.

    Gracias a ti y también a Mailrelay por los buenos contenidos y sus invitados.

    27/02/2018 - 15:29:26 Publicar una respuesta
    • Mailrelay

      ¡Muchas gracias por el comentario Henry! Tendremos en cuenta para futuros posts añadir más ejemplos, tienes razón en que pueden ser de utilidad.

      28/02/2018 - 08:38:14 Publicar una respuesta
  2. antonio martin

    Muchas gracias por la oportunidad de escribir en Mailrelay. Espero que os haya resultado útil el artículo y aquí estoy para resolver cualquier duda o pregunta :).

    27/02/2018 - 10:08:44 Publicar una respuesta
    • Mailrelay

      ¡Un placer para nosotros Antonio!

      27/02/2018 - 10:09:56 Publicar una respuesta
    • Myriam

      Hola Antonio
      Excelente nota. Estoy de acuerdo 100% con todas tus recomendaciones.
      Lo que me doy cuenta en mi caso es que todo eso lleva tiempo, lleva tiempo aprender, hacerse habilidoso en ello. Lleva tiempo ver sentarse a ver los resultados de cada acción.
      Mi actividad es coach y realmente ponerle tanta energia al email marketing, las redes, el ecommerce, videos, podcast, es mucho. Ahora delegar a que otras personas lo hagan me parece una opcion viable. Por supuesto en cada caso y en cada momento del camino. Muchas gracias! Abrazo!

      27/02/2018 - 18:14:03 Publicar una respuesta
      • Mailrelay

        ¡Gracias por comentar Myriam! Efectivamente son muchas cosas a tener en cuenta, y muchas veces se hace necesario delegar o sería imposible llegar a todo.

        28/02/2018 - 08:21:43

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