Marketing experts are always talking about the importance of user engagement. After all, if nobody is actually reading or interested in your marketing content, then what’s the point in spending so much time and money to create it? As such, user engagement should be your number one priority in all aspects of your digital marketing campaign – especially when it comes to email advertising. The whole purpose of email marketing is to deliver more information to an already-engaged audience. If you fail to keep them reading, then all your efforts will be made redundant. But how exactly does one make their email content more engaging, so they can see their campaign through to success? That’s precisely what we are going to be discussing in today’s blog. Find out what we have to say by reading on.
Getting Straight to the Point
The modern consumer does not have a very long attention span. This means that you have a limited time frame to convey all your information to them before they lose interest. As such, your emails must be short and snappy, getting straight to the point. Cut out any fluff because this will dig into the time you have to hold the reader’s attention. Too much writing will also put the customer off reading. Imagine you have a great lump of text before you – it’s going to feel like a massive labour to read. This isn’t ideal for email marketing, especially as patrons only sign up because you are supposed to be doing them a favour, not the other way around. Furthermore, make sure that the actual writing in your emails isn’t too flowery or convoluted. This only makes the text harder for the reader to get through. Instead, we recommend using straightforward and accessible language which has a good flow, easing your audience through the text without much effort on their part.
Invest Time into the Aesthetics
Aesthetics play an important role in advertising. They help to build brand, attract readers, establish professionalism, and make your content more engaging. As such, aesthetics are definitely worth focusing on when delivering your email marketing campaign. Firstly, we recommend using an email editor. This software will allow you to create attractive emails quickly and easily. Most email editors have a useful drag and drop feature, so it’s super easy to reposition the sections of your message. Using an HTML email template is also a great idea. These templates provide an excellent base which you can edit as you please, making sure everything looks professional whilst also effectively conveying your brand. We suggest using images and graphics to your advantage, too. Humans simply love looking at colours and art and life. Therefore, incorporating visual flair throughout your emails will immediately make them more engaging. So, break up large pieces of text with an attractive photo or include infographics to show statistics in an aesthetically pleasing way.
Include a Variety of Content
If you want your email marketing campaign to be successful, then you need to focus on consistently engaging your audience. As they’ve subscribed to your website, they are likely already interested in what you’ve got to say – and so there’s a very high chance that they will read the first few messages you send. However, if you fail to supply a good variety of content, your clientele will eventually stop engaging. After all, would you want to read the same message over and over again? Therefore, you should focus on consistently producing fresh news for your clients and customers. This could include bringing out a newsletter every four months to update your readers on what’s happening; or you might want to write helpful blog posts which will help them with any problems related to your line of work. Creating video content is also a fantastic idea. When given the choice between a film or book, most people will choose a film for the sake of saving time and effort. The same applies when it comes to delivering information for marketing purposes.
Create a Gripping Subject Line
In email marketing, everything hinges on getting the customer to open your message. You might have created amazing content, which is visually appealing and prosaically perfect, but the reader will never see any of this if you can’t convince them to click open on your email. So, to really increase user engagement with your email marketing content, you must nail the subject line. This is all about convincing the customer that your message is worth giving up their time to read. Use emotive and imperative language, implying to the recipient that they need to hear what you’re saying. This will galvanise them into action and engagement.
Follow our advice and you should hopefully be able to make your email marketing content more engaging for clients and customers.