Surefire Tips to Boost Email Engagement ??

Fun in the Funnel

We’re going back to the basics!?

Why?

Because the last few weeks have been a powerhouse for learning, the biggest takeaway- even getting the basics right can top off your results.

Let’s dive into it and see how.

Engagement goes up, up, and up!

I’m excited to share that we have started conducting workshops to help companies build their marketing flywheel. Oh yes!?

Here are few things worth sharing with you, my beloved audience.

1. One of our clients was getting (only) a 10% open rate for their newsletter. Thinking of it as a lost cause, they wanted to switch to Linkedin newsletter as a channel. But, we concluded that one "Less is more", decided to win one digital channel before hopping on to another.

1. So we decided to conquer the existing channel (email newsletter) with three simple steps. And, guess what? The open rate jumped to 20%. Let’s look at what we did.

• Personalize: Make the content more personal by avoiding computer generated emails, using images with humane touch to it. Imperfect images, handwritten notes is one way to achieve this. Workshop attendees made sure that words are from the audience's industry. We made sure that there are not too many stories in the newsletter. We made sure we told a story in the newsletter.
• Clean the data: Removed all inactive email addresses, and the list was 10% lighter. These contacts weren’t adding any value, so it’s better to trim those from your mailing list.
• Repurposing the content: Send the exact copy of the newsletter with a different sender name, subject line.
• Targeted: Focus only on one core ICP in the newsletter. And then measure the success of that ICP.

2. One of the most common questions asked in workshops is- Can we call the people who are opening our newsletters. Well, it depends on - how desperate you are for leads. Let me answer it this way - Should I be calling you when you read my newsletters?

?Now, time to close your eyes and remind yourself of another rule of marketing - Give, Give, and Give. What could you give more to your audience?

What is the goal of a newsletter?

Open rate? Click rate? These are measurable goals. You can keep them as KPIs, but what if you could be more ambitious. I think the goal for newsletters should be to get a response from the audience instead of just being happy with the open rate. This was the goal we kept in one of our workshops.

Here’s how we achieved this goal, and you can too

1. Ensure takeaways in the email exist- loud and clear.
2. Use a bag of words with language that’s relatable to your audience.
3. Make the title, and subject line catchy to get the audience's attention.?
4. Don’t overdo the branding. Make it subtle and relevant.
5. Bring non-computerized images such as the one below.
6. In case, there is a CTA, let it be another give.

You might say that all of these are the basics of marketing. Yes, they are. But you’ll be surprised how many of us still go wrong with it.

Core principles of marketing and demand generation do work. We just have to get them right.

How should we engage with the audience when they have ready the newsletter?

Approach them with more ‘gives’ or the valuable information that makes their life easier.

What ‘gives’ can you offer?

1. Ask them to collaborate with you in the newsletter by sharing their thoughts on a topic.?
2. Invite them to a webinar for an interview or an honest discussion.
3. Quote them in your next newsletter.
4. Share those insights on social media.

To conclude, lets focus on give, give, and give always.