11 Ways to Improve Your Email Engagement


Better email engagement
email engagement

What Is Email Engagement?

Your email engagement is measured by how your recipients interact with your emails.

There are many types of engagement metrics. More important ones include open email rates, reply rates, click-through rates, and conversion rates.

A sales rep’s messages must be read and replied to so they can uncover potential problems and suggest possible solutions.

Email marketers want their campaigns to drive conversions, and they also want their subscribers or recipients to take action.

Typically, that’s to their email subscribers or email list.

With all the changes in the digital world, people have moved from desktop to mobile email use.

This means that they are using email more frequently. As a marketer, you need to create email content that will engage users when they are on the go.

Let’s have a look.

Boost email engagement is your go-to source for inspiration on what works best for your business.

From getting more subscribers to improving your email engagement , you’ll discover what tactics have been most successful for your business so far and what to try next.

11 Ways to Improve Email Engagement

1. Always send a welcome email.

The first email you send to a customer is usually a welcome email.

You should probably also include a follow-up email to remind them of something they signed up for or purchased from you before.

The average open rate for a welcome email is 50%. 

email engagement welcome msg

That means that out of 100 people who get a welcome email, about 50 of them will read it and click through to your website.

You can’t afford to ignore this email. After all, 74 percent of people expect a welcome email right after subscribing to your list.

That means this email is an important one. Make sure to use it well!

Really Good Emails shares a great collection of welcome emails (and every other category you can think of) to inspire your strategy.

2. Use Subject Lines That Generate High Open Rates

Every time you send out an email, you need to pay close attention to your subject line.

That subject line is how your messages will be grouped and thus how much success they will have when it comes to engagement.

Your email should have a subject line that accurately describes the contents of the email so your recipient can quickly and easily decide whether they’re going to read the email.

It’s crucial to make it engaging and leave the recipient wanting to know more.

1. Avoid using long, complex, or unnecessary subject lines. The best subject lines are short, simple, and descriptive.

Use subject lines that are not more than 50 characters long, and include a few keywords.

2. Focus on one main idea. The most effective subject lines have a single focus. If your message has multiple purposes, you should break it down into smaller pieces.

3. Make it easy for your recipients to understand your subject line. The subjects that are difficult to understand will get filtered out.

4. Be creative. It is important to be original when you write

The average top-performing subject line in the 2020 study had some common characteristics. These include the following:

  – It includes an emotion: The average top-performing subject line using one or more of the following emotional keywords: awesome, amazing, wonderful, great.

  – It’s specific and relevant: The average top-performing subject line uses one or more of the following words to describe the product or service being offered: new, free, low, buy.

  – It offers a benefit to your readers: The average top-performing subject line includes one or more of these benefits: saves time, free shipping, money, save, best, lowest price.

Few additional tips when creating your subject line:

Address pain points

Provide value

Use Proof/Results or Credibility

Generate curiosity

Use emoji

Generate FOMO (Fear Of Missing Out)

Use social proof

Avoid using some boring statements like:

“January Newsletter”

“Weekly Update”

“A Message From Company XYZ”

Nobody is going to open that.

3. Don’t neglect the preheader text.

Preheader text, or the preview text, is the first thing that follows the email subject line when a reader views your email in the inbox.

If you’re using Marketing Email, the preview text will include information about what your customers are about to receive.

This snippet is a valuable part of the email, and it can even make or break your email engagement.

When customers are presented with the product title and preview text, they’re more likely to click through to the product page.

It means your products/services have a higher chance of being seen and purchased.

4. Prioritize your CTAs.

You have many choices when it comes to creating CTAs and buttons.

You’ll want to experiment with everything from copy and design to placement and frequency to see what kind of results work best for you and your target audience.

Keep it short and sweet with a CTA that spurs the reader’s curiosity with the clever and straightforward copy, e.g., “See how.”

5. Write casual, fun copy.

 Nobody appreciates texts that are big, dull, and full of jargon.

Your emails should be easy, fun, and rewarding to read.

Be ultra-clear about the next step you want the reader to take.

Write clearly and concisely. Active verbs help express emotion, and keeping sentences short and concise helps keep your writing from feeling cluttered.

Use humor if you want to build rapport with someone and get them to open up. People like to smile.

6. Use Social Proof

According to Wikipedia, social proof is a psychological and social phenomenon wherein people copy the actions of others to undertake correct behavior in a given situation.

You probably know that people decide what to buy based on what others say about the product.

. In a situation where there are multiple choices, people usually look at what others are saying and choose what they think others will choose.

We look at online reviews from other customers because they’ve used the product before, and they know whether or not it’s a good product. So if a product has lots of positive reviews, we believe the service/product is good.

Potential customers tend to choose products based on the recommendations of experts.

Experts are more knowledgeable than most people, so we tend to assume they’ll know the best products or services.

When it comes to buying a new product, people tend to look for reassurance in the form of social proof. Social proof brings customers closer to purchase by providing reassurance and removing doubt.

Studies show that 87% of consumers trust online reviews. So if a product has hundreds of 5-star reviews, it’s a good indication that the product is of high quality.

 If customers doubt the product, they will be more likely to purchase after reading the positive reviews from other satisfied customers.  

Use these social proof techniques to improve your email engagement.

7. Conduct A/B testing

When sending emails, you should be doing A/B testing.

You can test every element of your emails, from subject lines and preview tests to copy, images, design, and CTAs.

Testing gives you insight into your audience and lets you know how to improve your campaigns and email engagement . The more you test, the better you will get to know your target audience.

Your audience is your lifeblood – the better you know your audience, the better you will be able to improve your email engagement.

8. Make sure your email is mobile responsive.

More and more people read their emails on their mobile devices. This means that if your emails are not mobile responsive, they won’t be readable on many different mobile devices.

There are several ways to ensure that your site or app works well on mobile. Design your sites with mobile in mind and ensure your design is even better on mobile than on desktop.

9. Personalize your emails for each recipient.

It’s hard to be customer-centric if you don’t know who your customers are. 

You’ll learn how to personalize your customer experience by taking the time to learn who they are and how to speak to them in their language.

In order to make sure your email marketing is working, it’s essential to tailor your messages to the recipients.

A message that is not personal to your prospect could be the kiss of death. Leveraging the power of personalization is crucial for any business that wants to grow.

Marketing specialists are witnessing an increase in opening rate when they implement personalization.

 Personalized content that helps users understand the benefits of using a specific tool or service can also effectively generate more social sharing and engagement.

10. Create a Unique Experience

Many of your recipients are receiving tons of email messages from companies looking for ways to market themselves to their prospects. These messages all have the same or very similar appearance.

Get your subscribers excited. This means using eye-catching subject lines, opening your email with something exciting or witty, and ensuring your emails are short and snappy.

This is a great opportunity for you to create a unique experience for your clients that they will remember.

That’s why it’s critical to have a video in every email that you send out. It shows your customers you’re serious about what you do, and it makes them more likely to purchase.

Consumers today crave a human connection. You might have seen the movie “The Social Network,” A young Facebook founder came up with a revolutionary idea for a new service that would connect the social connections of the people who used the site with their favorite brands.

If you’re interested in making videos, now is the time to get started.

Internet usage has been steadily increasing since 2005, and video accounts for more than 75% of the traffic.

If we take into consideration that by 2022 it’s expected to be 82% of all internet traffic, it’s imperative that you take steps to optimize your website.

Video is a powerful way to deliver content to your audience, and the number of people who watch video content is only increasing.

The key to an effective cold email is to show your human side; you can’t get too robotic or too human.

By taking the time to think up different ways to offer your customers an exceptional customer experience, you’ll be able to build a stronger relationship with your customers and keep them coming back for more.

11. Segment your messages to increase email engagement

Email segmentation is critical to the success of your email marketing.

You’ll get the right message to the right buyer persona at the right time in their buyer journey.

Your emails will be more likely to convert if they’re segmented to the specific types of people who are most interested in what you have to offer.

Now that it’s easy to send highly personalized emails based on your contacts’ groups, memberships, and other properties, it’s easier than ever to send a highly personalized email.

The 5 Types Of Copywriting Formulas To Boost Your Clickthrough And Conversion Rates

Writing great copy that converts involves understanding your audience’s motivations and then writing content that works for a better email engagement..

Here are five effective copywriting formulas that will help you make your audience take action.


The AIDA model is an acronym for Attention, Interest, Desire, and Action. These are the key steps that marketers use when writing emails for their customers.


This step is all about getting the reader’s attention and getting them to read on.

  • Use words that convey urgency like ‘now’, ‘important’, or ‘brand new.’
  • You can offer a free product or service.
  • Ask quick questions that pique curiosity.
  • Use vibrant, colorful colors and design to get attention.

In this stage, the consumer should ask: “What is it?”


At this writing stage, the focus is on the topic that keeps the reader reading.

After your audience has found your product or service, they should learn more about it. The first thing consumers will look for is how it can benefit them.

In the Interest step, you’re trying to get your recipients to become emotionally invested in what you’re trying to offer.

In this stage, the goal is to get them to think, “I like it.” 

At this moment, your content has to make a good first impression.

 Your job is to make the people interested enough to read your copy and then continue reading until the end.

 You need to hook your audience to be intrigued and curious about your product or service.


After your audience has found your product or service, they should learn more about it. The first thing consumers will look for is how it can benefit them.

In the Interest step, you’re trying to get the target audience to become emotionally invested in what you’re selling.

In this stage, the goal is to get them to think, “I like it.” This is where your content has to make a good first impression.

 Your job is to make the people interested enough to read your copy and then continue reading until the end. 

  • Use compelling stories to demonstrate the “why” behind your solution.
  • Don’t tell long stories. Present only what is most important and what interests the recipient the most.
  • In your message, answer three age-old questions from a prospective customer: “So what?”, “What do I care?”, “What do I get out of it?”
  • List all the most essential qualities of what you advertise and then turn it into a customer benefit.

Call to action:

The last step of the AIDA model is to get the consumer to initiate the action. The final stage is the behavioral stage, and the goal is to get them to decide, “I’m getting it.”

Your ad should end with a call to action (CTA) – a statement designed to get an immediate response from the consumer.

At this point in the sales process, you could use a sense of urgency and get the consumer to decide right away.

It is essential to create customer-specific email campaigns that will give the buyer that “last little nudge” to buy.

The goal of this stage is to change “I want it” to “I’m getting it.”

  • Use clear call-to-action (CTA) button
  • Test CTAs slogans, use the A/B technique to increase your chances to convert prospects.
  • Use short slogans, clear and specific (“try it today,” “buy now,” “yes, I want access to the newsletter,” “check out our free trial”)
  • “Before and After” style is an effective example of growing Desire while building trust.
  • Use limited-time offers (LTOs)to increase opportunities to make sales. LTOs allows you to offer limited-time discounts or deals to encourage consumers to take action right now. (e.g., “Free Shipping”)

2, PAS


The strongest stimuli are the best motivation, which trigger emotional reactions in clients. 

So think about your client’s greatest torment and build your text based on it.

If you manage to hit the most sensitive point, the client will immediately become more inclined to believe you.

In fact, understanding the client’s problem is the most crucial element of the entire message.

If you fail to do so, there is a good chance that he will not be interested in further reading your text.


This is all about stirring things up, getting things going.

Once you’ve identified your audience’s main problem, it’s time to make it even more visible. Point out that he is the cause of the emotional distress.

It is worth using suggestive language here. Use words that will make the message more plastic.

Simply put, this part of the text is about showing how much the problem is making the client’s life difficult.

It may be helpful here to distinguish features from benefits, which is popular in copywriting. 

Before buying, customers are interested in the product’s features, but the real driving force is the benefits that the product you offer will provide them.

It is exactly the same with problems.


And now he comes in. I am talking about your product, of course. 

It is supposed to be a recipe for the client’s problems and any inconvenience related to them.

At this stage, you need to skillfully combine the features of your product/service with the specific problems of your recipients. 

The better you do it, the greater the customer’s chances to decide to buy from you.

The main advantage of this technique is the subconscious linking of customer problems with your product.

 Thanks to this, the PAS formula does not require the copywriter to praise the product.

Another popular formulas to consider:

3. Before – After – Bridge (BAB)

“Before” describes what people were doing before they bought your product, “After” what they do after using your product, and “Bridge” helps them to see how your product can help them achieve their goal.

  • Before: You have a problem
  • After: The problem is solved
  • Bridge: How you get the result

4. Features – Advantages – Benefits (FAB)

A basic copywriting principle is to focus on the benefits, not the features. 

This approach could result in better email engagement.

The Features-Advantage-Benefits (FAB) copywriting formula is based on this insight.

  • Features: What does the product do?
  • Advantages: Why is it better than the competition?
  • Benefits: What are the tangible or intangible benefits the consumer will receive?

5. The Four C’s

If you want to get more mileage out of your copy, make sure you’re using all four C’s. 

These four letters will increase the amount of impact your content gets without taking up too much space.

  1. Clear
  2. Concise
  3. Compelling
  4. Credible


When developing communication, one should remember about customer-centeredness.

 Our message is primarily to respond to the client’s needs – it is not about what we want to tell him but what information he wants to receive from us.

Email marketing can support your advertising efforts if you only plan it properly and apply it to increase your email engagement.

Make sure that your newsletter contains all the necessary elements to make the recipient visit your website.

The use of various techniques in the structure of the message allows to achieve better sales results, build stronger and more lasting relationships with subscribers, and deepen their loyalty to the brand.


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