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Email marketing campaigns are a mainstay for the majority of marketers, and we know how tough it can be to keep contacts engaged.


You can send out as many campaigns as you like, but if people aren’t opening, reading and clicking them you’re just firing messages into the void.


Here are our top 4 tips to help you keep email campaign engagement up.


Email Engagement: 4 Tips to Avoid Spooking Your Contacts


1 – Craft Subject Lines Carefully

Your subject line is the first key factor in email engagement. That’s because it’s the very first thing your contacts will see, and will determine whether they open your email or not.


Knowing that, you can imagine why it’s not a good idea to treat the subject line as an afterthought. You should craft it carefully and intentionally, focusing on the question “Will this convince people to open the message on its own?”


An effective subject line specifically addresses the pain point you’re going to talk about in your message. If you know your target audience and have correctly identified that pain point, your engagement will already improve just by doing this, as your open rate will jump.


Another way to make your subject lines pop more is by using personalization tokens. Using the contact’s first name is fairly common, and you can also use the contact’s company name. “Boost Acme Inc’s Sales!” is a lot more punchy and noticeable than “Boost Your Sales!”, don’t you think?


When your subject line catches the contact’s eye and nails their main professional concern, you’ve got yourself an open.


2 – Maximize Impact, Minimize Length

Once you convince someone to open your email, the last thing you want to do is scare them off. If your email is a giant wall of text, that’s exactly what will happen. Especially if it’s a cold email lead generation campaign.


Designing your email well is very important. That means having a layout that’s visually appealing, flows smoothly, and is easily scannable – while also conveying enough information to convince the reader to click.


The ideal length for your email is “exactly enough to generate clicks”, and that will differ based on your product and audience.


Remember that pain point you nailed with your subject line? That should also be the main focus of your email. If you make ergonomic office chairs and your subject line is “Save Acme Inc’s Staff from Back Pain”, your email should talk about how your chairs alleviate backaches.


If the message instead focused on how smooth the wheels roll, or the all-leather covering is environmentally-sourced, you’re missing the point – they clicked on a subject line about chairs that help with back pain, so they expect to see an email about exactly that.


You can include other selling points, of course, but they shouldn’t be the focus. You can elaborate on them on your landing page.


3 – Don’t Sound Boring

B2B marketers often use very similar tone and language. I know. Shocking, isn’t it?


You know your email is marketing material. Your contact knows it’s marketing material. The trick is that it doesn’t need to feel like marketing material. Again, this depends on your audience. If your target audience tends to be high-level professionals who communicate in a very formal manner, then matching that can be beneficial.


Often, though, you can sidestep the all-too-common stilted language and use a more conversational tone. Once again, if you’ve got your audience’s pain points squarely targeted, you’ll have their attention a lot more firmly.


A more conversational tone is easier to follow, feels more personal and less forced, and can contribute more than you think to maintaining engagement.


4 – Solve Their Issue, Don’t Market Your Solution

This point is as much about mindset as content. If you write your emails with the intention of marketing your solution, it’ll feel like that.


If, on the other hand, you write your emails with the intention of solving the contact’s problem, that will come across clearly. You can reinforce this by using customer-centric and benefits-focused language – that is, write about solving their problem and the benefits of your solution instead of the solution itself.


The harsh reality is that nobody cares about how premium the leather on your fancy office chairs are. They care about how it’ll finally alleviate the backache they’ve had for a month straight now.


Put yourself in the contact’s shoes as much as possible. Forget that it’s your product and focus on the results it delivers for the customer.



Source: Clickback
Email Engagement: 4 Tips to Avoid Spooking Your Contacts