While a “20% off” coupon will definitely get some attention, you need to offer something free that has real value. Maybe you had an eBook or white paper crafted, or maybe you are willing to perform a minor service free of charge. Whatever you are offering, real value always creates engagement.
People love sharing valuable advice with their friends and family, but honestly, who forwards emails these days? Instead of wishing that clients will forward emails, include social sharing buttons right in the message. When these buttons are incorporated into emails, there is a 158 percent higher click-through rate.
Group the Email List
Sending out the same sales message to an entire email list will definitely result in some engagement. You’ll also have individuals who simply don’t respond to certain messages. By treating an email list as one homogenous group, you are ensuring that giant swaths of your list are not engaged.
Instead, create a segmented mailing list. Group certain buyers together based on similar attributes. This will allow you to create targeted messages that appeal to each group. Once subscribers start to receive emails designed for them, they are more likely to become engaged.
Offer Something with Actual Value
There is no doubt that a promo code reading “20% off” will turn heads, but to get true engagement, it is essential to offer something with real value. This could be a free white paper or eBook, and some especially enterprising companies even offer one free service. Either way, offering anything at all with real value always pays off.
Email marketing can be a tricky road to walk, but when it is prosperous, the ROI is impressive. This is why it is best to put extensive effort into your campaign. Increased engagement means increased revenue, so the initiative is obviously worth it.
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