How to Engage Readers with Personalization and Strong Subject Lines
Most email marketers want to be sure they’re maximizing every opportunity to reach readers and there are a number of strategies that can help accomplish this goal. Today’s content consumers are savvy, so email marketers need to be creative in order to drive higher engagement and open rates with their email program.
- Personalized messaging: Tailored messaging that focuses on the individual helps create a higher level of value to subscribers. This helps readers avoid the feeling of being just another name on a list. Additionally, this kind of messaging stands out and is more appealing to those receiving emails. However, personalization is difficult to achieve without sufficient data, so it’s important for an email marketer’s database to contain as much information as possible for this technique to be effective.
- Consider mobile: Tablets and smartphones have transitioned from being luxury items to daily necessities. As an email marketer, you have to assume that a majority of the messages you send to your audience will likely be read on one of these devices. Therefore, optimizing them for these platforms should be an integral part of your strategy. Need help? You can download a free responsive email newsletter template to get you started.
- Having a strong subject line is imperative: When sending communications to your readers, keep in mind that before they ever get to the body of an email, subject lines will be the first thing they see. It’s important to remember that this may be your one and only chance to make an impression with someone, so having a strong subject line is critical. It may help to put yourself in the mind of the reader and think about what might entice you to read an email instead of junking it immediately. In all likelihood, it’s the effectiveness of the subject line that will determine whether your email is read or ignored.
Email is still the most effective channel for reeling in a return on your investment, but your email program can only reach its full potential by taking advantage of all email has to offer. By integrating these email strategies into your marketing efforts, you can reach that oft-cited 3800% email ROI.
For more ways to monetize your email program, download PostUp’s Ultimate Email Monetization Solution Guide. It’s free, easy, and best of all, free.
This blog post was originally published December 5, 2014, but has since been updated to reflect the latest email marketing statistics.
Director of Client Services, PostUp