There are many ways you could look at increasing engagement within your database:
- Personalize your subject lines – simply by adding in a person’s first name to your message can greatly improve your open rates
- If you do not have your recipient’s first name I your database you need to get them! Either reimport your database with this information or send out an email with an incentive to get them to update their details for you
- Check you subject line isn’t too long or too ‘spammy’. You can test it here >
- Start to Segment your database based on their interests
- Create groups matching your most popular areas or categories of your business
- Get people to add themselves to these groups via the subscription dashboard and Web Forms when they sign up to your newsletters
- Then start to send targeted messages out to these groups of contacts – the messages can be short & sweet – the idea is to get relevant information out to these recipients as soon as it becomes available i.e. New Products or Special Offers
- Campaign Timing – check your last 5 eDM Campaign reports and check the “Engagement Analytics” tab to see when your recipients opened your email. Was it in the first 5 minutes? 15 minutes? The first hour?
Ideally the sooner your recipients are opening your email the better – the longer they wait may mean that your email gets lost in their inbox with all their other mail. Some exceptions can apply to this rule – for newsletter style informative campaigns readers may wait to read it later in the day when they have more time.
This generally happens when the business has a very engaged database already and their open rates would be quite high.