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Tips for Using Email Marketing to Keep Customers Engaged

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Vicki Nichols

Digital Marketing Lead


The easy way to use email to engage customers

There are 4 billion daily email users. And there’s a good chance that some of those will be people who want to do business with you. This is why email marketing makes up such a huge part of many marketing strategies.

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Why should I be using email marketing?

The benefits of email marketing are huge. Including being a great way to keep customers engaged. And why are engaged customers important? Simple. Engaged customers buy.

Benefits of using email in your marketing

  • It returns an impressive average ROI (return on investment) of $36 for every $1 spent.
  • It’s a great way to send personalised messages to customers in mass.
  • It’s very cost-effective. There are no ad spends or postage costs to worry about.
  • It allows you to easily measure results. You can easily see who opens your emails, who clicks them and then who goes on to convert. This data is extremely valuable in allowing you to optimise your marketing.
  • Using email marketing to keep customers engaged is a great way to build a sense of community and foster brand loyalty.
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How to Use Email Marketing to Keep Customers Engaged:

1. Segmentation is key

The first step is to segment your contact list into groups. Things like user types, purchase history, engagement level and even demographics are good ways to segment lists.  This means that you can send relevant content to each group. Which in turn will drive better engagement and increase the chance of conversions.

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2. Make sure you’re using compelling subject lines

Your subject line is the first thing recipients see. And if it doesn’t grab their attention, they aren’t going to even open your email.

Tips to create compelling subject lines:
  • Keep things short and punchy
  • Don’t be afraid to use emojis
  • Consider using urgency (e.g. only 3 days left)
  • Try A/B testing your subject lines
  • Don’t be afraid of using statistics to encourage opening
  • And don’t give everything away, or else there’s no point in them opening the email at all.
3. Personalise content wherever you can

Using merge tags like the recipient’s name can help encourage users to connect with your messaging. Another thing that makes users feel seen, valued and understood is emailing them relevant content. This is where segmenting your list comes into play. After all, you wouldn’t want to receive offers on men’s clothing if you’ve been browsing women’s shoes.

4. Always try to offer valuable content

Your emails should provide value to the recipient. This could be in the form of informative blog posts, exclusive offers, how-to guides, or entertaining content that aligns with their interests. After all, if you aren’t providing a reason to read your content then the recipient won’t be encouraged to open another email.

5. Use consistent branding

Maintaining consistent branding across your emails is crucial. Using the same colours, fonts, and tone of voice to reinforce your brand identity can help make your emails instantly recognisable. And this will help to keep customers engaged.

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6. Make use of engaging visuals

Incorporate visually appealing elements such as images, infographics, and videos to break up the text and make the content more engaging.

This will help to keep customers engaged in your email so that they actually read the whole message, and hopefully click through!

7. Always use clear Call-to-Actions (CTAs)

Each email should have a clear and compelling CTA that guides the recipient on the desired action. This is true regardless of what the action might be. It could be making a purchase, reading an article, or sharing content on social media.

8. Make it mobile-friendly

One thing that many brands fall flat with is how mobile-friendly their emails are. A lot of your contact list will check their email on a mobile device. So you need to ensure that your emails are optimised for various screen sizes to provide a seamless experience.

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9. Use A/B testing to make sure your emails are optimised

Experiment with different elements of your emails. Look at things like subject lines, visuals, and CTAs. This helps you identify what resonates best with your audience and means you’ll be more likely to keep customers engaged.

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10. Try using marketing automation

Utilise email automation to trigger emails based on specific actions, such as welcome emails, abandoned cart reminders, and birthday offers. This keeps your brand on your customers’ radar without constant manual effort. And is one of the best ways for using email marketing to keep customers engaged.

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Implementing these email marketing tips

When used right, email marketing is a potent tool for businesses. So try implementing these email marketing tips to keep your customers engaged and nurture them until they’re ready to convert.

If you’re not feeling confident then get in touch with us today to discuss email marketing.

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