When it comes to growing your business, email engagement is key. But how can you stand out in today’s saturated inboxes?
It’s true; even the most carefully thought-out marketing message will falter if it fails to attract attention. For those in the email game, it’s become clear the same-old tactics of yesteryear just won’t cut it. That’s why Dyspatch’s very own VP Product, Vero Best, took to the Litmus Live stage to tackle the issue head on, sharing data-backed techniques proven to boost engagement, build brands, and drive results.
From injecting much-needed life into your content, to putting compatibility issues to rest, here are five innovative strategies email marketers should employ to majorly up the ante in the inbox:
The 5 Best Ways to Increase Email Engagement
1. Use dynamic and interactive email content
Static emails: Always popular, often overlooked. As such, standing out from the crowd (and their overcrowded inboxes) calls for more than static experiences — it calls for bringing your content to life.
Infusing your emails with dynamic and interactive content (dynamic meaning any part of a mass message that changes based on user data, and interactive referring to content that customers can, you guessed it, interact with) creates an inherently engaging experience that’ll keep your subscribers coming back for more — especially compared to fixed, flat messages.
From localizing content and embedding rich media to leveraging new innovations in interactivity shown to increase engagement by 500%, the results are clear: Getting lively with your emails pays dividends.
2. Get innovative with AMP for Email
If interactive content is the bread and butter of email engagement, then AMP for Email is its five course, three Michelin star cousin.
Shorthand for Google’s innovative Accelerated Mobile Pages technology, AMP for Email takes interactive content a step further by dynamically pulling in live data and allowing users to perform actions straight from their inbox. In other words, AMP emails boost engagement by reducing clicks-to-action and eliminating the risk of sharing stale, irrelevant content.
Need convincing? Consider how much more incentivized customers would be to shop a sale if they could do it directly from their inbox, based on recommendations generated from both current product availability and past shopping history. With AMP for Email, this level of convenience and customization becomes automatic.
And there’s no shortage of AMP for Email use cases. If you’re curious, check out Vero’s presentation to hear more ways AMP emails can boost engagement.
3. Make things personal with personalization
Another surefire way to garner attention? Get personal.
Let’s face it: Generic, mass-blasted emails are way too easy to ignore (much to the dismay of marketing teams everywhere). By tailoring content to your subscribers and their unique needs, your emails are guaranteed to catch their attention, and in turn, perform better — no matter which KPIs you choose.
(Here’s a case study that’s particularly compelling: A report by Campaign Monitor found companies who implement personalization tactics in their emails increase revenue by a whopping 760%, compared to those who use a one-size-fits-all approach. Yep. Seven hundred and sixty percent. Read that again.)
3. Build trust through consistency
Ever heard the term,“consistency is key”? Yeah, us too.
And the same idea holds true for email marketing!
While thinking outside the box can be great as far as your interactive email components go, staying consistent is crucial when it comes to your overarching branding (read: Tone of voice, color palette, design elements). Why? Because consistency builds trust and establishes rapport, helping your audience know what to expect every time they see you in their inbox. So you can think of consistent branding as paving the way for more positive experiences to come.
One caveat: Consistency can be hard to achieve when you’ve got a lot of different cooks in your email creation kitchen! That’s why Dyspatch’s email builder comes with built-in guardrails and a custom modular design system so you can be sure to stay on-brand.
4. Ensure positive experiences through previewing and testing
No amount of careful consideration or innovation will drive up engagement if your emails are riddled with errors. That’s why making sure your content is responsive and looks good across all email clients, devices, and circumstances is key (looking at you, late adopters of dark mode).
But here’s where it gets tricky: With the pantheon of devices available today, sending yourself (or even your entire team) a test email isn’t enough to guarantee success. Instead, invest in an advanced testing and previewing service like Litmus to save you those compatibility headaches and broken link bogeys known to plague email marketers everywhere.
(Hint: Dyspatch’s no-code email builder offers integrated Litmus testing, so you can guarantee error-free emails, every time.)
Want the full scoop on how to increase your email engagement and conversions?
Email engagement is no easy game, but it’s easy enough to start using these techniques in your marketing efforts — especially if you’re using a centralized email production platform like Dyspatch. Our no-code, drag-and-drop email builder and AMP-powered Apps in Email make creating on-brand, interactive, and highly-personalized emails a breeze.
For the full rundown on how you can boost your email engagement and conversions (complete with impressive stats), watch Vero’s Litmus Live presentation here.
